Destination Visual Marketing: Grounding Theory in Data
Prof. Zeya HE
Professor
Department Chair, Department of Culture and Tourism,
School of Management, Shandong University
Date: 28 April 2025 (Monday)
Time: 10:30 – 12:00
Venue: E22 – G004
Host: Prof. Yuansi HOU, Associate Professor in Integrated Resort and Tourism Management
Abstract
Digital platforms have revolutionized destination marketing, elevating visual content as a key factor in shaping traveler perceptions and behaviors. However, bridging theoretical frameworks with actionable, data-driven insights remains a significant challenge. This seminar synthesizes interdisciplinary research to deepen the understanding of visual marketing strategies for destinations. It will demonstrate how to connect theory and practice by grounding established or emerging theories in scalable visual data analytics. The session will showcase how innovative methodologies—such as automated visual and sentiment analysis, machine learning, large language models, and network analysis—can be applied to generate valuable insights for content creators and destination marketing organizations.
Speaker
Zeya He, PhD, Professor and Chair of the Department of Culture and Tourism, School of Management, Shandong University. Her research focuses on digital marketing, service innovation, consumer behavior, and big data analysis. She has published multiple SSCI papers in top-tier journals like Tourism Management, Journal of Travel Research, and Journal of Hospitality & Tourism Research. Her work has been recognized with awards such as the Annual Research Star Nomination Award from the China Tourism Education Cooperation Alliance (2024), the Journal of Service Management Robert Johnston Outstanding Paper Award (2024), the Journal of Travel Research Charles R. Goeldner Article of Excellence Award (2023), and the Journal of Hospitality & Tourism Research Article of the Year (2022). Two of her publications rank among the ESI Top 1% Highly Cited Papers. She is actively involved in the academic community, serving as Co-Chair of the 2025 TTRA Annual International Conference and on the editorial boards of the Journal of Travel Research, Journal of Hospitality and Tourism Research, and Journal of Service Management. She also has extensive experience as a reviewer for internationally renowned journals and has taught 11 undergraduate and graduate courses.
All are welcome!
