University of Macau, Faculty of Business Administration
Prof. Amy Siu Ian SO (蘇小恩)2019-03-04T15:45:54+00:00

Prof. Amy Siu Ian SO

Interim Director, Centre for Career and Research Advancement in Integrated Resorts
Associate Professor in Integrated Resort and Tourism Management

Faculty of Business Administration
University of Macau, E22
Avenida da Universidade, Taipa, Macau, China

Contact Information

Room: E22-3040
Telephone: (853) 8822-4170
E-mail: amyso
  • Doctor of Philosophy, Hospitality and Tourism Marketing, Purdue University, West Lafayette, Indiana, USA
  • Master of Science, Hospitality and Tourism Marketing, Purdue University, West Lafayette, Indiana, USA
  • Bachelor of Science, Business Management, University of Indianapolis, Indianapolis, Indiana, USA
  • Coaching Genius (Accessing Personal Genius) Certificate, International Society of Neuro-Semantic, USA, 2017
  • Certified Neuro-Linguistic Programming (NLP) Practitioner, International Society of Neuro-Semantic, USA., 2017
  • Certified Global Career Development Trainer (GCDF Trainer), Center for Credentialing and Education (CCE), National Board for Certified Counselors (NBCC), USA, 2016
  • Certified Global Career Development Facilitator (GCDF),
  • Center for Credentialing and Education (CCE), National Board for Certified Counselors (NBCC), USA
  • Undergraduate Courses
      • Principle of Marketing (MKTG202)
      • Marketing for Hospitality Management (MKTG406)
      • Event Marketing and Management (MKTG 407)
      • Introduction to Hospitality Management (GAHM 201)
      • Introduction to Integrated Resort Management (IIRM 1000)
      • Hotel and Resort Management (GAHM302 / GAHM308)
      • Introduction to Tourism and Hospitality
      • Consumer Behavior
      • Convention and Hospitality Internship
  • Postgraduate Courses
    • Contemporary Research in Hospitality and Gaming Management (IIRM 8012)
    • International Hospitality Marketing Management (IIRM7011)
    • Integrated Resorts Management Internship (HAGM711)
    • Contemporary Issues and Trends in Hospitality Management (HOSP 501)
    • Tourism Planning and Development
    • Hospitality & Tourism Marketing: Strategies & Policies
  • Tourism marketing and branding
  • Tourism planning and development
  • Tourist behavior
  • Integrated Resort marketing and management
  • Hospitality marketing (hotel/event/casino/MICE/food/health tourism)
  • Social media marketing
  • Career planning, counseling and development in hospitality industry
  • Co-Principal Investigator (2018-2020). An In-depth Examination of Employee Personality and Working Condition in the Hospitality Industry – A Case Study of Macau.
  • Co-Principal Investigator (2015-2017). Understanding Generation Y’s Social Media Usage and Travel Related Behavior: A Cross-Cultural Study.
  • Co-Principal Investigator (2013-2014). An Analysis of International and Regional Tourism Master Plans and the Implications for Macau. Macau Government Tourism Office.
  • Co- Investigator (2010-2015). Macao Visitor Profile Study. University Research Grant, University of Macau
  • Co-Principal Investigator (2010). Perceptions and Motivations of MICE Attendees Towards Attending Conventions and Exhibitions in Gaming Versus Non Gaming Destinations: A Comparison of Macao Versus Hong Kong. Research Grant, University of Macau
  • Co- Investigator (2009). Macau Visitor Profile Study. Research Grant, University of Macau.
  • Co-Investigator (2008). Tourism Carrying Capacity for Macao. Macao, SAR. Government.
  • Co-Investigator (2008). Developing and Marketing Macao as a Destination Brand. Research Grant, Institute For Tourism Studies.
  • Principal Investigator (2007). Attitudes of Macao Residents Regarding The Three International Sports Events Held in Macao 2005-2007. 2nd Asian Indoor Games Organizing Committee.
