Profile

Professor of Tourism at Sun Yat-sen University, doctoral supervisor, and researcher in urban tourism and sojourn mobility, digital culture, tourism and events, investment and project management, and the planning and design of theme parks and tourist attractions. Since 2012 he has taught core courses in tourism principles, project management, theme park management, tourism real estate, and research methods, receiving six teaching achievement awards, including a national second-class award. He has led and participated in competitive grants from the National Natural Science Foundation of China, the National Social Science Fund of China, the Ministry of Education, the National Development and Reform Commission, and the Natural Science Foundation of Guangdong Province. He has published more than 100 journal articles, four national planning textbooks, four monographs, and one translated book. He serves on multiple editorial boards and expert committees, and consults on theme parks, urban tourism and resort planning, tourism asset evaluation and securitization, and cultural tourism investment and financing.

Research Interests

  • Urban tourism and mobility
  • Digital culture, tourism and events
  • Theme park and tourism planning
  • Tourism investment, financing, and project management

Professional Experience

  • 2024.04 to present, Professor, School of Tourism, Sun Yat-sen University
  • 2023.12 to present, Assistant Dean, School of Tourism, Sun Yat-sen University
  • 2022.03 to 2023.08, Vice Dean, School of Tourism, Xinjiang University
  • 2019.11 to 2020.11, Senior Visiting Scholar, Temple University, USA
  • 2018.09 to 2024.06, Director, Department of Exhibition Economics and Management, School of Tourism, Sun Yat-sen University
  • 2016.06 to 2024.04, Associate Professor, School of Tourism, Sun Yat-sen University
  • 2012.07 to 2016.06, Lecturer, School of Tourism, Sun Yat-sen University

Professional Memberships

  • 2021–Deputy Editor, Event Management
  • 2020– Executive Deputy Editor-in-Chief, Tourism Forum
  • 2024– Member, Youth Editorial Board, Economic Geography
  • 2021– Youth Academic Expert, Tourism and Hospitality Prospects
  • 2024– Member, Youth Editorial Board, Natural Protected Areas
  • 2021– Member, Academic Committee, Trade Fair Economy
  • 2023– Expert, Exhibition Safety Working Committee, China Security Production Association
  • 2020– Member, Education Committee, China Association of Amusement Parks and Attractions
  • 2021– Expert, Expert Committee, China Tourist Attractions Association
  • 2019– Senior Advisor, Institute for Theme Park Studies in China

Education

  • 2009.09 to 2012.07, PhD, Sun Yat-sen University, Guangzhou
  • 2007.09 to 2009.07, MA, Jinan University, Guangzhou
  • 2003.09 to 2007.07, BSc, Beijing Forestry University, Beijing

Current Courses

  • Theme Park Management (Undergraduate)
  • Project Management (Undergraduate)
  • Tourism Real Estate Investment and Operation (Undergraduate)
  • Principles of Tourism (Undergraduate)
  • Basics of Research Methods (Undergraduate)
  • Lectures on Tourism Research (Undergraduate)
  • Systematic Training for Qualitative Research (Postgraduate)
  • Theories and Practices of Tourism in China (Postgraduate)
  • Tourist Market Survey and Data Analysis (Postgraduate)

Research Projects

[1] Principal Investigator (ongoing): Post-Funded Project of National Social Science Foundation of China, "Research on the Mobility and Well-being of Chinese Sojourners" [Grant No. 24FGLA002], January 1, 2025 to December 31, 2026.

[2] Principal Investigator (ongoing): Humanities and Social Science Fund of Ministry of Education of China, "The Double-edged Sword Effect of Urban Tourism Congestion and High-quality Destination Development" [Grant No. 24YJA790028], January 1, 2025 to December 31, 2027.

[3] Participant (ongoing): National Social Science Fund of China, Key Project, "High-quality Integrated Development of Culture and Tourism" [Grant No. 24AZD037], 2024 to 2028.

[4] Principal Investigator (ongoing): Natural Science Foundation of Guangdong Province, "Spatiotemporal Coupling and Transformation Mechanisms of Tourism and Sojourning under the Background of Urban–Rural Integrated Development" [Grant No. 2024A1515012211], January 1, 2024 to December 31, 2026.

[5] Principal Investigator (ongoing): Guangzhou Philosophy Social Science Planning 2023 Annual Project, "Accelerating the Construction of a Park City in Guangzhou" [Grant No. 2023GZYB02], May 15, 2023 to May 15, 2025.

