Dr. Fong Sook Fun
Dr. Fong Sook Fun
Lecturer in Marketing
+607-268 6348Biography
Dr. Fong is a member of Southeast Asia Research Academy (SEARA) and a certified trainer registered under the Human Resource Development Corporation in Malaysia. She has more than 7 years of lecturing experience in private universities, and actively involved in lecturing marketing subjects. She graduated with First Class Honours in Marketing from Universiti Malaysia Sarawak (UNIMAS) and awarded with Dean's List Award, Best Student Award, and Chancellor Award in UNIMAS. She holds a Ph.D in Marketing in Rural Tourism from UNIMAS.
In the area of research and publications, she has been involved in research projects, research grant, and her publications have appeared on topics related to marketing, new product development, rural tourism, and sustainable rural tourism development. She won best paper award for several journal articles in conferences and her papers are cited internationally. She is also the reviewers for some of the reputable journals, namely, Cogent Business and Management, Current Issues in Tourism, Journal of Policy Research in Tourism, Leisure, and Events, The Service Industries Journal, Journal of Arts and Social Sciences, Borneo Journal of Social Sciences and Humanities.
UoRM Programmes Taught/Supervised
- International Marketing
- Understanding Customers
- Managing Work and People
Highest Qualification & Awarding Body
PhD in Marketing, Universiti Malaysia Sarawak (UNIMAS).
Research Interests
- Tourism Marketing
- Sustainable Tourism Development
Ong, Y. X., Fong, S. F., & Manokaran, K. R. (2026). De-influencing Gen Z Tourists: Effects of Message Features, Mimicry and Overtourism Awareness in Sustainable Travel Influencer Marketing. Young Consumers: Insight and Ideas for Responsible Marketers, 27(5), 705-733. https://doi.org/10.1108/YC-08-2025-2673
Zulkarnaini, N. A. S., Samsuden, N. S., Fong, S. F., & Sambath, V. (2025). A Systematic Literature Review on Transforming HR Practices for ESG Integration: The Role of Artificial Intelligence in Shaping Sustainable Business Strategies. International Journal of Research and Innovation in Social Science, IX(VII), 5092-5104. https://dx.doi.org/10.47772/IJRISS.2025.907000411
Fong, S. F., Lo, M. C., & Azlan, A. (2025). Relationship Quality and Economic Sustainability in Sarawak Rural Tourism Destinations: Local Communities' Perspectives. International Journal of Leisure and Tourism Marketing, 8(3), 166-184. https://doi.org/10.1504/IJLTM.2025.146078
Fong, S. F., Tan, H. S., Low, S. M., & Choi, S. L. (2025). Driving Factors to Tourism Destination Attractiveness in Iskandar Malaysia: The Mediating Role of Enjoyment. International Journal of Business and Society, 26(1), 18-39. https://doi.org/10.33736/ijbs.9544.2025
Fong, S. F., Ong, Y. X., Ating, R., & Besa, M. S. (2024). Exploring the Intermediary Effects of TikTok on Generation Z’s Visit Intention. Journal of Vacation Marketing, 1-17. https://doi.org/10.1177/13567667241229449 [Impact Factor 2023: 4.5]
Chong, K. M., Tan, T. H., Ating, R., Fong, S. F., & Ong, Y. X. (2022). Staycation: A Domestic Wellness Tourism Among Malaysian and Singaporean. Environment - Behaviour Proceedings Journal, 7(22), 167-180. https://doi.org/10.21834/ebpj.v7i22.4156
Fong, S. F., Loh, R. Y., & Choi, S. L. (2022). Marketing Strategies and Customer Satisfaction: A Study on the Higher Education Institutions in Johor. Business and Economic Research, 12(2), 61-83. https://doi.org/10.5296/ber.v12i2.19781
Lee, J. R., Tan, O. K., Choi, S. L., Fong, S. F., & Goh, C. F. (2021). Factors Influencing Online Purchase Intention of Shopee’s Consumers in Malaysia. International Journal of Academic Research in Business & Social Sciences, 11(1), 761-776. https://doi.org/10.6007/IJARBSS/v11-i1/8577
Fong, S. F., Lo, M. C., Songan, P., & Nair, V. (2017). Self-Efficacy and Sustainable Rural Tourism Development: Local Communities’ Perspectives from Kuching, Sarawak. Asia Pacific Journal of Tourism Research, 22(2) 147-159. https://doi.org/10.1080/10941665.2016.1208668 [Impact Factor 2023: 4.3]
Fong, S. F., & Lo, M. C. (2015). Community Involvement and Sustainable Rural Tourism Development: Perspectives from the Local Communities. European Journal of Tourism Research, 11, 125-146. https://doi.org/10.54055/ejtr.v11i.198 [Impact Factor 2015: 0.197]
Lo, M. C., Chin, C. H., Shaista, F., Fong, S. F., & Edieser, D. S. (2015). The Importance of Community Involvement for Sustainable Tourism. Asia Research News, 44. Retrieved from: https://www.asiaresearchnews.com/content/2015
Fong, S. F., Lo, M. C., & Ramayah, T. (2014). New Product Development and Performance in the Banking Industry. Asia-Pacific Journal of Management Research and Innovation, 10(4), 305-321. https://doi.org/10.1177/2319510X14553700
Fong, S. F., Lo, M. C., Songan, P., & Nair, V. (2014). The Impact of Local Communities’ Involvement and Relationship Quality on Sustainable Rural Tourism in Rural Area, Sarawak. The Moderating Impact of Self-Efficacy. Procedia-Social and Behavioral Sciences, 144, 60-65. https://doi.org/10.1016/j.sbspro.2014.07.274