  • Co-Principal Investigator (2007). Branding Macao, Institute For Tourism Studies, Macao
  1. Lou, N. M., So, S. (A), Hsieh, Y. J. (2018). Integrated resort employee competencies: A Macau perspective. International Journal of Contemporary Hospitality Management.  Available: https://doi.org/10.1108/IJCHM-07-2017-0431  (SSCI journal)
  2. Fong, L. H. N., So, S. (A), Law, R. (2017). Exploring jay customer behavior and handling approach in casinos. International Journal of Contemporary Hospitality Management, 29(5). pp. 1403-1425. (SSCI journal)
  3. Loi, L. T. I., So, S. (A), Lo, S. T., Fong, H. N. (2017). Does the quality of tourist shuttles influence revisit intention through. Journal of Hospitality and Tourism Management, 32. pp.115-123.
  4. Fong, L., So, S. (A), & Law, R. (2016). Betting decision under break-streak pattern: Evidence from casino gaming. Journal of Gambling Studies. 32(1), 171-185. (SSCI journal)
  5. Liao, C., So, S. (A) & Lam, D. (2015). Residents’ Perceptions of the Role of Leisure Satisfaction and Quality of Life in Overall Tourism Development: Case of a Fast Growing Tourism Destination- Macao. Asia Pacific Journal of Tourism Research, (Published online on Nov 2015, forthcoming) (SSCI journal)
  6. Qiu, S. (C.), Li, M., So, S. (A), & Lehto, X. (2015). Competitiveness of Macau in developing the exhibition sector: Can gaming industry contribute? Journal of China Tourism Research. 11(3), 278-296.
  7. Mody, M, Gordon, S, Lehto, X., So, S. (A), & Li, M. (2016). The Augmented Convention Offering: The Impact of Destination and Product Images on Attendees’ Perceived Benefits. Tourism Analysis. 21(1) 1-15.
  8. Lam, D. & So, S. (A). (2013). Do happy tourists spread more word-of-mouth? Annals of Tourism 43, 624-650. (SSCI journal)
  9. Horng, J-S., Su-C.S. & So, S. (A) (2013). Segmenting food festival visitors: Applying the theory of planned behavior and lifestyle. Journal of Convention and Event Tourism. 14(3), 193-216.
  10. Dioko, D., So, S. (A), Harrill, R. (2013). Hotel category switching behavior—Evidence of mobility, stasis or loyalty. International Journal of Hospitality Management 34, 234-244. (SSCI journal)
  11. Cheung, K. P., Chen, LH. C., Wong, P.M., So, J. & So, S. (A). (2012).  Discovery of The Basic Geo-Social Golden-Ratio Triangle in the City Landscape of Shanghai. International Journal on Architectural Science. 9 (1), p.36-43.
  12. So, S. (A), Dioko, L., Fong, L. (2012). Attracting divergent segments to a destination—Assessing segment compatibility by activities sought A Case Study of Macau. Journal of Vacation Marketing, 18(4), 341-357. (SSCI journal).
  13. Dioko, L. & So, S. (A). (2012). Branding destinations versus branding hotels in a gaming destination – Examining the nature and significance of co-branding effects in the case study of Macao. International Journal of Hospitality Management 31(2), 554-563. (SSCI journal)
  14. Ferns, B.H., Feng, R., So, S. (A)., & Morrison, A. (2010). Member Segmentation of Vacation Travel Club: Price Sensitivity and Member Status. International Journal of Revenue Management 4(3/4), 284-305.
  15. Yan, G., So, S. (A), Morrison, A. M. & Sun, Y. H. (2007). Activity segmentation of the international heritage tourism market to Taiwan. Asia Pacific Journal of Tourism Research, 12(4), 333-347. (SSCI journal)
  16. Brey, E., So, S. (A), Kim, D. & Morrison, A. M (2007). Web-based permission marketing: Segmentation for the lodging industry. Tourism Management. 28(6), 1408-1416. (SSCI journal)
  17. So, S. (A) & Lehto, X. (2007). The situational influence of travel group composition: Contrasting family travelers with other travel parties. Journal of Travel & Tourism Marketing, 20(3-4), 79-91. (SSCI journal)
  18. Beldona, S., So, S. (A), & Morrison, A.M. (2006). Trade-Off analysis of perceived customer value: The case of a travel vacation club. Journal of Hospitality & Leisure Marketing, 14(3), 63-78.
