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Professor Sam Huang

Professor of Tourism & Services Marketing

Contact Information Telephone: +61 8 6304 2742, Email:, Campus: Joondalup, Room: JO2.233
Staff Member Details
Telephone: +61 8 6304 2742
Campus: Joondalup  
Room: JO2.233  


Professor Sam Huang is a Professorial Research Fellow in the School of Business and Law.


Professor Sam Huang is a research professor in tourism and services marketing in the School of Business and Law. Prior to joining ECU, he worked in the School of Management at University of South Australia from 2007 to 2016. Sam obtained his PhD from the School of Hotel and Tourism Management,The Hong Kong Polytechnic University. Before pursuing an academic career, he was a central government official in Beijing working for China National Tourism Administration (CNTA) for 7 years.

Professor Huang is internationally recognised as a prolific tourism researcher and one of the world leading scholars researching China tourism. His publications frequently appear in top tourism, hospitality, and business management journals such as Tourism Management, Journal of Travel Research, Annals of Tourism Research, International Journal of Hospitality Management, Cornell Hospitality Quarterly, and Information and Management.

Professor Huang is a founding fellow of the International Association for China Tourism Studies (IACTS). He is the founder of the Australia-China Tourism Forum. Sam holds a PhD in Tourism, a Master of Education (Beijing Normal University), a Postgraduate Certificate in Public Administration (Chinese Academy of Governance) and a Bachelor of Education (Henan University).

Professor Huang is a visiting professor to a number of Chinese universities including Sun Yat-sen University and Jinan University in Guangzhou, and Beijing International Studies University in Beijing. Influent in Mandarin Chinese and with both industry and academic experiences in China, Hong Kong and Australia, Sam is ideally positioned to bridge the tourism academia and industries between China and Australia.

Professional associations

  • International Association for China Tourism Studies (IACTS)
  • Council for Australian University Tourism and Hospitality Education (CAUTHE)
  • International Council of Hotel, Restaurant and Institutional Education (I-CHRIE)
  • Asia Pacific Council of Hotel, Restaurant and Institutional Education (APacCHRIE)

Awards and recognition

  • 2015 - Research Excellence Commendation Award  (UniSA Business School)
  • 2014 - Top Mid Career Researcher Award (UniSA Business School)
  • 2013 - 5-Year Supported Researcher (Bronze) Award (UniSA)
  • 2011 - ECR Research Excellence Award (UniSA Business School)
  • 2010 - The Gary Crilley Researcher of the Year Award
  • 2010 - Early Career Researcher International Travel Award (UniSA)

Research areas and interests

  • Consumer behaviour in tourism
  • Tourism and hospitality marketing
  • Tour guides and guiding service
  • China tourism and hospitality issues


  • Doctor of Philosophy, Hong Kong (SAR of China), 2007.


Recent Research Grants

  • Exploring the role and the ways in which Destination Marketing Organisations (DMOs), tourism businesses might involve in or threaten to destination brand and measuring the effectiveness of destination branding to DMOs and tourism businesses.,  Vietnam International Education Development of the Ministry of Education and Training,  VIED - Scholarship,  2018 - 2021,  $60,000.
  • Tourism Research Australia: A division of Australian Trade and Investment Commission Survey into the barriers that restrict regional dispersal of Chinese independent travellers (holiday makers) in Australia.,  Australian Trade and Investment Commission,  Approach to Market,  2017 - 2018,  $13,895.
  • Would history repeat itself? Comparing Chinese tourism with Japanese tourism in Australia ,  Edith Cowan University,  ECU Collaboration Enhancement Scheme - 2017 Round 1,  2017 - 2018,  $2,820.
  • Souvenir, Place Attachment and Self-Identity: A Chinese discourse,  Edith Cowan University,  School of Business & Law Markets & Services Research Centre Grant,  2017,  $3,000.

Recent Publications (within the last five years)


  • Huang, S., Chen, G., (2015), Tourism Research in China: Themes and Issues. Tourism Essentials, 3, , 152, Bristol, England, Channel View Publications.
  • Huang, S., Sun, X., (2014), Economy hotels in China: A glocalised innovative hospitality sector. Routledge Contemporary China series, 179, Oxon, United Kingdom, Routledge, DOI: 10.4324/9780203379820.

