Prof. Huiling HUANG (黄慧靈)

• Ph.D in Hospitality Management, The Ohio State University, USA
• M.S in Hospitality Management, The Ohio State University, USA
• M.Eng., Environmental Engineering, Sun Yat-sen University, China
• B.Eng., Environmental Engineering, Sun Yat-sen University, China

• Assistant Professor, Faculty of Business Administration, University of Macau (June. 2022 – present)
• Graduate Instructor, Hospitality Management, The Ohio State University (Aug. 2019 – May. 2022)
• Teaching Assistant, Hospitality Management, The Ohio State University (Aug. 2018 – May. 2022)
• Research Assistant, Environmental Engineering, Sun Yat-sen University (Sep. 2013 – Jun. 2015)

• Best Paper Award, 27th Asia Pacific Tourism Association (APTA) Annual Conference, Chiang Mai, Thailand, 2021
• Joseph J. and Nina Mae Mattus Scholarship, The Ohio State University, 2021
• Big Dish Leadership Award. The Ohio State University, 2021
• National Scholarship (Top 1% of students). Sun Yat-sen University, 2014
• National Endeavor Fellowship. Sun Yat-sen University, 2013

• Undergraduate Courses
  • Travel and Tourism Management (IRTM 3008)
  • Graduation Project on Hospitality Management (IRTM 4007)
• Graduate Courses
  • International Hospitality Marketing Management (IRTM7011)

• 2023-2026 PI, The application of technology and new marketing strategies in the tourism and hospitality industry and their impact on consumer behavior (SRG2023-00019-FBA). MOP 150,000.
• Solo dining is on the rise, Bob Evans Farm Inc. Hospitality Research Fund. The Ohio State University, 2022.
• Building organizational resilience with digital maturity, Graduate study and educational research fund, Patton college of education, Ohio University, 2020.
• Scarcity appeals in online booking, Bob Evans Farm Inc. Hospitality Research Fund. The Ohio State University, 2018.

Her research focuses on consumer behavior in the tourism and hospitality industries, with special interests in four themes:

• Service marketing
• Technology innovation (e.g., robots and AI)
• Solo consumption (solo travel and solo dining)
• Sustainable tourism

1. Huang, H., Yu, X., Liu, S.Q., Wu, L., & Kandampully, J. (2023). How consumption ritual affects group versus solo diners. International Journal of Hospitality Management, 115, 103583. (ABS3)
2. Huang, H., & Liu, S.Q. (2022). Are consumers more attracted to restaurants featuring humanoid or mechanoid service robots? International Journal of Hospitality Management. 107, 103310. (ABS3)
3. Liu, S.Q., Wu, L., Yu, X., & Huang, H. (2022). Marketing online food images via color saturation: a sensory imagery perspective. Journal of Business Research, 151, 366-378. (ABS 3)
4. Huang, H., Liu, S.Q., & Lu, Z. (2022) When and why language assertiveness affects online review persuasion? Journal of Hospitality & Tourism Research, 47(6), 988-1016. (ABS2)
5. He, Z., Huang, H., Choi, H., Bilgihan, A (2022). Building organizational resilience with digital transformation. Journal of Service Management. 34(1), 147-171 (Corresponding Author) (ABS2)
6. Wu, L., Liu, S.Q., Huang, H., & Yu, X. (2021) Photo vs. art? The design of consumption guidance in cultural food consumption. International Journal of Hospitality Management. 97, 103008. (ABS3)
7. Huang, H., Liu, S.Q., Kandampully, J., & Bujisic, M. (2020). Consumer responses to scarcity appeals in online booking. Annals of Tourism Research, 80, 102800. (ABS4)
8. Huang, H., & Liu, S.Q. (2020). “Donate to combat COVID-19!” How typeface affects the effectiveness of CSR marketing. International Journal of Contemporary Hospitality Management, 32 (10), 3315-3333. (ABS3; Featured in Science Daily, Phy.org, etc.)
9. Yu, X., Huang, H., Liu, S.Q., & Lu, Z. (2020). Signaling authenticity of ethnic cuisines via handwriting. Annals of Tourism Research, 85, 103054. (ABS4)

1. Huang, H., Liu, S.Q., & Kandampully, J. (2021). Understanding Scarcity Strategies in Service Firms. In Davis, M. (Ed.), Handbook on Service Management. Edward Elgar Publishing: Cheltenham, United Kingdom.
2. Huang, H., Liu, S.Q., & Kandampully, J. (2021). Solo Travelers. In Buhalis, Dimitrios. (Ed.), Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing: Cheltenham, United Kingdom.
3. Huang, H., Liu, S.Q., & Kandampully, J. (2021). Linguistic Styles in eWOM. In Buhalis, Dimitrios. (Ed.), Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing: Cheltenham, United Kingdom.

