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Dr Sam Huang 

Position: Senior Lecturer in Tourism Management Dr Sam Huang
Division/Portfolio: University of South Australia Business School
School/Unit: School of Management
Campus: City West Campus
Office: EM3-17
Telephone: +61 8 830 29308
Fax: +61 8 830 20512
Email: Sam_dot_Huang_at_unisa_dot_edu_dot_au
URL for Business Card: http://people.unisa.edu.au/Sam.Huang


Other Contacts

Skype account: songshan2004; WeChat ID: samhuangunisa: 


Dr. Songshan (Sam) Huang is currently a senior lecturer in Tourism Management in the School of Management, University of South Australia Business School. He obtained his PhD degree from the School of Hotel and Tourism Management, The Hong Kong Polytechnic University.

Sam has extensive industry and administrative experiences in the tourism industry in China. Before pursuing his PhD in Hong Kong, he had been working for seven years as a government official in the Human Resources Department of the China National Tourism Administration (CNTA). He was also among the first group of selected young outstanding ministerial and local government officials receiving elite training from the National School of Administration of the Central Government. While in the CNTA, he was mainly in charge of human resources development issues in China's tourism industry, such as the national tour guide selection examination and travel agent qualification training; he also worked from time to time for other CNTA departments in various marketing and policy-making projects. Due to his knowledge and experience in China's tourism industry, Sam had the privilege of working with a World Tourism Organisation (UNWTO) expert panel for the criteria formulation of the China Best Tourism City Project. His previous job in CNTA enabled him to gain a thorough understanding of the tourism industry and political system in China.

Dr. Huang has been actively involved in tourism research and policy activities in China. He worked as an invited research fellow for the Policy Research Center of the People's Government of Anhui Province. As a native Mandarin speaker, he has frequently spoken about research at universites in China.

Since boarding on an academic career, Sam has been working as a devoted researcher. He has published in a wide range of major tourism and hospitality journals. He is now a PhD supervisor and is recruiting Honours and PhD students interested in tourism research.


Links to other sites



View Sam Huang's Google Scholar Profile


CFP-Journal of China Tourism Research Special Issue "Domestic Tourism in China: Emerging trends and Issues"


Book Link: Economy Hotels in China: A glocalised innovative hospitality sector (S. Huang and X. Sun)


Book Link: Tourism in China: Destinations, Planning and Experiences (Eds: C. Ryan, S. Huang)


Centre for Tourism and Leisure Management


The Council for Australian University Tourism and Hospitality Education (CAUTHE)


School of Hotel and Tourism Management, The Hong Kong Polytechnic University


Teaching interests

  • Research Methods in Tourism and Hospitality
  • Tourism Marketing
  • Tourism Planning and Policy
  • Consumer Behavior in Travel and Tourism

I teach the following courses

TOUR 2006Tourism and Hospitality Marketing
TOUR 3007Critical Issues in Tourism in the Asia Pacific Region


Professional associations

Council for Australian University Tourism and Hospitality Education (CAUTHE)

The International Council of Hotel, Restaurant and Institutional Education (I-CHRIE)

The Asia Pacific Council of Hotel, Restaurant and Institutional Education (APacCHRIE)

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Editorial Board Membership:

Journal of Travel and Tourism Marketing

Journal of Teaching in Travel and Tourism

Journal of China Tourism Research

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Guest Editor: Journal of Travel and Tourism Marketing Special Issue "Chinese Outbound Travel: Emerging Issues and Implications"

Guest Editor: Journal of Hospitality and Tourism Management Special Issue "Expanding the Knowledge Base on Emerging Markets"

Guest Editor: Journal of China Tourism Research Special Issue "Domestic Tourism in China: Emerging Trends and Issues"

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Refereed Journals for which I work as an Ad Hoc Reviewer include the following:

Annals of Tourism Research

Cornell Hospitality Quarterly

International Journal of Hospitality Management

International Journal of Tourism Research

Journal of Hospitality and Tourism Research

Journal of Sustainable Tourism

Tourism Management

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Awards

UniSA 5-Year Supported Researcher Award in 2013

ECR Research Excellence Award in 2011

The Gary Crilley Researcher of the Year Award for 2010

UniSA Early Career Researcher International Travel Award 2010


Qualifications

PhD Tourism Management, The Hong Kong Polytechnic University, Hong Kong SAR.