Book Chapters

  • Huang, S., (2016), Laws and Regulations Shaping Outbound Tourism: The Case of China. The World Meets Asian Tourists, 7(19), 21-38, online Dec 2016, Emerald Group Publishing Limited, DOI: 10.1108/S2042-144320160000007003.
  • Nguyen, I., Huang, S., (2015), Mainland Chinese outbound tourism to Australia: Recent progress. Chinese outbound tourism 2.0, 133-149, Oakville, Canada, Apple Academic Press.
  • Ryan, C., Huang, S., (2013), Chinese tourism research: an international perspective. Tourism in China: Destinations, Planning and Experiences, 304-315, Bristol, UK, Channel View Publications.
  • Huang, S., Ryan, C., Yang, C., (2013), Local Governments’ roles in developing tourism. Tourism in China: Destinations, Planning and Experiences, 190-207, Bristol, UK, Channel View Publications.
  • Huang, S., Ryan, C., (2013), Policy implementation, destination evolution, and resident perceptions of MICE tourism. Tourism in China: Destinations, Planning and Experiences, 115-128, Bristol, UK, Channel View Publications.

Journal Articles

  • Chen, G., Huang, S., (2018), Understanding Chinese Cultural Tourists: Typology and Profile. Journal of Travel and Tourism Marketing, 35(2), 162-177, Philadelphia, USA, Routledge, DOI: 10.1080/10548408.2017.1350253.
  • Pearce, J., Huang, S., Su, L., (2018), How does destination social responsibility contribute to environmentally responsible behaviour? A destination resident perspective. Journal of Business Research, 86(NA), 179-189, DOI: 10.1016/j.busres.2018.02.011.
  • Huang, S., Wei, X., (2018), Chinese outbound travel: Understanding the socioeconomic drivers. International Journal of Tourism Research, 20(1), 25-37, Oxford, United Kingdom, John Wiley & Sons, DOI: 10.1002/jtr.2150.
  • Gu, Q., Zhang, HQ., King, B., Huang, S., (2018), Wine tourism involvement: a segmentation of Chinese tourists. Journal of Travel and Tourism Marketing, online(online), 1-16, DOI: 10.1080/10548408.2017.1401031.
  • Li, Y., Huang, S., (2017), Hospitality service climate, employee service orientation, career aspiration and performance: a moderated mediation model. International Journal of Hospitality Management, 67(July 2017), 24-32, Oxford, United Kingdom, Pergamon Press, DOI: 10.1016/j.ijhm.2017.07.012.
  • Yang, X., Li, G., Huang, S., (2017), Perceived online community support, member relations, and commitment: Differences between posters and lurkers. Information and Management, 54(2), 154-165, Elsevier, DOI: 10.1016/
  • Chen, G., Huang, S., (2017), Toward a theory of backpacker personal development: Cross-cultural validation of the BPD scale. Tourism Management: research, policies, practice, 59(1 April), 630-639, Elsevier Ltd, DOI: 10.1016/j.tourman.2016.09.017.
  • Hosany, S., Prayag, G., Van Der Veen, R., Huang, S., Deesilatham, S., (2017), Mediating Effects of Place Attachment and Satisfaction on the Relationship between Tourists’ emotions and Intention to Recommend. Journal of Travel Research, 56(8), 1079-1093, Sage, DOI: 10.1177/0047287516678088.
  • Zuo, B., Huang, S., (2017), Revisiting the tourism-led economic growth hypothesis: the case of China. Journal of Travel Research, Article in press(Article in press), p.13, California, USA, Sage Publications, DOI: 10.1177/0047287516686725.
  • Gross, MJ., Huang, S., Ding, Y., (2017), Chinese hotel firm internationalisation: Jin Jiang's joint venture acquisition. International Journal of Contemporary Hospitality Management, 29(11), 2730-2750, United Kingdom, Emerald Group Publishing Ltd., DOI: 10.1108/IJCHM-03-2016-0147.
  • Gao, H., Huang, S., Brown, G., (2017), The influence of face on Chinese tourists gift purchase behaviour: The moderating role of the gift giver-receiver relationship. Tourism Management: research, policies, practice, 62(October 2017), 97-106, Oxford, United Kingdom, Pergamon Press, DOI: 10.1016/j.tourman.2017.03.013.
  • Yang, S., Huang, S., Shen, G., (2017), Modelling Chinese consumer choice behavior with budget accommodation services. International Journal of Culture, Tourism and Hospitality Research, 11(3), 341-354, Bingley, United Kingdom, Emerald Publishing Ltd., DOI: 10.1108/IJCTHR-02-2016-0019.
