[{"data":1,"prerenderedAt":391},["ShallowReactive",2],{"headerMainMenu":3,"siteConstant":34,"headerTopLeftMenu":136,"legalComplianceMenu":149,"headerTopRightMenu":175,"academic-team-dr-fong-sook-fun":204,"schools-collection":233,"page-menu-about-us":296,"cta-block-discover-more-of-reading":346},{"id":4,"extension":5,"items":6,"meta":22,"stem":32,"__hash__":33},"headerMainMenu/header-menu/header-main-menu/menu.json","json",[7,10,13,16,19],{"label":8,"url":9},"Academics","/academics/study-in-uorm",{"label":11,"url":12},"Admissions","/admissions/begin-your-journey",{"label":14,"url":15},"Student Life","/student-life/life-at-uorm",{"label":17,"url":18},"Highlights","/highlights/news-stories/announcements",{"label":20,"url":21},"About Us","/about-us",{"path":23,"body":24,"title":31},"/header-menu/header-main-menu/menu",{"items":25},[26,27,28,29,30],{"label":8,"url":9},{"label":11,"url":12},{"label":14,"url":15},{"label":17,"url":18},{"label":20,"url":21},"Menu","header-menu/header-main-menu/menu","tBEYyZ-ZUt3r1wlePgCh69M4EPwkPVv8RvubpiYdD9g",{"id":35,"address":36,"companyName":37,"companyRegistrationNumber":38,"course_contact":39,"email":44,"extension":5,"general_contact":45,"latitude":48,"longitude":49,"maps":50,"meta":61,"opening_hours":116,"phone":44,"social_media_links":123,"stem":134,"__hash__":135},"siteConstants/site-constants/constants.json","\u003Cp>Persiaran Graduan, Kota Ilmu, EduCity,\u003Cbr>79200 Iskandar Puteri, Johor, Malaysia.\u003C/p>","University of Reading Malaysia","DULN008(J)",{"tollFree":40,"phone":41,"whatsapp":42,"email":43},"+1800 18 6867","+60 (7) 268 6205","+60 (16) 7725 400","my.enquiry@reading.edu.my",null,{"tollFree":40,"phone":46,"email":47},"+60(7) 268-6200","uor-malaysia@reading.edu.my","1.4314","103.6153",[51,56],{"label":52,"url":53,"icon":54},"Google Map","https://maps.app.goo.gl/6JAYhiFmjZypXi6U6",{"url":55},"/images/icons/i-gmap-white.svg",{"label":57,"url":58,"icon":59},"Waze","https://www.waze.com/en/live-map/directions/my/johor-darul-tazim/iskandar-puteri/university-of-reading-malaysia?place=ChIJczlKucIS2jERFhDcndnQtok",{"url":60},"/images/icons/i-waze-white.svg",{"path":62,"description":63,"body":64,"title":115},"/site-constants/constants","University of Reading Malaysia (UoRM) is a branch campus of the University of Reading, UK, offering UK-accredited undergraduate and postgraduate degrees at EduCity, Iskandar Puteri, Johor.",{"companyName":37,"companyRegistrationNumber":38,"description":63,"course_contact":65,"general_contact":66,"address":36,"maps":67,"latitude":48,"longitude":49,"social_media_links":72,"opening_hours":99},{"tollFree":40,"phone":41,"whatsapp":42,"email":43},{"tollFree":40,"phone":46,"email":47},[68,70],{"label":52,"url":53,"icon":69},{"url":55},{"label":57,"url":58,"icon":71},{"url":60},[73,79,84,89,94],{"label":74,"url":75,"icon":76,"iconClass":78},"Linkedin","https://www.linkedin.com/edu/school?id=171025&trk=edu-cp-title",{"url":77},"","pi pi-linkedin",{"label":80,"url":81,"icon":82,"iconClass":83},"Facebook","https://www.facebook.com/uniofreadingmalaysia?ref=ts&fref=ts",{"url":77},"pi pi-facebook",{"label":85,"url":86,"icon":87,"iconClass":88},"YouTube","https://www.youtube.com/c/UniversityofReadingMalaysia",{"url":77},"pi pi-youtube",{"label":90,"url":91,"icon":92,"iconClass":93},"Twitter","https://twitter.com/UoRMalaysia",{"url":77},"pi pi-twitter",{"label":95,"url":96,"icon":97,"iconClass":98},"Instagram","https://www.instagram.com/uniofreadingmalaysia/",{"url":77},"pi