Master of Education, Beijing Normal University, China.

Graduate Certificate in Public Administration, National School of Administration, China.

BA in Education, Henan University, China


Research interests

  • Consumer Behavior in Tourism and Hospitality
  • Tourism Destination Marketing
  • Tourism Education
  • China Tourism Studies
  • Tour Guide studies
  • _________________________________________
  • Recent Research Grants
  • 1. “Modern Chinese culture value structure: A precursor to cross-cultural tourist behaviour research”, external grant funded by the Hong Kong Polytechnic University; 2013-2014.
  • 2. “Chinese urban residents’ perceptions of Australia as an outbound tourist destination”, LCB-UniSA small grant; 2013-2014.
  • 3. "A Multilevel Investigation of Factors Influencing Employees' Service Performance"; Business Division Samll Research Grant; 2012-2013
  • 4. "Australian Residents' Perceptions of China as a Tourism Detination"; External industry-based research project, 2010-2011.
  • 5. "Revalidation of a tour guide interpretation evaluation instrument", co-funded by School of Management at UniSA and Sovereign Hill Museums Association, 2010-2011.

Research publications

My Publications in Scopus



Research Books

Huang,S. & Sun, X. (2014). Economy Hotels in China: A Glocalized Innovative Hospitality Sector. London: Routledge. ISBN 978-0-415-62656-9. View or order this book via Publisher link

Ryan, C., & Huang, S. (Eds). (2013). Tourism in China: Destinations, Planning and Experiences. Bristol, UK: Channel View Publications. ISBN: 978-1-84541-400-9. View or order this book via Publisher link

Huang, S. & Hsu, C.H.C. (2009). Structural analysis of tourist behavior: A study on past mainland Chinese visitors to Hong Kong. Lambert Academic Publishing. ISBN: 978-3-8383-0808-1.



Refereed Journal Articles:

Lee, I. S. & Huang, S (in press) Understanding motivations and benefits of attending a multicultural festival. Tourism Analysis (ABDC: A)

Su, L., Huang, S. & Chen X. (in press). Effects of Service Fairness and Service Quality on Tourist Behavioral Intentions and Subjective Well-being. Journal of Travel and Tourism Marketing. (ABDC rank: A; SSCI) (accepted on 24 January 2014).

Su, L., Huang, S., van der Veen, R., & Chen, X. (in press). Corporate Social Responsibility, Corporate Reputation, Customer Emotions and Behavioral Intentions: A Structural Equation Modelling Analysis. Journal of China Tourism Research. (ABDC: B). (accepted 19 July 2014.)

Huang, S.& Lee. I.S. (in press). Motivations for attending a multicultural festival: visitor ethnicity matters. Anatolia. DOI: 10.1080/13032917.2014.949806 (ABDC: B). (accepted 27 July 2014.)

Huang, S., Weiler, B., & Assaker, G. (2014 Online First). Effects of interpretive guiding outcomes on tourist satisfaction and behavioral intention. Journal of Travel Research. (ABDC rank: A*; SSCI; FoR: 1506) DOI: 10.1177/0047287513517426. View this article via Publisher link

Luo, X., Huang, S., & Brown, G. (2014 Online First). Backpacking in China: A netnographic analysis of Donkey Friends' travel behaviour. Journal of China Tourism Research.DOI: DOI: 10.1002/jtr.1994 (ABDC rank: B; FoR: 1506). View this article via Publisher link

Brown, G. & Huang, S. (2014 Online First). Interpreting tourism at Olympic sites: a cross-cultural analysis of the Beijing Olympic Green. International Journal of Tourism Research. (ABDC rank: A; SSCI; FoR: 1506) ). View this article via Publisher link

Hsu, C.H.C., Liu, Z., & Huang, S. (2014 Online First) Acquiring Intangible Resources through Entrepreneurs’ Network Ties: A Study of Chinese Economy Hotel Chains. Cornell Hospitality Quarterly. (ABDC rank: A; SSCI; FoR: 1506) DOI: 10.1177/1938965513518659. View this article via Publisher link

Chen, G., Bao, J., Huang, S. (2014). Segmenting Chinese backpackers by travel motivations. International Journal of Tourism Research, 16(4), 355-367. DOI: 10.1002/jtr.1928. View this article via Publisher link (ABDC: A; SSCI)

