Ruby (Hong Ngoc) Nguyen holds a Master of Science in Hospitality Administration from Oklahoma State University, the USA, and a Bachelor of Science in International Hospitality Management (First Class Honours) from Sunway University, Malaysia. Her expertise and research interests are primarily in marketing and consumer behaviors, and sustainability and innovation in hospitality and tourism. From experience working in different countries (i.e. Malaysia, Vietnam, and the United States) and in different departments (i.e. food and beverage, sales marketing, and catering and events), she has learned how fascinating the hospitality industry is by virtue of its multiple sectors and