Professor Dr Daniel Chong Ka Leong

Daniel Chong

Professor Dr Daniel Chong Ka Leong

  • Dean
  • School of Hospitality and Tourism Management
SDGs Focus
Quality Education
Sustainable Cities and Communities

Biography

Professor Dr. Daniel Chong is Dean and Professor of Hospitality at ³Ô¹ÏºÚÁÏÍø, with more than 20 years of experience in hospitality education, industry training and academic leadership. He holds a French degree in Tourism and Hospitality, an Australian MBA, and a Doctorate in Business Administration specialising in Services Branding. A former hotelier and F&B professional, Dr. Chong has held operational, consulting and training roles across multinational hotel groups, restaurant franchises and hospitality consulting. He is a Certified Hospitality Trainer (CHT®), WSET-certified wine trainer, Master Barista certified by Illy Università del Caffè, and an Accredited Corporate Trainer under Malaysia’s HRD Corp. An award-winning educator, he has received teaching excellence awards and the Excellence in Innovation and Enterprise Award. His research focuses on the challenges and opportunities shaping hospitality and tourism in Asia. Internationally, he serves as Malaysia’s National Representative to the ASEAN–Korea Tourism Roundtable and as a Board Member of the Asia Pacific Tourism Association.

Academic & Professional Qualifications

  • DBA, Asia e University, Malaysia (2016)
  • MBA, University of Southern Queensland, Australia (2009)
  • Postgraduate Certificate in Higher Education Practice, ³Ô¹ÏºÚÁÏÍø (2024)
  • BSc (Hons), University of Toulouse, France (2003)
  • Fellow of Advance HE (FHEA), Advance HE, UK (2024)
  • Accredited HRDC Trainer, HRDC, Malaysia (2023)
  • 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

Teaching Areas

  • Competitive strategy
  • Strategic management
  • Food & beverage management
  • Wine studies
  • Beverage studies

Notable Publications

  1. 2022 - 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.
  2. 2022 - Siti'Atikah, R., Tan, A. L., Trupp, A., Chong, K. L., Arni, A. G., & Arumugam, V. M. (2022). The emergence of a new religious travel segment: Umrah do it yourself (DIY) travellers. Geo Journal of Tourism and Geosites, 40(1), 37-48.
  3. 2021 - Chong, K. L. (2021). Factors affecting the consumers’ embracement of manual self-ordering system (order chit) in restaurants. Journal of Foodservice Business Research, 1-23.

Achievements & Accolades

  1. Student Appreciation of Teaching Award 2024/25 awarded by ³Ô¹ÏºÚÁÏÍø.
  2. Student Appreciation of Teaching Award 2023/24 awarded by ³Ô¹ÏºÚÁÏÍø.
  3. ICCA Grant Recipient (2025) awarded by the ICCA (International Congress and Convention Association)
  4. Award for Excellence in Innovation and Enterprise 2023 awarded by ³Ô¹ÏºÚÁÏÍø    
  5. Student Appreciation of Teaching Award 2020/21 awarded by ³Ô¹ÏºÚÁÏÍø
  6. FRGS Grant Recipient (2019) awarded by the Malaysia’s Ministry of Higher Education
  7. Certified Hospitality Trainer CHT® (2018) awarded by American Hotel and Lodging Education Institute (AHLEI)
  8. Award for Excellence in Teaching 2018 awarded by ³Ô¹ÏºÚÁÏÍø
  9. Student Appreciation of Teaching Award 2018 awarded by ³Ô¹ÏºÚÁÏÍø
  10. Student Appreciation of Teaching Award 2017 awarded by ³Ô¹ÏºÚÁÏÍø
  11. Student Appreciation of Teaching 2015 awarded by ³Ô¹ÏºÚÁÏÍø
  12. Best Coach of the Year 2014 awarded by Nestle Professional in recognizing excellent coaching in F&B Industry
  13. Best Coach of the Year 2012 awarded by Nestle Professional in recognizing excellent coaching in F&B Industry

Professional Associations

  1. National representative (Malaysia), ASEAN-Korea Tourism Roundtable Steering Committee
  2. National representative (Malaysia), ASEAN-Korea Tourism Roundtable Technical Working Party
  3. National representative (Malaysia), Board Members (2026-27) of APTA (Asia Pacific Tourism Association)