Evelyn Loh Geok Yan

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Evelyn Loh Geok Yan

  • Lecturer
Department of Hospitality and Events
  • School of Hospitality and Tourism Management
Google Scholar ORCID Scopus ResearchGate
SDGs Focus
Reduced Inequalities
Responsible Consumption and Production
Peace, Justice and Strong Institutions

Biography

Evelyn Loh formerly oversees marketing and PR initiatives for the School of Hospitality and Tourism Management. She is an avid writer and has contributed to numerous editorial writings on behalf of the School, as well as published in peer-reviewed academic journals. Her research interests include crisis management in hospitality, sustainable tourism, e-commerce applications in tourism, and hospitality marketing. Evelyn is also an HRD Corp Accredited Trainer who developed her training expertise through her previous experience as a training executive in the retail industry. She is currently pursuing a PhD in Hospitality and Tourism at Sunway University.

Academic & Professional Qualifications

  • PhD in Hospitality and Tourism, Sunway University, Malaysia (current)
  • HRD Corp Accredited Trainer (2026)
  • Master in Business Administration, Management and Science University, Malaysia (2022)
  • Bachelor of Management (Major in Finance), Universiti Sains Malaysia (2014)

Research Interests

  • Consumer resistance
  • Boycotts
  • Brand hate
  • Hospitality and retail marketing

Teaching Areas

  • Marketing
  • Management studies
  • Communications studies

Courses Taught

  • Principles of Marketing
  • Strategic Management
  • Publicity for Events

Notable Publications

Book Chapter

  1. Loh, E. G. Y. & Stephenson, M. L. (2023/2024). Deciphering the impact of tourism-related crises in small Pacific Island states: Challenges and responses. In B. Prideaux and D. Beirman (eds.), Handbook on Crisis and Disaster Management in Tourism. Cheltenham, UK: Edward Elgar Publishing
  2. Loh, E. G. Y., Patovaki, J., & Kumar, N. N. (2023). The COVID-19 pandemic and the South Pacific: Evaluating crisis-related tourism recovery strategies. In M. L. Stephenson (ed.), Routledge Handbook of Tourism and Small Island States in the Pacific, 93-109. London, UK: Routledge. DOI: 10.4324/9780429019968-7
    https://www.scopus.com/record/display.uri?eid=2-s2.0-85145855293&origin=resultslist&sort=plf-f [Scopus-indexed]


Journal Articles

  1. Loh, E. G. Y. & Stephenson, M. L. (2021). Deciphering tourist shoppers’ U-commerce readiness: Current challenges and post-pandemic concerns. Journal of Management Research, 21(1), 3-17.
    https://www.indianjournals.com/ijor.aspx?target=ijor:jmr&volume=21&issue=1&article=001
  2. Loh, E. G. Y., Stephenson, M. L., & Nezakati, H. (2021). Constructing a methodological approach to examine the determinants affecting purchase intention through perceived risk in the hotel context. Journal of Marketing Management and Consumer Behavior, 3(2), 17-34.
    https://journal-of-marketing-management-and-consumer-behavior.com/index.php/JMMCB/article/view/161

Achievements & Accolades

Early Career Research Grant Scheme (Grant Code: GRTIN-ECR-DHE-15-2026)