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)

  1. 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
  2. Luo, X., Liu, X. *, & Wan, L. C. (2025). Excited or calm? Effects of endorsers’ emotions on tourists’ impulsive buying. Journal of Travel Research64(1), 35-50. https://doi.org/10.1177/00472875231213210
  3. 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 Management100, 104839. https://doi.org/10.1016/j.tourman.2023.104839
  4. Luo, X., Wan, L. C., & Liu, X. S. (2023). HARNESSING ROMANCE: The effect of exposure to romance-themed attractions on tourists’ impulsive buying. Tourism Management96, 104717. https://doi.org/10.1016/j.tourman.2022.104717
  5. 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 Research92, 103324. https://doi.org/10.1016/j.annals.2021.103324 (The Third Prize of 2022 Annals of Tourism Research Video Abstract Competition)
  6. 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 Research94, 103383. https://doi.org/10.1016/j.annals.2022.103383
  7. 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 management91, 104505. https://doi.org/10.1016/j.tourman.2022.104505
  8. Choi, S., Liu, S. X., & Choi, C. (2022). Robot–brand fit the influence of brand personality on consumer reactions to service robot adoption. Marketing Letters33(1), 129-142. https://doi.org/10.1007/s11002-022-09616-9
  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.
  10. 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.
  11. 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.
  12. 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.
  13. 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.
  1. Dinnie K. (ed) (2010) City Branding: Theory and Cases. Basingstoke, England: Palgrave-McMillan.
  1. 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.
  1. 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.
  2. 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
  3. 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)
  4. 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.
  5. Liu, X. S. *, Wan, L. C., & Xue, N. I. (2022) Social crowding and extremeness aversion in tourists’ decision making. Asia-Pacific CHRIE 2022.
  6. 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.
  7. Liu, X. S. * & Wan, L. C. (2021) Mortality salience and preference for humanoid service robot. The Asia Pacific Tourism Association (APTA) 2021 Annual Conference.
  8. Liu, X. S. * & Wan, L. C. (2020) How to use green marketing message to narrow the green gap. 2020 Global Marketing Conference (GMC), Korea.
  9. 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.
  10. 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.
  11. 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.
  12. 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.
  13. 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