Yao-Yi Fu


Helping Tourism Organizations Better Understand Their Visitors and Develop Marketing Strategies

Dr. Fu's research helps various organizations in the tourism industry to measure how people perceive their tourism offerings, their motivation for visiting a destination or an event, and their satisfaction level with their experience. Much of the research involves surveying visitors onsite. The survey instruments were developed based on theories of motivation, travel behavior, and customer satisfaction. The results of those surveys have helped many tourism organizations to better understand their visitors' profiles, motives for visiting, and satisfaction levels. Existing marketing strategies and promotional activities of those tourism organizations have also been thoroughly reviewed. Based on the data collected and the review of marketing efforts, Dr. Fu develops marketing strategies that have helped the organizations to better market their tourism offerings.

Recent Submissions

  • Liu, Yu; Liu-Lastres, Bingjie; Wang, Qiuju; Fu, Yao-Yi (Emerald, 2019)
    Purpose Beijing is becoming one of the top global destinations but the number of international tourists to the city has been declining recently. By analyzing inbound tourists experience in Beijing and identifying the ...
  • Cecil, Amanda K.; Fu, Yao-Yi; Wang, Suosheng; Hji-Avgoustis, Sotiris; King, Carina; Heo, Jinmoo (Office of the Vice Chancellor for Research, 2010-04-09)
    Cultural tourism development is considered a viable channel to attract tourists to a destination and to enhance residents’ overall quality of life (QOL). This research reports the findings of a five-year study, from ...
  • Harrington, Nicolette; Fu, Yao-Yi (Office of the Vice Chancellor for Research, 2015-04-17)
    When marketing a destination, it is important to study how people perceive a destination. If there is a gap between people’s perceptions and what a destination offers, strategies will be needed to close the gap or to improve ...