Chengxiang Ma | Strategic Planning | Business Strategy Innovator Award

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Assist. Prof. Dr. Chengxiang Ma | Strategic Planning | Business Strategy Innovator Award

Assist. Prof. Dr. Chengxiang Ma | Strategic Planning | Business Strategy Innovator Award | Lecturer | Walailak University | Strategic Planning 

Assist. Prof. Dr. Chengxiang Ma is a multidisciplinary academic and sustainability scholar whose work bridges sustainable business development, tourism management, and cross-sector innovation, shaped by an international educational journey and diverse professional engagements. He holds a Doctoral degree in Sustainable Business Development from the Asian Institute of Technology, a Master’s degree in International Hospitality and Services Industries Management from the Glion Institute of Higher Education, and a Bachelor’s degree in Chemical Engineering from Thammasat University, forming a strong foundation for his research in post-pandemic economic transformation and responsible industry practices. Professionally, Assist. Prof. Dr. Chengxiang Ma serves as a Lecturer at Walailak University International College, Thailand, following previous academic service at Siam Technology College and significant managerial experience as a Village Training Manager with Club Med International Resort, where he applied human resource development, operational efficiency, and multicultural management principles in global hospitality environments. His research interests span Sustainable Development Goals, tourism innovation, digital transformation in cultural heritage, sustainable business models, cross-border e-commerce, education decision-making, and the integration of wellness and medical tourism into long-term sustainability strategies. He has demonstrated strong research skills in qualitative and interdisciplinary methodologies, strategic analysis, sustainability assessment, and industry-applied studies, supported by multiple publications indexed in Scopus and TCI. His scholarly contributions include work on disruptive technologies in tourism, the interdisciplinary impact of music education on learning outcomes, parental decision-making in international education, and the role of Mandarin proficiency in strengthening cross-border tourism and e-commerce ecosystems. Assist. Prof. Dr. Chengxiang Ma has also produced impactful research on agro-tourism, local food culture, and wellness tourism aligned with SDG-related goals, while his doctoral research contributed to innovative sustainable business model frameworks published in a Springer volume. His achievements during his Master’s thesis allowed Nestlé Professional to implement strategic recommendations that enhanced operational efficiency, sustainability, and market positioning within the hospitality sector. As an emerging scholar, he continues to build an impressive academic record with growing citations and notable international visibility. Assist. Prof. Dr. Chengxiang Ma’s career reflects dedication to sustainability-driven research, global education development, and the advancement of responsible tourism, positioning him as a promising academic leader committed to impactful research, student development, and long-term contributions to sustainable development across Southeast Asia and beyond.

Profile:  scopus

Featured Publications 

  1. Ma, C., Somrak, T., Manajit, S., & Gao, C. (2024). Exploring the potential synergy between disruptive technology and historical/cultural heritage in Thailand’s tourism industry for achieving sustainable development in the future. International Journal of Tourism Research. Published 2024. Citations: 1

  2. Ma, C., Wu, T., Gao, C., & Hu, Y. (2024). Challenges and opportunities for Chinese parents sending their children to study in Thailand, focusing on interdisciplinary approaches of music education and impacts on students’ learning ability. Revista Electronica De Leeme. Published 2024. Citations: 1

  3. Ma, C., Rattanaburi, K., & Gao, C. (2025). Burned out parents, educated kids? Navigating “Juan” culture: Decision-making-process and education in Thailand. International Journal of Educational Research Open. Published 2025. Citations: 1

  4. Ma, C., Bunkrong, D., & Gao, C. (2025). The Mandarin advantage: How Thai university students facilitate cross-border e-commerce for Chinese tourists in Thailand’s post-COVID recovering hospitality sector. Cogent Arts & Humanities. Published 2025. Citations: 1

  5. Ma, C., & Jurattanasan, A. (2023). Promoting conservation and sustainable use of natural resources through agro-tourism in Northeastern Thailand. Journal of Liberal Arts, Prince of Songkla University. Published 2023. Citations: 1

  6. Ma, C., Gao, C., & Somrak, T. (2023). The role of Thai local herbs and ingredients in promoting post-pandemic wellness and medical tourism for sustainable development. PSU Medical Journal. Published 2023. Citations: 1

  7. Jurattanasan, A., & Ma, C. (2024). Promoting food tourism through local culinary storytelling in Southern Thailand: A case study of Gaeng Som Pla Kapong. Journal of Thai Food Culture. Published 2024. Citations: 1