The academic seminar, organized by the Faculty of International Tourism and Management (FITM), took place as planned on April 19, 2024, at the Ho Xin Convention Centre. Professor Jun Li, Director of the Department of Exhibition Economics and Management at South China Normal University's School of Tourism Management, has been invited to the seminar. His seminar was titled "Decoding the New Normal of

Experimental Methods in Hospitality and Tourism Research" and focused on "the intersection of Eastern culture and Western theory." This

seminar provided a new perspective on the study of tourism and hospitality industries in the context of Eastern culture.

Dr. Jun Li presented a series of case studies to students at the seminar

Dr. Li presented an in-depth analysis of the use of experimental methods in tourism and hospitality industry research, as well as a discussion of their applicability in various cultural contexts. He emphasized that by controlling variables, experimental approaches can better reveal

cause-and-effect correlations, which is critical for understanding consumer behavior patterns. At the same time, Dr. Li highlighted the

challenges of experimental design, such as cost, environmental distortion, and sample size limitations.

Students listened carefully during the seminar

Dr. Li presented a case study about the impact of awe emotions on tourists' pro-environmental behavior. He demonstrated how to use

experimental methods to examine and improve sustainable development strategies in tourist areas. Furthermore, his research provided

invaluable insights and strategic advice to our master's and doctoral students.

Group photos of Dr. Li, faculty members and students

FITM is committed to maintaining a cutting-edge approach to academic excellence by providing a diverse range of specialized academic

seminars on a consistent basis. We are dedicated to creating a high-quality academic interaction platform that will exceed students'

expectations during their academic journey.