With her multiple language skills and extensive industry experience in marketing and tourism, Dr. Thuy-Huong has been an assistant manager and business consultant for many international joint-venture companies across Vietnam. They comprise of various fields including:

  • marketing
  • tourism
  • hospitality
  • medicine
  • engineering and construction
  • water and waste water
  • forestry and agriculture.

As a lecturer, Dr. Thuy-Huong has taught a range of marketing, tourism, hospitality, management, consumer behaviour and research subjects spanning over 20 years at various institutions in Vietnam, France and Australia. Additionally she has coordinated and taught subjects at offshore campuses in Sydney, Malaysia, Kuwait, China, France and Vietnam.

Dr. Thuy-Huong Truong has engaged in various learning in the workplace and community research projects associated with her BHO2285 Marketing Research Unit. She has worked closely with the Australian Defence Force's charity fundraiser event, Defence Lake Attack (2008 and 2009), where she was awarded Engagement Awards.

Dr. Thuy-Huong Truong's awards include:

  • Vice-Chancellor's PEAK AWARD for Excellence in Research and Research Training
  • Vice-Chancellor's Citation for Excellence in Research and Research Training
  • Highly Commended SIR FRANK MOORE Award for Excellence in PhD Research and Publications
  • Research and Research Training Award for Staff Researcher Category
  • Ocean Spirit Cruises Award for Most Outstanding PhD Student in Hospitality, Tourism and Marketing
  • Secomb Conference and Travel Fund
  • THE-ICE CRC Grant Award
  • Australian Postgraduate Award
  • Victorian Postgraduate Scholarship
  • Golden Key National Honour Society Award
  • Engagement Awards.

Key publications

Refereed journal articles

Truong, T-H, 2016, ‘Cross-Cultural Perceptions on Service Quality’, International Review of Business Research Papers, vol. 12, issue 2

Truong, T-H, 2014, ‘In the cross-cultural context of Vietnam’, The Journal of Culture and Tourism Research, vol. 16, issue 2

Truong, T-H & King, B 2010, 'Cultural Values and Service Quality: Host and Guest Perspectives', Journal Tourism, Culture and Communication, vol. 10, issue 1

Truong, T-H & King, B 2009, 'An Evaluation of Satisfaction levels amongst Chinese Tourists in Vietnam', Journal of International Tourism Research, vol. 11, issue 6

Truong, T-H & King, B 2006, 'Comparing Cross-Cultural Dimensions of the Experiences of International Tourists in Vietnam', Journal Business Systems, Governance and Ethics, vol. 1, issue 1, pp. 65-75


Truong, T-H 2017 Coming of Age: The Rise of American Inbound Tourism in Vietnam, in Hospitality, Tourism and Marketing Studies, Nova Science Publishers, Hauppauge NY, USA. ISBN 9781536104790

Truong, T-H 2015 When East meets West: Cross-cultural variation in service encounter interactions, in Hospitality, tourism and marketing studies, Nova Science Publishers, Hauppauge NY, USA. ISBN 9781634833202

Truong, T-H 2013, From Travellers' Expectations to Travellers' Experiences: The Workability of the HOLSAT Model, in Tourism and Hospitality Development and Management, Nova Science Publishers, Hauppauge NY, USA. ISBN 978-1-62618-129-8

Truong, T-H & King, B 2010, Tourism Service Experiences in Vietnam, in Tourism and Hospitality Development and Management, Nova Science Publishers, Hauppauge NY, USA. ISBN 978-1-21728-034-4

Book chapters

Truong, T-H & King, B 2010, 'Host-Guest Service Inter-Cultural Interactions_The case of Vietnamese Hosts and International Visitors', in Petter M. Berge and Sondre B. Eliassen (eds), Hospitality and Tourism Management, Hauppauge NY, USA. pp. 1-33. ISBN 978-1-60741-225-0

Truong, T-H & Gebbie, P 2007, 'Market Segmentation of Australian Tourists in Vietnam: An Application of the HOLSAT Model', in Peter R. Chang (eds), Tourism Management in the 21st Century, Nova Science Publishers, Hauppauge New York. ISBN 1-60021-710-9

Truong, T-H & King, B 2006, 'An Assessment of Service Quality in Vietnam: The Cross-Cultural Perspectives of Chinese and American Tourists', in T. V. Liu (eds), Tourism Management: New Research, Nova Science Publishers, Hauppauge New York. ISBN 1-60021-058-9

Truong, T-H & King, B 2006, 'A Comparison of Asian and Western Tourist Perspectives on Service Quality in Vietnam', in B. Wu & W. G. Feighery (eds), Tourism and the New Asia: Implications for Research, Policy and Practice, Tourism Education Press, Beijing China. ISBN 7-5637-1158-9/F

Truong, T-H, Inbakaran, R & Jackson, M 2004, 'Analysis of Tourist Expectation and Satisfaction: A Case study of Australian Outbound Tourists to Vietnam', The Tourist, A Psychological Perspective, M/S Kansihka Publishers & Distributors, New Delhi. ISBN 81-7391-643-8

View Thuy-Huong's publications in Victoria University's Institutional Repository.

