Email

huilinghuang@um.edu.mo

Tel

+853 8822-8874

Office

E22-3033
Faculty of Business Administration
University of Macau, E22
Avenida da Universidade,
Taipa, Macau, China

Assistant Professor in International Integrated Resort Management

Academic Qualifications

  • 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

Related Working Experiences

  • 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)

Awards

  • 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

Teaching

  • Graduate Courses
    • International Hospitality Marketing Management (IRTM7011)

Research Projects

  • 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.

Research Interests

  • Service marketing
  • Technology innovation (e.g., robots and AI)
  • Sustainable tourism

Selected Journal Papers

  1. Huang, H., & Liu, S.Q. (2022). Are consumers more attracted to restaurants featuring humanoid or mechanoid service robots? International Journal of Hospitality Management. Forthcoming (ABS 3)
  2. 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)
  3. Huang, H., Liu, S.Q., & Lu, Z. (2022) When and why language assertiveness affects online review persuasion? Journal of Hospitality & Tourism Research, Forthcoming. (ABS2)
  4. He, Z., Huang, H., Choi, H., Bilgihan, A (2022). Building organizational resilience with digital transformation. Journal of Service Management. Forthcoming (Corresponding Author) (ABS2)
  5. 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)
  6. 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)
  7. 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.)
  8. Yu, X., Huang, H., Liu, S.Q., & Lu, Z. (2020). Signaling authenticity of ethnic cuisines via handwriting. Annals of Tourism Research, 85, 103054. (ABS4)

Selected Books and Book Chapters

  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.

Selected Conference Papers and Invited Presentation

  1. [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.
  2. [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.
  3. [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.
  4. [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)
  5. [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)
  6. [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.
  7. [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.
  8. [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.
  9. [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.
  10. [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.
  11. [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.
  12. [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.
  13. [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.
  14. [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.
  15. [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.
  16. [Conference presentation] – Huang, H., & Liu, S.Q. (2018). Advertising Airbnb tourism experience, the 2018 EHE Research Forum, Columbus, OH, USA.