  • Lui, B., Huang, S., Fu, H., (2017), An application of network analysis on tourist attractions: The case of Xinjiang, China. Tourism Management: research, policies, practice, 58(Feb 2017), 132-141, Elsevier Ltd, DOI: 10.1016/j.tourman.2016.10.009.
  • Li, X., Huang, S., Song, C., (2017), China’s outward foreign direct investment in tourism. Tourism Management: research, policies, practice, 59(April 2017), 1-6, Elsevier Ltd, DOI: 10.1016/j.tourman.2016.07.007.
  • Chen, G., Huang, S., Zhang, D., (2017), Understanding Chinese vacationers' perceived destination restorative qualities: Cross-cultural validation of the perceived destination restorative qualities scale. Journal of Travel and Tourism Marketing, 34(8), 1115-1127, Philadelphia, USA, Routledge, DOI: 10.1080/10548408.2017.1298494.
  • Luo, X., Huang, S., (2016), A comparative study between Chinese and Western backpackers: seeing with the host gaze. Tourism Tribune, 31(11), 32-41, Beijing, China, Tourism College of Beijing Union University.
  • Hsu, C., Huang, S., (2016), Reconfiguring Chinese cultural values and their tourism implications. Tourism Management: research, policies, practice, 54(June 01), 230-242, Elsevier, DOI: 10.1016/j.tourman.2015.11.011.
  • Xu, J(., Huang, S., (2016), Exploring Mainland Chinese students’ motivations of re-visiting Hong Kong as a familiar place and their links to student life experiences. Journal of Destination Marketing and Management, 7(March), 50-57, Elsevier Ltd, DOI: 10.1016/j.jdmm.2016.08.004.
  • Chen, G., Huang, S., Bao, J., (2016), The multiple logics of tourism development in China. Journal of Sustainable Tourism, 24(12), 1655-1673, Routledge, DOI: 10.1080/09669582.2016.1178754.
  • Huang, S., Afsharifar, A., Van Der Veen, R., (2016), Examining the moderating role of prior knowledge in the relationship between destination experiences and tourist satisfaction. Journal of Vacation Marketing, 22(4), 320-334, SAGE, DOI: 10.1177/1356766715618996.
  • Lui, Z., Huang, S., Hallak, R., Liang, M., (2016), Chinese consumers' brand personality perceptions of tourism real estate firms. Tourism Management: research, policies, practice, 52(online), 310-326, DOI: 10.1016/j.tourman.2015.06.022.
  • Zuo, B., Huang, S., Lui, L., (2016), Tourism as an agent of political socialization. International Journal of Tourism Research, 18(2), 176-185, DOI: 10.1002/jtr.2044.
  • Su, L., Huang, S., Huang, J., (2016), Effects Of Destination Social Responsibility and Tourism Impacts On Residents’ Support For Tourism and Perceived Quality Of Life. Journal of Hospitality and Tourism Research, 2016(30 September), 19p., Sage, DOI: 10.1177/1096348016671395.
  • Huang, S., Chen, G., (2016), Current state of tourism research in China. Tourism Management Perspectives, 20(1 Oct), 10-18, Elsevier Ltd, DOI: 10.1016/j.tmp.2016.06.002.
  • Hsu, C., Liu, Z(., Huang, S., (2015), Acquiring Intangible Resources through Entrepreneurs’ Network Ties: A Study of Chinese Economy Hotel Chains. Cornell Hospitality Quarterly: hospitality leadership through learning, 56(3), 273-284, Sage Publications Inc, DOI: 10.1177/1938965513518659.
  • Brown, G., Huang, S., (2015), Interpreting tourism at Olympic sites: a cross-cultural analysis of the Beijing Olympic Green. International Journal of Tourism Research, 17(4), 364-374, DOI: 10.1002/jtr.1994.
  • Huang, S., Weiler, B., Assaker, G., (2015), Effects of interpretive guiding outcomes on tourist satisfaction and behavioral intention. Journal of Travel Research, 54(3), 344-358, DOI: 10.1177/0047287513517426.
  • Luo, X., Huang, S., Brown, G., (2015), Backpacking in China: A netnographic analysis of Donkey Friends' travel behaviour. Journal of China Tourism Research, 11(1), 67-84, Routledge, DOI: 10.1080/19388160.2014.908757.
  • Lee, IS., Huang, S., (2015), Understanding motivations and benefits of attending a multicultural festival. Tourism Analysis, 20(2), 201-213, United States, Cognizant Comm. Corp, DOI: 10.3727/108354215X14265319207470.