[6] Principal Investigator (completed): National Development and Reform Commission, Major Project in the Social Sector 2023, "Optimizing the Implementation and Management of Major Cultural Projects", 2023 to December 15, 2023.

[7] Participant (ongoing): Natural Science Foundation of Xinjiang Uygur Autonomous Region, "Spatial Differentiation of Ice and Snow Tourism Resources in Xinjiang and Pathways for High-quality Development" [Grant No. 2022D01C372], August 2022 to July 2025.

[8] Principal Investigator (completed): National Social Science Fund of China, General Project, "Tourism Consumption Migrants’ Subjective Well-being and Management Enhancement" [Grant No. 19BGL148], July 2019 to June 2022.

[9] Principal Investigator (completed): Sun Yat-sen University Undergraduate Teaching Quality Engineering Project (Key Textbook Development), Theme Park Management, 2018 to 2019. (Resulted in the textbook "Theme Park Development and Management" and the monograph "Theme Parks and Urban Development".)

[10] Principal Investigator (completed): National Natural Science Foundation of China, Young Scholar Project, "Impact Mechanism and Regulation of Tourism Development on Urban Social Space and Quality of Life" [Grant No. 41301146], 2014 to 2016.

[11] Principal Investigator (completed): Fundamental Research Funds for the Central Universities, "Feedback Mechanism between Tourism Development and Urban Social Space Based on Tourism Gentrification Theory" [Grant No. 13wkpy29], 2012 to 2014.

[12] Principal Investigator (completed): Sun Yat-sen University Young Faculty Start-up Funding Program, "Informal Employment in Urban Tourism" [Grant No. 40000-18801040], 2012 to 2013.

[13] Participant (completed): Macau Higher Education Fund Project, Sub-project of "Sustainable Development Strategy of the Greater Bay Area Tourism Industry Based on the Impact of the Pandemic", titled "Sustainable Talent Supply for the Greater Bay Area Tourism Industry" [Grant No. MF2105], June 30, 2022 to June 30, 2023.

[14] Participant (completed): National Social Science Fund of China, General Project, "Formation Path, Mechanism, and De-stigmatization Strategies of Occupational Stigma in the Tourism Industry" [Grant No. 20BGL158], September 2020 to December 2022.

[15] Participant (completed): National Natural Science Foundation of China, Young Scholar Project, "Symbolic Space Construction Process of Film and Television Tourism from the Perspective of Media Geography" [Grant No. 41801125], January 2019 to December 2020.

[16] Participant (completed): National Natural Science Foundation of China, General Project, "Spatial Experience in Humanistic Geography through a Reaffirmation of the Phenomenological Method" [Grant No. 41471123], January 2015 to December 2018.

[17] Participant (completed): National Natural Science Foundation of China, Young Scholar Project, "Mechanisms and Spatial Differentiation of Social Conflicts in Rural Tourism Destinations Based on Territoriality Theory" [Grant No. 41201139], 2013 to 2015.

[18] Participant (completed): National Natural Science Foundation of China, General Project, "Systematic Study on the Mechanisms of Tourism’s Impact on the Main Components of Regional Human–Land Relations: Cases of Yangshuo, Kanas, and Fenghuang" [Grant No. 41171111], 2012 to 2015.

Journal Articles

  1. Zengxian Liang, Ziyu Guo, Chenxi Liu. (2024). How farmers become small and micro tourism entrepreneurs through events? Case study based on entrepreneurship and maintenance competencies. Nankai Business Review, 1-22.

  2. Zengxian Liang, Haichao Xu, Xiuping, Liang. (2024). Composite Production of Urban Cultural Consumption Space and Consumer Space Practice. World Regional Studies, (Accept)

  3. Haichao Xu, Zengxian Liang. (2025). Identity construction and transformation of Zen tourists. Tropical Geography, 1-10.

  4. Ye Ding, Sijie Liu, Yichen Shi, Zengxian Liang. (2024). Clustering of people: Understanding the effect of other customer perceptions on exhibition attenders’ approach behaviors. Journal of SUIBE, (03), 107-124.

  5. Zengxian Liang, Shan Li, Xia Xie, & Hui Luo (2024). A study on the influencing factors of user engagement in short videos endorsed by tourism bureau director-generals: An empirical analysis based on Elaboration Likelihood Model . Tourism Forum, 17(11), 40-54.

  6. Zengxian Liang, Siqing Su, Yujie Sun, & Hui Luo (2024). Theme park visitors’ responses to monetary promotions: The moderating roles of promotion frequency and original price. Journal of Vacation Marketing, 1–16. doi: 10.1177/13567667241269056. (SSCI, Q1).