  19. Yuan, J. (J), So, S. (A) & Chakravarty, S. (2005). To wine or not to wine: Profiling a wine enthusiast for a successful wine list. Journal of Nutrition in Recipe and Menu. 3(3/4), 63-79.
  20. So, S. (A) & Morrison, A. M. (2004). Internet marketing in tourism in Asia: An evaluation of the performance of East Asian National Tourism Organization websites. Journal of Hospitality & Leisure Marketing, 11(4), 93-118.
  21. So, S. (A) & Morrison, A. M. (2004).  The repeat travel market for Taiwan:  A multi-stage segmentation approach.  Asia Pacific Journal of Tourism Research, 9(1), 71-87. (SSCI journal)
  1. Leung, K. I., So, S. I. (A), Hsieh, Y-C, & Jeon, S. M. (2018). Job Burnout and Work Engagement: A Case Study of Integrated Resort Employees in Macau. 16the Asia Pacific CHRIE Conference, June, 2018. Guangzhou, China.
  2. Si Tou, R., So, S. I. (A) (2018). The Influence of Social Media’s Travel Photo Sharing to Future Destination Choices: Generation Y. 16the Asia Pacific CHRIE Conference, June, 2018. Guangzhou, China.
  3. So, S. I., Lehto, X. L. (2017). Understanding Generation Y’s Perceptions towards Posting their Own Personal Travel Experience Pictures on Social Media. 15th APacCHRIE Conference . Bali, Indonesia.
  4. Ho, Y., So, S. (A), & Chow, W. C. (2016). The Roles Of Regulatory Focus And Attribute Value On Consumer Evaluation. Marketing Science conference, June, 2016. Shanghai, China.
  5. So, S. (A), & Ferns, B. H. (2016). Hospitality and Tourism Students’ Career Decision Making and Attitude towards Career Counselling – A Case from the Chinese Context. Asia Pacific (APacCHRIE) Conference. May 11-13, 2016, Bangkok, Thailand.
  6. So, S. (A), & Lei, S. (2015). Can hosting festivals help increase the sense of place for residents? Asia Pacific (APacCHRIE) Conference. June 10-13, Auckland, New Zealand.
  7. Lei, P. (T). & So, S. (A) (2014). Career Advancement and Development of Local Work Force in Macau Hospitality Industry. 13th Asia Pacific Forum for Graduate Students Research in Tourism, May 14-May 16, 2014, Taiwan.
  8. Sing, W. I. (K) & So, S. (A) (2014). Resident perceptions of gaming operators’ social responsibility – a case study of Macao. 13th Asia Pacific Forum for Graduate Students Research in Tourism, May 14-May 16, 2014, Taiwan.
  9. Peng, Y., & So, S. (A) (2014). Adoption and use of social media in integrated resorts – A case study of Macau. 13th Asia Pacific Forum for Graduate Students Research in Tourism, May 14-May 16, 2014, Taiwan.
  10. Dioko, L, So, S. (A) & Harrill, R. (2012). When are reasons for visiting destinations not motives and vice-versa? Caveats for destination marketers. Proceeding for the Travel and Tourism Research Association Conference, June 17-19, Virginia Beach, US.
  11. Mody, M., Gordon, S., Lehto, X., So, S. (A). & Li, M. (2012). The augmented convention offering: The impact of destination and product images on benefit acquisition. Proceeding for the Asia Pacific Tourism Association Conference, June, Taiwan.
  12. So, S. (A), Li, M., & Lehto, X. (2011). Perceptions of Convention Attendees towards Integrated Resort: A Case Study of Macau. Proceeding for the I-CHRIE Conference, Denver, Colorado USA from 27-30 July.
