Prof. Yuansi HOU (侯遠思)

• PhD in Business Administration, The Chinese University of Hong Kong, Hong Kong
• Bachelor of Management, Fudan University, P. R. China

• Current
  • Associate Professor of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau
  • General Secretary (秘書長), China Tourism Education Alliance (中國旅遊教育合作聯盟)

• Previous
  • Reader in Marketing & Programme Director of Marketing MSc, School of Business and Management, Queen Mary University of London, the United Kingdom
  • Senior Lecturer of Marketing & Programme Director of Marketing MSc, School of Business and Management, Queen Mary University of London, the United Kingdom
  • Assistant Professor in Marketing, Business School, Durham University, the United Kingdom
  • Lecturer in Services Marketing & Deputy Programme Director of BSc International Hospitality and Tourism Management, School of Hospitality and Tourism Management, University of Surrey, the United Kingdom

• Fellow of The Higher Education Academy,  UK
• Postgraduate Certificate in Academic Practice, Durham University, UK, 2019
• Master level
  • Research Methods
• Undergraduate level
  • Resort Marketing and Promotion
  • Special Topics in Hotel and Resort Management

• Consumer psychology research in the services industry by using lab and field experiments, particularly focus on:
  • Environmental Psychology and Sustainability;
  • Behavioural Economic Decision Making and Pricing; and
  • Service Technology and AI.

1. Xue, N., Hou, Y.S., Hu, J.H. & Li, G. (Forthcoming). Life-role Transitions and Tourists’ Misbehavior: A Self-diagnosticity Perspective. Journal of Travel Research (ABS: 4, ABDC: A*).
2. Cheng, Y.M., Hou, Y.S. & Mukhopadhyay. A. (2025). Overconsumption and Tourist Ideology: How and Why the Protestant Work Ethic Moderates the Effect of Spending on Consumption Quantity Under Flat-Rate Pricing. Journal of Sustainable Tourism (ABS: 3, ABDC: A*).
3. Liu, C., Hou, Y.S., Gu, R., & Cai, Y. (2025). A Dynamic Theoretical Model Based on Compensatory Ethics: How Religious Belief Shapes Tourists’ Pro-environmental Behavior Journal of Hospitality & Tourism Research (ABS: 2, ABDC: A) (Supervised PhD Team Project)
4. Wu, L., Fan, A., Hou, Y.S., & Wei, W. (2025). Harnessing the Experience Capital of the Hospitality and Tourism Industry. Journal of Hospitality & Tourism Research (ABS: 2, ABDC: A).
5. Zhang, K., Hou, Y.S., & Li, G. (2024). Color and Naturalness: How Color Saturation Shapes Tourists’ Perception and Purchase Intention. International Journal of Tourism Research (ABS: 2, ABDC: A). 26(4).
6. Wu, L., Fan, A., Hou, Y.S. & Wei, W. (2024). Unlocking the Transformative Power of Hospitality and Tourism Experiences: Towards Theoretical Syntheses and Research Agenda. Journal of Hospitality & Tourism Research (ABS: 2, ABDC: A).
7. Xue, N., Liu, X., Wan, L., & Hou, Y.S. (2024). Relaxing or Challenging? How Social Crowding Influences the Effectiveness of Activity-Based Destination Advertising. Tourism Management (ABS: 4, ABDC: A*).
8. Liu, H., Xu, S. T., Chen, Z., & Hou, Y.S. (2023). The impact of social distancing on tourists’ preferences for anthropomorphism. Journal of Hospitality and Tourism Management (ABS: 1, ABDC: A), 55, 383-398.
9. Wang, X., Wang, X., Liu, Z., Wen, C., Hou, Y.S., and Zhao, Z. (2022). Too Generous to Be Fair? Experiments on the Interplay of What, When, and How in Data Breach Recovery in the Hotel Industry. Tourism Management (ABS: 4, ABDC: A*). 88, 104420.
10. Hou, Y.S., Zhang, K., & Li, G (2021). Service Robots or Human Staff: How Social Crowding Shapes Tourist Preferences. Tourism Management (ABS: 4, ABDC: A*), 83, 104242. https://doi.org/10.1016/j.tourman.2020.104242. (ESI Highly Cited Paper)
11. Gu. C.Y., Zhang, Z., & Hou, Y.S. (2021). Do we always follow others? The impact of psychological distance on consumers’ observational learning modes. European Journal of Marketing (ABS:3, ABDC: A*). 55(10), 2569-2592.
12. Yao, Y.B., Jia, G.M., and Hou, Y.S. (2021). Impulsive Travel Intention Induced by Sharing Conspicuous Travel Experience on Social Media: A Moderated Mediation Analysis. Journal of Hospitality and Tourism Management (ABS: 1, ABDC: A). 49, 431-438.
13. Hou, Y.S. & Zhang, K. (2020). Space and Money: How and Why Crowding Influences Tourists’ Sensitivity to Price Magnitude. Journal of Travel Research (ABS: 4, ABDC: A*). https://doi.org/10.1177/0047287520937082.
14. Zhang, K., Hou, Y.S., & Li, G. (2020). Threat of Infectious Disease During an Outbreak: Influence on Tourists’ Emotional Responses to Disadvantaged Price Inequality. Annals of Tourism Research (ABS: 4, ABDC: A*). https://doi.org/10.1016/j.annals.2020.102993. (ESI Highly Cited Paper)
15. Wang, L., Hou, Y.S., & Chen, Z.X. (2020) Are Rich and Diverse Emotions Beneficial? the Impact of Emodiversity on Tourists’ Experiences. Journal of Travel Research (ABS: 4, ABDC: A*). https://doi.org/10.1177/0047287520919521.
16. Zhang, K., Hou, Y.S., Li, G., & Huang, Y. (2020). Tourists and Air Pollution: How and Why Air Pollution Magnifies Tourists’ Suspicion of Service Providers. Journal of Travel Research (ABS: 4, ABDC: A*), 59(4), 661–673.
17. Zhang, Z., Hou, Y.S., & Zhu, Y.M. (2019). Applying Complexity Theory to Understanding Chinese Consumers’ Decision Making in Innovative Products. International Studies of Management & Organization (ABS: 2, ABDC: B), 49(2), 191-212.
18. Hou, Y.S., Sun, Y.X., Wan, Lisa C., & Yang, W. (2018). How Can Psychological Contagion Effect Be Attenuated? – The Role of Boundary Effect on Menu Design. Journal of Hospitality & Tourism Research (ABS: 2, ABDC: A), 42(4), 606-626.
19. Guan, Y., et al., & Hou, Y.S., et al. (2017). Understanding the Trait Basis of Career Adaptability: A Two-Wave Mediation Analysis Among Chinese University Students. Journal of Vocational Behavior (ABS: 4, ABDC: A*), 101, 32–42.
20. Hou, Y.S., Yang, W., & Sun, Y.X. (2017). Do Pictures help? – The Effects of Pictures and Food Names on Menu Evaluations. International Journal of Hospitality Management (ABS: 3, ABDC: A*), 60, 94–103.
21. Zhang, Z., & Hou, Y.S. (2017). The Effect of Perceived Risk on Information Search for Innovative Products and Services. Journal of Consumer Marketing (ABDC: A), 34(3), 241-254.
22. Sun, Y.X., Hou, Y.S., & Wyer, Robert S. (2015). Decoding the Opening Process. Journal of Consumer Psychology (ABS: 4*, FT50, ABDC: A*), 25(4), 642–649.
23. Yang, W., Mattila, A., & Hou, Y.S. (2013). The Effect of Regulatory Focus and Delay Type on Consumers’ Reactions to Delay. International Journal of Hospitality Management (ABS: 3, ABDC: A*), 32, 113-120.

