ZHANG Hui

Professor, Ph.D. supervisor

School of Tourism Management, Sun Yat-sen University

Email: zhangh46@mail.sysu.edu.cn

Research Interests

Destination Branding

Tourist Behavior

Service Marketing and Brand Management

Professional Experience

April 2024 - Present: Professor, School of Tourism Management, Sun Yat-sen University

January 2017 - April 2024: Associate Professor, School of Tourism Management, Sun Yat-sen University

July 2013 - January 2017: Lecturer, School of Tourism Management, Sun Yat-sen University

Educational Background

September 2010 - June 2013: Ph.D. in Management, Major in Business Administration, Business School, Nankai University

September 2007 - June 2010: Master’s in Management, Major in Business Administration, Business School, Qingdao University

September 2003 - June 2007: Bachelor’s in Management, Major in Marketing, Business School, Qingdao University

Selected Papers and Publications

  1. Zhang, H., & Xu, H. (2024). Good match, deep love: Three studies examining the celebrity endorsement’s influence on destination brand love. Journal of Travel Research, 63(3), 565-587.  
  2. Zhang, H., & Zhu, H. (2024). Investigating the transformative power of brand love in destination crisis recovery. Journal of Travel Research. https://doi.org/10.1177/00472875241296086  
  3. Zhang, H., Gursoy, D., & Xu, H. (2017). The effects of associative slogans on tourists’ attitudes and travel intention: The moderating effects of need for cognition and familiarity. Journal of Travel Research, 56(2), 206–220.  
  4. Zhang, H., & Xu, H. (2019). A structural model of liminal experience in tourism. Tourism Management, 71, 84-98.  
  5. Luo, Q., & Zhang, H.* (2016). Building interpersonal trust in a travel-related virtual community: A case study on a Guangzhou couchsurfing community. Tourism Management, 54, 107–121.  
  6. Zhang, H., Lin, Z., & Li, S. (2025). The effect of destination brand love on environmentally responsible behavior: A comparison between tourists and residents. Journal of Sustainable Tourism, 33(8), 1615-1633.  
  7. Zhang, H.*, & He, X. (2025). The effect of awe on tourists’ responsible behavioral intention in a mountainous religious tourism destination: Evidence from China. Journal of Sustainable Tourism, 33(7), 1392-1410. 
  8. Lin, Z., Ruan, H., Zhang, H.*, & Xiao, X. (2024). Antecedents, manifestations, and environmental consequences of destination anthropomorphism: The case of nature-based destinations. Journal of Hospitality and Tourism Management, 58, 432-444.  
  9. Zhang, H., & Xu, H. (2021). Improving internal branding outcomes through employees’ self-leadership. Journal of Hospitality and Tourism Management, 46, 257-266.  
  10. Zhang, H., Xu, H., & Gursoy, D. (2020). The effect of celebrity endorsement on destination brand love: A comparison of previous visitors and potential tourists. Journal of Destination Marketing & Management, 17, 100454.  
  11. Zhang, H., & Xu, H. (2019). Impact of destination psychological ownership on residents’ “place citizenship behavior”. Journal of Destination Marketing & Management, 14, 100391. 
  12. Li, S., & Zhang, H.* (2025). The influence of destination brand love on environmentally responsible behavior of residents and tourists: A goal-framing theory perspective. Tourism Tribune. https://doi.org/10.19765/j.cnki.1002-5006.2025.00.021.
  13. Zhang, H., Wang, S., & Li, S. (2025). Destination brand love: A review of the literature and suggestions for future research. Tourism Tribune, 40 (6), 112-129. 
  14. Zhang, H., & Ruan, H. (2023). Tourscape and tourist happiness in tourism destinations. Tourism Tribune, 38(6), 9-11.  
  15. Zhang, H., & Xu, H. (2023). Does the sight stir up tourists’ emotions? The effects of tourscape and destination familiarity on tourists’ place attachment. Tourism Tribune, 38(6), 122-135.  
  16. Zhang, H., & Li, W. (2022). Where you live does matter: Impact of residents’ place image on their subjective well-being. Sustainability, 14, 16106.  
  17. Zhang, H., Xu, H., & Li, Y. (2022). Celebrity endorsement’s influence on destination brand love: Combining the perspectives of source credibility and the match-up hypothesis. Tourism Tribune, 36(9), 60-74.  
  18. Lin, X., & Zhang, H.* (2022). The relationships among online social support, reciprocity, and customer citizenship behavior in online communities: Online travel community as an example. Tourism Tribune, 37(12), 99-110.  
  19. Zhang, H., & Li, Y. (2020). Gender dimensions of city brand personality: Scale development and validation. Tourism Tribune, 35(1), 109-120.  
  20. Zhang, H., & Chen, Y. (2020). The influence of exhibition servicescape on exhibitor’s perceived value, satisfaction, and behavioral intention. Tourism Tribune, 35(7), 86-98.  
  21. Zhang, H. (2019). An empirical study on the effects of brand internalization on brand equity: Hotel brand as an example. Tourism Tribune, 34(2), 94-105.  
  22. Zhang, H., & Bai, C. (2018). Internal branding of tourism enterprises: A literature review and prospects for future research. Tourism Tribune, 33(3), 61-74.  
  23. Li, X., & Zhang, H. (2017). The psychological mechanism of customer brand engagement behaviors: A self-determinant theory perspective. Tourism Tribune, 32(7), 57-68.  
  24. Chen, Y., Zhang, H., & Dong, M. (2017). Accompanying travelers matters? The impact of tourist-to-tourist interaction on tourists’ subjective well-being. Tourism Tribune, 32(8), 14-24.  
  25. Wang, X., Zhang, H., & Xu, H. (2017). Effects of work values on work engagement and job satisfaction: The moderating effects of generation. Tourism Tribune, 32(12), 89-100.  
  26. Zhang, H., & Chen, Y. (2017). The influence of brand engagement on brand relationship quality and repurchase intention. Tourism Tribune, 32(4), 43-53.  
  27. Zhang, H., Niu, Z., & Zhang, X. (2016). An examination of hotel brand equity: A literature review and preliminary investigation into the management of employee-based brand equity. Tourism Tribune, 31(3), 70-78.  
  28. Zhang, H., Bai, C., & Lu, H. (2014). Major participants and their roles in internal services branding: The hotel industry as an example. Tourism Tribune, 29(5), 58-67.  
  29. Zhang, H., Bai, C., & Chen, Y. (2012). Study on the relationship between psychological ownership of hotel staff and their boundary-spanning behaviors. Tourism Tribune, 27(4), 82-90.  
  30. Zhang, H., & Niu, Z. (2013). An empirical study on impacts of trait and state optimism on service performance of frontline service employees: Based on the framework of “role stress-burnout-job outcome”. Nankai Business Review, 16(1), 110-121.  
  31. Zhang, H., Bai, C., & Niu, Z. (2012). Study on the relationship between brand psychological ownership, brand commitment, and brand citizenship behavior. Journal of Management Science, 25(4), 79-90.  

Research and Project Grants

  1. National Natural Science Foundation of China: A study on internal branding of city tourism destination from the perspective of local residents, Grant No. 71974214.
  2. National Natural Science Foundation of China: Scale development and impacting mechanism of employee brand internalization in service company: From the perspective of combining organizational and individual levels of leadership, Grant No. 71602194.