ZOU Rong
Associate Professor
E-mail: 470039178@qq.com
EDUCATION
Washington State University Visiting Scholar 2016 Pullman, the United Stated
Zhongnan University of Economics and Law Ph.D 2008 Wuhan, China
Wuhan University Master 2002 Wuhan, China
Zhejiang Gongshang University Bachelor 1999 Hangzhou, China
WORK EXPERIENCE
Zhongnan University of Economics & Law Faculty 2003 - Wuhan, China
Changjiang Hotel Training Supervisor 2002 - 2003 Wuhan, China
TEACHING(September, 2024 - August, 2025)
Bachelor's Program
•Hotel Simulation Operation Experiment (Bilingual)
Research Master's Program
•New Media and Smart Tourism
SELECTEDINTELLECTUALCONTRIBUTIONS(September, 2019 - August, 2025)
ACADEMIC CONTRIBUTIONS
JOURNAL ARTICLES
1. Drinking “Green”: What Drives Organic Wine Consumption in an Emerging Wine Market, Cornell Hospitality Quarterly, 2020: 1-19
2. Servant Leadership in Hospitality: A Meta-Analytic Review, Journal of Hospitality Marketing & Management, 2021, 30(4): 438-458
3. Study on the Transmission Effect of the Warm Perception of the Pet Image at Home Stay, Tourism Tribune, 2022, (10): 77-86
4. How to Stimulate Users’ Value Co-Creation Behavior in Virtual Travel Community: A Hybrid Method Based on SEM and fsQCA, Tourism and Hospitality Prospects, 2023, 6(6): 53-75
5. Does a Cute Pet Make a Difference in Home-sharing Booking Intentions? A Moderated Serial Mediation Analysis, International Journal of Hospitality Management, 2024, 118: 1-14
6. AI Robots over Sommeliers? Exploring the Service Provider Effect on Diners’ Wine Ordering Decisions at Restaurants, International Journal of Hospitality Management, 2024, 122: 1-11
7. Can the Match Between Social Media Influencer's Accent and Brand Personality Shape Brand Attitudes? A Stereotype Theory and the Construal Level Theory Perspective, Journal of Hospitality ＆ Tourism Research, 2024
8. Timing Nature's Call: How Circadian Rhythms Affect Tourists' Pro-Environmental Intention, Journal of Sustainable Tourism, 2025
MONOGRAPHS
1. Study on the Influencing Factors of Chinese Consumers’ Willingness to Buy Organic Wine, Economic Science Press, 2022
RESEARCH PROJECTS
1. Research on the Benefit Sharing Mechanism of the Integrated Development of Agriculture and Tourism from the Perspective of Farmers' Income, Scientific Research Project by Zhongnan University of Economics and Law, 2020-2021
2. Evolutionary Game and Strategic Innovation of Social Mobilization Mechanism to Stop Food and Beverage Waste Under Incentive Compatibility, Scientific Research Project by Zhongnan University of Economics and Law, 2022-2023
3. The Impact Effect and Scenario Simulation of the Integration and Development of, Major Project (Sub) by National Social Science Foundation of China, 2022-2023
4. Research on the Impact of Rural Tourism Industry on Farmers’ Income from the Perspective of Inclusiveness, Project by National Social Science Foundation of China, 2020
5. Inspiration, Clustering and Upgrading of Leisure Agricultural Entrepreneurship: The Perspective of Social Network, Project by China Postdoctoral Science Foundation, 2016
TEACHING CONTRIBUTIONS
CASE STUDIES
1. The Wind is Quick and The Grass is Tough: The Villagers in The Sea Fight the, Small-Sized Cases (China Case Sharing Center), National Award, 2022/11/01
TEACHING PROJECTS
1. Exploration and Practice on the Construction of Ideological and Political Series Textbooks for Tourism Management, Other Provincial Curriculum Construction Project, 2022-2023
2. Teaching Material Construction of Tourism Law (Ideological and Political Version), Teaching Reform Research Project by Zhongnan University of Economics and Law, 2022-2023
3. The Construction of Teaching Materials for Tourism Management Specialty, Teaching Reform Research Project by Zhongnan University of Economics and Law, 2022-2023
4. The Construction of A Model Team of Rural Tourism Combining Production With Education——From the Perspective of Integrating Rural Tourism with Field Practice to Promote Rural Revitalization, Teaching Reform Research Project by Zhongnan University of Economics and Law, 2021-2023
5. Field Practice and Youth Responsibility: Innovation of the Industry-University-Research-Application Education Model for Tourism Management Majors in Empowering Rural Revitalization through Knowledge, Teaching Reform Research Project by Zhongnan University of Economics and Law, 2022-2024
6. Research on the Construction and Operation Management of the Practical System of Tourism Management Courses under the Background of New Liberal Arts Construction, Teaching Reform Research Project by Zhongnan University of Economics and Law, 2024-2026
7. Cherish Food, Zero-Waste Catering: The Entrepreneurial Path of "Food-Saving Magic Bag" as a Low-Carbon Mutual Benefit Social Enterprise, Graduate Innovation Education Project by Zhongnan University of Economics and Law, 2024-2026
SOCIAL SERVICE CONTRIBUTIONS
INDUSTRY PROJECTS
1. The Overall Tourism Development Plan of Tangchi Town, Yingcheng Ctiy, Industry Project,Bureau of Culture and Tourism of Yingcheng Ctiy, 2019-2020
2. Yingshan County’s 14th Five-Year Plan for Cultural and Tourism Development, Industry Project,Yingshan County Culture and Tourism Bureau, 2021-2021
3. 14th Five-Year Plan for Cultural and Tourism Development of Xinzhou District, Industry Project,Xinzhou District Culture and Tourism Bureau, 2022-2022
4. Overall Planning of the Dajiu Lake International Tourism Resort, Industry Project,Dajiu Lake Town Government, 2022-2022