pi-instagram",[100,104,106,108,110,112],{"dayOfWeek":101,"opens":102,"closes":103},"Monday","08:30","17:30",{"dayOfWeek":105,"opens":102,"closes":103},"Tuesday",{"dayOfWeek":107,"opens":102,"closes":103},"Wednesday",{"dayOfWeek":109,"opens":102,"closes":103},"Thursday",{"dayOfWeek":111,"opens":102,"closes":103},"Friday",{"dayOfWeek":113,"opens":102,"closes":114},"Saturday","16:00","Constants",[117,118,119,120,121,122],{"dayOfWeek":101,"opens":102,"closes":103},{"dayOfWeek":105,"opens":102,"closes":103},{"dayOfWeek":107,"opens":102,"closes":103},{"dayOfWeek":109,"opens":102,"closes":103},{"dayOfWeek":111,"opens":102,"closes":103},{"dayOfWeek":113,"opens":102,"closes":114},[124,126,128,130,132],{"label":74,"url":75,"icon":125,"iconClass":78},{"url":77},{"label":80,"url":81,"icon":127,"iconClass":83},{"url":77},{"label":85,"url":86,"icon":129,"iconClass":88},{"url":77},{"label":90,"url":91,"icon":131,"iconClass":93},{"url":77},{"label":95,"url":96,"icon":133,"iconClass":98},{"url":77},"site-constants/constants","_pkZ08aWqPdYXDP8wIhyXL0uqQ7Fmvb0S5V97r7ONKg",{"id":137,"extension":5,"items":138,"meta":142,"stem":147,"__hash__":148},"headerTopLeftMenu/header-menu/header-top-left-menu/menu.json",[139],{"label":140,"url":9,"target":141},"Schools and Departments","_self",{"path":143,"body":144,"title":31},"/header-menu/header-top-left-menu/menu",{"items":145},[146],{"label":140,"url":9,"target":141},"header-menu/header-top-left-menu/menu","0MxsuqM6zt47rwY4Svt4ZxjwZJq_VJrhi2Ujr8XChWY",{"id":150,"extension":5,"items":151,"meta":165,"stem":173,"__hash__":174},"legalComplianceMenu/legal-compliance-menu/menu.json",[152,155,158,161],{"label":153,"url":154},"Tuition Fees","/admissions/tuition-fees/fee-structure",{"label":156,"url":157},"Careers","/highlights/news-stories/career-insights",{"label":159,"url":160},"Privacy Policy","/privacy-policy",{"label":162,"url":163,"target":164},"Terms of Use","https://www.reading.ac.uk/about/terms-of-use","_blank",{"path":166,"body":167,"title":31},"/legal-compliance-menu/menu",{"items":168},[169,170,171,172],{"label":153,"url":154},{"label":156,"url":157},{"label":159,"url":160},{"label":162,"url":163,"target":164},"legal-compliance-menu/menu","Qym9-B7-M-6bx6_jBR_UC47_uGTVi7OabSUUT0-2swI",{"id":176,"extension":5,"items":177,"meta":193,"stem":202,"__hash__":203},"headerTopRightMenu/header-menu/header-top-right-menu/menu.json",[178,181,184,187,190],{"label":179,"url":180,"target":164},"Study UK","/student-services/uk-malaysia-campus-mobility-transfer",{"label":182,"url":183,"target":164},"Henley Business School UK","https://www.henley.ac.uk/",{"label":185,"url":186,"target":164},"University of Reading UK","https://www.reading.ac.uk/",{"label":188,"url":189,"target":164},"Staff Portal","http://inform.reading.edu.my/",{"label":191,"url":192,"target":164},"Student Portal","https://risis.reading.ac.uk/urd/sits.urd/run/siw_lgn",{"path":194,"body":195,"title":31},"/header-menu/header-top-right-menu/menu",{"items":196},[197,198,199,200,201],{"label":179,"url":180,"target":164},{"label":182,"url":183,"target":164},{"label":185,"url":186,"target":164},{"label":188,"url":189,"target":164},{"label":191,"url":192,"target":164},"header-menu/header-top-right-menu/menu","bKHIS8iNUfGGqtMfbj0Sspc_EdwUxoiYrAC2r00NLAk",{"id":205,"title":206,"biography":207,"body":208,"currentProjects":223,"description":44,"email":216,"extension":5,"image":226,"linkedIn":218,"meta":227,"name":210,"navigation":228,"order":209,"path":211,"phone":217,"position":212,"programmes":219,"qualifications":220,"recentPublications":222,"researchInterests":221,"school":213,"seo":229,"seo_settings":230,"specialityAreas":77,"stem":231,"__hash__":232},"academicTeam/academic-team/dr-fong-sook-fun.json","Dr Fong Sook Fun","\u003Cp>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.