  7. Zengxian Liang, Xinjing Li. (2024). Touristification process and mechanism of seasonal ecotourism destination: A case study of Sayram Lake in Xinjiang, Journal of Natural Resources, 39(7): 1626-1642.

  8. Zengxian Liang, Haichao Xu. (2024). Conceptualising and negotiating “home” in youth hostel: A case study of Desti Youth Hostel in Lijiang. Scientia Geographica Sinica, 44 (08): 1367-1375.

  9. Zengxian Liang, Shan Li. (2024). Enhancing quality of life: the theory and local implementation of garden city development. Urban Insight, (05): 144-158+164.

  10. Zengxian Liang, Hui Luo, Yanxing Liu. (2024). Impact of transnational second-home mobility on tourism experience and quality of life. Tropical Geography, 44(5) :961-972.

  11. Zengxian Liang, Haichao Xu,Yihua Huang. (2024). Study of collective characteristics and behavioral mechanisms of Car Boot Sales practitioners. Journal of Chinese Ecotourism, 14(1): 30-43.

  12. Hui Luo, Wenjiao Zhang, Zengxian Liang. (2024). Study on the influence mechanism of audience behavior willingness on virtual tourism live broadcasting from the perspective of co-creation. Tourism Forum. 17 (04)：30-41.

  13. Zengxian Liang, Siqing Su. (2024). Fear or joy? Study on the emotional experience of recreational fear space. Tourism Tribune, 39 (06) : 56-71.

  14. Hui Luo, Siqing Su, Zengxian Liang. (2024). How to improve the effectiveness of off-peak season new media marketing? Research on attention of WeChat official accounts based on Bayesian models. Tourism Science. https://doi.org/10.16323/j.cnki.lykx.20240329.001

  15. Xie Xia, Qiaoya Zhou, Haiqiang, Zhu, & Zengxian Liang. (2024). Spatial dislocation analysis of tourism industry-economy-environment system of the Silk Road Economic Belt. Ecological Economy, 40(2), 142-149.

  16. Zengxian Liang, Hui Luo, & Takkee Hui (2023). Multiple measures of tourism-led migrants’ subjective well-being. Tourism Management Perspectives, 45, 101047. doi.org/10.1016/j.tmp.2022.101047.(SSCI, Q2).

  17. Zengxian Liang, Siqing Su. Jigang, Bao. (2023). The involution and de-involution of community tourism: case study on Yuntai Mountain. Human Geography, 38(5), 154-161.

  18. Zengxian Liang, Shiling, Lin. (2023). A study on tourist fatigue, tourist experience and behavior in museum interpretation. Journal of Huaqiao University (Philosophy & Social Sciences), (6), 46-58.

  19. Danni Zheng, Zengxian Liang* (2023). Determinants of improving small tourism business performance and entrepreneurs’ quality of life: evidence from a three-year longitudinal study. Asia Pacific Journal of Tourism Research, 28 (2): 127-142.(SSCI, Q2, Corresponding Author).

  20. Xia Xie, Dongying Zhao, Zengxian Liang*, Jun Gao (2023). Evaluation of the policy of pairing-assistance to Xinjiang for tourism-related economic growth, Tourism Tribune, DOI:10.19765/ j.cnki.1002-5006.2023.00.022. (CSSCI, corresponding author).

  21. Zengxian Liang, Hui Luo & Wenjiao Zhang (2022). Social inclusion and subjective well-being of tourism entrepreneurial migrants: mobility patterns as moderators, Current Issues in Tourism, DOI: 10.1080/13683500.2022.2115878. (SSCI, Q2).

  22. Zengxian Liang, & Xiang (Robert) Li What is a theme park? A synthesis and research framework. Journal of Hospitality & Tourism Research, 2021, doi: 10.1177/10963480211069173. (SSCI, Q1).

  23. Zengxian Liang (2022). Tourism consumption-led migration studies: A synthesis and research framework. Tourism Forum, 15(2), 64-75.

  24. Zengxian Liang, Hui Luo, Takkee Hui. Moving for a Good Life: Tourism Mobility and Subjective Well-being of Chinese Retirement Migrants. Tourism Geographies, 2021, doi: 10.1080/14616688.2021.1990385. (SSCI, Q1).

  25. Zengxian Liang, Hui Luo, Jigang Bao. A longitudinal study of residents’ attitudes toward tourism development. Current Issues in Tourism, 2021,doi:10.1080/13683500.2021.1874314. (SSCI, Q1).

