Dr. Choong began his academic career at UTAR as a tutor in 2010. He was subsequently promoted to Lecturer in 2013, further advanced to Assistant Professor in 2017, and as of 2022, he holds the position of Associate Professor. He is a motivated and responsible individual with a strong passion for teaching, which has garnered positive feedback from both fellow lecturers and students. Currently, he holds the position of Associate Professor at the Faculty of Business and Finance (FBF), Universiti Tunku Abdul Rahman (UTAR), Malaysia. He earned a First-Class Honour in Bachelor of Business Administration (Hons) from the Faculty of Accountancy and Management (FAM), Universiti Tunku Abdul Rahman (UTAR), Malaysia, in June 2010. He further pursued a master’s degree in Master of Philosophy (MPhil) at the Faculty of Business and Finance (FBF), UTAR, completing it in February 2013. In 2017, he attained his Doctor of Philosophy (PhD) from the Faculty of Management and Economics, Universiti Pendidikan Sultan Idris (UPSI), Malaysia.

 

Dr. Choong's contributions extend beyond teaching. He is actively involved in research, particularly in the areas of organizational behavior, educational management, environmental studies, and medical tourism. His prolific output includes over 160 papers published in national and international journals, conference proceedings, newspaper articles, CEE newsletter articles, and book chapters. This impressive body of work reflects his dedication to advancing knowledge and his ability to translate research into impactful publications.

 

In recognition of his expertise, Dr. Choong serves on the editorial advisory board for Quality Assurance in Education (a Scopus-indexed journal, Q2) and the editorial review board for the International Journal of Asian Business and Information Management (a Scopus-indexed journal, Q1). He also collaborates closely with Emerald Publishing, where he conducts workshops for young researchers on topics such as conducting quality peer reviews and publishing in high-impact journals.

 

Dr. Choong's mentorship extends to supervising postgraduate students. He has successfully guided PhD students from China, Malaysia, and Pakistan to graduation and continues to supervise both PhD and Master’s students. His ability to nurture academic talent is evident in the success of his students, who benefit from his wealth of knowledge and experience.

 

A notable aspect of Dr. Choong's academic career is his ability to secure research funding. He has successfully obtained one international grant, one industrial grant, seven external grants from the Malaysian Ministry of Higher Education (MOHE), and 17 internal grants from UTAR, amounting to approximately RM 4,500,000. His grant acquisition skills are complemented by his organizational abilities, as he has played a key role in organizing conferences from 2013 to 2024.

 

Beyond academia, Dr. Choong has made significant contributions as a consultant at both national and international levels. Over the past three years, he has been involved in more than 25 consultancy projects as a trainer, consultant, and researcher, securing approximately RM 300,000. His consultancy work is a testament to his ability to apply academic knowledge to real-world challenges, providing valuable insights and solutions.

 

Dr. Choong's achievements have been recognized through more than 25 awards, honors, and recognitions. These include best paper awards, a recognition letter for the most downloaded paper, a best reviewer award, and various letters of appreciation from the President of UTAR for his teaching performance and service as department head.

 

In addition to his research and consultancy work, Dr. Choong is a highly sought-after reviewer for prestigious international journals. He has reviewed over 850 academic papers for journals such as the International Journal of Contemporary Hospitality Management (SSCI, Q1), Journal of Hospitality and Tourism Management (SSCI, Q2), Current Issues In Tourism (SSCI, Q1), Personnel Review (SSCI, Q2), and BMJ Open (SCI, Q2), Current Psychology (SSCI Q1), Sage Open (SSCI Q1) BMC Psychology (SSCI Q1) Psychology Research and Behaviour Management (SSCI Q1), Psychology in the School (SSCI Q3) among others. His expertise in reviewing is widely recognized, making him a valuable asset to the academic community.

 

Dr. Choong's influence extends globally, as evidenced by his Google Scholar citations, which exceed 1,600, and his SCOPUS citations, which surpass 450. His leadership roles at UTAR include serving as Head of the Department of Business from 2015 to 2019, Deputy Dean of the Faculty of Business and Finance from 2020 to 2023, and his current role as Deputy Director of the Institute of Postgraduate Studies and Research, a position he has held since 2024.

 

In recognition of his expertise, Dr. Choong was invited by Guangdong University of Finance & Economics in 2019 to serve as a visiting scholar, where he delivered tutorials to local students. This international engagement highlights his ability to share knowledge beyond the borders of Malaysia and his commitment to fostering academic excellence on a global scale.

 

Dr. Choong's career is marked by a deep commitment to education, research, and service. His achievements, which span teaching, research, consultancy, and leadership, reflect his dedication to advancing knowledge and his unwavering passion for making a positive impact in the academic and professional communities.