[* denotes a graduate student author]

1. [Conference presentation] – *Lei, M.I.T, Huang, H., Yang, F.X., (2023), Using cuteness cues to intensify the power of message framing in promoting pro-environmental behavior, 2023 Tourism Tribune Annual Conference, Anhui Normal University, Anhui, China. (19-22, October, 2023)
2. [Conference presentation] – Huang, H., Chen, F., Liu, S.Q., (2023). s (s)he less dissatisfying: Effects of robot gender in service failure, Frontiers in Hospitality and Tourism Annual Research (Symposium), Nankai University, Tianjin, China. (13-15, October, 2023)
3. [Conference presentation] – Huang, H., Liu, S.Q., & He, Z. (2022). IoT-based smart metering technologies: using “reward-as-you-save” incentive program to promote customers’ pro-environmental behaviors in hotels, the ENTER 22 eTourism Conference. Tianjin, China, Virtual.
4. [Conference presentation] – Huang, H.,Yu, X., Liu, S.Q., & Wu, L. (2022). Restaurant advertising: how color saturation as a visual design strategy affects consumer responses, the 27th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism. Houston, TX, USA. Virtual.
5. [Conference presentation] – Huang, H.,& Liu, S.Q. (2022). How consumption rituals influence travelers’ food decision-making, the 27th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism. Houston, TX, USA. Virtual.
6. [Conference presentation] – Huang, H., Liu, S.Q., (2021). Service robots in restaurants: How humanoid robots backfire among solo diners, the 27th Asia Pacific Tourism Association (APTA) Annual Conference, Chiang Mai, Thailand. (Best Paper Award)
7. [Conference presentation] – Huang, H., Liu, S.Q., & Lu, Z. (2021). Assertive vs. nonassertive: how language style affects persuasion in online reviews, the 26th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX, USA. Virtual. (Best Paper Award Finalist)
8. [Conference presentation] – Huang, H., & Liu, S.Q. (2021). “You must book this tour!” How language assertiveness facilitates persuasion in online reviews, the 2021 EHE Research Forum, Columbus, OH, USA.
9. [Conference presentation] – Huang, H., Yu, X., Bogicevic, V., & Liu, S.Q. (2020). A smile says more than words: How advertisements with emoticons motivate solo travelers’ patronage intention, the 25th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Las Vegas, NV, USA.
10. [Conference presentation] – Huang, H., Yu, X., & Liu, S.Q. (2020). Ethnic restaurants: conveying authenticity through handwriting, the 25th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Las Vegas, NV, USA.
11. [Conference presentation] – Yu, X., Huang, H., Bogicevic, V., & Liu, S.Q. (2020). Responses with emoticons: warmth and competence in luxury accommodations, the 25th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Las Vegas, NV, USA.
12. [Conference presentation] – Huang, H., Yu, X., & Liu, S.Q. (2020). How does regulatory focus affect consumer responses to a handwritten menu in ethnic dining, the 2020 EHE Research Forum, Columbus, OH, USA.
13. [Conference presentation] – Huang, H., & Liu, S.Q. (2019). Scarce reservations make me scared: the effects of scarcity appeal and moderator role of power, the 24th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX, USA.
14. [Conference presentation] – Yu, X., Huang, H., & Liu, S.Q. (2019). Does handwriting help? An exploration of regulatory focus theory and perceived risk in menu design, the 24th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX, USA.
15. [Conference presentation] – Huang, H., & Liu, S.Q. (2019). “In high demand” versus “limited supply”: how scarcity appeals and power influence consumer’s purchase intention, the 2019 EHE Research Forum, Columbus, OH, USA.
16. [Conference presentation] – Yu, X., Huang, H., & Liu, S.Q. (2019). Writing the menu by hand: the influence of written formats and perceived risk on consumer behavioral intentions, the 2019 EHE Research Forum, Columbus, OH, USA.
17. [Conference presentation] – Huang, H., & Liu, S.Q. (2018). Do you post the right photos? Effective strategies for marketing tourism experience on Airbnb, the 2018 Hayes Forum, Columbus, OH, USA.
18. [Conference presentation] – Huang, H., & Liu, S.Q. (2018). Advertising Airbnb tourism experience, the 2018 EHE Research Forum, Columbus, OH, USA.