Dr Brian Wong Kee Mun

Head of School 
School of Business

km.wong@kdu.edu.my
+603 5565 0648
 
About
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 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.


Qualifications
  • Ph.D (UM)
  • MBA (UM)
  • BBA (UKM)
Teaching
  • Marketing
  • Management
  • Entrepreneurship
Research & Publications
YearTitle
________________________________________________________________________________________________________________________
2019Wong, 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.
________________________________________________________________________________________________________________________
2018Wong, 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.
________________________________________________________________________________________________________________________
2017Wong, 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).
 
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.
________________________________________________________________________________________________________________________
2016Wong, 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).

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.
________________________________________________________________________________________________________________________
2015Wong, 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).

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).

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
________________________________________________________________________________________________________________________
2014Ormond, 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).

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).

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).
 
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).
________________________________________________________________________________________________________________________
2013Wong, 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.
________________________________________________________________________________________________________________________
2012Wong, 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).

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.
________________________________________________________________________________________________________________________
2011Wong, 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).

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).


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 Grant / Consultancy Project
Research Projects  

2017 - On-going
 
  • Humanistic Entrepreneurialism. Lead researcher

2013 – 2015
 
  • Factors Influencing Sustainable Performance in the Health Tourism Industry: A Comparative Study of Malaysia, Singapore and Thailand. Co-researcher. Funding from the 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 programme
  • Curriculum Review Committee Member for Univesity of Malaya’s MBA Programme
Supervision
PhD (Business)
1 student

Master of Arts (Research)
2 students

MBA (Specialise in Enterprise Risk Management)
1 student
 
MBHM

1 student
 
Bachelor Degree

5 students