Prof. Biqiang LIU (劉必強)

• PhD, Griffith University, Australia (2025)
• Master of Management Science, Sun Yat-sen University, China (2020)
• Bachelor of Management Science, Xi’an University of Science and Technology, China (2017)

• Assistant Professor, Faculty of Business Administration, University of Macau (2025-present)
• Senior Research Assistant, Griffith University (2024-2025)
• Research Assistant, Edith Cowan University (2024), University of South Australia (2023-2024), Griffith University (2023-2024)
• Teaching Assistant, Sun Yat-sen University (2018-2019), Griffith University (2022-2025)
• Tour Guide, Xi’an, China (2014-2017)

• Excellent Reviewer Award, Tourism Management (2024)
• Runners up in ‘Three Minute Thesis (3MT)’ at Department of Tourism and Marketing, Griffith University (2023)

Postgraduate Courses

• Direct Marketing and Customer Relationship Management in Integrated Resorts (IRTM7042, University of Macau, 2025)

• AI agents
• Immersive technology
• Digital wellbeing
• Biosensor technology
• Tourism marketing

1. Biqiang Liu, Brent Moyle, Anna Kralj, & Yaoqi Li. (2025). Virtual reality and memory retention: The cognitive architecture of virtual memorable tourism experiences. Journal of Travel Research, ahead-of-print.
2. Biqiang Liu, Brent Moyle, Anna Kralj, & Nicholas Thomas. (2025). The psychology of tourist experience: A synthesis of behavioural and cognitive theoretical approaches. Current Issues in Tourism, ahead-of-print.
3. Biqiang Liu, Brent Moyle, Anna Kralj, & Daniel Leung. (2025). Eco-inspiration and pro-environmental behaviour in virtual nature-based tourism. Journal of Sustainable Tourism, ahead-of-print.
4. Biqiang Liu, Mang He, Anna Kralj, Brent Moyle, & Yaoqi Li. (2025). Perceived destination restorative qualities in wellness tourism: The role of ontological security and psychological resilience. Journal of Travel Research, 64(4), 835-852. (ESI Highly Cited Paper)
5. Teddy Trilaksono, Made Handijaya Dewantara, Biqiang Liu, & Dian Vitriani. (2025). Inclusive business practice in local tourism ecosystems: Stakeholder collaboration and rebranding commercial firms. Tourism Review, ahead-of-print.
6. Minh Nhan, Anna Kralj, Brent Moyle, & Biqiang Liu*. (2025). Physiological measurement techniques in virtual tourism research: Three caveats for future studies. Tourism Recreation Research. 1-9.
7. Lu Chang, Brent Moyle, Sebastian Filep, & Biqiang Liu. (2025). Life-course biographical method in tourism and healthy aging research: A structural guide for application. Asia Pacific Journal of Marketing and Logistics, ahead-of-print.
8. Biqiang Liu, Brent Moyle, Anna Kralj, & Yaoqi Li. (2024). Towards a typology of virtual tourists: Efficacy of visual patterns and attentional cues. Tourism Management, 105, 104943.
9. Biqiang Liu, Brent Moyle, Anna Kralj, Yixue Chen, & Yaoqi Li. (2024). Cause-related marketing in tourism: How goal framing promotes consumer prosocial behaviours. Journal of Sustainable Tourism, 33(5), 942-
10. Biqiang Liu, Brent Moyle, Anna Kralj, & Yaoqi Li. (2024). Developing 360-degree stimuli for virtual tourism research: A five-step mixed measures procedure. Information Technology & Tourism, 26, 485- (ESI Highly Cited Paper)
11. Biqiang Liu, Brent Moyle, Anna Kralj, Sera Vada, Lu Chang, & Siqi Lu. (2024). Rethinking travel companionship: An alternative conceptual model and future research agenda. Journal of Hospitality & Tourism Research, 10963480241258084.
12. Biqiang Liu, Brent Moyle, & Anna Kralj. (2024). A decade of progress in tourist experience research: Five macro level trends. Anatolia, 36(2), 252-
13. Lu Chang, Brent Moyle, Sera Vada, Sebastian Filep, Karine Dupre, & Biqiang Liu. (2024). Re-thinking tourist wellbeing: An integrative model of affiliation with nature and social connections. International Journal of Tourism Research, 26(2), e2644. (ESI Highly Cited Paper)
14. Biqiang Liu, Brent Moyle, Anna Kralj, & Yaoqi Li. (2023). Celebrity endorsement in tourism: Attention, emotional arousal and familiarity. Tourism Management, 98, 104750. (ESI Highly Cited Paper)
