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.
“FIXED MINDSET
BLINDFOLDS OUR TRUE CAPABILITIES,
HUMANISTIC GROWTH MINDSET
HARNESSES OUR POTENTIAL CAPABILITIES, HUMANLY…”
Want to know more about Brian? Check out his LinkedIn page at https://www.linkedin.com/in/dbwkm/ !
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
Chartered Institute of Marketing – Fellow
Institute of Marketing Malaysia – Ordinary
National Skills Development Council (under the Ministry of Human Resources) – Council Member (Federal Level)
Sarawak Chamber of Commerce & Industry – Innovation Committee Lead (State Level)
SAMUDAH (Pasukan Petugas Khas Pemudahcara Perniagaan Peringkat Negeri Sarawak) – Innovation Lead (State Level)
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)
Tourism Review (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)
Technological Forecasting & Social Change (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
2023
18 July – Interviewed by MixFM radio station on “Tioman Project.” Available at https://www.instagram.com/reel/Cu6q5rNsH9y/?igshid=MTc4MmM1YmI2Ng%3D%3D
12 July – Moderator at the MYStartups Nxt’s Sarawak. The topic led: ESG-Driven Sustainable Infrastructure for the Future
5 July – Guest speaker at UCSI Graduate Business School, UCSI University. The topic presented: Publications from a Reviewer’s Perspective
15 June – Guest lecture for MKT60010 Marketing Management at the Faculty of Business, Design and Arts, Swinburne University of Technology Sarawak Campus. The topic presented: Product Strategy: My Lafarge Experience
13 June – Guest lecture for BY20303 Tourism Intermediaries at the Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah. The topic presented: Second Home Retirement Tourism
24 May – Guest speaker at the Sarawak Chamber Of Commerce & Industry (SCCI) Networking Session. The topic presented: Business Model Innovation: Either You Are IN Or You Are OUT
6-7 May – Trainer at the Sarawak Digital Enabler Training Program, organized by SECA. The topic presented: Business Ideation and Proposal Development
2021
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
2020
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.”
2019
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.
2018
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
2014
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
2013
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
Chapters, Cases, Readings, Supplements
Wong, B. K. M. (2023, Sept 8). Worth of an academic in the digital era. The Borneo Post. Available at https://www.theborneopost.com/2023/09/08/worth-of-an-academic-in-the-digital-era/.
Wong, B. K. M., Thirumoorthi, T. & Chua, C. S. W. (2023). Impact of digital health on the relevant stakeholder, Chapter 1. In: P.O., De-Pablos & X., Zhang (Eds.), Artificial Intelligence, Big Data, Blockchain and 5G for Digital Transformation of the Healthcare Industry. Elsevier. Scopu-indexed.
Wong, B. K. M., Sivakumar, V. & Bastrygina, T. (2023). Healthcare digital transformation through the adoption of Artificial Intelligence (AI), Chapter 5. In: P.O., De-Pablos & X., Zhang (Eds.), Artificial Intelligence, Big Data, Blockchain and 5G for Digital Transformation of the Healthcare Industry. Elsevier. Scopu-indexed.
Wong, B. K. M. (2023, Mar 24). Yeoh: An Entrepreneurial Inspiration. New Sarawak Tribune. Available at https://www.newsarawaktribune.com.my/yeoh-an-entrepreneurial-inspiration/.
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
Refereed Proceedings
Wong, B. K. M. (2020). Retirement tourism in Malaysia: A conceptual model of motivations, satisfaction, and post-satisfaction intentions. ICOT 2020, Online conference. https://iatour.org/icot2020/wp-content/uploads/2020/09/ICOT2020-BOOK-OF-ABSTRACTS-FINAL-1.pdf
Wong, K. M., Velasamy, P., & Tengku Arshad, T. N. (2014). Medical Tourism Destination SWOT Analysis: A Case Study of Malaysia, Thailand, Singapore and India. SHS Web of Conferences, 12, 01037. (ISI indexed – Conference Proceedings). https://www.shs-conferences.org/articles/shsconf/pdf/2014/09/shsconf_4ictr2014_01037.pdf
Wong, K. M., & Musa, G. (2013). Decision on International Second Home Destination: A Comparison between British and Japanese Retirees in Malaysia My Second Home (MM2H). In J., Mair (Ed.), The Proceedings of 1st World Conference on Hospitality, Tourism and Event Research and International Convention & Expo Summit (pp. 153-158). Bangkok: Siam University.
