YU Jia

Associate professor

Ph.D

Research Fields

Tourist behavior, tourism destination marketing, tourism attractions innovation

Education

2017.09-2022.12  Dongbei University of Finance and Economics，tourism management

2014.09-2017.06  Liaoning Normal University，tourism education

2007.09-2011.06  Jilin Normal University，tourism management

Work Experience

Since 2025.6 Joint Institute of Ningbo University and University of Angers, Ningbo University, Associate professor

2023.1-2025.6 School of Tourism Management, Sun Yat-sen University, Assistant Researcher

Courses

《Introduction of Tourism》、《Frontiers of Management Theory》

Published papers

1.Revisiting Tourist Behavior from the Perspective of Thick Culture and Thin Culture: A Case Study of Liuzu Town, Xinxing County,Guangdong Province[J].Tourism Tribune,2025, 40(01): 62-74.

2.Special Forces-style Tourism: A Perspective on Possessive Experience Consumption among College Students in the Digital Age [J]. China Youth Study, 2024, (05): 94-101.

  3.The Non-interactive Emotional Expression and Meaning Conveyance of Youth: A Case Study of the Visitor Books in Lhasa Makye Ame Restaurant [J]. Youth Exploration, 2024, (02): 49 - 60.

4.The Polarization and Transferring Tendency with the Food Experience among Tourists in Tibet[J].Tourism Tribune,2023,38 (08):45-61.

5.The Tension of Taboo——An Analysis of the Psychological Motivation Mechanism of the Embodied Experience in Tibetan Religious Tourist Field[J].Tourism Tribune,2022,37(09): 54-66.

6.Scientific and Philosophical Routes in Tourism Research: Stratification, Differentiation and Confluence——Summary of the Views of the First - phase Forum of the Theoretical Innovation Workshop of Tourism Tribune at Hainan University [J]. Tourism Tribune, 2021, 36(02): 141 - 154.

7.Nostalgia as a Landscape: Nostalgic Images and Their Representation in Tourism Experience [J]. Tourism Science, 2021, 35(01): 1-22.

8.The Historical Evolution of Sport Tourism Research and the Turn of Embodied Experience [J]. Journal of Shanghai University of Sport, 2021, 45(11): 16-30+60.

9.Context-oriented Tourism Consumption: Tourism Enclave Effect and Consumption Fear in Scenic Areas—A Case Study of Zhongshan Road Landscape Block in Haikou Qilou Old Street Area [J]. Journal of Shaanxi Normal University (Natural Science Edition), 2020, 48(04): 56 - 70.

10.Discourse Analysis of Visitor Books: The Writing and Expression of Tourism Experiences in Tibet [J]. Tourism Science, 2019, 33(03): 1-20.

Research Projects

1.2023-2025, 74th Batch of General Funding, China Postdoctoral Science Foundation: Confession and Representation: Semantic Functions and Interpretation of Guestbooks in Tourism Contexts (2023M743985).

2.2024-2026,Youth Project of Guangdong Provincial Philosophy and Social Sciences Foundation: Study on Cultural Experience Measurement and Optimization Path of Harmonious and Beautiful Rural Tourism in Guangdong Province (GD24YYJ26)

Awards

2023，"Thick Tourism and Thin Tourism: An Analytical Framework for Tourism Research" was awarded the "Outstanding Conference Paper" at the Annual Conference of Tourism Tribune.

2022，"Empathetic Aesthetics and Romantic Gaze: Wind and Rain as Landscape and Their Embodied Experiences" was awarded the "Outstanding Conference Paper" at the Annual Conference of Tourism Tribune.

2022，"Nostalgia as Landscape: Nostalgic Imagery and Its Representation in Tourism Experience" was awarded the "High - citation Paper of 2022" at the Tourism Science Annual Conference, and was reprinted in the 7th issue of Tourism Management of the Reprinted Materials of Renmin University of China in 2021.

2021，"Polarization and Migration of Food Experience in Tourism World: A Case Study of Tourists to Tibet" was awarded the "Outstanding Conference Paper" at the Annual Conference of Tourism Tribune.