  13. Dioko, L. & So, S.(A) (2011). Responding to Rapid Tourism Change–A Content Analysis of Macau’s Government Policy Priorities and Changes, 2000-2011. Presentation for the International Academy of Culture, Tourism and Hospitality Research Conference, Chiang Mai, pp. TBA
  14. So, S. (A) & Dioko, L. (2010). Is the Strategy of Attracting Both Gaming and Heritage Tourism Working For Macao? – An implication to destination marketers. Proceeding for the APac-CHRIE Conference, Bangkok, pp. TBA
  15. Dioko, L., So, S. (A.) & Evangelista, F. (2010). Examining hotel brand loyalty via a modified brand switching matrix in the context of Macau’s rapidly growing industry. Proceeding for the APac-CHRIE Conference, Bangkok, pp. TBA
  16. Horng, J-S., Su, C-S., & So, S. (A). (2010). Understanding the model of food festival visitor behavior: A lifestyle segmentation. Proceedings for the Asia Pacific Tourism Association 13rd Annual Conference, Macau, July 13-16.
  17. Dioko, L., & So, S. (A.) (2010). Are elicited reasons for visiting a destination the same as motives for visiting? Clarifying Gnoth’s tautological problem. Proceedings for the Asia Pacific Tourism Association 13rd Annual Conference, Macau, July 13-16.
  18. Horng, J-S., Su, C-S., & So, S. (A). (2010). The Behavior of Food Festival Visitors: In the Context of Planned Behavior Theory. Proceedings for the 2010 Asia Tourism Forum – 9th Biennial Conference on Tourism and Hospitality Industry in Asia, Hualien, Taiwan, May 7- 9.
  19. Dioko, L. & So, S. (A) (2009). Is the Strategy of Becoming the Las Vegas of Asia Working for Macau? —A Co-Branding Perspective. Proceeding for the 3rd Advance in Tourism Marketing Conference: Marketing Innovations for Sustainable Destinations: Operations, Interactions, Experiences. Bournemouth.
  20. So, S. (A), Gartner, W. C., Tasci, A, & Dioko, L. (2008). An examination of relative effectiveness of information channels on destination image formation.  Conference Proceedings, TBA.  The 14th Asia Pacific Tourism Association 11th Annual Conference, Bangkok, July 9-12.
  21. Dioko, L., & So, S. (A.) (2008). The effectiveness of branding destinations considering the context of social influence. Conference Proceedings, TBA.  The 14th Asia Pacific Tourism Association 11th Annual Conference, Bangkok, July 9-12.
  22. Dioko, L., & So, S. (A.) (2008). The Problem of Estimating Hotel Industry Manpower Needs: Stable Versus Rapid Growth Projections and the Influence of Discontinuous Events Using Data from Macao. Conference Proceedings, TBA. The 8th Biennial Conference on Tourism in Asia, Tourism, Hospitality & Foodservice Industry, France, July 2- 4.
  23. Dioko, L., & So, S. (A.) (2008). Name 3 things about this destination…”—An Exploratory Inquiry into Latent Concept Associations with Destinations. Conference Proceedings, TBA. 6th Asia Pacific (APacCHRIE) Conference and THE ICE International Panel of Experts Forum 2008, May, 21-24.
  24. Gartner, W. C., Tasci, A.D.A., So, S. (A.) (2007). Branding Macao: An application of strategic branding for destinations. Conference Proceedings, 133-142. 2nd International Conference on Destination Branding and Marketing: New Advances and Challenges for Practices. Macao, SAR China, December 17-19.
  25. So, S. (A), Morrison, A. M., Cai, L. A., Dioko, L. (2006). Multi-destination travelers: A theoretical framework, Conference Proceedings, 1, 2006. Tourism and the New Asia: Implications for Research, Policy and Practice, Beijing, China, August 9-12.
  26. So, S. (A), Morrison, A. M., Cai, L. A., Dioko, L. (2005). Multi-destination travelers: Behavioral and socio-demographic profiles, Conference Proceedings, 17, 206-219. 2005 International Society of Travel and Tourism Educators Annual Conference, Chicago, USA, 20-22 October.
