Prof. Stella Xing LIU (劉星)

• Ph.D. in Hotel and Tourism Management, The Chinese University of Hong Kong, Hong Kong SAR (2023)
• M.S in Tourism Management, Fudan University, China (2018)
• B.S in Tourism Management, Fudan University, China (2014)

• Assistant Professor, Faculty of Business Administration, University of Macau (Sep. 2023 – present)
• Teaching Assistant, School of Hotel and Tourism Management, The Chinese University of Hong Kong, Hong Kong (Sep. 2019 – Jul. 2023)

• Postgraduate Research Output Award, The Chinese University of Hong Kong, 2022
• CUHK Research Scholarship, The Chinese University of Hong Kong, 2019 – 2023
• Outstanding Graduates of Shanghai City, Shanghai Municipal Education Commission, 2017
• National Scholarship, Fudan University, 2016
• The Kwang-Hua Award, Fudan University, 2015

• The Rise of Virtual Influencers: How Do Virtual Influencers Work in The Real World? Competitive Graduate Student Research Grant, The Chinese University of Hong Kong, 2021/22

Her research interests are focused on consumer behavior in the tourist and hospitality industries, with an emphasis on:

• Service Technology and Artificial Intelligence
• Consumer experience management
• Consumer identity

1. Luo, X., Liu, X. S. *, & Wan, L. C. (2024). EXCITED OR CALM? Effects of endorsers’ emotions on tourists’ impulsive buying. Journal of Travel Research, forthcoming.
2. Xue, N. I., Liu, X. S. *, Wan, L. C., & Hou, Y. (2024). Relaxing or challenging? How social crowding influences the effectiveness of activity-based destination advertising. Tourism Management, 100, 104839.
3. Luo, X. *, Wan, L. C., & Liu, X. S. (2023). Harnessing romance: effects of exposure to romance-themed tourist attractions on tourists’ impulsivity. Tourism Management, 96, 104717.
4. Liu, X. S., Yi, X. S. *, & Wan, L. C. (2022). Friendly or competent? The effects of perception of robot appearance and service context on usage intention. Annals of Tourism Research, 92, 103324.
5. Liu, X. S., Wan, L. C. *, & Yi, X. S. (2022). Humanoid versus non-humanoid robots: How mortality salience shapes preference for robot services under the COVID-19 pandemic?. Annals of Tourism Research, 94, 103383.
6. Liu, X. S., Shi, Y., Xue, N. I., & Shen, H*. (2022). The impact of time pressure on impulsive buying: The moderating role of consumption type. Tourism Management, 91, 104505.
7. Choi, S., Liu, S. X., & Choi, C*. (2022). Robot–brand fit the influence of brand personality on consumer reactions to service robot adoption. Marketing Letters, 33(1), 129-142.
8. Shen, H*. & Liu, X. (2018). The influence of social media on the Spatial-temporal factor of urban residents’ leisure behavior in small cities and towns in China. International leisure review, 7(1), 4-26.
9. Shen, H., Liu, X., Yi, S., & Li, M. (2016). Understanding tourism image of cities through social semantic network analysis: A case study of Shanghai. Tourism in Contemporary Cities, 14-36.
10. Shen, H. & Liu, X. Application of social media among Chinese Outbound Tourists: Platforms and Behaviors. In Li, R. Edited, Chinese Outbound Tourism 2.0[M], Apple Academic Press, New Jersey, USA, 2016(1), 259-271.

1. Liu, X. S., Wan, L. C., & Xue, N. I. (2022) Social crowding and extremeness aversion in tourists’ decision making. Asia-Pacific CHRIE 2022.
2. Liu, X. S., Shen, H., & Wan, L. C. (2022) Being rejected or ignored: Social exclusion and conformity preference. The Asia Pacific Tourism Association (APTA) 2022 Annual Conference.
3. Liu, X. S., Shen, H., & Wan, L. C. (2021) How does Social Exclusion Influences Tourist Intention to Visit Popular Versus Distinctive Attractions? Asia-Pacific CHRIE 2021.
4. Liu, X. S. & Wan, L. C. (2021) Mortality Salience and Preference for Humanoid Service Robot. The Asia Pacific Tourism Association (APTA) 2021 Annual Conference.
5. Liu, X. S. & Wan, L. C. (2020) How to Use Green Marketing Message to Narrow the Green Gap. 2020 Global Marketing Conference (GMC),
6. Liu, X. S., Shen, H., & Shi, Y. (2020) The role of time pressure in driving tourist impulsive buying propensity. Asia-Pacific CHRIE 2020, Hong Kong, China.
7. Liu, X, Shen, H., & Yu, Y. C. (2017) Using micro-blog as a leisure behavior: a study of the psychological mechanism analysis. The 6th International research symposium of entrepreneurship & SMEs in emerging markets: competitiveness & innovation in knowledge economy, Olbia, Italy.
8. Shen, H., Liu, X, Yi, S. T, & Li, M. M. (2016) Understanding Tourism Image of Cities through Social Semantic Network Analysis: A Case Study of Shanghai. Tourism in Contemporary Cities. Proceedings of the International Tourism Studies Association Conference. University of Greenwich, London.
9. Liu, X & Shen, H. (2016) An analysis of residents’ temporal-spatial behavior in small cities and towns in China. International conference on sustainable tourism and global-local understanding, Hong Kong, China.
10. Liu, X, Shen, H. & Fan, A. (2016) A Study of Tourism Image of Urban Destinations through Content Analysis. The 21st annual graduate education & graduate student research conference in hospitality and tourism, Philadelphia, the USA.

• Journals
  • Tourism Management
  • Annals of Tourism Research
  • Journal of Hospitality and Tourism Management
  • Current Psychology
  • Telematics and Informatics
  • Heliyon

• Conferences
  • Global Marketing Conference 2023