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Dr. Shaohua Yang

Post Doctoral Fellow
Graduate School of Business
Universiti Sains Malaysia


  • Doctor of Philosophy, Tourism Marketing, Universiti Sains Malaysia, 2020
  • Doctor of Philosophy, Exchange Student, University of Glasgow, UK, 2019
  • Master of Management, Toi Ohomai Institute of Technology, New Zealand, 2016
  • Postgraduate Diploma in Management, Toi Ohomai Institute of Technology, New Zealand, 2015
  • Postgraduate Certificate in Hospitality Management, Toi Ohomai Institute of Technology, New Zealand, 2015
  • GD/Bachelor of Applied Management, Otago Polytechnic, New Zealand, 2014


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 and Research Areas

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).


Consultancy and Industrial Experience



Peer-Reviewed Journal articles

  1. Yang, S.,Isa, S. M., & Ramayah, T. (2021).Uncertainty Avoidance as a Moderating Factor to the Self-congruity Concept: The Development of a Conceptual Framework. Sage Open 11(1),21582440211001860 (SSCI, Scopus, Q2) (Sage)
  2. Yang, S., Isa, S. M., Ramayah, T., & Zheng, Y. (2021). Does physician-assisted suicide tourism fit into the tourism discipline? An opinion essay. Anatolia · An International Journal of Tourism and Hospitality Research. ( Forthcoming). (ABDC-B, Scopus, Q2) (Taylor & Francis)
  3. Yang, S., Isa, S. M., Ramayah, T., & Abbasi, G.(2021). Predicting Chinese tourists’ revisit intention through destination personality, destination image and destination self-congruity : A methodological perspective. European Journal of  Management. ( Forthcoming). (SSCI, Scopus, Q1) (Elsevier)
  4. Wen, J., Liu, X., Yang, S., & Zhang, J (2021). China’s hotel renaissance during COVID-19: Interviewing a hotel group CEO. Book chapter: Handbook on Tourism and Behaviour Change. Edward Elgar Publishing, UK. (Book chapter) (Forthcoming, production) (Edward Elgar)
  5. Yang, S., Isa, S. M., & Ramayah, T. (2021). How are destination image and travel intention influenced by misleading media coverage? Consequences of COVID-19 outbreak in China. Vision: The Journal of Business Perspective. 24, 1-10.( ABDC-C, Scopus, Q3) (Sage)
  6. Yang, S., Isa, S. M., & Ramayah, T. (2020). A theoretical framework to explain the impact of destination personality, self-congruity and tourists’ emotional experience on behavioural intention. Sage Open. 10(4), 2158244020983313(SCCI, Scopus Q2) (Sage)
  7. Yang, S., Isa, S. M., Wu, H., Ramayah, T., & Jermsittiparsert, K. (2020). Examining the role of destination image, self-congruity and trip purpose in predicting post-travel intention: The case of Chinese tourists in New Zealand.Revista Argentina De Clinica Psicologica, 29(5),1504-1517. (SSCI/SCI)
  8. Yu., C.E. Wen, J., & Yang, S. (2020). Public viewpoint of suicide travel: An exploratory study. Tourism Management Perspectives.34, 100669. (SSCI, Scopus Q1 ABDC-A) (Elsevier)
  9. Wen, J., Kozak, M., & Yang, S., Liu, F. (2020). COVID-19: Effects on Chinese citizens’ lifestyle and travel. Tourism Review Vol. ahead-of-print No. (SSCI, Scopus, Q1, ABDC-B) (Emerald)
  10. Yang, S.,Isa, S. M., Ramayah, T., & Blane, R. Kiumarsi, S. (2020).The Effects of Destination Brand Personality on Tourists’ Revisit Intention to Glasgow: An Examination across Gender. Journal of International Consumer Marketing,32(5), 435-452.(Scopus, Q2 ABDC-B) (Taylor & Francis)
  11. Iqbal, Q., Yang, S., Nawaz, R., & Iqbal, K. (2019). A Multi-Dimensional Construct of Perceived Information Pollution in the Era of Rife Infollution. VINE Journal of Information and Knowledge Management Systems 46(1) (EI, Scopus, ABDC-B) (Emerald)
  12. Lin, Y., Yang, S., Hanifah, H., & Iqbal, Q. (2018). An Exploratory Study of Consumer Attitudes towards Green Cosmetics in the UK Market. Administrative Science, 8(4), 71. (Scopus) (MDPI)
  13. Akhtaruzzaman, M., Yang, S., & Omar, A. (2018).Are resource-rich countries more attractive than countries with good institutions to foreign direct investors in sub-Saharan Africa? International Journal of Economics and Finance, 10 (6), 65-74                        

Conference – Presentation/Abstract

  1. Yang, S., Isa, S. M., Ramayah., & Blanes, T. (2020). Making Destination A Better Place to Revisit: The Application of Self-Congruity Theory in Glasgow Tourism. 2nd Asean Businesss, Engineering and Technology Symposium, 3-3, December, 2020. Paper presented at Universiti Sains Malaysia. (Best Presenter Award) (Virtual conference)
  2. Yang, S., Isa, S. M., Ramayah, T., & Blanes, R. (2019). The Development of A Conceptual Framework on the Brand Personality, Self-Congruity and Tourist Loyalty: The Moderator Role of Tourist Emotional Experience. Paper presented at 9th advances in hospitality and tourism marketing and management conference. 8th – 11th July, University of Portsmouth, United Kingdom. Abstract in Proceedings of the 9th advances in hospitality and tourism marketing and management conference. July 2019, (pp.532-534)
  3. Yang, S. (2019). The understanding of Chinese outbound tourists’ behaviour toward revisit New Zealand: A Conceptual Development. Paper presented at Cambridge Conference Series 8th-10th April, University of Cambridge, Cambridge, United Kingdom. Abstract in Proceedings of the Cambridge Conference Series: April 2019, (pp. 27- 28). Cambridge, April, 8th-10th, 2019
  4. Yang, S., & Lin, Y. (2018). The understanding of green cosmetic products based on Tri component attitude model: A perspective from British consumers. Paper presented at Global Conference on Business, Hospitality and Tourism Research (GLOSEARCH 2018) Hoa Sen University, Ho Chi Minh City, Vietnam on 2-5th, October, 2018
  5. Yang, S., Ma, Y. (2018). Key Factors Influencing Customer Satisfaction with International StudentRecruitment Agencies. Paper presented at 7 World Conference on Applied Science Engineering and Technology held at Malaysia on 5th-6th January 2018
  6. Yang, S. (2016). What is the effective marketing technique for recruiting international students? Paper presented at 19th International Conference on “Business, Economics, Social Science & HumanitiesBESSH-2016”, Singapore, 25-26 August 2016. (Best Paper Awarded).

Citation index



Journal Articles
Book Chapters
Book Chapters

Research Grants


Honors & Awards