Recently, Professor Xu Fengzeng of the School of Management and his team including doctoral student Xi Wei, and master graduate student Wu Ruiyi, together with Zhang Aiping of Shandong Management University, a visiting scholar of the School, have published a paper on “Deconstructing consumers’ low-carbon tourism promotion preference and its consequences: A heuristic-systematic model” in Journal of Hospitality and Tourism (SSCI, Q1, IF/2022: 8.3). Professor Xu Fengzeng is the corresponding author, and Shandong University is the only correspondence address.
The study focuses on low-carbon tourism marketing promotion and influence. By using the best-worst scaling method and its corresponding R language toolkit, the study provides an accurate measurement of consumer preference for low-carbon tourism promotion and analyzes the specific ways in which the preference is structured and its subsequent impacts. The study confirms that customizing service design to consumer preferences can promote shared value between businesses and consumers, replacing the adversarial relationship created by coercive measures such as carbon taxes. The study promotes the embedding of carbon reduction into a positive feedback loop and reveals ways to motivate stakeholders to engage with carbon reduction, shifting the focus from whether to convey sustainable features to what kind of experiences to create. The study helps to facilitate the sharing of value between tourism enterprises and consumers, thus enhancing the promotion efficiency of low-carbon tourism. The result has been funded by the Key Program of the National Social Science Fund of China, the Ministry of Education Foundation on Humanities and Social Science, and the Key Project of Social Science Planning of Shandong Province.
Xu Fengzeng is a professor and doctoral supervisor of the School of Management, director of the Service Strategy and Service Management Research Centre of Shandong University, deputy director of Shandong Provincial Economic Management Research Base, the academic backbone of the Ministry of Education Innovation Team “Industrial Organization and Enterprise Growth”, executive member of China Agricultural Socialized Service Research Expert Committee, young and middle-aged expert of Tourism Industry of Shandong Province, consultant of Shandong Excellent Tourism Promotion Association and consultant of Shandong Rural Tourism Association. He is also a corresponding review expert of the National Natural Science Foundation of China and the National Social Science Fund of China, whose research fields include tourism and hotel development, common prosperity and rural revitalization, service innovation and tourism entrepreneurship. He has published dozens of papers in Management World, Journal of Natural Resources, Tourism Management(SSCI, Q1), International Journal of Contemporary Hospitality Management(SSCI, Q1), Journal of Hospitality Marketing & Management(SSCI, Q1), Journal of Hospitality & Tourism Research(SSCI, Q1), and Cornell Hospitality Quarterly(SSCI, Q3) at home and abroad, issued academic monographs including the “Tourism Entrepreneurship Theory and Case Study”, “Green Paper on the Development of Tourism and Hospitality in Shandong Province”, “Industry Analysis and Enterprise Growth”, “Growth of Hospitality Enterprises”, and compiled the textbook “Hotel Front Office Service and Management” (second edition), one of the first batch of the “14th Five-Year Plan” national planning textbooks for vocational education. He also led over 10 national and provincial programs including the Key Program of the National Social Science Fund of China, the General Program of the National Natural Science Foundation of China, the Youth Program of Humanities and Social Sciences of the Ministry of Education, China Postdoctoral Science Fund, the Key Program of Shandong Social Science Planning Fund and the General Program of Natural Science Foundation of Shandong Province.
Links：
https://www.sciencedirect.com/science/article/pii/S1447677023001547