  27. Yan, C. (G), So, S. (A), Morrison, A. M. & Sun, Y-H. (C) (2005). International heritage tourists to Taiwan: A market segmentation approach. Conference Proceedings, 284-292. The 11th Asia Pacific Tourism Association 11th Annual Conference, Korea, July 7-10.
  28. So, S. (A), Morrison, A. M., Dioko, L. & Vong, F. (2005). Single versus multiple destinations: An examination of international visitors to Macao, Hong Kong and China. Conference Proceedings, 953-962. The 11th Asia Pacific Tourism Association 11th Annual Conference, Korea, July 7-10.
  29. Brey, E., So, S. (A), Kim, D. & Morrison, A. M (2005). Selling the destination resort: Permission marketing and the Internet. Conference Proceedings (31-38). Received the Best Paper Award and presented at the 2005 International Council on Hotel, Restaurant and Institutional Education Conference, Las Vegas, NV, USA, July 27-31.
  1. So, S. I., Lehto, X. L. (2017). Understanding Generation Y’s Perceptions towards Posting their Own Personal Travel Experience Pictures on Social Media. 15th APacCHRIE Conference . Bali, Indonesia.
  2. Ho, Y., So, S. (A), & Chow, W. C. (2016). The Roles Of Regulatory Focus And Attribute Value On Consumer Evaluation. Marketing Science conference, June, 2016. Shanghai, China.
  3. So, S. (A), & Ferns, B. H. (2016). Hospitality and Tourism Students’ Career Decision Making and Attitude towards Career Counselling – A Case from the Chinese Context. Asia Pacific (APacCHRIE) Conference. May 11-13, 2016, Bangkok, Thailand.
  4. So, S. (A), & Lei, S. (2015). Can hosting festivals help increase the sense of place for residents? Asia Pacific (APacCHRIE) Conference. June 10-13, Auckland, New Zealand.
  5. Lei, P. (T). & So, S. (A) (2014). Career Advancement and Development of Local Work Force in Macau Hospitality Industry. 13th Asia Pacific Forum for Graduate Students Research in Tourism, May 14-May 16, 2014, Taiwan.
  6. Sing, W. I. (K) & So, S. (A) (2014). Resident perceptions of gaming operators’ social responsibility – a case study of Macao. 13th Asia Pacific Forum for Graduate Students Research in Tourism, May 14-May 16, 2014, Taiwan.
  7. Peng, Y., & So, S. (A) (2014). Adoption and use of social media in integrated resorts – A case study of Macau. 13th Asia Pacific Forum for Graduate Students Research in Tourism, May 14-May 16, 2014, Taiwan.
  8. Dioko, L, So, S. (A) & Harrill, R. (2012). When are reasons for visiting destinations not motives and vice-versa? Caveats for destination marketers. Proceeding for the Travel and Tourism Research Association Conference, June 17-19, Virginia Beach, US.
  9. Mody, M., Gordon, S., Lehto, X., So, S. (A). & Li, M. (2012). The augmented convention offering: The impact of destination and product images on benefit acquisition. Proceeding for the Asia Pacific Tourism Association Conference, June, Taiwan.
  10. So, S. (A), Li, M., & Lehto, X. (2011). Perceptions of Convention Attendees towards Integrated Resort: A Case Study of Macau. Proceeding for the I-CHRIE Conference, Denver, Colorado USA from 27-30 July.
  11. Dioko, L. & So, S.(A) (2011). Responding to Rapid Tourism Change–A Content Analysis of Macau’s Government Policy Priorities and Changes, 2000-2011. Presentation for the International Academy of Culture, Tourism and Hospitality Research Conference, Chiang Mai, pp. TBA
  12. So, S. (A) & Dioko, L. (2010). Is the Strategy of Attracting Both Gaming and Heritage Tourism Working For Macao? – An implication to destination marketers. Proceeding for the APac-CHRIE Conference, Bangkok, pp. TBA
  13. Dioko, L., So, S. (A.) & Evangelista, F. (2010). Examining hotel brand loyalty via a modified brand switching matrix in the context of Macau’s rapidly growing industry. Proceeding for the APac-CHRIE Conference, Bangkok, pp. TBA
  14. Horng, J-S., Su, C-S., & So, S. (A). (2010). Understanding the model of food festival visitor behavior:  A lifestyle segmentation. Proceedings for the Asia Pacific Tourism Association 13rd Annual Conference, Macau, July 13-16.
