Bing Hu 

Ph.D. (Wuhan University), Postdoctoral Fellow, University-Appointed Professor

Associate Dean, School of Tourism, Nanchang University

Associate Deputy Director, Institute of Culture and Tourism, Nanchang University

E-mail: bing@whu.edu.cn; 092811@ncu.edu.cn

Research Interests

Digital Culture and Tourism Innovation and Tourism Firm Strategy

Academic and Professional Services

Corresponding Reviewer for the National Natural Science Foundation of China (NSFC);

Expert for the Tourism Industry and Tourism Planning, Jiangxi Provincial Department of Culture and Tourism;

Expert of the Jiangxi Exhibition Standardization Technology Center, among others.

Reviewer for International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, Journal of Hospitality and Tourism Management, Journal of Sustainable Tourism, Tourism Tribune, and Tourism Science.

Selected Publications

[1] Bing Hu, Tianyu Zheng, Songshan (Sam) Huang, Ke Zhang. The role of digital transformation in shaping the decentralization of decision-making rights within hospitality and tourism group firms[J]. International Journal of Hospitality Management, 2026, 134: 104550. (SSCI一区)

[2] Zhang, K., Wang, D., Zheng, T., & Bing Hu (Corresponding Author). Data assets as stabilizers of investment volatility in tourism firms: Insights from financial accelerator theory. International Journal of Hospitality Management, 2026, 137, 104674. (SSCI一区)

[3] Wang, H., Zhang, W., Zhang, K., & Bing Hu (Corresponding Author). The rebounding paradox in the hospitality and tourism industry: Why strategic ESG strengthens organizational resilience while responsive ESG undermines it. International Journal of Hospitality Management, 2026, 135, 104614. (SSCI一区)

[4] Hu, B., Zheng, T., Xiong, Z., & Zhang, K. (2025). Weathering the storm: How economic policy uncertainty shapes ESG investment in tourism and hospitality firms. Tourism Economics. (SSCI Q1)

[5] Zhang, K., Wang, D., Zheng, T., & Hu, B. (Corresponding Author). (2025). Signaling with data assets: Alleviating the investment and financing maturity mismatch of tourism firms. Tourism Economics, 13548166251395889. (SSCI Q1)

[6] Zhang, K., Wang, D., Zheng, T., & Hu, B. (Corresponding Author). (2025). Navigating labor cost pressures: How minimum wage increments propel digital transformation in hospitality and tourism firms. Tourism Analysis, 1–25. (SSCI)

[7] Yuan, J., Zhang, K., & Hu, B. (Corresponding Author). (2025). Navigating labor cost pressures: The impact of minimum wage increases on corporate social responsibility investments. Asia Pacific Journal of Management, 1–25. (SSCI Q1)

[8] Hu, B., Zheng, T., Huang, S. (Sam), & Zhang, K. (2025). Leveraging ESG investment to enhance labor employment in hospitality and tourism firms: A signaling theory perspective. Tourism Economics. (SSCI Q1)

[9] Liu, J., Ma, E., Zhong, W., & Hu, B. (2025). Going above and beyond for your own sake? An integrated model of hotel employees’ OCB, workplace thriving, and perceived control. International Journal of Hospitality Management, 128, 104169. (SSCI Q1)

[10] Zhang, K., Xiong, Z., Huang, X., & Hu, B. (2025). Government support for the red tourism industry and green development of interprovincial border counties: Evidence from the synergy between carbon reduction and economic growth. Tourism Tribune, 40(09), 34–51. (in Chinese)

[11] Xiong, Z., Hu, B., & Zhang, K. (2024). Empowering tourism industry development through the digital economy: Evidence from tourism investment and consumption perspectives. Tourism Tribune, 39(12), 29–44. (in Chinese)

[12] Hu, B., Fan, S., & Zhang, K. (2024). Does digital transformation exacerbate or mitigate maturity mismatch in hospitality and tourism firms? International Journal of Hospitality Management, 123, 103915. (SSCI Q1)

