Unit University of Macau
Faculty/Department Faculty of Business Administration – Department of Integrated Resort and Tourism Management
Contact Office: E22-3023
Tel: (853) 8822 4180
Email: yuansihou@um.edu.mo
Research Interest
  • Environmental Psychology and Social Cognition
  • Behavioural Economic Decision Making and Pricing
  • Service Technology and AI

Signature Publications

  • Xue, N., Liu, X., Wan, L., & Hou, Y.S. (2024). Relaxing or challenging? How social crowding influences the effectiveness of activity-based destination advertising, Tourism Management (ABS: 4, ABDC: A*). Accepted.
  • Liu, H., Xu, S. T., Chen, Z., & Hou, Y.S. (2023). The impact of social distancing on tourists’ preferences for anthropomorphism. Journal of Hospitality and Tourism Management (ABS: 1, ABDC: A). 55, 383-398.
  • 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,

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