Dr Rong Huang

Dr Rong Huang

Associate Head of School - International

Plymouth Business School (Faculty of Arts, Humanities and Business)

Associate Head (International)

Associate Professor (Senior Lecturer) in Tourism Marketing
Programme Manager of MSc in Tourism and Hospitality Management
Guest Professor in Tianjin University of Commerce (China)
Senior Fellow of Higher Education Academy


2006 PGCert in Learning and Teaching in Higher Education (University of Plymouth)

2005 PhD in Tourism Management(University of Derby)

2000 MA in Tourism Management (University of Derby)

1999 Advanced Diploma in Public Relations (Hunan Normal University)

1999 Advanced Diploma in Accounting (Melbourne Institute of Finance & Management)

Professional membership

Member of Higher Education Academy
Member of Institute of Travel & Tourism
Member of Tourism Management Institute

Roles on external bodies

Guest professor in tourism management, Tianjin University of Commerce (China) from 15th of August, 2006 

Visiting Professor in Tourism marketing, Zhejiang Gongshang University (China) in October 2016

International Expert for

  • Estonian Higher Education Quality Agency (EKKA) in Estonia to review five Personal Services study programme in November 2014 (Prof HE Hotel Management, Prof HE Tour Operation, Prof HE Catering Management in Estonian School of Hotel and Tourism Management, Prof HE Tourism and Catering Management in Kuressaare College of Tallinn University of Technology, Prof HE, Tourism and Hotel Management in Pärnu College of University of Tartu
  • The Centre for Quality Assessment in Higher Education in Lithuania to review four Business and Management field study programmes in May 2013 (MSc in Management of Organisations and also International EMBA in Vytautas Magnus University, Professional BA in Business Management and also Event Business Management in Northern Lithuanian College)

External Examiner for

  • Tourism programmes in University of Hertfordshire (2016 - present)
  • Overseas programmes in Hong Kong and Changsha for University of Wales (2013 – 2016)
  • Overseas programmes (in Beijing, Suzhou and Nanning) for Staffordshire University (2010 - 2015)

External advisor for

  • A validation of BSc in International Hospitality Management in Cavendish College (London) by University of Wales on 16th Dec. 2010
  • Undergraduate Airline, Tourism and Hospitality Period Field Review held by University of West London on 31st May 2010.
  • Postgraduate Airline, Tourism and Hospitality Field Review held by Thames Valley University on 25th Feb. 2010
  • Msc validation for eight programmes at University of Central Lancashire on 11th June 2008

An Associate for Quality Assuarance Agency Enterprises (QAAE) in the UK since 2012

Teaching interests

Undergraduate level:
 Introduction to tourism
Tourism marketing
Film, Literary and Heritage Tourism

Honours project

Postgraduate level:
Tourism and Hospitality Marketing
Tourism Destination Planning and Management
Tourism and Hospitality Dissertation 

Staff serving as external examiners

2016 - present
BA Tourism Management, BA International Tourism Management, BA Event Management, BA Event Management & Marketing, BA Event Management & Tourism

2013 - 2016
BA Tourism Management and BA Leisure Management run by HKMA in Hong Kong for University of Wales

2014 - 2015 
BA (Hons) International Hospitality and Tourism Management, BA (Ord)/(Hons) in International Events and Conventions Management, BA (Ord)/(Hons) in International Food and Beverage Management, and MA International Hospitality and Tourism leadership run by City Unity College in Athens for University of Wales

2013 - 2014
FdA Hospitality Management run by Central South University of Forestry and Technology in Changsha for University of Wales

2011 - 2014
Undergraduate Business Awards by GIST (Global Institute of Software Technology) in Suzhou for Staffordshire University

2010 - 2014 
BA Business Management and BA Business and Entrepreneurship run by STMC in Shanghai for Staffordshire University 

Research interests

international student travel, tourism education, tourism marketing, food tourism , tea tourism, new academics, internationalisation 

Research degrees awarded to supervised students

Chen, Q (2016) "An investigation of the role of food tourism in promoting Chinese regions"

Tian, X. R (2014) "An Investigation of current system of destination management organisations: the case of China"

