Staff Profile

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Professor Brian Wong Kee Mun

Dean, Faculty of Business, Design & Arts

Faculty of Business, Design and Arts

Office No:+6082 260 671
Fax No:+6082 260 815
Room No: B313,B322-327A
Email: bkwong@swinburne.edu.my
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Professor Brian KM Wong is a seasoned strategic marketing professional and an academic with solid and progressive corporate, teaching, and training experiences in diverse facets of business management. sales & marketing, and research & informatics management. He holds a PhD and MBA in Marketing and Hospitality & Tourism Management from the University of Malaya (UM). He published 16 articles in top-tier journals, book chapters, and refereed proceedings before his doctorate graduation, and he has been presented the Top MBA student award upon completion of his MBA qualification.

Currently, he is the Dean at the Faculty of Business, Design and Arts, Swinburne University of Technology Sarawak Campus, and has more than 22 years of local and regional exposure in a multi-industry setting. Among the key companies he attached to previously were UOW Malaysia KDU, Putra Business School, Lafarge, Malaysia Healthcare Travel Council, Taylor’s University, and Panasonic. He also owns a boutique consultancy services enterprise that provides market research and business advisories for start-ups and small and medium enterprises.  

His marketing experience started with his attachment with Panasonic where he conducts sales and marketing seminars to sales personnel and dealers in South East Asia, South Asia, Oceania, and North America. He involves in and leads several marketing programmes while he was attached to Lafarge and Malaysia Healthcare Travel Council, which includes building a new business portfolio from the scratch.

Highly strategic with a ‘big picture’ in mind and skilled in managing stakeholders to achieve key business objectives, Professor Brian provides consultancy services to local and overseas clients. Among the projects that he was involved in previously include the establishment of a Singapore-based electrical and electronics company in Vietnam and Cambodia markets, the establishment of a beauty and wellness business for a private equity firm, business re-evaluation of a precision engineering manufacturer in Malaysia, and market re-positioning strategy for an e-commerce platform and a private education group. 

Besides corporate consultancy work, Professor Brian was also appointed as one of the judges in the DIYC’s COVID-19 Business Challenge 2021. He provides consultancy and supervisory support to several entrepreneurship student projects, particularly on the business viability and strategy component. Asides from his entrepreneurial engagements, he is also involved in several of Leaderonomics’ Business Simulations as a strategy trainer for large organisations in the airlines, insurance, telecommunication, engineering & construction, utilities, and shipping industries. He provides strategy and market development training to regional distributors of multinational companies in Malaysia. He was also one of the trainers in Business Pitching for the Top 30 Finalists in the 2018 AmBank Biz Race. His flexible approach to the business environment allows him to work closely with different levels of management members.

Academically, he has more than 30 publications in top-tier journals, book chapters, conference proceedings, and popular media. His passion for research enables him to keep up-to-date best practices in the business world. He is also a reviewer for more than 30 top-tier international journals and sits on the Editorial Board for several high-rank international journals. He has taught AACSB-accredited business courses at the undergraduate and postgraduate levels, with teaching satisfaction scores that are consistently rated at the Excellent level. Among the common feedback obtained from students include an engaging academic who brings corporate examples into class. Professor Brian is a strong believer in practical and outcome-based learning. He often conducts classes outside campus areas, including shopping malls, retail outlets, and even eatery outlets. He connects students with industry practitioners to pitch their business or marketing ideas to gain genuine feedback from the practitioners.

In today’s knowledge and shared economy, educational qualification is not just about obtaining a degree or grades that would typically impart the necessary theories and concepts. Professor Brian opines that a shift in the mindset would be necessary to contribute towards nation-building as well as remain competitive in today’s challenging environment. One of the most vital traits of real-world education in parallel with real-world needs is to work with and within communities. Hence, through his Humanistic Entrepreneurialism paradigm, he encourages business schools to nurture a generation of business leaders that will have a different worldview through the humanistic lens.





