PHILIP WONG PONG WENG

Philip Wong Pong Weng

Senior Lecturer

Ph.D in Marketing (University Putra Malaysia)
MBA (University of Nevada Las Vegas)
BSc Business Administration-Marketing (California State University, Fresno)

Pongweng.wong@taylors.edu.my
Expertise
  • Tourism marketing
  • Strategic marketing
  • Integrated marketing communications

Research Interests
  • Destination marketing
  • Destination branding
  • Destination competitiveness
  • Destination loyalty

Publications
Peer Reviewed Papers
  • Wong, P.P.W. (2017) Competitiveness of Malaysian Destinations and its influence on destination loyalty. Anatolia: An International Journal of Tourism and Hospitality Research. 28 (2)250-262 (Scopus indexed)
  • Wong, P.P.W. (2015). Role of components of destination competitiveness in the relationship between customer-based brand equity and destination loyalty. Current Issues in Tourism. DOI: 10.1080/13683500.2015.1092949 (Scopus indexed)
  • Wong, P.P.W. (2015). The influence of customer-based brand equity on event loyalty: A case study of the Three Gorges Migrant Cultural Festival, Chongqing, China. TEAM Journal of Hospitality and Tourism. Vol. 4 , 15-26
  • Wong, P.P.W. (2015). The influence of destination competitiveness on customer-based brand equity. Journal of Destination Marketing & Management. Vol. 4 (4) 206-212 (Scopus indexed)
  • Wong, P.P.W. (2013). Using the Delphi Technique in the Classification of Attributes of Destination Competitiveness. Asia-Pacific Journal of Innovation in Hospitality & Tourism. Vol. 2, (2), 123-143
  • Wong, P.P.W (2009). Marketing Kuala Lumpur as an Urban Destination: Improving Marketing Effectiveness Through Increased Competitiveness. Tourism Review. Vol.17, 117-129

Books
  • Strategic Marketing- Study Guide. 2011. Wong, P.P.W. Taylor’s University
  • Case Studies in Hospitality and Tourism Management, 2006. Wong, P.P.W. Subang Jaya: ERITA ASIA and TCHT

Conference Abstracts/Proceedings
  • Wong, P.P.W (2016). The Influence of Competitiveness on Destination Loyalty. Asia-Euro Conference, 9-12 Nov., Gwalior , India
  • Wong, P.P.W (2012). Is Destination Competitiveness an Antecedent or a Result of Customer-based Brand Equity? A Classification of Destination Competitiveness’ Attributes using the Delphi Method. 5th International Colloquium on Tourism & Leisure, Bangkok, July 9-12
  • Wong, P.P.W (2010). Branding urban destinations-Is a branding strategy necessary for Kuala Lumpur? 3rd Asia-Euro Conference, Dec. 24-25
  • Wong, P.P.W (2009). Marketing urban destinations in Malaysia: improving marketing effectiveness through competitiveness and branding, proceedings of 10th International Joint World Cultural Toursim Conference, Bangkok, Nov. 13-15
  • Wong, P.P.W (2008). Marketing Kuala Lumpur as an Urban Destination: Improving Marketing Effectiveness Through Increased Competitiveness. 2nd Asia-Euro Conference, 21-22 Nov. TCHT
  • Wong, P.P.W (2007). Developing and maintaining competitiveness of Urban Destinations in Malaysia. Proceedings of Erita Seminar, TCHT
  • Wong, P.P.W (2006). Oil Palm Plantations in Malaysia-A Threat to the Tourism Sector? poster presentation, 1st Asia-Euro Conference. TCHT
  • Wong, P.P.W (2006). Oil Palm Plantations in Malaysia-A Threat to the Tourism Sector”? proceedings of 2nd Erita-Asia Research Seminar. TCHT

Scholarly Activities/ Industry Experience
  • Developed and conducted supervisory level program for the outlet managers of Mutiara Hotel, Johor Bahru, July, 2009
  • Developed and conducted executive diploma training programme for the senior managers of Puteri Pacific Hotel Group, Johor Bahru, Nov. 17-21, 2008
  • Trainer: Strategy for successful destination marketing, Commonwealth Tourism Center, Economic Planning Unit (EPU) and Taylor’s College, October, 2008. Developed and conducted the above training program modules for officials from the National Tourism Organizations of Siera Leone, Ghana, Kenya, Vietnam, Tonga, Malaysia etc. Oct. 22-24, 2008
  • Trainer: Marketing for hospitality and tourism. Developed and conducted the training program for managers of Villa Foundation, Maldives. 19-23 Nov., 2007
  • Trainer: Sales & Marketing. Developed and conducted the above training program for staff from Putrajaya Marriot, Mar. and Jul., 2007
  • Trainer: Customer Relations & Sales. Developed and conducted the above training program for staff of Saujana Resort, Kuala Lumpur, Oct., 2007
  • Trainer: Sales & Marketing,. Developed and conducted the training program for managers of SaigonTourist School of Hotel & Tourism, Ho Chi Minh City. 16-22 July, 2006
  • Trainer: Tourism & Destination Marketing, conducted the training program for senior officials from Vietnam National Authority on Tourism (VNAT), Apr.19-21, 2005

Professional Affiliations
  • Member of TEAM. 2008 to current
  • Member of Assoc. of North America Higher Education International (ANAHEI) 2015-present