Chen, G., Bao, J., Huang, S. (2014) Developing a scale to measure backpackers’ personal development. Journal of Travel Research, 53(4), 522-536. (ABDC rank: A*; SSCI FoR1506). View this article via Publisher link

Zou, T., Huang, S. & Ding, P. (2014). Towards a community-driven development model of rural tourism: The Chinese experience. International Journal of Tourism Research, 16(3), 261-271.DOI: 10.1002/jtr.1925. View this article via Publisher link (ABDC: A; SSCI)

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. (ABDC: A). View this article via Publisher link

Gross, M., & Huang, S. (2013). The domestic development experience of a hotel firm 'with Chinese characteristics': the case of Jin Jiang. Cornell Hospitality Quarterly, 54(2), 211-224. (ABDC rank: A; SSCI) View this articel via Publisher link

Gross, M. J., Gao, H., & Huang, S. (2013) China hotel research: A systematic review of the English language academic literature. Tourism Management Perspectives, 6, 68-78. View this article via Publisher link

Assaker, G., Huang, S., Hallak, R. (2012). Applications of Partial Least Squares Structural Equation Modeling in tourism research: A methodological review. Tourism Analysis, 17(5). 679-686. (ABDC rank: A).

Hsu, C. H. C., & Huang, S. (2012). An extension of the TPB model for tourists. Journal of Hospitality and Tourism Research, 36(3),390-417. DOI: 10.1177/1096348010390817 (ABDC rank: A; SSCI).

Hsu, C.H.C., Liu, Z., & Huang, S. (2012). Manageiral ties in economy hotel chains in China: Comparison of different ownership types during entrepreneurial processes. International Journal of Contemporary Hospitality Management, 24(3), 477-495 (ABDC rank: A; SSCI)

Huang, S. (2012). Similar exercises, different consequences: An examination of tourism research in national research assessment frameworks. Tourism Management Perspectives, 2-3, 13-18. (New sister journal to Tourism Management).

Wang, X., Huang, S., Zou, T., & Yan H. (2012). Effects of the high speed rail network on China's regional tourism development. Tourism Management Perspectives, 1(1), 34-38. (New sister journal to Tourism Management)

Hu, R. & Huang, S. (2011).A review of doctoral thesis research in tourism management in China. Journal of Hospitality, Leisure, Sport & Tourism Education, 10(2), 121-125. DOI: 10.3794/johlste.102.382 (ABDC rank: C; SSCI)

Huang, S. (2011). "CHINA,FOREVER": Orientalism Revisited. Annals of Tourism Research, 38(3), 1188-1192. doi:10.1016/j.annals.2011.01.001 (ABDC Rank: A*; SSCI)

Gross, MJ & Huang, S (2011). Exploring the internationalisation prospects of a Chinese domestic hotel firm. International Journal of Contemporary Hospitality Management, 23(2), 261-274. DOI: 10.1108/09596111111119365. (ABDC rank: A; SSCI)

Huang, S. (2011). Tourism as the subject of China's doctoral dissertations. Annals of Tourism Research, 38(1), 316-319. DOI: 10.1016/j.annals.2010.08.005 (ABDC Rank: A*; SSCI)

Huang, S. & Weiler, B. (2010). A review and evaluation of China's quality assurance system for tour guiding. Journal of Sustainable Tourism, 18(7), 845-860. DOI: 10.1080/09669582.2010.484492 (ABDC rank: A*; SSCI)

Huang, S. (2010). A revised importance-performance analysis of tour guide performance in China. Tourism Analysis, 15(2), 227-241. DOI: 10.3727/108354210X12724863327803 (ABDC rank: A)

Huang, S. & Gross, M. J. (2010). Australia’s destination image among Mainland Chinese travellers: an exploratory study. Journal of Travel & Tourism Marketing, 27(1), 63-81. DOI: 10.1080/105400903534923 (ABDC rank: A; SSCI)

Huang, S., Hsu, C.H.C., & Chan, A. (2010). Tour guide performance and tourist satisfaction: A study of the package tours in Shanghai. Journal of Hospitality and Tourism Research, 34 (1), 3-33. DOI: 10.1177/1096348009349815 (ABDC rank: A; SSCI)

Huang, S. (2010). Post-Olympic Tourist Experience: An Autoethnographic Perspective. Journal of China tourism Research, 6(2), 104-122. (ABDC rank: B)

Huang, S. (2010). Evolution of China's tourism policies. International Journal of Tourism Policy, 3(1), 78-84. (ABDC rank: C)

Huang, S. (2010). Measuring tourist motivation: Do scales matter? Tourismos: An international Multidisciplinary Journal of Tourism, 5(1), 153-162.