  26. Danni Zheng, Zengxian Liang*. Heterogeneity of residents’ dilemmas in supporting sustainable heritage development: An integrated segmentation approach. Journal of Destination Marketing & Management, 2021, 21, doi.org/10.1016/j.jdmm.2021.100635. (SSCI, Q1).

  27. Zengxian Liang, & Yinghuan Chen. A study on mobility patterns and its impacts on social inclusion of retirement migration in Zhuhai city of China. Tourism Tribune, 2021, 36（2）：27-39.

  28. Ziang Zhang, Zengxian Liang, Jigang Bao. From theme park to cultural tourism town: Disneyization turning of tourism space in China, Regional Sustainability, 2021,2, 156–163.

  29. Zengxian Liang, Hui Luo, & Chenxi Liu. The concept of subjective well-being: its origins an application in tourism research: a critical review with reference to China. Tourism Critiques: Practice and Theory, 2021, 2(1), 2-19.

  30. Zi-ang Zhang, Zengxian Liang, & Jigang Bao. The disneyization characteristics and forming mechanism of Wuzhen mode. Human Geography, 2021, 36(6): 166-172.

  31. Zengxian Liang, Jigang Bao. The growth of urban tourism: With or without limit. Acta Geographica Sinica, 2020,75(8): 1711-1724.

  32. Danni Zheng, Zengxian Liang*, & Brent. W. Ritchie, Residents’ Social Dilemma in Sustainable Heritage Tourism: The Role of Social Emotion, Efficacy Beliefs and Temporal Concerns. Journal of Sustainable Tourism, 2020, 28(1): 1782-1804. (* Corresponding author) (SSCI, Q1).

  33. Lisheng Weng, Zengxian Liang*, & Jigang Bao. The effect of tour interpretation on perceived heritage values: A comparison of tourists with and without tour guiding interpretation at a heritage destination. Journal of Destination Marketing & Management, 2020, 16, 100431. doi.org/10.1016/j.jdmm.2020.100431(* Corresponding author) (SSCI, Q1 zone).

  34. Simin Lu, Zengxian Liang*, Lei Wu, & Guicai Li. Study on the relationship between migration motivation and migration satisfaction of retirement migration -- reinterpretation based on hierarchical linear model. Population and Development, 2020, 26(6): 99-112.  (* Corresponding author)

  35. Zengxian Liang, Chenxi Liu, & Yue Wang. Is hotel online reviews more longer and critical more useful?--An factors examination of hotel online reviews’ usefulness. Tourism Forum, 2020, 13(3):46-57.

  36. Zengxian Liang. The evolution of subjective well-being and its application in tourism research: A critical review. Tourism and Hospitality Prospects, 2019, 3(3): 71-92.

  37. Zengxian Liang, & Xiaoping Huang. Segmenting recreational cyclists by recreational specialization. Tourism Forum, 2019,12(1): 45-52.

  38. Minhui Lin, Linyu Huang, Jiajing Zheng, Zengxian Liang. A study on informal employment agglomeration in urban tourism space: a case study of Guangzhou. Tourism Science, 2019, 33(4): 13-30.

  39. Zengxian Liang,& Jigang Bao Targeted poverty alleviation in China: Segmenting small tourism entrepreneurs and effectively supporting them. Journal of Sustainable Tourism, 2018,26(11): 1984-2001. (SSCI, Q1).

  40. Zengxian Liang，Takkee Hui, & Peizhi Sea. Is price most important？ Healthcare tourism in Southeast Asia. Tourism Geographies, 2017, 19(5): 823-847. (SSCI, Q2)

  41. Zengxian Liang. Residents’ quality of life in tourist destinations: A confirmatory study on multiple discrepancies theory. Tourism Tribune, 2018, 33(2): 38-47.

  42. Wanwen, Bie, Zengxian, Liang, & Caiping, Wang. How tourism in historic town affects residents’ quality of life. Tourism Forum, 2017, 10(1): 89-100.

  43. Zengxian, Liang, & Takkee, Hui. Residents’ quality of life and attitudes toward tourism development in China. Tourism Management, 2016, 57: 56-67. (SSCI, Q1).

  44. Tong, Wen., Jieyi, Li., & Zengxian, Liang*. Jiang Hu theory of organizing: in-depth study of selfmanaging of tourism. Chinese Management Studies, 2016,10(1): 59-81. (* Corresponding author)

  45. Zengxian Liang, Zhao Zhao, Yingyao Xiao, & Jialing Wang. The influencing factors on income level of informal tourism employees. Tourism Forum, 2016,9(5):62-69.

