Dr. Fong Sook Fun| Lecturer
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.
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Telephone |
+607-268 6348 |
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LinkedIn Profile |
https://www.linkedin.com/in/fong-sook-fun-855216104/ |
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Highest qualification and awarding body |
PhD in Marketing, Universiti Malaysia Sarawak (UNIMAS). |
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UoRM programmes taught/supervised |
International Marketing |
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Research interests |
Tourism Marketing, Sustainable Tourism Development |
| Current Projects | Marketing Strategies to Sustainable Tourism Development |
| Recent Publications |
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. Doi: 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), 61-83.27 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. Doi: 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. Doi:10.1080/10941665.2016.1208668. [Impact Factor 2022: 5.0] 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. Doi: 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. Doi: 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. Doi: 10.1016/j.sbspro.2014.07.274 |
