Dr Rong Huang

Dr Rong Huang

Interim Head of School

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



  • Associate Professor (Senior Lecturer) in Tourism Marketing
  • 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

Quality Assurance Agency (QAA): Subject reviewer for Quality and Standards Reviewer, International Quality Review, International Programme Accreditations (IPA)

International reviewer for Malta Further and Higher Education Authority since 2018

International Expert for

  • National Centre for Educational Quality Enhancement (NCEQE) in Georgia to chair its tourism programme reviews in 2023
  • Estonian Higher Education Quality Agency (EKKA) in Estonia to review five Personal Services study programme in November 2014 and 2022
  • The Centre for Quality Assessment in Higher Education in Lithuania to review four Business and Management field study programmes in May 2013 

External Examiner for

  • Tourism programmes in University of Hertfordshire (2016 - 2020)
  • 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 December 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 February 2010
  • MSc validation for eight programmes at University of Central Lancashire on 11th June 2008

An Associate for Quality Assurance 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: 

  • Experience design and digital marketing
  • Tourism Destination Planning and Management
  • Capstone Project

Staff serving as external examiners

2016 - 2019

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

  • 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"
  • Chen, Q (2016) "An investigation of the role of food tourism in promoting Chinese regions"
  • Zhang, J. H. (2020) Job motivation and Job satisfaction at International Hotel Chains in China
  • Xu, T. (2020) Decision-making process of Chinese senior travellers
  • Chen, X. Z (2022) Location strategies of multinational hotel groups in China (Director of Studies)
  • Dinc, Lokman (2022) Understanding the dynamics of the trend of dining organically in British restaurants (Director of Studies)

Current doctoral students: 

  • 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 behaviour in SMEs Travel Agents in Egypt: The mediating role of employee creative voice.   (Director of Studies)
  • Mohamadia Alnasan Business Performance of Commercial Art Gallery in Syria (Director of Studies)   
  • Udanee Thembiliyagoda Digital marketing adoption model of SMEs travel Agents in Sri Lanka (Director of Studies)#
  • Xiaochuan Lu Developing a wedding tourism in the UK (Director of Studies)

Grants & contracts

  1. A project entitled ‘Research on the comparison, interaction and mutual learning among major civilizations in world history’, funded by The National Social Science Fund of China (Project leader: Professor Jinhua Liu, 800,000RMB (£92,000); Funding no. 22&ZD249

  2. 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

  3. 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
  4. 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 
  5. 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, 
  6. A project entitled ' International students' perspective on employability: a missing voice' by Pedagogical Research Institute and Observatory (PedRIO), Mar. 12 - Jul. 13, £9134.28
  7. A project entitled ' the assessment of feedback: a learning development process' by Plymouth University Teaching Fellowship Scheme 2012 (lead researcher: Dr. Natalie Semley), £4753
  8. 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
  9. A project entitled 'Easing transition for international students from FE to HE' was awarded by CETL (HELP), Aug. 08 - Nov. 09; £5150
  10. 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
  11. 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.
  12. 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

    Zhang J, Huang R, Huang B, Xu T & Zhao G (2024) 'Employee Motivation and Outcomes of Developing and Maintaining High-Quality Supervisor–Subordinate Guanxi in Hotel Operations' Cornell Hospitality Quarterly , DOI Open access
    Jiang F, Huang R, Chen Q & Zhang J (2023) 'Brand Equity, Tourist Satisfaction and Travel Intentions in a UNESCO Creative City of Gastronomy: A Case Study of Yangzhou, China' Foods 12, (14) , DOI Open access
    Elshaer A & Huang R (2023) 'Perceived value within an international hospitality learning environment: Antecedents and outcomes' Journal of Hospitality, Leisure, Sport & Tourism Education 32, , DOI Open access
    Elshaer A, Huang R & Marzouk A (2022) 'Tourists’ selfies storytelling: Preferences, intentions, and concerns for practise in the tourism and hospitality industry' Journal of Vacation Marketing , DOI Open access
    Zhang J, Huang R, Chen Q & Zhao G (2022) 'The relationships between supervisor-subordinate guanxi, perceived supervisor autonomy support, autonomous motivation, and employee job satisfaction: Evidence from international hotel chains in China' International Journal of Hospitality Management 108, , DOI Open access
    Chen Q, Huang R, Zhang A & Guo Y (2022) 'To use or not use: Understanding Chinese consumers' intention toward “serving chopsticks”' International Journal of Consumer Studies , DOI Open access
    Zhang J, Huang R, Chen Q & Zhao G (2022) 'Post-pandemic outbound travel intentions and preparations of Chinese residents: The effects of media coverage and risk perception' Journal of Hospitality and Tourism Management 51, 156-164 , DOI Open access
    Chen Q, Huang R & Zhang A (2020) 'A bite of nostalgia: The influence of nostalgia in consumers’ loyalty intentions at traditional restaurants' Journal of Hospitality and Tourism Management 45, (0) 604-614 , DOI Open access
    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 23, (23) 2950-2971 Publisher Site , DOI Open access
    Chen Q, Huang R, Pak KY & Hou B (2020) 'Internal marketing, employee satisfaction and cultural congruence of Gulf airlines' Tourism Review , DOI Open access
    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 Open access
    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 Open access
    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 Open access
    Chen Q & Huang R (2018) 'Understanding the Role of Local Food in Sustaining Chinese Destinations' Current Issues in Tourism 22, (5) , DOI Open access
    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 Open access
    Chen Q & Huang R (2018) 'Local food in China: a viable destination attraction' British Food Journal , DOI Open access
    Semley NA, Huang R & Dalton J (2016) 'Feedback for Learning Development: Tourism students' perspective' Journal of Hospitality, Leisure, Sport & Tourism Education , DOI Open access
    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 Open access
    Chen Q & Huang R (2015) 'Understanding the importance of food tourism to Chongqing, China' Journal of Vacation Marketing 22, (1) 42-54 Publisher Site , 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 Open access
    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 Publisher Site , 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
    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 , 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 PE (2017) Masters Level Teaching, Learning and Assessment: Issues in Design and Delivery.
    Huang R (2022) 'Coastal Tourism' in Buhalis D Encyclopedia of Tourism Management and Marketing Edward Elgar Publishing Open access
    Huang R (2020) 'Implications of Brexit for Chinese Educational Tourists in the UK' in Hall D Brexit and Tourism Process, Impacts and Non-Policy Open access
    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 Open access
    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 Open access
    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 Open access
    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
    (2007) 'Twinning Cities between the Andaman and Nicobar Islands and Thailand: A Case Study of Controversy' Asian Tourism: Growth and Change Routledge 113-124 Publisher Site , DOI
    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 '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
    Presentations and posters


    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