[13] Hu, B., E, X., Zheng, T., & Zhang, K. (2024). Can digital transformation promote hospitality and tourism firms’ investment? Moderating effects of financing constraints and economic policy uncertainty. Current Issues in Tourism, 1–21. (SSCI Q1)

[14] Zhu, H., Song, D., & Hu, B. (Corresponding Author). (2024). Coupling coordination characteristics and driving factors between red cultural resources and tourism flows in China. Jiangxi Social Sciences, 44(03), 24–34. (in Chinese)

[15] Hu, B., Wang, H., Wu, L., & Zhang, K. (2022). Nonlinear effects of minimum wage increases on labor productivity in tourism enterprises. Tourism Tribune, 1–21. Reprinted in Tourism Management (Renmin University of China Reprints), 2023(10). (in Chinese)

[16] Huang, X., Zhang, K., Wang, H., Xiong, Z., & Hu, B. (Corresponding Author). (2023). Can rural tourism development narrow the urban–rural income gap? Evidence from National Demonstration Counties of Leisure Agriculture and Rural Tourism. Tourism Tribune. Reprinted in Tourism Management (Renmin University of China Reprints), 2023(06). (in Chinese)

[17] Huang, X., Zhang, K., Xiong, Z., & Hu, B. (Corresponding Author). (2023). Rural tourism, structural transformation, and farmers’ income growth: Evidence from National Demonstration Counties of Leisure Agriculture and Rural Tourism. World Agriculture, (03), 71–84. (in Chinese)

[18] He, Y., Xiong, Z., Zhang, K., & Hu, B. (2022). Can government-driven return entrepreneurship promote farmers’ income growth? A difference-in-differences evaluation. Journal of Hunan Agricultural University (Social Sciences), 23(04), 1–14. (in Chinese)

[19] Liu, J., Hu, B., & Qu, H. (2022). Exploring the moderating role of employee entitlement: Insight into the social support paradox. Journal of Hospitality & Tourism Research. (SSCI Q2)

[20] Zhu, Z., Liao, L., & Hu, B. (2022). Factors correlated with online travel service adoption: A meta-analysis. Journal of Hospitality and Tourism Technology. (SSCI Q1)

[21] Liu, J., Lin, H., Hu, B. (Corresponding Author), & Zhou, Z. (2022). Advancing the understanding of the resident pro-tourism behavior scale: Integrating item response theory and classical test theory. Journal of Business Research, 141, 113–125. (SSCI Q1)

[22] Cheng, W., Hu, B., & Song, H. (2021). Value creation mechanisms of corporate social responsibility in tourism enterprises. Tourism Research, 13(05), 45–58. (in Chinese)

[23] Hu, B., Shen, L., & Gong, J. (2020). Market value effects of corporate social responsibility in Chinese listed tourism firms: A marketing strategy perspective. Tourism Tribune, 35(10), 15–27. Reprinted in Marketing (Renmin University of China Reprints), 2021(02). (in Chinese)

[24] Hu, B., Liu, J., & Zhang, X. (2020). The impact of employees’ perceived CSR on customer orientation: An integrated perspective of generalized exchange and social identity theory. International Journal of Contemporary Hospitality Management. (SSCI Q1)

[25] Hu, B., Liu, J., & Qu, H. (2019). The employee-focused outcomes of CSR participation: The mediating role of psychological needs satisfaction. Journal of Hospitality and Tourism Management. (SSCI Q1)

[26] Hu, B., Tuou, Y., & Liu, J. (2019). How does destination social responsibility impact residents’ pro-tourism behaviors? The mediating role of place attachment. Sustainability. (SCI/SSCI Q2)

[27] Hu, B., & Tuou, Y. (2019). Reform of practice-oriented teaching in undergraduate exhibition management programs: From the perspective of enhancing innovation and entrepreneurship capabilities. Innovation and Entrepreneurship Education, 10(05), 106–109. (in Chinese)