15. Siqi Lu, Brent Moyle, Sacha Reid, Elaine Yang, & Biqiang Liu. (2023). Technology and museum visitor experiences: A four stage model of evolution. Information Technology & Tourism, 25(2), 151-174.
16. Biqiang Liu, Mang He, & Yaoqi Li. (2023). The effect of spatial stigma among travellers from pandemic areas on environmentally responsible behaviours. Tourism Tribune, 38(12), 26-41.
17. Biqiang Liu, & Yaoqi Li. (2022). Teddy-bear effect in service recovery. Annals of Tourism Research, 94, 103400. (ESI Highly Cited Paper)
18. Mang He, Biqiang Liu, & Yaoqi Li. (2023). Tourist inspiration: How the wellness tourism experience inspires tourist engagement?. Journal of Hospitality & Tourism Research, 47(7), 1115-1135. (One of Most Cited Articles Published in this Journal in the Last 3 Years)
19. Biqiang Liu, Brent Moyle, & Anna Kralj. (2022). When and how sharing tourism experiences on social media backfires: TMSP model of sharing driven outcomes. Journal of Hospitality and Tourism Management, 53, 155-159.
20. Biqiang Liu, Yaoqi Li, Anna Kralj, Brent Moyle, & Mang He. (2022). Inspiration and wellness tourism: The role of cognitive appraisal. Journal of Travel & Tourism Marketing, 39(2), 173-187. (ESI Highly Cited Paper)
21. Biqiang Liu, Yaoqi Li, & Minzhu Weng. (2022). Nonloss or gain? The effect of promotion framing on tourists’ purchase intentions. Tourism Tribune, 37(9), 107-122.
22. Yaoqi Li, Biqiang Liu, & Lishan Xie. (2022). Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and lab experiments. Journal of Business Research, 150, 553-566.
23. Mang He, Biqiang Liu, & Yaoqi Li. (2022). Recovery experience of wellness tourism and place attachment: Insights from the feelings-as-information theory. International Journal of Contemporary Hospitality Management, 34(8), 2934-2952.
24. Biqiang Liu, & Yaoqi Li. (2021). What you see is what you get: A research review and prospects of tourism eye-tracking studies. Tourism and Hospitality Prospects, 5(1), 76-102.
25. Mang He, Biqiang Liu, Yaya Song, & Yaoqi Li. (2021). Spatial stigma and environmentally responsible behaviors during the Pandemic: The moderating role of self-verification. Tourism Management Perspectives, 42, 100959.
26. Mang He, Biqiang Liu, & Yaoqi Li. (2021). Redemption of travelers’ spoiled identity in a time of health crisis: The role of empathy and social distance. Journal of Hospitality and Tourism Management, 47, 262-272.
27. Yaoqi Li, Biqiang Liu, Ping Chen, & Tzung-Cheng TC Huan. (2021). Tourism service providers’ physical attractiveness and customers’ service quality evaluation: Is warmth or competence more important? Tourism Review, 76(6), 1260-1278.
28. Yaoqi Li, Biqiang Liu, Ruli Zhang, & Tzung-Cheng TC Huan. (2020). News information and tour guides’ occupational stigma: Insights from a stereotype content model. Tourism Management Perspectives, 35, 100711.
29. Yaoqi Li, Biqiang Liu, & Tzung-Cheng TC Huan. (2019). Renewal or not? Consumer response to a renewed corporate social responsibility strategy: Evidence from the coffee shop industry. Tourism Management, 72, 170-179. (ESI Highly Cited Paper)
30. Yaoqi Li, Biqiang Liu, & Lihong Song. (2018). The institutional environment, entrepreneurship motivation and tourism innovation: Evidence based on Global Entrepreneurship Monitor. Tourism Forum, 11(3), 70-80. (Reprinted in Information Centre for Social Science of Renmin University of China)
31. Yaohua Li, Huiqin Yao, Huizhan Wang, & Biqiang Liu. (2018). Research on the cooperation mechanism of transnational cultural heritage tourism in the Silk Road Economic Belt in the New Era: Based on the survey of the residents of the five countries in Central Asia. Journal of Northwest University (Philosophy and Social Sciences Edition), 48(2), 14-22.
32. Biqiang Liu, & Huizhan Wang. (2018). A study on strategies of cultural heritages tourism cooperation in the Shaanxi part of the Silk Road. Tourism Overview, (4), 113-114.