  • Su, L., Huang, S., Chen, X., (2015), Effects of Service Fairness and Service Quality on Tourist Behavioral Intentions and Subjective Well-being. Journal of Travel and Tourism Marketing, 32(3), 290-307, Routledge, DOI: 10.1080/10548408.2014.896766.
  • Li, Y., Fu, H., Huang, S., (2015), Does conspicuous decoration style influence customer's intention to purchase? The moderating effect of CSR practices. International Journal of Hospitality Management, 51(2015), 19-29, Elsevier Ltd, DOI: 10.1016/j.ijhm.2015.08.008.
  • Wei, X., Huang, S., Stodolska, M., Yu, Y., (2015), Leisure time, leisure activities and happiness in China: Evidence from a nationwide survey. Journal of Leisure Research, 47(5), 556-576, USA, Sagamore Publishing, DOI: 10.18666/JLR-2015-V47-I5-6120.
  • Wang, Y., Huang, S., Kim, AK., (2015), Toward a framework integrating authenticity and integrity in heritage tourism. Journal of Sustainable Tourism, 23(10), 1468-1481, Routledge, DOI: 10.1080/09669582.2015.1047375.
  • Luo, X., Brown, G., Huang, S., (2015), Host perceptions of backpackers: Examining the influence of intergroup contact. Tourism Management: research, policies, practice, 50(October 2015), 292-305, DOI: 10.1016/j.tourman.2015.03.009.
  • Keating, B., Huang, S., Kriz, A., Hueng, V., (2015), A systematic review of the Chinese outbound tourism literature: 1983-2012. Journal of Travel and Tourism Marketing, 32(1-2), 2-17, Routledge, DOI: 10.1080/10548408.2014.986009.
  • Fu, H., Wu, DC., Huang, S., Song, H., Gong, J., (2015), Monetary or nonmonetary compensation for service failure? A study of customer preferences under various loci of causality. International Journal of Hospitality Management, 46(2015), 55-64, Elsevier, DOI: 10.1016/j.ijhm.2015.01.006.
  • Su, L., Huang, S., Van Der Veen, R., Chen, X., (2015), Corporate Social Responsibility, Corporate Reputation, Customer Emotions and Behavioral Intentions: A Structural Equation Modelling Analysis. Journal of China Tourism Research, 10(4), 511-529, Routledge, DOI: 10.1080/19388160.2014.958606.
  • Huang, S., Lee, IS., (2015), Motivations for attending a multicultural festival: visitor ethnicity matters. Anatolia: an international journal of tourism and hospitality research, 26(1), 92-95, Routledge, DOI: 10.1080/13032917.2014.949806.
  • Huang, S., Keating, B., Kriz, A., Hueng, V., (2015), Chinese outbound tourism: an epilogue. Journal of travel and Tourism Marketing. Journal of Travel and Tourism Marketing, 32(1-2), 153-159, Routledge, DOI: 10.1080/10548408.2014.986018.
  • Chen, G., Bao, J., Huang, S., (2014), Segmenting Chinese backpackers by travel motivations. International Journal of Tourism Research, 16(4), 355-367, John Wiley & Sons Ltd, DOI: 10.1002/jtr.1928.
  • Zou, T., Huang, S., Ding, P., (2014), Toward a community-driven development model of rural tourism: The Chinese experience. International Journal of Tourism Research, 16(3), 261-271, John Wiley & Sons Ltd, DOI: 10.1002/jtr.1925.
  • Li, G., Yang, X., Huang, S., (2014), Effects of social capital and community support on online community members' intention to create user-generated content. Journal of Electronic Commerce Research, 15(3), 190-199.
  • Chen, G., Bao, J., Huang, S., (2014), Developing a scale to measure backpackers’ personal development. Journal of Travel Research, 53(4), 522-536, Sage Publications Ltd, DOI: 10.1177/0047287513500392.
  • Huang, S., Liu, Z(., Hsu, C., (2014), Customer Experiences with Economy Hotels in China: Evidence from mystery guests. Journal of Hospitality Marketing and Management, 23(3), 266-293, Routledge, DOI: 10.1080/19368623.2013.787919.
  • Gross, M., Huang, S., (2013), The domestic development experience of a hotel firm 'with Chinese characteristics': the case of Jin Jiang. Cornell Hospitality Quarterly: hospitality leadership through learning, 54(2), 211-224, DOI: 10.1177/1938965512466286.
  • Gross, M., Gao, H., Huang, S., (2013), China hotel research: A systematic review of the English language academic literature. Tourism Management Perspectives, 6(April), 68-78, DOI: 10.1016/j.tmp.2012.11.004.

Research Student Supervision

Co-principal Supervisor

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