Wight, C. A (2014) "Tracking the discourses of occupation and genocide in Lithuanian Museums and Sites of Memory"

Current doctoral students: 

Zhang, J. H. Job motivation and Job satisfaction at International Hotel Chains in China (Director of Studies)

Xu, T.  Decision-making process of Chinese senior travellers (Director of Studies)

Chen, X. Z  Location strategies of multinational hotel groups in China (Director of Studies)

Dinc, Lokman  Understanding the dynamics of the trend of dining organically in British restaurants  (Director of Studies)

Yang, Xiaoshan Tourist Perceived Destination Innovativeness: a case of Hunan (China) (2nd Supervisor)

Lei, Yu  Senior Travel in Guizhou (China)  (Director of Studies)

Hammad, Ahmed   Investigating the impact of charismatic leadership on employee innovative behavior in SMEs Travel Agents in Egypt: The mediating role of employee creative voice.      (Director of Studies)   

Grants & contracts

  1. A project entitled 'Research into application of social media in marketing by Beijing's retailers', by Beijing Social Science Research Grant (PI: Dr. Xiaoran Tian, other members: Wangan Liu, Chongyi Guo, Jun Feng, Rong Huang, Wei Zhao), Sep. 16 to Dec. 18, RMB80,000 (£9200), Funding no: 16JDYJB006
  2. A project entitled 'Engaging international students in employability activities: an innovative approach', by Pedagogical Research Institute and Observatory (PedRIO), (other members: Rebecca Turner, Caroline Langmead, Shirley Walker), Mar. 16 to July 17, £4516.00
  3. A project entitled 'Easing the transition: developing Peer Assisted Learning Scheme (PALS) for New and Potential masters students', by Plymouth University (other member: Elizabeth Stonhouse), Jan. 14 to Jul 15, £17034 
  4. A project entitled 'Development of Chinese wind farm tourism resources- a case study of wind farm in Tianjin Binhai New District' by Ministry of Education in China (other members: Danqing Liu, Randall Upchurch, Qunchao Ran, Zhineng He, Wenbin Shang), Sep. 13-Dec.15, 
  5. A project entitled ' International students' perspective on employability: a missing voice' by Pedagogical Research Institute and Observatory (PedRIO), Mar. 12 - Jul. 13, £9134.28
  6. A project entitled ' the assessment of feedback: a learning development process' by Plymouth University Teaching Fellowship Scheme 2012 (lead researcher: Dr. Natalie Semley), £4753
  7. A project entitled 'Becoming an University Lecturer in the UK: Negotiating knowledge, experience and learning' was awarded by Pedagogical Research Institute and Observatory (PedRio), Apr. 11 - Jul. 12; £11,567 (other group members: Dr. Rebecca Turner, Dr. Nick Pratt and Pollyanna Magne
  8. A project entitled 'Easing transition for international students from FE to HE' was awarded by CETL (HELP), Aug. 08 - Nov. 09; £5150
  9. A project entitled 'Decoding critical thinking for Chinese and Indian international students studying in tourism or hospitality subjects' was awarded by Higher Education Academy (Hospitality, Leisure, Sports and Tourism) subject centre in Jan. - Dec. 08; £1250
  10. A project entitled 'Easing the transition: Peer mentor support to international direct entry students' was awarded by Prime Minister's Initiative Pilot Projects Award Scheme , Sep. 07 - May 08, £3950.
  11. A research project entitled 'Mapping non-UK domiciled students' experience' by University of Plymouth Teaching Fellowship Scheme 2006 (other group members: Graham Busby, Steve Butts, Rachael Carkett) Sep. 06 - Sep. 07, £5000

