
Assistant Professor in Integrated Resort and Tourism Management
2019~present | Ph.D. in Business Administration (Hotel and Tourism Management) | The Chinese University of Hong Kong |
2014~2018 | Master of Management in Tourism Management | Fudan University |
2010~2014 | Bachelor of Management in Tourism Management | Fudan University |
2011~2014 | Bachelor of Management in Accounting | Fudan University |
- 2023~present Assistant Professor, Faculty of Business Administration, University of Macau
- Human-AI interaction and tourist/consumer experience
- Marketing strategy and destination sustainable development
REFEREED JOURNAL PAPERS (* = corresponding author)
- Liu, X.(S).*, Wan, L.C. and Mattila, A.S. (2025), Virtual influencers going head-to-head with human influencers: the impact of influencer type on trust perceptions of endorsement, International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-06-2024-0886
- Luo, X., Liu, X. *, & Wan, L. C. (2025). Excited or calm? Effects of endorsers’ emotions on tourists’ impulsive buying. Journal of Travel Research, 64(1), 35-50. https://doi.org/10.1177/00472875231213210
- Xue, N., Liu, X. S.*, Wan, L. C., & Hou, Y. (2024). Relaxing or challenging? How social crowding influences the effectiveness of activity-based destination advertising. Tourism Management, 100, 104839. https://doi.org/10.1016/j.tourman.2023.104839
- Luo, X., Wan, L. C., & Liu, X. S. (2023). HARNESSING ROMANCE: The effect of exposure to romance-themed attractions on tourists’ impulsive buying. Tourism Management, 96, 104717. https://doi.org/10.1016/j.tourman.2022.104717
- Liu, X. S., Yi, X. S., & Wan, L. C. (2022). Friendly or competent? The effects of perception of robot appearance and service context on usage intention. Annals of Tourism Research, 92, 103324. https://doi.org/10.1016/j.annals.2021.103324 (The Third Prize of 2022 Annals of Tourism Research Video Abstract Competition)
- Liu, X. S., Wan, L. C., & Yi, X. S. (2022). Humanoid versus non-humanoid robots: How mortality salience shapes preference for robot services under the COVID-19 pandemic?. Annals of Tourism Research, 94, 103383. https://doi.org/10.1016/j.annals.2022.103383
- Liu, X. S., Shi, Y., Xue, N. I., & Shen, H. (2022). The impact of time pressure on impulsive buying: The moderating role of consumption type. Tourism management, 91, 104505. https://doi.org/10.1016/j.tourman.2022.104505
- Choi, S., Liu, S. X., & Choi, C. (2022). Robot–brand fit the influence of brand personality on consumer reactions to service robot adoption. Marketing Letters, 33(1), 129-142. https://doi.org/10.1007/s11002-022-09616-9
- Shen, H*. & Liu, X. (2018). The influence of social media on the Spatio-temporal factor of urban residents’ leisure behavior in small cities and towns in China. International leisure review, 7(1), 4-26.
- Shen, H., Liu, X., Yi, S., & Li, M. (2016). Understanding tourism image of cities through social semantic network analysis: A case study of Shanghai. Tourism in Contemporary Cities., 14-36.
- Shen, H. & Liu, X. Application of social media among Chinese Outbound Tourists: Platforms and Behaviors. In Li, R. Edited, Chinese Outbound Tourism 2.0[M], Apple Academic Press, New Jersey, USA, 2016(1), 259-271.
- Shen, H. & Liu, X. Information communication mechanism of social media in the construction of tourist destination brand, Tourism Development and Social Transformation [M], Fudan University Press, Shanghai, China, 2015(12),106-171.
- Liu, X. Analysis of the communication mode and effect of micro-blog based on tourism-related bloggers and information, Fudan University undergraduate excellent graduation thesis selections, Fudan University Press, Shanghai, China, 2015.
- Dinnie K. (ed) (2010) City Branding: Theory and Cases. Basingstoke, England: Palgrave-McMillan.
- Liu, X. S.*, Chi, T., Du, J., & Wan, L. C. (2024). How could human-AI interaction impact tourist experiences? In Jun Wen, Metin Kozak, Joshua Aston, & Wei Wang (Eds.), Interdisciplinary Tourism Research: An Intellectual Feast (in press). Routledge.