Teaching responsibilities

Course coordination

Course Coordinator in Marketing

Unit coordination

Undergraduate unit: Consumer Behaviour BHO2434

Undergraduate unit: Introduction to Marketing BHO1171

Undergraduate unit: Integrated Marketing Communication BHO2265

Undergraduate unit: Marketing Research BHO2285

Undergraduate unit: Product & Services Innovation BHO2259

Undergraduate unit: International Marketing BHO3373

Undergraduate unit: Marketing Services and Experiences BHO3439

Undergraduate unit: Marketing Planning and Strategy BHO3435

Postgraduate unit: Global Marketing BHO6666

Postgraduate unit: Marketing Strategy BHO5525

Postgraduate unit: Hospitality, Tourism and Events Marketing BHO5616

Postgraduate Research Students and Fellows

Principal Supervision:  Five PhD students

Associate Supervision: Two PhD students

Completion: Two 2 Masters students (in Vietnam)

Completion: Eight Honours students (in Vietnam)

Professional membership

  • Australian Marketing Institute (AMI)
  • Certified Practising Marketer
  • Council of Australian University Tourism and Hospitality Education (CAUTHE)
  • Sustainable Tourism Cooperative Research Centre (STCRC)
  • Asia Pacific Tourism Association (APTA)
  • Ecotourism Australia
  • International Centre for Research and Study on Tourism (C.I.R.E.T)

Conference Presentations

Refereed papers

Truong, T-H 2015, 'Cross-Cultural Perceptions on Service Quality’, Proceedings of 32nd International Business Research Conference, Research for Advancement”,  World Business Institute, Melbourne, Australia, 23-25 November, 2015

Truong, T-H 2012, 'Cross-Cultural Service Encounter' CAUTHE Conference Proceedings “The New Golden Age of Tourism and Hospitality”, La Trobe University, Melbourne, Australia, 6-9 February 2012

Truong, T-H & King, B 2007, 'Encounters between East and West: Service Quality in Cross-Cultural Settings', CAUTHE Conference Proceedings "Tourism_Past Achievements, Future Challenges", Sydney University, Sydney, Australia, 11-14 February 2007

Truong, T-H & King, B 2006, 'A Comparison of Asian and Western Tourist Perspectives On Service Quality in Vietnam', 2006 International Conference on Tourism and the New Asia Proceedings "Tourism and the New Asia: Implications for Research, Policy and Practice", Beijing University, Beijing, China, August 9-12, 2006

Truong, T-H & King, B 2006, 'Asian Travel Consumption Behaviour: The Case of Chinese Tourist in Vietnam', CAUTHE Conference Proceedings "to the city and beyond …", Victoria University, Melbourne, Australia, 6-9 February, 2006, CD-ROM ISBN 0-9750585-1

Working papers

Truong, T-H 2012, 'Cross-Cultural Service Encounter', CAUTHE 2012 Conference Proceedings "The New Golden Age of Tourism and Hospitality", La Trobe University, Melbourne, Australia, 6 - 9 February, 2012. ISBN: 978-0-9870507-1-7

Truong, T-H & King, B 2005, 'Holiday Satisfaction of American Tourists in Vietnam', CAUTHE 2005 Conference Proceedings "Sharing Tourism Knowledge", University of Charles Darwin, Alice Springs, February 2005, Australia. CD-ROM ISBN 1876248971

Truong, T-H & King, B 2003, 'Cross-Cultural Holiday Satisfaction in Vietnam: Towards the Development of a Conceptual Model', 9th Asia Pacific Tourism Association Conference Proceedings "Current Research, Future Strategies, Bridging Uncertainty", Sydney, Australia, July 2003. CD-ROM ISBN 1-86365-654-6

Research report

De Lacy, T, Jago, L, Truong, T-H & Lipman, G 2007, 'Carbon Clean Sri Lanka', Sri Lankan Ministry of Tourism and UNWTO Davos Congress on Tourism and Global Warming Background Documents, Colombo, Sri Lanka and Madrid, Spain

De Lacy, T, Jago, L, Truong, T-H & Suryawan Wiranatha, A 2007, 'Policy and Strategy for Adaptation of Tourism Destinations to Climate Change: Case Study Bali', Australia Indonesia Governance Research Partnership Project (AIGRP)

Areas of expertise

  • Marketing services and experiences
  • Marketing Communication
  • Marketing planning
  • Consumer behaviour
  • cross-cultural research on marketing and tourism
  • destination resources and product development
  • international marketing and tourism
  • quantitative and qualitative research methods
  • sustainable and ecotourism tourism
  • tourism in the Asia Pacific region and developing countries

Contact details