Assoc. Professor Dr Daniel Chong Ka Leong

Daniel Chong

Assoc. Professor Dr Daniel Chong Ka Leong

  • Associate Dean (International)
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Biography

Assoc Prof Dr Daniel Chong has more than 17 years of experience in hospitality education and training. He has a Doctorate in the field of business administration with a major in branding. He is a certified hotelier, sommelier, and barista who is actively involved in Malaysia's food and beverage industry through industrial projects and continuing education. He has significant experience in the field of management, training and consultancy in the food and beverage industry, and represented multinational hotel groups and multinational franchised restaurants. Daniel has published work concerning sustainable practices, challenges, and opportunities confronting Asia's tourism, hospitality, and food industries. 

Academic & Professional Qualifications

  • DBA, Asia e University, Malaysia (2016)
  • MBA, University of Southern Queensland, Australia (2009)
  • BSc (Hons), University of Toulouse, France (2003)
  • Certified Hospitality Trainer, AHLEI, USA (2018)
  • Certified WSET Level 3 and Trainer, WSET, UK (2007)

Research Interests

  • Psychology of Sustainable Behaviour – Tourism and Hospitality Industry
  • Sustainable Food Service Management
  • Sustainable Food Supply Chain Management
  • Sustainable Tourism – Heritage, Conservation and Urban Planning
  • Strategic Management – Corporate Strategies and Services Branding

Notable Publications

 

  1. Chong, D. K. L., & Stephenson, M. L. (2023). Deciphering tourism's auspicious and inauspicious relationships with food and agriculture in Pacific Island states: Identifying problems and solutions. In Routledge Handbook on Tourism and Small Island States in the Pacific (pp. 126-140). Routledge.
  2. Chong, K. L. (2022). Factors affecting the consumers’ embracement of manual self-ordering system (order chit) in restaurants. Journal of Foodservice Business Research, 25(1), 33-56.
  3. Milovanović, V., Chong, K. L. D., & Paunović, M. (2022). Benefits from adopting technologies for the hotel's supply chain management. Menadžment u hotelijerstvu i turizmu, 10(2), 91-103.
  4. Atikah, S., Tan, A. L., Trupp, A., Chong, D. K. L., Arni, A. G., & Malar, V. (2022). The emergence of a new religious travel segment: Umrah do it yourself travellers (DIY). GeoJournal of Tourism and Geosites, 40(1), 37-48.
  5. Chong, K. L., & Io, M. U. (2021). Tour guiding or tour misleading? Multifaceted approach in assessing the standards of cultural tour guiding in Bali Island. e-Review of Tourism Research, 18(4), 525-546.
  6. Chong, K. L. (2020). The side effects of mass tourism: the voices of Bali islanders. Asia Pacific Journal of Tourism Research, 25(2), 157-169.
  7. Chong, K. L., & Stephenson, M. L. (2020). Deciphering Food Hawkerpreneurship: Challenges and success factors in franchising street food businesses in Malaysia. Tourism and Hospitality Research, 20(4), 493-509. 
  8. Io, M. U., & Chong, D. (2020). Determining residents’ enjoyment of Cantonese opera as their performing arts heritage in Macao. Annals of Leisure Research, 1-1
  9. Chong, D. K. L. (2019). Review of problems in the development of rail tourism in Taiwan, on the example of the Alishan Forest Railway. GeoJournal of Tourism and Geosites, 26(3), 943–955.
  10. Chong, D. K. L. (2019). The “Noble” impacts of mass tourism on Bali island: The local community prospective. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 11(2), 82–94.
  11. Chong, K. L. (2018). Price or pride? Malaysian marine cruising behaviour. International Journal of Tourism Sciences, 1–14.
  12. Chong, K. L. (2018). Trying out new cafes in town: Assessing the impact of café’s physical environment on visit intention. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 10(2), 35–46.
  13. Chong, D. K. L., & Lai, M. L. (2018). Conserving Bali’s heritage sites: The power of unwritten laws. TEAM: Journal of Hospitality and Tourism, 15(1), 1–14.
  14. Chong, D. K. L., & Lai, M. L. (2018). Conserving Bali’s heritage sites: The power of unwritten laws. TEAM: Journal of Hospitality and Tourism, 15(1), 1–14. 
  15. Lee, A. S. H., Chong, K. L. D., & Whai, N. C. K. (2018, June). OpinionSeer: Text visualization on hotel customer reviews of services and physical environment. In International Conference on Information Science and Applications (pp. 337–349). Springer: Singapore.
  16. Chong, K. L. (2017). Thailand wine tourism: A dream or a reality? Asia Pacific Journal of Tourism Research, 22(6), 604–614.
  17. Chong, K. L. (2017). Hotel co-branding: Is 2 better than 1? TEAM: Journal of Hospitality and Tourism, 14(1), 19–28.
  18. Chong, K. L. (2016). Heritage or hesitate? Preserving authenticity in Hong Kong tourism.
    International Journal of Tourism Sciences, 16(4), 191–202.
  19. Chong, K. L. (2016). Is the blooming of coffeehouses in South Korea at risk? International Journal of Tourism Sciences, 15(3), 110–120.
  20. Chong, K. L. (2014). The impact of sex tourism on hotel selection. International Journal of Tourism Sciences, 14(3), 106–115.
  21. Chong, K. L. (2014). Cruise tourism in Malaysia: A SWOT analysis. Theory and Practice in Hospitality and Tourism Research, 189
     

Achievements & Accolades

  1. FRGS Grant Recipient (2019) awarded by the Malaysia’s Ministry of Higher Education
  2. Certified Hospitality Trainer CHT® (2018) awarded by American Hotel and Lodging Education Institute (AHLEI)
  3. Award for Excellence in Teaching 2018 awarded by Sunway University
  4. Student Appreciation of Teaching Award 2020/21 awarded by Sunway University
  5. Student Appreciation of Teaching Award 2018 awarded by Sunway University
  6. Student Appreciation of Teaching Award 2017 awarded by Sunway University
  7. Student Appreciation of Teaching 2015 awarded by Sunway University
  8. Best Coach of the Year 2014 awarded by Nestle Professional in recognizing excellent coaching in F&B Industry