Associate Professor Dr Brian Wong Kee Mun

Email: km.wong@kdu.edu.my

Associate Professor Dr Brian KM Wong is a seasoned strategic marketing professional and academia with solid and progressive corporate, teaching, and training experiences in diverse facets of business management. Sales & marketing, and research & informatics management. Currently, he is the Head of Business School at UOW Malaysia KDU University College and has more than 19 years of local and regional exposures in a multi-industry setting.

Dr Brian is an active researcher with good number of publications in top-tier journals, book chapters, conference proceedings, and popular media. His passion in research enables him to keep up-to-date best practices in the business world. He is also a reviewer for more than 10 top tier international journals, and sit in the Editorial Board for several high rank international journals. His main research interests are within the hospitality and tourism, marketing, management, and entrepreneurship fields.

PhD (University of Malaya)

MBA (University of Malaya)

BBA (National University of Malaysia)

Year Title
2020 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

Refereed Articles (Book Review)

Wong, B. K. M. & Ng, C. H. (2020). The Future Past of Tourism: Historical Perspectives and Future Evolutions, I. Yeoman & U. McMahon-Beattie (Eds.). Channel View Publications (2020). xix + 311pp., (Hbk.), £119.95, ISBN-13: 978-1-84541-707-9. Journal of Tourism Futures, 6(2), 193-195. (SCOPUS & ESCI indexed journal). https://doi.org/10.1108/JTF-06-2020-150

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

Chapters, Cases, Readings, Supplements

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

2019 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.

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.

Wong, B. K. M. (2019, Jan 23). Leading Employees Towards Entrepreneurial Mindset. Graduan.com. Available at https://graduan.com/leading-employees-towards-entrepreneurial-mindset.

Refereed Articles (Book Review)

Wong, B. K. M. & Tan, C. (2019). A Research Agenda for Tourism and Development, R. Sharpley and D. Harrison (Eds.). Elgar Research Agendas (2019). xi + 239pp (Hbk.), £81.00, ISBN-13: 978-1-78811-240-6.International Journal of Tourism Policies, 9(4), 349-351. (Tier 4 SCOPUS indexed journal). https://www.inderscience.com/info/inarticletoc.php?jcode=ijtp&year=2019&vol=9&issue=4

Wong, B. K. M. (2019). Tourism Marketing for Small Businesses, S. Pike (Ed.). Goodfellow Publishers Ltd, Oxford (2018). vi + 242pp., (Hbk.), £85, ISBN: 978-1-911396-35-2. Tourism Management, 74, 410. (Tier 1 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). Wearable Technologies in Organizations: Privacy, Efficiency and Autonomy in Work, A. Przegalinska (Ed.). Palgrave Pivot (2019). xiii + 86pp., (eBk.), € 44.02, ISBN: 978-3-030-00907-6. 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). Managing Future Enterprise: Staying Ahead of the Curve with Symbiotic Value Networks, G. Friedrich (Ed.). Springer International Publishing (2019). x + 54pp., (eBk.), $ 54.99, ISBN: 978-3-030-03116-9. Journal of Tourism Futures, 5(3), 301-302. (SCOPUS indexed journal). https://doi.org/10.1108/JTF-09-2019-091

Chapters, Cases, Readings, Supplements

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

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. (2019, Jan 23). Leading Employees Towards Entrepreneurial Mindset. Graduan.com. Available at https://graduan.com/leading-employees-towards-entrepreneurial-mindset.

2018 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.Chapters, Cases, Readings, Supplements

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.

2017 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

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.

Chapters, Cases, Readings, Supplements

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

2016 Wong, B. K. M., & Musa, G. (2016). Malaysia My Second Home (MM2): 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, B. K. M. (2016, Nov 14). Revolutionizing Marketing in the Higher Education Sector. The Edge Financial Daily, pp. 22.

