Associate Professor in International Integrated Resort Management
  • PhD in Business Administration, The Chinese University of Hong Kong, Hong Kong
  • Bachelor of Management, Fudan University, P. R. China
  • 2022 – Current: Associate Professor of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau
  • 2021-2022: Reader in Marketing & Programme Director of Marketing MSc, School of Business and Management, Queen Mary University of London, the United Kingdom
  • 2018-2021: Senior Lecturer of Marketing & Programme Director of Marketing MSc, School of Business and Management, Queen Mary University of London, the United Kingdom
  • 2017-2018: Assistant Professor in Marketing, Business School, Durham University, the United Kingdom
  • 2015- 2017: 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 Social Cognition;
    • Behavioural Economic Decision Making and Pricing; and
    • Service Technology and AI.
  1. 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,
  2. 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. (ESI Highly Cited Paper)
  3. C.Y., Zhang, Z., & Hou, Y.S. (2021). Consumers’ Observational Learning Modes and Psychological Distance. European Journal of Marketing (ABS:3, ABDC: A*). 55(10), 2569-2592.
  4. 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.
  5. 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*).
  6. 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*). (ESI Highly Cited Paper)
  7. 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*).
  8. 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.
  9. 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.
  10. 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.
  11. 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.
  12. 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.
  13. 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.
  14. 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.
  15. 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.

Prof. Hou has successfully supervised two doctoral students and around 50 MSc students in the UK and has acted as external examiner in the UK and China. She would welcome PhD application from interested students who wish to work on areas of consumer psychology in the hospitality and tourism industry, especially with some research experiences by using quantitative research methods (experimental design and big data analysis skills are preferable).

  • Journal of Hospitality & Tourism Research
  • Annals of Tourism Research Empirical Insights