\u003C/p>\u003Cp>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.\u003C/p>",{"order":209,"name":210,"path":211,"position":212,"school":213,"image":214,"email":216,"phone":217,"linkedIn":218,"biography":207,"programmes":219,"qualifications":220,"specialityAreas":77,"researchInterests":221,"recentPublications":222,"currentProjects":223,"seo_settings":224},21,"Dr. Fong Sook Fun","/about-us/our-people/academic-team/dr-fong-sook-fun","Lecturer in Marketing","Henley Business School",{"url":215},"/images/inline-images/team-fong-sook-fun.jpg","s.fong@henley.edu.my","+607-268 6348","https://www.linkedin.com/in/fong-sook-fun-855216104/","\u003Cul>\u003Cli>International Marketing\u003C/li>\u003Cli>Understanding Customers\u003C/li>\u003Cli>Managing Work and People\u003C/li>\u003C/ul>","\u003Cp>PhD in Marketing, Universiti Malaysia Sarawak (UNIMAS).\u003C/p>","\u003Cul>\u003Cli>Tourism Marketing\u003C/li>\u003Cli>Sustainable Tourism Development\u003C/li>\u003C/ul>","\u003Cp>Fong, S. F., Lo, M. C., & Azlan, A. (2025). Relationship Quality and Economic Sustainability in Sarawak Rural Tourism. \u003Cem>International Journal of Leisure and Tourism Marketing\u003C/em>, 8(3), 166-184. \u003Ca href=\"https://doi.org/10.1504/IJLTM.2025.146078\" target=\"_blank\">https://doi.org/10.1504/IJLTM.2025.146078\u003C/a>\u003C/p>\u003Cp>Fong, S. F., Tan, H. S., Low, S. M., & Choi, S. L. (2025). Driving Factors to Tourism Destination Attractiveness in Iskandar Malaysia. \u003Cem>International Journal of Business and Society\u003C/em>, 26(1), 18-39. \u003Ca href=\"https://doi.org/10.33736/ijbs.9544.2025\" target=\"_blank\">https://doi.org/10.33736/ijbs.9544.2025\u003C/a>\u003C/p>\u003Cp>Fong, S. F., Ong, Y. X., Ating, R., & Besa, M. S. (2024). Exploring the Intermediary Effects of TikTok on Generation Z's Visit Intention. \u003Cem>Journal of Vacation Marketing\u003C/em>, 1-17. \u003Ca href=\"https://doi.org/10.1177/13567667241229449\" target=\"_blank\">https://doi.org/10.1177/13567667241229449\u003C/a>\u003C/p>\u003Cp>Chong, K. M., Tan, T. H., Ating, R., Fong, S. F., & Ong, Y. X. (2022). Staycation: A Domestic Wellness Tourism Among Malaysian and Singaporean. \u003Cem>Environment - Behaviour Proceedings Journal\u003C/em>, 7(22), 167-180. \u003Ca href=\"https://doi.org/10.21834/ebpj.v7i22.4156\" target=\"_blank\">https://doi.org/10.21834/ebpj.v7i22.4156\u003C/a>\u003C/p>\u003Cp>Fong, S. F., Loh, R. Y., & Choi, S. L. (2022). Marketing Strategies and Customer Satisfaction. \u003Cem>Business and Economic Research\u003C/em>, 12(2), 61-83. \u003Ca href=\"https://doi.org/10.5296/ber.v12i2.19781\" target=\"_blank\">https://doi.org/10.5296/ber.v12i2.19781\u003C/a>\u003C/p>\u003Cp>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. \u003Cem>International Journal of Academic Research in Business & Social Sciences\u003C/em>, 11(1), 761-776. \u003Ca href=\"https://doi.org/10.6007/IJARBSS/v11-i1/8577\" target=\"_blank\">https://doi.org/10.6007/IJARBSS/v11-i1/8577\u003C/a>\u003C/p>\u003Cp>Fong, S. F., Lo, M. C., Songan, P., & Nair, V. (2017). Self-Efficacy and Sustainable Rural Tourism Development. \u003Cem>Asia Pacific Journal of Tourism Research\u003C/em>, 22(2), 147-159. \u003Ca