    Key publications

    Key publications are highlighted

    Chen Q, Huang R & Hou B 2020 'Perceived authenticity of traditional branded restaurants (China): impacts on perceived quality, perceived value, and behavioural intentions' Current Issues in Tourism 1-22 , DOI
    Chen Q, Huang R, Pak KY & Hou B 2020 'Internal marketing, employee satisfaction and cultural congruence of Gulf airlines' Tourism Review , DOI PEARL
    Zhang J & Huang R 2019 'Employees' pro-environmental behaviours (PEBs) at international hotel chains (IHCs) in China: The mediating role of environmental concerns (ECs)' Journal of Hospitality and Tourism Management 39, 129-136 , DOI PEARL
    Huang R & Xu T 2018 'Opportunities and challenges brought by the China outbound travel market' Worldwide Hospitality and Tourism Themes 10, (6) 642-651 , DOI PEARL
    Dismore HC, Turner R & Huang R 2018 'Let me edutain you! Practices of student engagement employed by new lecturers' Higher Education Research and Development , DOI PEARL
    Chen Q & Huang R 2018 'Understanding the Role of Local Food in Sustaining Chinese Destinations' Current Issues in Tourism 22, (5) , DOI PEARL
    Huang R & Turner R 2018 'International experience, universities support and graduate employability – perceptions of Chinese international students studying in UK universities' Journal of Education and Work 31, (2) 1-15 , DOI PEARL
    Chen Q & Huang R 2018 'Local food in China: a viable destination attraction' British Food Journal , DOI PEARL
    Semley NA, Huang R & Dalton J 2016 'Feedback for Learning Development: Tourism students' perspective' Journal of Hospitality, Leisure, Sport & Tourism Education , DOI PEARL
    Turner R, Huang R, Poverjuc O & Wyness L 2015 'What role do teaching mentors play in supporting new university lecturers to develop their teaching practices?' Professional Development in Education Author Site , DOI PEARL
    Chen Q & Huang R 2015 'Understanding the importance of food tourism to Chongqing, China' Journal of Vacation Marketing 22, (1) 42-54 , DOI
    Huang R, Turner R & Chen Q 2014 'Chinese international students’ perspective and strategies in preparing for their future employability' Journal of Vocational Education and Training 66, (2) 175-193 Author Site , DOI PEARL
    Huang R & Tian X 2013 'An Investigation of Travel Behavior of Chinese International Students in the UK' Journal of China Tourism Research 9, (3) 277-291 , DOI
    Huang R 2013 'International experience and graduate employability: perceptions of Chinese international students in the UK' Journal of Hospitality, Leisure, Sport & Tourism Education 2, (66) Publisher Site , DOI
    Busby G & Huang R 2012 '‘Integration, intermediation and tourism higher education: Conceptual understanding in the curriculum’' Tourism Management
    Busby GD & Huang R 2012 'Integration, intermediation and tourism higher education: conceptual understanding in the curriculum' Tourism Management 33, (1) 108-115 , DOI
    Busby G, Huang R & Jarman R 2012 'The Stein Effect: an alternative film-induced tourism perspective' International Journal of Tourism Research
    Tian X, Huang R & Busby G 2011 'An investigation into Destination Management Organisations in China – with particular reference to the Beijing Tourism Administration' Acta Turistica 23, (2) 111-144
    Liu D & Huang R 2009 'On enhancing quality of modern service industry by cultural power' Journal of Tianjin University of Commerce 29, (5) 56-60
    Busby GD, Huang R & Bosdou C 2009 'The first Plymouth: pictorial element and destination image' International Journal of Tourism Policy 2, (4) 246-261
    Huang R, Busby G & Bosdou C 2009 'The first Plymouth: pictorial element and destination image' International Journal of Tourism Policy 2, (4) 246-261 , DOI
    Huang R 2008 'Mapping educational tourists' experience in the UK: Understanding international students' THIRD WORLD QUARTERLY 29, (5) 1003-1020 Author Site , DOI
    Huang R 2008 'The role of food in promoting Chinese regions on the web'
    Huang R & Busby G 2007 'Activist, pragmatist, reflector or theorist? In search of postgraduate learning styles in tourism and hospitality education' J HOSP LEIS SPORT TO 6, (2) 92-99 , DOI
    Huang R 2007 ''A challenging but worthwhile learning experience'! Asian international student perspectives of undertaking a dissertation in the UK' J HOSP LEIS SPORT TO 6, (1) 29-38 , DOI