Huang, S., Hsu C.H.C. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), 29-44. DOI:10.1177/0047287508328793 (ABDC rank: A*; SSCI)

Gao, S., Huang, S., Huang, Y. (2009). Rural Tourism Development in China. International Journal of Tourism Research, 11(5), 439-450. DOI: 10.1002/jtr.712. (ABDC rank: A; SSCI)

Huang, S., & Hsu, C.H.C. (2009). Travel motivation: linking theory to practice. International Journal of Culture, Tourism and Hospitality Research, 3(4), 287-295. DOI:10.1108/17506180910994505 (ABDC rank: B).

Huang, S., & Hsu, C.H.C. (2008). Recent tourism and hospitality research in China. International Journal of Hospitality and Tourism Administration, 9(3), 267-287. (ABDC rank: B)

Hsu, C.H.C., & Huang, S. (2006). Purification of a travel motivation instrument. International Journal of Business Research, 6(2), 156-165.( ABDC rank: C)

Huang, S., & Hsu, C.H.C. (2005). Mainland Chinese residents¡¯ perceptions and motivations of visiting Hong Kong: Evidence from focus group interviews. Asia Pacific Journal of Tourism Research, 10(2), 191-205. (ABDC rank: B; SSCI)

Journal Articles in Chinese:

Huang, S. (2001). Problems and solutions on tourism higher education development in China. Journal of Guilin Institute of Tourism, 12(2), 66-69.

Ding, P, Craig-Smith, S, Huang, S. (2001). An overview of current tourism research situation and development in Australia. Tourism Tribune, 16(2), 72-77.

Huang, S. (2000). Current human resource situation of travel business managers in China, Journal of China Association of Travel Services, 33, 8-11.

Huang, S. (1999). A report on tour guiding worldwide. CNTA Tourism Study, 195, 35-38.

Jin, X, & Huang, S. (1997). Analysis and recommendations on resources allocation of higher education in China. Liaoning Higher Education Research, 95, 17-27.

Huang, S. (1994). External environment of higher education under market economy system. Liaoning Higher Education Research, 73, 35-38.

Academic Textbooks

Hsu, C.H.C., Killion, L., Brown, G., Gross, M., & Huang, S. (2008).Tourism marketing: An Asia-Pacific perspective. Milton, Australia: John Wiley & Sons Australia. ISBN: 978-0-470-81490-1.

Tao, H., & Huang, S. (2005). Tour guiding business, Nankai University Press. (IN CHINESE) ISBN:978-7-310-02317-2.

Tao, H., & Huang, S. (2003). An introduction to tour guiding service. China Tourism Press. (IN CHINESE) ISBN: 978-7-503-21367-0.

Book Chapters


Ryan, C. & Huang, S. (2013). The role of tourism in China’s transition- An introduction. In C. Ryan, & S. Huang (Eds.) Tourism in China: Destinations, Planning and Experiences.(pp. 1-8). Bristol, UK: Channel View.

Ryan, C., & Huang, S. (2013). Experiences in developing places. In C. Ryan, & S. Huang (Eds.) Tourism in China: Destinations, Planning and Experiences. (pp.11-21). Bristol, UK: Channel View.

Huang, S., & Ryan, C. (2013). Policy implementation, destination evolution, and resident perceptions of MICE tourism. In In C. Ryan, & S. Huang (Eds.) Tourism in China: Destinations, Planning and Experiences. (pp. 115-128). Bristol, UK: Channel View.

Huang, S., Ryan, C., & Yang, C. (2013). Local Governments’ roles in tourism institutional evolution. In C. Ryan, & S. Huang (Eds.) Tourism in China: Destinations, Planning and Experiences. (pp.190-207) Bristol, UK: Channel View.

Ryan, C. & Huang, S.(2013). Planning for tourism places. In In C. Ryan, & S. Huang (Eds.) Tourism in China: Destinations, Planning and Experiences. (227-236). Bristol, UK: Channel View.