  15. Dioko, L., & So, S. (A.) (2010). Are elicited reasons for visiting a destination the same as motives for visiting? Clarifying Gnoth’s tautological problem. Proceedings for the Asia Pacific Tourism Association 13rd Annual Conference, Macau, July 13-16.
  16. Horng, J-S., Su, C-S., & So, S. (A). (2010). The Behavior of Food Festival Visitors: In the Context of Planned Behavior Theory. Proceedings for the 2010 Asia Tourism Forum – 9th Biennial Conference on Tourism and Hospitality Industry in Asia, Hualien, Taiwan, May 7- 9.
  17. Dioko, L. & So, S. (A) (2009). Is the Strategy of Becoming the Las Vegas of Asia Working for Macau? —A Co-Branding Perspective. Proceeding for the 3rd Advance in Tourism Marketing Conference: Marketing Innovations for Sustainable Destinations: Operations, Interactions, Experiences. Bournemouth.
  18. So, S. (A), Gartner, W. C., Tasci, A, & Dioko, L. (2008).  An examination of relative effectiveness of information channels on destination image formation.  Conference Proceedings, TBA.  The 14th Asia Pacific Tourism Association 11th Annual Conference, Bangkok, July 9-12.
  19. Dioko, L., & So, S. (A.) (2008). The effectiveness of branding destinations considering the context of social influence.  Conference Proceedings, TBA.  The 14th Asia Pacific Tourism Association 11th Annual Conference, Bangkok, July 9-12.
  20. Dioko, L., & So, S. (A.) (2008). The Problem of Estimating Hotel Industry Manpower Needs: Stable Versus Rapid Growth Projections and the Influence of Discontinuous Events Using Data from Macao. Conference Proceedings, TBA. The 8th Biennial Conference on Tourism in Asia, Tourism, Hospitality & Foodservice Industry, France, July 2- 4.
  21. Dioko, L., & So, S. (A.) (2008). Name 3 things about this destination…”—An Exploratory Inquiry into Latent Concept Associations with Destinations. Conference Proceedings, TBA. 6th Asia Pacific (APacCHRIE) Conference and THE ICE International Panel of Experts Forum 2008, May, 21-24.
  22. Gartner, W. C., Tasci, A.D.A., So, S. (A.) (2007). Branding Macao:  An application of strategic branding for destinations. Conference Proceedings, 133-142. 2nd International Conference on Destination Branding and Marketing: New Advances and Challenges for Practices. Macao, SAR China, December 17-19.
  23. So, S. (A), Morrison, A. M., Cai, L. A., Dioko, L. (2006).  Multi-destination travelers: A theoretical framework, Conference Proceedings, 1, 2006. Tourism and the New Asia: Implications for Research, Policy and Practice, Beijing, China, August 9-12.
  24. So, S. (A), Morrison, A. M., Cai, L. A., Dioko, L. (2005).  Multi-destination travelers: Behavioral and socio-demographic profiles, Conference Proceedings, 17, 206-219. 2005 International Society of Travel and Tourism Educators Annual Conference, Chicago, USA, 20-22 October.
  25. Yan, C. (G), So, S. (A), Morrison, A. M. & Sun, Y-H. (C) (2005).  International heritage tourists to Taiwan: A market segmentation approach. Conference Proceedings, 284-292. The 11th Asia Pacific Tourism Association 11th Annual Conference, Korea, July 7-10.
  26. So, S. (A), Morrison, A. M., Dioko, L. & Vong, F. (2005).  Single versus multiple destinations: An examination of international visitors to Macao, Hong Kong and China. Conference Proceedings, 953-962. The 11th Asia Pacific Tourism Association 11th Annual Conference, Korea, July 7-10.