Want to know more about Brian? Check out his LinkedIn page at https://www.linkedin.com/in/dbwkm/ !

Research Interests

Marketing, Entrepreneurial Mindset, Management

Teaching Areas

Marketing domain: Marketing Management, Strategic Marketing, Contemporary Issues in Marketing, Marketing Study, International Marketing, Consumer Behaviour, Managing Product Visibility, Trade Marketing, Principles of Marketing, Sales & Customer Relations Management, Managing Guest Experience, Hospitality Marketing, Entrepreneurial Marketing, Entrepreneurial Leadership, Pharmaceutical Marketing & Ethics, Corporate Communication

Entrepreneurship domain: Sustaining a Venture, New Age Entrepreneurialism, Intrapreneurship, Business Model Innovation

Management domain: Strategic Management, Managing Organizations, Training Management, International Business Management, Organisational Behaviour, Human Resource Management, Personnel Management

Research domain: Research Methodology, Research Supervision

Professional Membership

Academic Editorial Board / Scientific Committee Member Appointments

Tourism Management Perspective (ISI, SCOPUS)

Journal of Tourism Futures (SCOPUS, ESCI)

World Leisure Journal (SCOPUS) <https://www.tandfonline.com/action/journalInformation?show=editorialBoard&journalCode=rwle20>

Journal of Tourism and Development (SCOPUS) <https://proa.ua.pt/index.php/rtd/scientific_board>

Global Conference on Business, Hospitality and Tourism Research

Social Sciences & Humanities Open

Reviewer Assignments

Tourism Management (ISI)

Tourism Management Perspective (ISI)

Asia Pacific Journal of Tourism Research (ISI)

Current Issues in Tourism (ISI)

Journal of Travel and Tourism Marketing (ISI)

Journal of Hospitality and Tourism Management (ISI)

Asian Business & Management (ISI)

Asia-Pacific Psychiatry (ISI)

Global Public Health (ISI)

International Journal of Hospitality Management (ISI)

Journal of Qualitative Studies in Health & Well-being (ISI)

Journal of Vacation Marketing (ISI)

Heliyon (ISI)

International Journal of Housing Markets and Analysis (SCOPUS)

Journal of Global Marketing (SCOPUS)

Asian Journal of Business and Accountancy (SCOPUS, ESCI)

Journal of Tourism Futures (SCOPUS, ESCI)

Journal of Policy Research in Tourism, Leisure and Events (SCOPUS, ESCI)

Kajian Malaysia (SCOPUS, ESCI)

Asian Academy of Management Journal (SCOPUS, ESCI)

Asian Journal of Business Research (SCOPUS)

Asia-Pacific Journal of Business Administration (SCOPUS)

Ageing International (SCOPUS)

Anatolia (SCOPUS)

Journal of Green Engineering (SCOPUS)

Journal of Tourism and Development (SCOPUS)

World Leisure Journal (SCOPUS)

Informatics for Health and Social Care (SCOPUS)

Journal of Hospitality and Tourism Insights (ESCI)

TEAM Journal of Hospitality & Tourism

Amity Journal of Marketing



2021 : Employee of the Year 2021 – UOW Malaysia KDU

            Collaboration Award (Individual) 2021 – UOW Malaysia KDU

            Collaboration Award (Group) 2021 – UOW Malaysia KDU

            Research People’s Choice Award – UOWGE Global Collaborate Conference 2021

2009 : Panasonic President Award for double digit sales growth in Oceania region

2008 : Panasonic President Award for double digit sales growth in Asia region

Recent Research Grants

January 2023-December 2024 / Saravanan Raman, Brian Wong Kee Mun, Norazah Mohd Suki, Lee Heng Wei, Loo Teck Khun / Developing a new service trade-offs framework for the healthcare services to determine operational compromises / RM 79,200 / Co-Investigator / FRGS/UOW Malaysia KDU.