Ryan, C., & Huang, S. (2013). Chinese tourism research: an international perspective. In In C. Ryan, & S. Huang (Eds.) Tourism in China: Destinations, Planning and Experiences. (pp. 304-315). Bristol, UK: Channel View.

Huang, S. (2010). Toward a behavioral theory of government-firm relationship behavior: "thick-description" of the dynamics of government's role in shaping China's domestic, inbound, and outbound tourism industry. In Arch Woodside (Ed.), Advances in culture, tourism and hospitality research (Volume 4)(pp. 149-163). Bingley, UK: Emerald. ISBN 978-1-84950-900-8.

Hsu, C.H.C., Huang, J, & Huang, S. (2010). Tourism and hospitality research in Mainland China: trends from 2000 to 2008. In D. Pearce & R. Butler (Eds.), Tourism research: a 20:20 vision (pp. 147-160) Oxford, UK: Goodfellow Publishers. ISBN: 978-1-906884-10-9.

Hsu, C.H.C and Huang, S. (2008). Travel motivation: A critical review of the concept's development. In A.G., Woodside, & D., Martin (Eds.), Tourism Management: Analysis, Behaviour and Strategy (pp. 14-27). Cambridge MA: CABI Publishing.

Huang, S. (1998). Market Economy and Higher Education Reform. In X. Jin (Ed.), Education Reform Propelled by the Market Economy Trend (pp.157-213) Guangzhou, China: Guangdong Education Press. (IN CHINESE)

Report

Ding, P., Cooper, C., Huang, S., Chen, Z., & Qiao, L. (2002). Review of Legislation and Administration Controls on the Environmental Management of Tourism Development in China. Brad Cox, Australia: CRC for Sustainable Tourism Pty Ltd.

Selected Refereed Conference Proceedings Articles in the Past Three Years:

Huang, S., Afsharifar, A. & van der Veen, R. (2014). Testing the moderating effects of prior destination knowledge on the relationship between destination experiences and tourist satisfaction: an Iranian case. 24th Council for Australian University Tourism and Hospitality Education conference, February 10–14. Queensland University.

Sun, M., Huang, S., & Brown, G. (2013). An exploratory study on Chinese outbound tourists’ affective experiences. Proceedings of CAUTHE 2013 Conference, Christchurch, New Zealand, 11-14 Feb. 2013. pp. 767-779.

Huang, S., Sun, X. (2012). Australian residents’ perceptions of China as a tourist destination. Proceedings of CAUTHE 2012 National Conference, Melbourne, Australia 6-9 February 2012. pp. 303-317.

Selected Book Reviews

Huang, S. (2009). [Review of the book Cultural heritage management in China: Preserving the cities of Pearl River Delta]. Journal of Heritage Tourism, 4(2), 173-174.

Huang, S. (2008). Review of the book Thailand tourism authored by Arthur Asa Berger, Haworth Hospitality & Tourism, TOURISMOS: AN INTERNATIONAL MULTIDISCIPLINARY JOURNAL OF TOURISM, 3(2), 157-159.

Huang, S. (2006). [Review of the book Tourist behavior: Themes and conceptual schemes]. Tourism Analysis, 11(3), 219-220.

Other publications

Huang, S. (2014). Horizons and view-angles of China tourism research.(invited written discussion article). Tourism Tribune, 29(1), 8-10. View this article via Publisher link

Huang, S. (2013). Entering the dragon: Is your business China ready? UniSABusiness, Issue 5, pp.12-16. View this article here


Expertise for Media Contact

I am able to provide media comment in the following areas of expertise:

Discipline: Tourism

  • Tourist behaviour
  • Destination marketing
  • Tourism development in China

Community Service

Organisation Name:   Adelaide Chinese Dance Academy
Type of Organisation:   Community organisation
Organisation URL:   http://www.chinesedance.com.au/index.htm
Level of involvement:    Consultant / advisor / Committee Member
Year from:   2011
Year to:   2015


Research Degree Supervisor

I am ready to work with PhD students in the following areas:

- Consumer Behaviours in Travel and Tourism
- Tourist Destination Marketing


Current Projects:

Social Media and Chinese Tourist Behaviour
 This study aims to examine how social media uses influence outbound Chinese tourists' experiences in an outbound travel context.




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