  46. Zengxian Liang, & Takkee Hui. Daily activities and community dependence of urban residents: the case of Shenzhen overseas Chinese town, China? Human Geography, 2016.31(2): 29-35.

  47. Zengxian Liang, & Chunhong Xie. Informal tourism employment: the end to a career or a channel for career development? Tourism Tribune, 2016.31(1): 102-110.

  48. Zengxian Liang. Let the market rule: a critical reflection of theme park development in modern China. Tourism Planning & Design, 2016, 19: 94-103.

  49. Zengxian, Liang, & Jigang, Bao. Tourism gentrification in Shenzhen, China: causes and socio-spatial consequences, Tourism Geographies, 2015,17(3): 461 - 481.

  50. Zengxian Liang, Jieyi Li, & Tong Wen. Tourism and quality of life perceptions among urban tourism informal employees: A case study of Guangzhou city, Tourism Tribune, 2015, 30(9): 72-81.

  51. Zengxian Liang, & Jigang Bao. The impacts of cultural transformation on place becoming: A case study of Shenzhen Overseas Chinese Town, Scientia Geographica Sinica, 2015, 35(5): 544-550.

  52. Wenjie Chen, Zengxian Liang. The Rational Development of China's Theme Parks in the New Era: Review, Reflection and Prospect: A Review of the China Theme Park Development Summit Forum. Tourism Tribune, 2015, 30(2): 125-126

  53. Zengxian Liang, & Jigang Bao. Can urban theme parks increase employment opportunities for local residents: An empirical study of OCT Parks, China, Tourism Tribune, 2014, 29(8): 62-69.

  54. Zengxian Liang, & Jigang Bao. Structural growth of urban tourism and its driving force: A cases study of Guangzhou and Xi'an. Human Geography, 2014, 29(5): 127-133.

  55. Zengxian Liang & Jigang Bao. Regulation on the informal employment around the theme park: Taking Beijing Happy Valley for example. Urban Problems, 2012(4):67-72.

  56. Zengxian Liang, & Jigang Bao. A seasonal study on tourist flows in theme parks during golden weeks-A case of theme parks in Shenzhen Overseas Chinese Town. Tourism Tribune, 2012, 27(1):58-65.

  57. Zengxian Liang, & Lijian Xie. On the vulnerability of economic system of traditional tourism cities-A case from Guilin. Tourism Tribune, 2011,26(5):40-46.

  58. Zengxian Liang, & Guanzhi Dong. A study on tourist psychological capacity of theme parks and its influencing factors-a case study of Happy Valley in Shenzhen. Human Geography, 2011,26(2):139-143.

  59. Jigang Bao, & Zengxian Liang. An analysis framework for supply-side of urban tourism based on levels and hierarchies. Human Geography,2011,26(6):1-9.

  60. Jigang Bao, Shoubing Yin, Zengxian Liang, et al. Development report on tourism geography in China (2005-2011) . Progress In Geography, 2011, 31(1): 1506-1512.

Books and Book Chapters

  1. Zengxian Liang (2025). Tourism Project Management. Huazhong University Of Science And Technology Publishing Co.
  2. Zengxian Liang & Guangzhi Dong (2024). Principle and Methods of Tourism Management (3rd ed). Beijing: China Travel & Tourism Press.
  3. Zengxian Liang. Theme Park and Urban Development in Contemporary China. Beijing: Science Press. 2019.
  4. Zengxian Liang. Theme Park Development and Management. Chongqing: Chongqing University Press, 2019.
  5. Bao Jigang, Liang Zengxian. Theme Park Development: Cases of China. Beijing: Science Press. 2021.
  6. Guanzhi Dong, Zengxian Liang. Tourism Management Principles and Methods. Wuhan：Huazhong University of Science and Technology Press, 2020.
  7. Hall, C. Michael, & Liu, De-ling. (2020). Tourism impact research and management(Translated by Ganghua Chen, Shixiu Weng, & Zengxian Liang). Beijing: The Commercial Press.
  8. Tong Wen, Wei Wang, Zengxian Liang, & Dequn Shi. Urban Tourism Management. Beijing: Peking University Press, 2018.
  9. Zengxian Liang. The rent gap re-examined：Tourism gentrification in the context of rapid urbanisation in China. In Maria Gravari-Barbas & Sandra Guinand (eds). Tourism and Gentrification in Contemporary Metropolises: International Perspectives, New York: Routledge, 2017, pp.276-298.
  10. Guangzhi Dong, & Zengxian Liang (2009). Principle and Methods of Tourism Management (2nd ed). Beijing: China Travel & Tourism Press.