January 2023-December 2024 / Ng Hee Song, Brian Wong Kee Mun, Daisy Kee Mui Hung, Azura Abdullah Effendi, Chiang Tit Yean / Development of a Firm Innovativeness Model Through AI-driven Automation and Globalisation for Malaysia / RM 84,610 / Co-Investigator / FRGS/UOW Malaysia KDU.

January 2020-December 2021 / Brian Wong Kee Mun, Christy Ng, Thinaranjeney Thirumoorthi / Readiness in Adopting IR 4.0 Technologies among Healthcare Providers and its Relation to Health Tourism Promotion in Malaysia / RM 25,000 / Principal Investigator / UOW Malaysia KDU.

January – June 2018 / Brian Wong Kee Mun, Tan Consilz, Ng Chin Hooi, Rupah Devi / Parents’ Perception on Public, Private and International Schools / RM 65,000 / Principal Investigator / Private Education Group.

2013 – 2015 / Che RuhanaMohamed Isa, Ghazali Musa, Sedigheh Moghavvemi, Thinaranjeney Thirumoorthia, Mohd Zulkhairi Bin Mustaphaa, Kanagi A./P. Kanapathya, Jacob John Chiremel Chandya, Brian Wong Kee Mun / Factors Influencing Sustainable Performance in the Health Tourism Industry: A Comparative Study of Malaysia, Singapore and Thailand / RM 210,000 / Co-investigator / University of Malaya.

2012 – 2015 / Ghazali Musa, Brian Wong Kee Mun / MM2H Motivations, Satisfactions, and Post-satisfaction Study with MM2H Centre / RM 35,000 / Co-investigator / University of Malaya.

Recent Media

29 August – Keynote speaker at the Global Forum on Business Case Study, hosted by I-CEE Center, International Business School (IBS) of Beijing Foreign Studies University (BFSU). The topic presented: 3M Concepts for SME Survivals
3 December – Speaker at the International Business Research Conference on the topic: Addressing Challenges in Research under the New Normal
23 October – Speaker at the Scholar Talk, organized by Linkwith Research and Training Centre
17 August – Interviewed by BFM radio station on “THE 3M SME SURVIVAL KIT.”


3 July – Moderator at the KDU Townhall session on the topic: IR 4.0 and the Survival in the Wild upon students graduation
14 February – Speaker at the Universitas Bandar Lampung International Conference on the topic: Improving Awareness on the Importance of Digital Business Strategy.

26 November – Interviewed by BFM radio station on “Humanistic Entrepreneurialism – Perhaps the formula to have recession-proof employees.”
5 November – Interviewed by Sin Chew Daily on “Humanistic Entrepreneurialism.”
14 May – Featured in China Press on “KDU UC trains high-value graduates.”
8 March – Featured in The Star on “How interest rates affect education.”
12 February – Featured in China Press on “Raising interest rates in affecting students’ progression plans.”
6 February – Featured in Nanyang Siang Pau on “Adjust financial management to deal with interest rates rise. Investment education should be the first place.”
19 January – Speaker at the OCBC Learning Work on the topic: Nurturing a Healthy and Happy Work Life Environment

July, August, October – Speaker at the Malaysia Healthcare Travel Council (MHTC)’s Health Facilitators’ Workshop
May – Speaker at the School of Public Health Universiti Airlangga Surabaya, Indonesia visit to the Ministry of Health Malaysia
May, Aug, Sept – Speaker at the Malaysia Healthcare Travel Council (MHTC)’s Health Facilitators’ Workshop.
Apr – Speaker at the Taiwan Medical Association visit to the Ministry of Health Malaysia

October – Speaker at the University of Malaya Researchers and Stakeholders’ Seminar on Current Issues in Medical Tourism : Medical Tourism – Potentials and Challenges in Malaysia
October – Speaker at the Affin Investment Bank’s Corporate Luncheon: Medical Tourism – Potentials and Challenges
July, September, November – Speaker at the Malaysia Healthcare Travel Council (MHTC)’s Health Facilitators’ Workshop.
July – Speaker of the Faculty of Business and Accountancy, University of Malaya’s Experience Sharing Session: Publications in Tier 1 & Tier 2 journals

