CityU faculty-student’ tourism research on cause-related marketing and consumer behavior earns “Best Paper Award” at international academic conference

Undergraduate student Chen Xiyao studying in the Faculty of International Tourism and Management of the City University of Macau (CityU), in collaboration with her supervisor, Assistant Professor Xue Xunyue, co-authored the academic paper How Blind-box Offerings Enhance Tourist Purchases in Spiritual Destinations, winning the “Best Paper Award” at the Global Hospitality and Tourism Research Summit - Fukuoka (GHTRS - FUKUOKA) in Japan.

The research focused on cause-related marketing and consumer behavior in tourism. Through rigorous research methods and innovative perspectives, it presented a series of forward-looking and practical insights, which garnered high praise and recognition from the review committee. This award not only showcased the strong research capabilities of CityU faculty and students in the tourism field but also highlighted the significant achievements of CityU in its “teaching + research” cultivation model.