Wong, K. M., & Musa, G. (2012). Motivations of International Retirement Migration and Retirement Destination Choice – A Qualitative Study of Malaysia My Second Home. In N., Abranja, A. A., Alcantara, A. C., Pereira, A., Marques, D., Teixeira, F., Coelhoso, I., Carneiro, R. V., Ferreira (Eds.), Turismo, Formacao E Inovacao: Estudos e Experiencias (pp. 82-84). Mangualde: Edicoes Padago. http://www.edicoespedago.pt/loja/fotos/prod_955.PDF
Wong, K. M., & Musa, G. (2012, Sept.). Motivations of international retirement migration – A qualitative study of Malaysia My Second Home. Paper presented at the International Hospitality and Tourism Conference 2012, Kuala Lumpur, Malaysia. (ISI indexed conference).
Non-Refereed Conferences
Wong, B. K. M. (2021, Nov.). Health Tourism: IR4.0 Technologies Adoption in Health Tourism. Paper presented at 2021 UOWGE Global Collaborate Conference, Online.
Thirumoorthy, T., Musa, G., Ormond, M., Wong, K. M., Mohamed Isa, C. R., Kanapathy, K., Moghavvemi, S., Mustapha, M. Z. & John, J. (2015, Aug.). Exploring the mobility of inbound medical tourists in India: Perspective of hospital marketing managers in Chennai and Delhi. Paper presented at the International Medical Travel and the Politics of Transnational Mobility in Asia, National University of Singapore, Singapore. https://ari.nus.edu.sg/wp-content/uploads/2018/11/Program-Abstracts9.pdf
Wong, K. M.,Tjhia, L., & Ng, C. Y. N. (2012, Nov.). Corporate cultures on organisational commitment among hoteliers: A comparison study between luxury and budget hotel. Paper presented at 4th Asia-Euro Conference 2012 in Tourism, Hospitality, & Gastronomy, Subang Jaya, Malaysia.
Wong, K. M., & Musa, G. (2012, Oct.). Interpreting International Retirement Migration Motivations through Travel Career Ladder: An exploratory study of “Malaysia My Second Home”. Paper presented at the Taylor’s University 3rd Faculty Seminar, Kuala Lumpur, Malaysia.
Wong, K. M., & Musa, G. (2012, Sept.). Interpreting International Retirement Migration Motivations through Travel Career Ladder: An exploratory study of “Malaysia My Second Home”. Paper presented at the University of Malaya 1st Tourism Services Research Group Seminar, Kuala Lumpur, Malaysia.
Wong, K. M., & Musa, G. (2012, Feb.). Medical Tourism in Asia: Thailand, Singapore, Malaysia, and India. Paper presented at the Transnational mobility and health systems in transition Kuala Lumpur, Kuala Lumpur, Malaysia. http://medicalmobilities.blogspot.com/2012/01/cfp-transnational-mobility-and-health.html
Musa, G., Doshi, D. R., Wong, K. M. & Thirumoorthy, T. (2012, Feb.). Travel Motivation and Satisfaction of Health Tourists in Kuala Lumpur. Paper presented at the Transnational mobility and health systems in transition Kuala Lumpur, Kuala Lumpur, Malaysia. http://medicalmobilities.blogspot.com/2012/01/cfp-transnational-mobility-and-health.html
Wong, K. M., & Musa, G. (2007, July). Branding Satisfaction in the Airline Industry: A Case Study of Malaysia Airlines and Air Asia. Proceedings of the 2nd International Conference on Tourism and Hospitality, Putrajaya, Malaysia, 30th July -1st August 2007.
Chapters, Cases, Readings, Supplements
Wong, B. K. M. & Muhamad, K. A. (2022). Understanding the wine tourism markets, Chapter 9. In: S. K., Dixit (Ed.), The Routledge Handbook of Wine Tourism. Milton Park: Routledge. https://www.routledge.com/Routledge-Handbook-of-Wine-Tourism/Dixit/p/book/9780367698607
Wong, B. K. M. & Ng, C. Y. N. (2022). Wine tourist motivations and perceptions of destination attributes, Chapter 13. In: S. K., Dixit (Ed.), The Routledge Handbook of Wine Tourism. Milton Park: Routledge. https://www.routledge.com/Routledge-Handbook-of-Wine-Tourism/Dixit/p/book/9780367698607
Wong, B. K. M. & Ng, C. Y. N. (2020). Exploring image, perception and motivation in tourism experience, Chapter 14. In: S. K., Dixit (Ed.), The Routledge Handbook of Tourism Experience Management and Marketing. Milton Park: Routledge. https://www.routledge.com/The-Routledge-Handbook-of-Tourism-Experience-Management-and-Marketing/Dixit/p/book/9780367196783
Ng, C. Y. N. & Wong, B . K. M. (2020). Relationship marketing, Chapter 25. In: S. K., Dixit (Ed.), The Routledge Handbook of Tourism Experience Management and Marketing. Milton Park: Routledge. https://www.routledge.com/The-Routledge-Handbook-of-Tourism-Experience-Management-and-Marketing/Dixit/p/book/9780367196783
Wong, B. K. M. & Ng, C. Y. N. (2019). Need Recognition and Motivation for Gastronomy, Chapter 12. In: S. K., Dixit (Ed.), The Routledge Handbook of Gastronomic Tourism. Milton Park: Routledge. https://www.routledge.com/The-Routledge-Handbook-of-Gastronomic-Tourism-1st-Edition/Dixit/p/book/9781138551558
Wong, B. K. M. (2019, Jan 23). Leading Employees Towards Entrepreneurial Mindset. Graduan.com. Available at https://graduan.com/leading-employees-towards-entrepreneurial-mindset.