  • Research Outputs

Research Outputs

  • Refereed Research Articles

    Moghavvemi, S., Wong, B. K. M., & Hassani, A. (2022). Medical Tourism blogs: Patient intention to choose a medical destination or treatment. Revista Turismo & Desenvolvimento (Journal of Tourism and Development), 39, 389-404. https://doi.org/10.34624/rtd.v39i0.30378

    Sarker, M., Kasem, N., Wong, B. K. M., & Moghavvemi, S. (2021). Conceptualizing Essential Components Affecting Health Tourism Satisfaction in Asia: Does Context Matter? Journal of Quality Assurance in Hospitality & Tourism. https://doi.org/10.1080/1528008X.2021.1955237

    Wong, B. K. M. & Sa’aid Hazley, S. A. (2020). The Future of Health Tourism in the Industrial Revolution 4.0 Era. Journal of Tourism Futures, Available Online. DOI: 10.1108/JTF-01-2020-0006 (SCOPUS & ESCI indexed journal)

    Wong, B. K. M. & Musa, G. (2020). Transnational Behaviour among Malaysia My Second Home (MM2H) Participants in Malaysia: An exploratory study. Kajian Malaysia, 38(1), 19-45. (Tier 2 SCOPUS & ESCI indexed journal). http://web.usm.my/km/38(1)2020/km38012020_2.pdf

    Wong, B. K. M., Musa, G., & Taha, A. Z. (2017). Malaysia My Second Home: The influence of push and pull motivations on satisfaction. Tourism Management, 61C, 394-410. (Tier 1 ISI indexed journal; Impact factor 2.571). https://doi.org/10.1016/j.tourman.2017.03.003

    Wong, B. K. M., & Musa, G. (2016). Malaysia My Second Home (MM2H): Retirees’ demographic profile and spending dynamics. Tourism Management, 60, 42-46. (Tier 1 ISI indexed journal; Impact factor 2.571). https://doi.org/10.1016/j.tourman.2016.11.012

    Wong, K. M., & Musa, G. (2015). Challenges of International Retirees in Second Home Destination: Phenomenological Analysis. Tourism Management Perspectives, 15, 81-90. (Tier 1 Scopus indexed journal; Impact factor 1.067). https://doi.org/10.1016/j.tmp.2015.03.010

    Wong, K. M., & Musa, G. (2015). International Second Home Retirement Motives in Malaysia: Comparing British and Japanese Retirees. Asia Pacific Journal of Tourism Research, 20(9), 1041-1062. (Tier 2 ISI indexed journal; Impact factor 1.29). https://doi.org/10.1080/10941665.2014.950303

    Wong, K. M., & Musa, G. (2014). Retirement motivation among ‘Malaysia My Second Home’ participants. Tourism Management, 40, 141-154. (Tier 1 ISI indexed journal; Impact factor 3.14). https://doi.org/10.1016/j.tourman.2013.06.002

    Wong, K. M., Ng, C. Y. N., Valerian, V., & Battistotti, M. G. (2014). Satisfaction of Heritage Hotels’ Patrons in Penang Island: A Research Note. International Journal of Business and Society, 15(2), 255-266. (Tier 3 SCOPUS indexed journal; Impact factor 0.159). http://www.ijbs.unimas.my/repository/pdf/Vol15-no2-paper4.pdf

    Ormond, M., Wong, K. M., & Chan, C. K. (2014). Medical tourism in Malaysia: How can we better identify and manage its advantages and disadvantages? Global Health Action, 7, 1-4. (Tier 2 ISI indexed journal; Impact factor 1.896). https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4161948/

    Musa, G., Doshi, D. R., Wong, K. M. & Thirumoorthy, T. (2012). How satisfied are inbound medical tourists in Malaysia? A study on private hospitals in Kuala Lumpur. Journal of Travel and Tourism Marketing, 29(7), 629-646 (Tier 2 ISI indexed journal; Impact factor 1.741). https://doi.org/10.1080/10548408.2012.720150