Professor Hou is currently supervising four PhD students at the University of Macau and welcomes applications from prospective doctoral candidates. She possesses an extensive supervisory record, having successfully guided two PhD in the United Kingdom. Professor Hou also serves as an external examiner for doctoral dissertations at institutions in both the UK and China. She seeks to recruit PhD students with research interests in consumer psychology, particularly within the hospitality and tourism sector. Ideal applicants will have demonstrated research experience in quantitative methodologies, with a strong preference for skills in experimental design and big data analysis.

Current Ph.D. Supervision

2025 Autumn Intake:
Finn, Wang Qiyu, received his undergraduate degree and his master’s degree from Xiamen University (廈門大學). His current research interests are focused on algorithmic management in hospitality, stereotypes, and environment and landscape in tourism.

2024 Autumn Intake:
Ann, Gu Ruitong, She hold a Bachelor’s degree in Tourism Management from Sichuan University (四川大學) and a Master’s degree in Integrated Resort Management from the University of Macau. Her current research interests are focused on tourists’ behaviour and tourist psychology, with a focus on how psychological and sociocultural factors shape travel experiences and decision-making. She has published several articles in international journals. (Homepage: https://scratched-stay-0bd.notion.site/Ann-Ruitong-Gu-1aab320f73a480b6b9f8dc96fcfc1d1e?pvs=4)

Wing, Cai Yinging, received her undergraduate degree in Psychology from South China Normal University (華南師範大學) and her master’s degree in Marketing from South China University of Technology (華南理工大學). Her current research interests focus on consumer behavior and tourism marketing. She  has published articles in journals indexed by SSCI and CSSCI.

2023 Autumn Intake:
Alex, Chao Liu, received his undergraduate degree from Beijing Institute of Technology (北京理工大學) and his master’s degree from Renmin University of China (中國人民大學). His current research interests are focused on behavioral economics, aging and tourism, religious tourism, and pro-environmental issues. He has actively participated in national-level academic research projects and has published several articles in Chinese journals and media outlets. Additionally, he has rich working experience in the industry. (Homepage: https://chaoliu-alex.github.io/)

Current DBA Supervision

范希飚，2006年加入碧桂園集團，曾在碧桂園酒店管理公司、社會責任部、戰略發展部、市場管理部、品牌管理部以及地產區域公司等多部門、子公司任職，於2016年至2020年期間擔任碧桂園企業文化部負責人，兼任國強公益基金會理事、副秘書長，深度參與碧桂園社會責任體系建設及項目工作。現為碧桂園旗下社會型企業碧才科技、碧家文化公司負責人。

余劍，擁有香港中文大學工商管理碩士學位，長春工業大學工商管理學士學位。過去曾為日本三重縣普利瑪（株）式會社政府公派學員，2003年擔任貴州壹佰制藥有限公司高級管理人員。2009年8月創業，先後創立投資組建3家公司，致力於為灣區建設而服務。現任廣州優客雲、上海斯旻電子、長春仁和島科技董事長兼總裁。現為世界經濟論壇國際工商理事會成員，以及全球消費品論壇（CGF）董事會聯席會員。

• Tourism Management (ABS: 4, ABDC: A*)
• Journal of Travel Research (ABS: 4, ABDC: A*)
• Journal of Hospitality & Tourism Research (ABS: 2, ABDC: A)
• Annals of Tourism Research Empirical Insights
• Guest Editor for a special issue of Journal of Hospitality & Tourism Research (ABS: 2, ABDC: A) on “Above and Beyond: Advancing the Power of Experiences in Hospitality and Tourism” (2023)