Mogavvemi, S. & Wong, B. K. M. (2019). Marketing decision and customer reviews in Gastronomic Tourism, Chapter 35. In: S. K., Dixit (Ed.), The Routledge Handbook of Gastronomic Tourism. Milton Park: Routledge. https://www.routledge.com/The-Routledge-Handbook-of-Gastronomic-Tourism-1st-Edition/Dixit/p/book/9781138551558
Wong, B. K. M. (2018, Dec 21). Digital Entrepreneurship. Graduan.com. Available at https://graduan.com/digital-entrepreneurship.
Wong, B. K. M. (2018, Nov 7). The New Wave of Political Marketing. The Edge Financial Daily, pp. 18.
Ng, C. Y. N., Wong, B. K. M., & Ma, E. (2017). Antecedents of Consumer Loyalty, Chapter 25. In: S. K., Dixit (Ed.), The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism. Milton Park: Routledge. https://www.routledge.com/The-Routledge-Handbook-of-Consumer-Behaviour-in-Hospitality-and-Tourism/Dixit/p/book/9781138961678
Wong, B. K. M. (2016, Nov 14). Revolutionizing Marketing in the Higher Education Sector. The Edge Financial Daily, pp. 22. https://www.academia.edu/32262587/Revolutionising_Marketing_in_the_HES
Wong, B. K. M. (2016, July 18). Rebranding Proton. The Edge Financial Daily, pp. 21. https://www.academia.edu/27084501/Rebranding_Proton_The_automaker_should_perhaps_look_into_reconnecting_its_purpose_and_positioning_through_partnerships
Wong, B. K. M. (2016, May 24). Bold young entrepreneurs. The Edge Financial Daily, pp. 24. https://www.academia.edu/25614436/Bold_Young_Entrepreneur_Redeeming_their_dream_and_business_opportunities_through_target_marketing
Wong, B. K. M. (2016, May 5). Defining sales and marketing: Reclaiming the distinctions by building the right combination of the two. The Edge Financial Daily, pp. 24. https://www.academia.edu/25037902/Defining_Sales_and_Marketing_Reclaiming_the_distinctions_by_building_the_right_combination_of_the_two
Wong, B. K. M. (2016, April 21). The human face of marketing. The Financial Daily, pp. 24. https://www.academia.edu/25028271/The_Human_Face_of_Marketing
Thirumoorthy, T., & Wong, K. M. (2015). Tourism, Chapter 24. In: A., Idris, S., Moghavvemi & G., Musa (Eds.), Selected Theories in Social Science Research. Kuala Lumpur: UM Press.
Wong, K. M., & Thirumoorthy, T. (2015). Psychology, Chapter 16. In: A., Idris, S., Moghavvemi & G., Musa (Eds.), Selected Theories in Social Science Research. Kuala Lumpur: UM Press. https://umexpert.um.edu.my/file/publication/00013896_134878_62724.pdf
Thirumoorthy, T., Wong, K. M., & Musa, G. (2013). SCUBA Diving Satisfaction, Chapter 9. In: Musa G. & Dimmock K. (Eds.), SCUBA Diving Tourism: Contemporary Geographies of Leisure, Tourism and Mobility (pp. 152-158). London and New York: Routledge.
Wong, K. M., Thirumoorthy, T., & Musa, G. (2013). SCUBA Diving Motivation, Chapter 6. In: Musa G. & Dimmock K. (Eds.), SCUBA Diving Tourism: Contemporary Geographies of Leisure, Tourism and Mobility (pp. 107-116). London and New York: Routledge.
Wong, K. M. (2012). Malaysia Airlines vs. Air Asia: Which Fairs Better in Branding Satisfaction? Le Petit Hotelier, 2, 14-17. https://university2.taylors.edu.my/download/taylors-le-%20petit-hotelier-2012-issue-2.pdf
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