- Liu, X. S. * (2024) To forgive or not? Consumer identity and reaction to ai agents service failure. THE INC 2024 – Tourism, Hospitality & Events International Conference, Amsterdam, Netherlands.
- Liu, X. S. *, & Hou, Y. (2024). How Does Human Identity Shape Consumer Responses to Human-Like AI Agents in Service Failure. APacCHRIE 2024 Seoul, Korea
- Zhang, Z., Lin, M., & Liu, X. S. (2024). Impact of Artificial Intelligence (AI) Transparency on the Change Readiness for AI Adoption Among Tourism Employees. 2024 Frontiers in Hospitality and Tourism Annual Research Symposium. Shanghai, China. (Best paper award)
- Liu, X. S. *, Wan, L. C. & Shen, H. (2023) Being rejected or ignored: Social exclusion and conformity preference. 2023 Frontiers in Hospitality and Tourism Annual Research, Tianjing, China.
- Liu, X. S. *, Wan, L. C., & Xue, N. I. (2022) Social crowding and extremeness aversion in tourists’ decision making. Asia-Pacific CHRIE 2022.
- Liu, X. S. *, Shen, H., & Wan, L. C. (2021) How does social exclusion influences tourist intention to visit popular versus distinctive attractions? Asia-Pacific CHRIE 2021.
- Liu, X. S. * & Wan, L. C. (2021) Mortality salience and preference for humanoid service robot. The Asia Pacific Tourism Association (APTA) 2021 Annual Conference.
- Liu, X. S. * & Wan, L. C. (2020) How to use green marketing message to narrow the green gap. 2020 Global Marketing Conference (GMC), Korea.
- Liu, X. S. *, Shen, H., & Shi, Y. (2020) The role of time pressure in driving tourist impulsive buying propensity. Asia-Pacific CHRIE 2020, Hong Kong, China.
- Liu, X, Shen, H, & Yu, Y. C. (2017) Using micro-blog as a leisure behavior: a study of the psychological mechanism analysis. The 6th International research symposium of entrepreneurship & SMEs in emerging markets: competitiveness & innovation in knowledge economy, Olbia, Italy.
- Shen, H, Liu, X, Yi, S. T, & Li, M. M. (2016) Understanding Tourism Image of Cities through Social Semantic Network Analysis: A Case Study of Shanghai. Tourism in Contemporary Cities. Proceedings of the International Tourism Studies Association Conference. University of Greenwich, London.
- Liu, X & Shen, H. (2016) An analysis of residents’ temporal-spatial behavior in small cities and towns in China. International conference on sustainable tourism and global-local understanding, Hong Kong, China.
- Liu, X, Shen, H. & Fan, A. (2016) A Study of Tourism Image of Urban Destinations through Content Analysis. The 21st annual graduate education & graduate student research conference in hospitality and tourism, Philadelphia, the USA.
- 2023-2026 PI, Embracing the Tech Wave: Unveiling the Impact of Service Technology on Consumer Behavior in Tourism and Hospitality (SRG2023-00059-FBA). MOP 150,000.
- 2022-2023 PI, The Rise of Virtual Influencers: How Do Virtual Influencers Work in The Real World? Competitive Graduate Student Research Grant 2021/22, The Chinese University of Hong Kong, HKD 20,000.
- Tourism Management
- Annals of Tourism Research
- Journal of Hospitality and Tourism Management
- Current Psychology
- Telematics and Informatics
- Heliyon
- Journal of Sustainable Tourism
- Journal of Hospitality and Tourism Technology
- Tourism and Hospitality Management
- Global Marketing Conference 2023
2024 | The Third Prize of 2022 Annals of Tourism Research Video Abstract Competition | ||
2024 | Best conference paper award in 2024 Frontiers in Hospitality and Tourism Annual Research Symposium | ||
2023 | Postgraduate Research Output Award 2022 | CUHK | |
2022 | Competitive Graduate Student Research Grant 2021/22 | CUHK | |
2019 | CUHK Research Scholarship | CUHK | |
2017 | Outstanding Graduates of Shanghai City | Shanghai Municipal Education Commission | |
2016 | National Scholarship | Fudan University | |
2015 | The Kwang-Hua Award | Fudan University | |
2015 | The Academic Scholarship | Fudan University |