href=\"https://doi.org/10.1080/10941665.2016.1208668\" target=\"_blank\">https://doi.org/10.1080/10941665.2016.1208668\u003C/a>\u003C/p>\u003Cp>Fong, S. F., & Lo, M. C. (2015). Community Involvement and Sustainable Rural Tourism Development. \u003Cem>European Journal of Tourism Research\u003C/em>, 11, 125-146. \u003Ca href=\"https://doi.org/10.54055/ejtr.v11i.198\" target=\"_blank\">https://doi.org/10.54055/ejtr.v11i.198\u003C/a>\u003C/p>\u003Cp>Lo, M. C., Chin, C. H., Shaista, F., Fong, S. F., & Edieser, D. S. (2015). The Importance of Community Involvement for Sustainable Tourism. \u003Cem>Asia Research News\u003C/em>, 44.\u003C/p>\u003Cp>Fong, S. F., Lo, M. C., & Ramayah, T. (2014). New Product Development and Performance in the Banking Industry. \u003Cem>Asia-Pacific Journal of Management Research and Innovation\u003C/em>, 10(4), 305-321. \u003Ca href=\"https://doi.org/10.1177/2319510X14553700\" target=\"_blank\">https://doi.org/10.1177/2319510X14553700\u003C/a>\u003C/p>\u003Cp>Fong, S. F., Lo, M. C., Songan, P., & Nair, V. (2014). The Impact of Local Communities' Involvement and Relationship Quality on Sustainable Rural Tourism. \u003Cem>Procedia-Social and Behavioral Sciences\u003C/em>, 144, 60-65. \u003Ca href=\"https://doi.org/10.1016/j.sbspro.2014.07.274\" target=\"_blank\">https://doi.org/10.1016/j.sbspro.2014.07.274\u003C/a>\u003C/p>","\u003Cul>\u003Cli>Marketing Strategies to Sustainable Tourism Development\u003C/li>\u003C/ul>",{"metaTitle":225,"metaDescription":77},"Dr. Fong Sook Fun | Academic Team",{"url":215},{},true,{"title":206},{"metaTitle":225,"metaDescription":77},"academic-team/dr-fong-sook-fun","uA040NUcd9r4BfoVN2-HjilVHS3H8BK5ZoOxcwJ39Vw",[234,246,257,270,283],{"id":235,"color":236,"extension":5,"lightColor":237,"meta":238,"name":241,"slug":242,"stem":244,"url":243,"__hash__":245},"schools/schools/global-academy.json","#951414","#FCF3F7",{"path":239,"body":240,"title":241},"/schools/global-academy",{"name":241,"slug":242,"color":236,"lightColor":237,"url":243},"Global Academy","global-academy","/academics/schools/global-academy","schools/global-academy","2jUjfKw260JmJHG_gQOeOAQrDemAqqqOHjBIHYO5oq4",{"id":247,"color":248,"extension":5,"lightColor":249,"meta":250,"name":213,"slug":253,"stem":255,"url":254,"__hash__":256},"schools/schools/henley-business-school.json","#1e3582","#EFF6FF",{"path":251,"body":252,"title":213},"/schools/henley-business-school",{"name":213,"slug":253,"color":248,"lightColor":249,"url":254},"henley-business-school","/academics/schools/henley-business-school","schools/henley-business-school","ryF0ehKBsMUV9-sulqWYZ_nIa1pzNPqRJPjRw1j8wUw",{"id":258,"color":259,"extension":5,"lightColor":260,"meta":261,"name":264,"slug":265,"stem":268,"url":266,"__hash__":269},"schools/schools/school-of-law.json","#725AA0","#F2F2FB",{"path":262,"body":263,"title":267},"/schools/school-of-law",{"name":264,"slug":265,"color":259,"lightColor":260,"url":266},"School of Law","school-of-law","/academics/schools/school-of-law","School Of Law","schools/school-of-law","1du4Gi2EEz4lfVz_2wRaRX6cKF2RGb1f_ioIpBcHURc",{"id":271,"color":272,"extension":5,"lightColor":273,"meta":274,"name":277,"slug":278,"stem":281,"url":279,"__hash__":282},"schools/schools/school-of-psychology.json","#009A84","#EFFEFA",{"path":275,"body":276,"title":280},"/schools/school-of-psychology",{"name":277,"slug":278,"color":272,"lightColor":273,"url":279},"School of Psychology and Clinical Language