    Huang R 2006 'A study of gender differences the travel behaviour of Chinese international students studying in the UK' Tourism 54, (1) 63-69
    Huang R 2009 'Ball, S., Horner, S. and Nield, K. Contemporary Hospitality & Tourism: Management issues in China and India' Journal of Tourism Consumption and Practice 1, (1) 88-93 Publisher Site
    Agarwal S, Busby G & Huang R 2018 Special Interest Tourism Concepts, Contexts and Cases. CABI
    Kneale P 2015 Masters Level Teaching, Learning and Assessment Issues in Design and Delivery. Palgrave Macmillan
    Huang R 2020 'Implications of Brexit for Chinese Educational Tourists in the UK' in Hall D Brexit and Tourism Process, Impacts and Non-Policy PEARL
    Huang R & Hu X 2019 'Chapter 12 The impact of development of religious tourism on the host community - A case study of Mount E’mei in China' in Griffiths M; Wiltshier P Managing Religious Tourism CABI 144-154 PEARL
    Huang R 2015 'Exploring critical thinking with Chinese students during induction' in Kneale P Masters Level Teaching, Learning and Assessment Issues in Design and Delivery Palgrave Macmillan 87-96 PEARL
    Huang R 2014 'Industry engagement with tourism and hospitality education: An examination of the students’ perspective' The Routledge Handbook of Tourism and Hospitality Education 408-421 , DOI PEARL
    Huang R & Liu DQ 2009 'Brochures, World Heritage Sites in China and Responsible Tourism: the tourism services perspective' in Ryan C; Gu H Tourism in China Taylor & Francis 213-224
    Huang R 2008 'Are Chinese International Students in the UK Tourists?' in Cochrane J Asian tourism Elsevier Science 157-170
    Huang R 2008 'Critical thinking: discussion between Chinese postgraduate international students and their lecturers' in Atfield R; Kemp P Enhancing the International Learning Experience in Business and Management, Hospitality, Leisure, Sport, Tourism 133-142
    Huang R & Hall D 2007 'The New Tea Appreciation Festival: Marketing and Socio-economic Development in Hunan Province, China' in Jolliffe L Tea and tourism Channel View Books 98-114
    Huang R 2004 'Provincial government roles in Chinese tourism development: the case of Hunan' in Hall DR Tourism and transition CABI 324-339
    Conference Papers
    Semley NA 2014 'The assessment of feedback: A learning development process' Vice-Chancellors Teaching and Learning conference Plymouth 6-/-0/20146-/-0/2014
    Semley NA 2013 'The assessment of feedback: A learning development process' ATHE Annual Conference Canterbury 2-/-1/20132-/-1/2013
    Tian X, Huang R & Busby G 2010 'An investigation of young educational tourists in Hohhot (China)' ATLAS annual conference 2010 Mass tourism vs. niche tourism Limassol, Cyprus 1-/-1/20101-/-1/2010
    Huang R 2010 'Facilitating Educational Tourists’ Experience' ATLAS annual conference 2010 Mass tourism vs. niche tourism Limassol, Cyprus 1-/-1/20101-/-1/2010
    Tian X, Huang R & Busby G 2010 'An investigation of destination management organisation in China - with particular reference to Beijing Tourism Administration' The 5th International Conference ’An Enterprise Odyssey: from crisis to prosperity - challenges for government and business Opatija, Croatia 5-/-0/20105-/-0/2010
    Huang R 2009 'An investigation of Asian students’ experience of critical thinking' Planning for the Future - Learning from the Past: Contemporary Developments in Tourism, Travel & Hospitality Rhodes, Greece 4-/-0/20094-/-0/2009
    Huang R 2008 'An investigation of career intention of international students studying in Tourism & Hospitality' ATHE 2008 annual conference Canterbury, UK 2-/-1/20082-/-1/2008
    Huang R 0 'The role of food in promoting Chinese regions on the web' the 4th World Conference for Graduate Research in Tourism, Hospitality and Leisure, Antalya, Turkey 4-/-0/20084-/-0/2008

    Other academic activities

    Referee for articles submitted to 
    Journal of Hospitality, Leisure, Sport and Tourism Education
    Frontiers of Education in China
    Journal of China Tourism Research,
    International Journal of Tourism Research,
    Canadian Journal of Higher Education
    Canadian Social Science
    Journal of Tourism Challenges and Trends
    European Journal of Tourism, Hospitality and Recreation
    Asian Women