Books

1. Noel Scott, Brent Moyle, Ana Cláudia Campos, Liubov Skavronskaya, & Biqiang Liu. (2024). Cognitive Psychology and Tourism, Tourism Social Science Series, Emerald Publishing, UK.

Book Chapters

1. Huizhan Wang, & Biqiang Liu. (2020). Research on the cooperation strategy of cultural heritage tourism in Shaanxi province. In Huizhan Wang, & Jianjun Su (Ed.), Western Tourism Development Research Report 2020 – Western Tourism Development in the New Era (pp. 73-83), Jilin University Press.

1. Biqiang Liu, Brent Moyle, Anna Kralj, & Yaoqi Li. (2024). How presence prolongs memorability in virtual tourism: A longitudinal study. Paper presented at 34^th annual Council of Australasian Universities in Tourism and Hospitality Education (CAUTHE) conference: Diverse Voices: Creating Change in Tourism, Hospitality and Events. University of Tasmania, Hobart, Australia.
2. Biqiang Liu, Brent Moyle, Anna Kralj, & Yaoqi Li. (2023). Higher presence, stronger memory? A longitudinal study of virtual memorable tourism experiences in natural heritage. Paper presented at IMPACT2023 annual conference: Tourism and Hospitality in Post-Pandemic Era. The Hong Kong Polytechnic University, Hong Kong, China SAR.
3. Minh Nhan, Biqiang Liu, Anna Kralj, & Brent Moyle. (2023). Developing 360-degree stimuli for tourism VR research: A six-step procedure. Poster presented at the Surrey 2023 Conference: Bringing Hospitality, Tourism, Transport and Events Back for Good. University of Surrey, Guildford, UK.
4. Biqiang Liu, Anna Kralj, & Brent Moyle. (2023). To be divergent or convergent? The dual impact of social comparison on intention to visit. Paper presented at 33^rd annual Council of Australasian Universities in Tourism and Hospitality Education (CAUTHE) conference: West, East, South, North: Redirecting Research in Tourism, Hospitality and Events. Curtin University, Edith Cowan University and Murdoch University, Fremantle, Australia.
5. Sebastian Filep, Sera Vada, Brent Moyle, Lu Chang, & Biqiang Liu. (2023). DREAMA: A new model of wellbeing. Paper presented at 33^rd annual Council of Australasian Universities in Tourism and Hospitality Education (CAUTHE) conference: West, East, South, North: Redirecting Research in Tourism, Hospitality and Events. Curtin University, Edith Cowan University and Murdoch University, Fremantle, Australia.
6. Biqiang Liu, Brent Moyle, & Anna Kralj. (2022). Sharing tourism experiences on social media: A conceptual model. Paper presented at 32^nd annual Council of Australasian Universities in Tourism and Hospitality Education (CAUTHE) conference online: Shaping the Next Normal in Tourism, Hospitality and Events. Griffith University, Brisbane, Australia.

Editorial Board Membership

• Tourism and Hospitality Research (2025-present)

Ad-hoc Reviewer

• Tourism Management, Annals of Tourism Research, International Journal of Contemporary Hospitality Management, International Journal of Hospitality Management, Journal of Sustainable Tourism, Journal of Hospitality & Tourism Research, Journal of Hospitality and Tourism Management, International Journal of Tourism Research, Current Issues in Tourism, Tourism Management Perspectives, Asia Pacific Journal of Marketing and Logistics, Tourism and Hospitality Research, Tourism Recreation Research, Journal of Open Innovation: Technology, Market, and Complexity, International Journal of Hospitality & Tourism Administration, Tourism Review, Information Technology & Tourism, Journal of Vacation Marketing, Tourism Analysis, Leisure Sciences, Journal of Ecotourism, Cogent Business & Management, Journal of Foodservice Business Research, Current Psychology, Cogent Social Sciences, CAUTHE Conference (2023, 2024), Tourism Tribune.