  27. Brey, E., So, S. (A), Kim, D. & Morrison, A. M (2005). Selling the destination resort: Permission marketing and the Internet. Conference Proceedings (31-38). Received the Best Paper Award and presented at the 2005 International Council on Hotel, Restaurant and Institutional Education Conference, Las Vegas, NV, USA, July 27-31.
  28. So, S. (A), Kim, D. & Morrison, A. M. (2005).  Primary travel decision maker:  Attitudes towards destination websites and the Internet usage preference.  Conference Proceedings, X, 917-925. Tenth Annual Graduate Education and Graduate Research Conference in Hospitality and Tourism, South Carolina, January 5-7, 2005.
  • Program Director (2013-2016). Hospitality and Gaming Management Program, FBA, University of Macau
  • University Senate Member (2010- 2016).University of Macau
  • Program Coordinator (2009-2013). Bachelor Program in Hospitality and Gaming Management, FBA, University of Macau
  • Program Coordinator (2013-2016). Master of Science Program in International Integrated Resort Management, FBA, University of Macau
  • Program Coordinator (2009-2012). Postgraduate Diploma in Hospitality Management Program, FBA, University of Macau
  • Faculty Advisor (2009-present). Tourism, Convention, and Hospitality Society, University of Macau
  • Executive Gaming Management Certificate Program Coordinator (2009- present). Global Gaming Exp – One Day Certificate Program
  • Advisory Board (2009-present). Global Gaming Expo Conference in Asia.
  • Conference Planning Committee (2009-present). Asia Academy of Management, University of Macau
  • Conference Paper Committee (Co-Chair) and Chief Member of the Organizational Committee (2007, 2005). International Conference on Destination Branding and Marketing, Macao, China.
  • Coordinator (2008-present). FBA Hospitality Seminar Series, University of Macau
  • Honorary Institute Fellow. International Tourism Research Institute, University of South Carolina, South Carolina, USA.
  • President (2016 to 2017). Asia Pacific Council on Hotel, Restaurant, and Institutional Education (ApacCHRIE).
  • Vice President (2015 to 2016). Asia Pacific Council on Hotel, Restaurant, and Institutional Education (ApacCHRIE).
  • Director of Research (2010 – 2014). Asia Pacific Council on Hotel, Restaurant, and Institutional Education (ApacCHRIE).
  • Board Member – G2E Advisory Board (2009 – 2015). Global Gaming Expo Conference.
  • Founding Member (2006 to present). International Tourism Studies Association.
  • Editorial Board Member
    • Editorial Board Member, Journal of Vacation Marketing (SSCI journal) (2015 – present) (SSCI)
    • Editorial Board Member, International Journal of Tourism Cities (2013 – present).
    • Editorial Board Member, Asia Pacific Journal of Tourism Research (SSCI journal) (2012 – present). (SSCI)
  • Ad Hoc Journal Paper Reviewer
    • Tourism Management (SSCI)
    • International Journal of Contemporary Hospitality Management (SSCI)
    • International Journal of Hospitality Management (SSCI)
    • Journal of Travel & Tourism Marketing (SSCI)
    • Journal of Asia Pacific Management
    • International Journal of Culture, Tourism and Hospitality Research
    • International Society of Travel and Tourism Education Conference
  • Conference Paper Reviewer
    • Annual Graduate Education and Graduate Students Research Conference in Hospitality and Tourism Conference, USA
    • Asia Pacific Tourism Association Conference
    • Australian & New Zealand Marketing Academy (ANZMAC) Conference
    • International Destination Branding Conference
  • Editorial Experience
    • Co-Editor. Proceedings of the 1st International Conference on Destination Branding and Marketing For Regional Tourism Development, December 8-10.
    • Co-Editor. Proceedings of the 2nd International Conference on Destination Branding and Marketing: New advances and challenges for practice, Macau, December 17-19.
  • Hospitality Sales and Marketing Association
  • International Council on Hotel, Restaurant, and Institutional Education
  • Asia Pacific – International Council on Hotel, Restaurant, and Institutional Education
  • International Tourism Studies Association
  • Asia Pacific Tourism Association