    Wong, K. M., Musa, G., Wong, E. S. K. (2011). A Review of Philosophical Assumptions in Management Research. African Journal of Business Management, 5(29), 11546-11550.  (ISI/SCOPUS indexed journal; Impact factor 1.105). http://eprints.um.edu.my/10441/

    Wong, K. M., & Musa, G. (2011). Branding satisfaction in the airline industry: A comparative study of Malaysia Airlines and Air Asia. African Journal of Business Management, 5(8), 3410-3423. (ISI/SCOPUS indexed journal; Impact factor 1.105).http://eprints.um.edu.my/10461/1/00007082_68208.pdf

    Refereed Book Review Articles

    Wong, B. K. M. (2022). Book review of Duignan, M.B. (Ed.). (2022). Managing events, festivals and the visitor economy: concepts, collaborations and cases. ISBN: 978-1-789242-84-3, Oxfordshire, UK: CABI. International Journal of Tourism Policy, 12(3), 354-356. (SCOPUS indexed journal). https://www.inderscience.com/info/inarticletoc.php?jcode=ijtp&year=2022&vol=12&issue=3

    Wong, B. K. M. (2022). Book review of Lade, C., Strickland, P., Frew, E., Willard, P., Osorio, S.C., Nagpal, S. & Vitartas, P. (Eds.). (2020). International Tourism Futures: The Drivers and Impacts of Change. ISBN: 978-1-91163-522-2, Oxford, UK: Goodfellow Publishers Ltd. European Journal of Tourism Research, 30, 3023. (SCOPUS & ESCI indexed journal). https://ejtr.vumk.eu/index.php/about/article/view/2474/529

    Wong, B. K. M. & Ng, C. H. (2020). Book review of Yeoman, I. & McMahon-Beattie, U. (Eds.). (2020). The Future Past of Tourism: Historical Perspectives and Future Evolutions. ISBN: 978-1-84541-707-9, Bristol, UK: Channel View Publications. Journal of Tourism Futures, 6(2), 193-195. (SCOPUS & ESCI indexed journal). https://doi.org/10.1108/JTF-06-2020-150

    Wong, B. K. M. & Tan, C. (2019). Book review of Sharpley, R. & Harrison, D. (Eds.). (2019). A Research Agenda for Tourism and Development. ISBN: 978-1-78811-240-6, Gloucestershire, UK: Elgar Research Agendas. International Journal of Tourism Policy, 9(4), 349-351. (SCOPUS indexed journal). https://www.inderscience.com/info/inarticletoc.php?jcode=ijtp&year=2019&vol=9&issue=4

    Wong, B. K. M. (2019). Book review of Pike, S. (Ed.). (2018). Tourism Marketing for Small Businesses. ISBN: 978-1-911396-35-2, Oxford, UK: Goodfellow Publishers Ltd. Tourism Management, 74, 410. (ISI indexed journal; Impact factor 5.921). https://doi.org/10.1016/j.tourman.2019.04.029

    Wong, B. K. M. & Renganathan, T. S. (2019). Book review of Przegalinska, A. (Ed.). (2019). Wearable Technologies in Organizations: Privacy, Efficiency and Autonomy in Work. ISBN: 978-3-030-00907-6, London, UK: Palgrave Pivot. Journal of Information Technology and Tourism, 21(2), 281-284. (SCOPUS indexed journal). https://doi.org/10.1007/s40558-019-00147-0

    Wong, B. K. M. & Ng, C. H. (2019). Book review of Friedrich, G. (Ed.). (2019). Managing Future Enterprise: Staying Ahead of the Curve with Symbiotic Value Networks. ISBN: 978-3-030-03116-9, Cham, Switzerland: Springer International Publishing. Journal of Tourism Futures, 5(3), 301-302. (SCOPUS indexed journal). https://doi.org/10.1108/JTF-09-2019-091