Wong, B. K. M. (2016, July 18). Rebranding Proton. The Edge Financial Daily, pp. 21.

Wong, B. K. M. (2016, May 24). Bold young entrepreneurs. The Edge Financial Daily, pp. 24.

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.

Wong, B. K. M. (2016, April 21). The human face of marketing. The Financial Daily, pp. 24.

Chapters, Cases, Readings, Supplements

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

2015 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., & Thirumoorthy, T. (2015). Social Psychology, Chapter 18. In: A., Idris, S., Moghavvemi & G., Musa (Eds.), Selected Theories in Social Science Research. Kuala Lumpur: UM Press.

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

Chapters, Cases, Readings, Supplements

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. (2015). Tourism, Chapter 24. In: A., Idris, S., Moghavvemi & G., Musa (Eds.), Selected Theories in Social Science Research. Kuala Lumpur: UM Press.

2014 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/

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

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).

Refereed Proceedings

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

2013 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.

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., & 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.

Refereed Proceedings

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.

Chapters, Cases, Readings, Supplements

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.

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.

2012 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.

Wong, K. M. (2012). Malaysia Airlines vs. Air Asia: Which Fairs Better in Branding Satisfaction? Le Petit Hotelier, 2, 14-17.

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. (2012). Medical Tourism in Asia: Thailand, Singapore, Malaysia, and India, Chapter 11. In C. M. Hall (Ed.), Medical Tourism: The Ethics, Regulation, and Marketing of Health Mobility (pp. 167-186). London and New York: Routledge.

Refereed Proceedings

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

Non-Refereed Conferences

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.). 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).

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

Chapters, Cases, Readings, Supplements

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

Wong, K. M., & Musa, G. (2012). Medical Tourism in Asia: Thailand, Singapore, Malaysia, and India, Chapter 11. In C. M. Hall (Ed.), Medical Tourism: The Ethics, Regulation, and Marketing of Health Mobility (pp. 167-186). London and New York: Routledge.

2011 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

 

Editorial Board

Tourism Management Perspective – ISI
https://www.journals.elsevier.com/tourism-management-perspectives/editorial-board

Journal of Tourism Futures – SCOPUS, ECSI
http://www.emeraldgrouppublishing.com/services/publishing/jtf/editorial_team.htm

 

Reviewer

  • 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 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, ERA)
  • Ageing International (SCOPUS)
  • Anatolia (SCOPUS)
  • Journal of Green Engineering (SCOPUS)
  • Journal of Hospitality and Tourism Insights
  • TEAM Journal of Hospitality & Tourism
  • Amity Journal of Marketing

Research Projects  

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 / Real Education

2017 – On-going
Humanistic Entrepreneurialism. Lead researcher.

2013 – 2015
Che RuhanaMohamed Isa, Ghazali Musa, Sedigheh Moghavvemi, Thinaranjeney Thirumoorthi, 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

2014
Research into the medical tourism readiness and challenges of the 72 MHTC member healthcare facilities.

Study on the role of healthcare travel facilitators: A comparative study in Thailand, India, Singapore, and the United States.

Study on the social media effectiveness and fans’ profiles and behaviours for Malaysia Healthcare Travel Council (MHTC).

2013
Research on Medical Tourists’ Motivations and Perceptions: A Study among Singapore, Thailand, and India. Mediating the research project between Malaysia Healthcare Travel Council (MHTC) and Frost & Sullivan.

Malaysia Healthcare Travel Council (MHTC)’s study on medical tourists’ motivations and satisfactions on its member medical facilities.

 

Consultancy  

2018
Parents’ Perception on Public, Private, and International Schools. Private funding.

2016 – On-going
Strategic Consultant role in Leaderonomics’ Business Simulation Program.

Curriculum Review Committee Member for Univesity of Malaya’s MBA Program.

PhD 
4 student

Master of Arts (Research)
2 students

MBA 
5 student

Bachelor’s Degree

12 students