Dr. Shaohua Yang is currently a Post-Doctoral Fellow from Graduate School of Business, Universiti Sains Malaysia. He holds Ph.D. in Tourism Marketing at Graduate School of Business, Universiti Sains Malaysia. He was also a PhD exchange student (Erasmus funding) in Adam Smith Business School at University of Glasgow, United Kingdom. His research interest lies in destination marketing, cross-cultural tourism, tourist behaviour, special interest tourism and self-congruency. Before starting his Ph.D. journey in Malaysia and the UK, he has gained his Undergraduate Diploma in Applied Management and Master of Management in New Zealand. Along his academic journey, he has published many articles in a variety of index journals (SSCI/Scopus/ ABDC) and international conferences. Currently, Shaohua Yang serves as an Article Editor in Sage Open (SSCI Journal) and an Article Reviewer in SSCI journals including Tourism Review, Journal of Hospitality and Tourism Management, Asia Pacific Journal of Marketing and Logistics and Journal of Research in Interactive Marketing. Besides, he is also an academic mentor for PhD students from School of Communication, Universiti Sains Malaysia.
Teaching Interest: Marketing Planning and Control, Service Marketing Management, International Marketing, Tourism Marketing, Human Resource Management, Communication for Managers, Research Methodology.
Research Interest: Destination Marketing, Tourist Behaviour, Special Interest Tourism (Suicide Tourism), Marketing of Higher Education, Customer Experience, Purchase Behaviour, Quantitative Method (PLS-SEM).
Peer-Reviewed Journal articles
Conference – Presentation/Abstract