Sciences","school-of-psychology","/academics/schools/school-of-psychology-and-clinical-language-sciences","School Of Psychology","schools/school-of-psychology","FL-wbyDLWSLGOy-CSxAffjse2izk1KxndQT-KnP-QKE",{"id":284,"color":285,"extension":5,"lightColor":286,"meta":287,"name":290,"slug":291,"stem":294,"url":292,"__hash__":295},"schools/schools/school-of-the-built-environment.json","#F26E34","#FEF5EE",{"path":288,"body":289,"title":293},"/schools/school-of-the-built-environment",{"name":290,"slug":291,"color":285,"lightColor":286,"url":292},"School of the Built Environment","school-of-the-built-environment","/academics/schools/school-of-the-built-environment","School Of The Built Environment","schools/school-of-the-built-environment","yKTDK2qSCVP6SASL8R6rp7cMtrOcSpJ6zUOreeYXGkU",{"id":297,"extension":5,"items":298,"meta":328,"stem":344,"__hash__":345},"pageMenu/page-menu/about-us/menu.json",[299,310],{"label":300,"url":77,"items":301},"About the University",[302,304,307],{"label":303,"url":21},"University of Reading Malaysia Campus",{"label":305,"url":306},"Vision, Mission & Strategy","/about-us/vision-mission-strategy",{"label":308,"url":309},"Our History","/about-us/our-history",{"label":311,"url":77,"items":312},"Our People",[313,316,319,322,325],{"label":314,"url":315},"Leadership","/about-us/our-people/leadership",{"label":317,"url":318},"Academic Team","/about-us/our-people/academic-team",{"label":320,"url":321},"Professional Services","/about-us/our-people/professional-services",{"label":323,"url":324},"Our Alumni","/about-us/our-people/our-alumni",{"label":326,"url":327},"Careers With Us","/about-us/our-people/careers-with-us",{"path":329,"body":330,"title":31},"/page-menu/about-us/menu",{"items":331},[332,337],{"label":300,"url":77,"items":333},[334,335,336],{"label":303,"url":21},{"label":305,"url":306},{"label":308,"url":309},{"label":311,"url":77,"items":338},[339,340,341,342,343],{"label":314,"url":315},{"label":317,"url":318},{"label":320,"url":321},{"label":323,"url":324},{"label":326,"url":327},"page-menu/about-us/menu","023x8xKdJcx21HwdXiAYEGO8SXLv0-AanHqLWR0KQoI",{"id":347,"background":348,"description":77,"extension":5,"groups":350,"meta":372,"name":376,"stem":389,"__hash__":390},"ctaBlocks/cta-blocks/discover-more-of-reading.json",{"url":349},"/images/inline-images/bg-cta-groups.jpg",[351],{"title":352,"buttons":353},"Discover More of Reading",[354,359,362,367],{"url":355,"target":164,"icon":356,"label":358},"https://www.reading.ac.uk/procurement/",{"url":357},"/images/icons/i-file-text-white.svg","Procurement",{"url":321,"icon":360,"label":320},{"url":361},"/images/icons/i-handshake-white.svg",{"url":363,"target":164,"icon":364,"label":366},"https://my.jobstreet.com/companies/university-of-reading-malaysia-168551906366849/jobs/",{"url":365},"/images/icons/i-briefcase-white.svg","View Job Vacancies",{"url":368,"icon":369,"label":371},"/contact-us",{"url":370},"/images/icons/i-phone-white.svg","Contact Us",{"path":373,"title":374,"body":375},"/cta-blocks/discover-more-of-reading","Discover More Of Reading",{"name":376,"title":77,"description":77,"background":377,"groups":378},"discover-more-of-reading",{"url":349},[379],{"title":352,"buttons":380},[381,383,385,387],{"url":355,"target":164,"icon":382,"label":358},{"url":357},{"url":321,"icon":384,"label":320},{"url":361},{"url":363,"target":164,"icon":386,"label":366},{"url":365},{"url":368,"icon":388,"label":371},{"url":370},"cta-blocks/discover-more-of-reading","wpZyRBO4nLkhDtNGlNQb51Fmx4ic3tJi2n9DOfZHhos",1789968521942]