[28] Hu, B., & Tuou, Y. (2019). Coupling relationships and spatial differentiation between the tourism industry and the exhibition industry: Evidence from provincial capital cities in six central Chinese provinces. Urban Studies Journal, 40(04), 23–29. (in Chinese)

[29] Hu, B., Li, T., & Wen, T. (2018). Structural dimensions and model construction of corporate social responsibility in listed tourism enterprises: An exploratory study based on grounded theory. Tourism Tribune, 33(10), 31–40. (in Chinese)

[30] Hu, B., Xiong, Y., & Wang, H. (2015). Symbolic meaning of destination brands and emotional brand attachment: A symbolic interactionism perspective. Economic Management, 37(3), 120–129. Reprinted in Tourism Management (Renmin University of China Reprints), 2015(05). (in Chinese)

[31] Hu, B., Xiong, Y., & Yu, L. (2015). Effects of identity motivation on consumer participation in product customization: A social identity theory perspective. Economics and Management, (02), 84–90. (in Chinese)

[32] Hu, B., Fu, Y., & Xiong, Y. (2014). Driving factors and formation mechanisms of tourists’ intention to participate in low-carbon tourism: An explanation based on the theory of planned behavior. Business Economics and Management, (08), 64–72. (in Chinese)

[33] Yu, L., & Hu, B. (2017). Corporate social responsibility, R&D investment, and market value creation. Qiushi, (05), 102–106. (in Chinese)

[34] Wang, X., Hu, B., & Ling, L. (2017). Construction and empirical testing of a service quality evaluation model under service-dominant logic: Evidence from exhibitor services of exhibition firms. Soft Science, 31(03), 111–114. (in Chinese)

[35] Guo, Q., & Hu, B. (2016). Corporate social performance, marketing capability, and financial performance: Evidence from Chinese listed companies (2010–2014). East China Economic Management, 30(05), 179–184. (in Chinese)

[36] Hu, B. (2020). Corporate Social Responsibility, Marketing Strategy, and Firm Value Creation: Theoretical Analysis and Empirical Evidence. Jinan University Press.

Research Projects

[1] National Natural Science Foundation of China (NSFC): Institutional Response or Strategic Alignment? Corporate Social Responsibility Motivations and Performance under Minimum Wage Policy Shocks (Grant No. 72162027) (2022–2025) 

[2] National Natural Science Foundation of China (NSFC): The Interactive Effects of Corporate Social Responsibility and Marketing Strategy from the Dual Perspectives of Product Markets and Capital Markets (Grant No. 71802080) (2019–2021) 

[3] Major Project of the National Social Science Foundation of China (NSSFC): Integrated Development of “Red Culture + Tourism” in Revolutionary Old Areas (Grant No. 21&ZD178), Subproject III: Spatiotemporal Patterns and Evaluation Mechanisms of the Integrated Development of “Red Culture + Tourism” in Revolutionary Old Areas (2022–2026)

[4] General Project of Humanities and Social Sciences Research in Higher Education Institutions of Jiangxi Province: The Mechanism through Which Socially Responsible Investment Enhances Organizational Resilience of Tourism Enterprises under the Shock of COVID-19 (Grant No. GL22123) (2023–2024) 

[5] Youth Project of the Hunan Provincial Philosophy and Social Science Foundation: Strategic Effects of Corporate Social Responsibility from a Resource-Based View (Grant No. 16YBQ051) (2017–2019) 

[6] Excellent Youth Project of the Hunan Provincial Department of Education: The Interactive Mechanism between Corporate Social Responsibility and Marketing Capability in Tourism Enterprises and Its Strategic Effects (Grant No. 17B174) (2017–2019) 

[7] Teaching Reform Research Project of Ordinary Higher Education Institutions in Hunan Province: Optimization of Undergraduate Talent Training Programs Oriented toward New Trends in the Development of the Convention and Exhibition Industry (Grant No. 2017452078) (2017–2019)