Yue Ma

UTAS Home Dr Yue Ma

Yue Ma

Lecturer in Tourism and Society
School of Social Sciences

Room 419 , Social Sciences Building

0362262331 (phone)

Dr Ma received her PhD in December 2019 investigating the rapid socio-cultural exchanges in China and its influence on Chinese outbound tourists' experiences. She is a Lecturer in Tourism and Society, and a member of TRENd (Tourism Research and Education Network) at the School of Social Sciences. Yue's research interests are cross-cultural research, Chinese outbound tourism, Chinese culture, tourist experience and sustainable tourism. Her most recent research has included: water-gender-tourism nexus; sustainable development of Chinese national parks; tourism education during pandemic.


Yue grew up in Hulunbuir, Inner Mongolia, China, and lived in Beijing and Shanghai after high school. After achieving Bachelor of Management, specialized in Marketing from Shanghai Ocean University, she moved to Australia in 2013, and completed her Master of International Business with Dean’s Roll of Excellence at University of Tasmania.

Before joining School of Social Sciences, Yue was a tutor at Tasmanian School of Business and Economics (TSBE). She was a research assistant at UTAS for 5 years involved in tourism, marketing and entrepreneurship projects.

Yue had six years part-time/casual work experience as tourism consultant, tour guide, marketing officer, translator, and news correspondent while pursuing her education.

Career summary



Thesis title



Date of award

Doctor of Philosophy (Business & Commerce)

Tourism and co-creation: Chinese tourist experiences at Port Arthur Historic Site

University of Tasmania


Dec 2019

Master of International Business


University of Tasmania


Dec 2014

Bachelor of Business


University of Tasmania

(Shanghai AIEN campus)


Dec 2013

Bachelor of Management (Marketing)

Marketing traditional wooden handicrafts – Great Khingan Mountain forestry area

Shanghai Ocean University


July 2014

Languages (other than English)

Chinese (Mandarin)


Professional practice

Member of Tourism Research and Education Network (TRENd)
The Council for Australasian Tourism and Hospitality Education (CAUTHE)
Asia Pacific Tourism Association (APTA)
Tasmania Chinese Art and Communication Society

Administrative expertise

Coordinating reading group meetings
HDR Representative for Faculty Research Committee (TSBE)


Global issues in tourism, Sustainable tourism, Research thesis, Cross-cultural management, Marketing, The sharing economy.

Teaching expertise

Yue completed an online course - Contemporary Approaches to University Teaching with Swinburne University of Technology in June 2020.

Yue is coordinating HGA 502 Global Issues in Tourism and HGA 602 The Sharing Economy and Disrupted Innovations.

Yue has provided teaching assistance in tourism, management and marketing units (including guest lectures, fieldtrips, tutorials, co-supervising research thesis and marking, during and post-PhD study) for undergraduate and postgraduate coursework. These include:

Critical and Contested Issues in Cultural Heritage; Research Thesis; Tourism Research Project; Introduction to Management; Dynamics of Tourism; Sustainable tourism; Tourism, Creativity and Culture; Service Marketing, Consumer Behaviour, Consumer Decision-Making and Foundation of Marketing.

Teaching responsibility

  • BMA101 Introduction to Management
  • HGA502 Global Issues in Tourism
  • HGA602 The Sharing Economy and Disruptive Innovations
  • HGA713 Tourism Venture Creation

View more on Dr Yue Ma in WARP


Cross-cultural tourist experience
Chinese outbound tourism
Chinese culture
Regional tourism studies
Social media in research
Sustainable tourism development
Tourism education

Research Themes

Dr Ma’s research aligns with the University’s research theme of Creativity, Culture and Society, as well as Environment, Resources and Sustainability.

Her PhD looked at cross-cultural tourist experience creation and mediation, using Chinese tourists visiting Port Arthur Historic Site as a case study. This research was undertaken primarily from an intercultural management perspective, and explored how societal changes affect travellers’ experiences. Her finding suggests that tourist anxieties could be creatively alleviated if simplistic and generalised understandings of the Chinese visitor market are avoided. Part of her thesis also discovered the use of ‘WeChat’ (social media) for mitigating time pressures faced by researchers and tourists during fieldwork; this method helps to improve researchers’ wellbeing.

Her latest project within the nexus of ‘water-gender-tourism’ contributes to the gendered discussion of resources usage in tourism and hospitality industry, in light of climate change.

Yue is also currently undertaking research exploring localised sustainable tourism practices in far north-eastern Chinese destinations.


Yue is currently co-editing a book – Asian Tourism Sustainability (Publisher: Springer, 2021) with a Malaysian collaborator, which is aimed at advancing the knowledge of sustainable tourism in Asia and supporting indigenous Asian tourism studies.

Yue has collaborated with scholars from UK, Spain, Indonesian and China in the past.

Current projects

Cultural safety teaching
Collaborative teaching models

Fields of Research

  • Tourist behaviour and visitor experience (350806)
  • Impacts of tourism (350801)
  • Tourism management (350803)
  • Tourism marketing (350804)
  • Applied sociology, program evaluation and social impact assessment (441001)
  • Natural resource management (410406)
  • Higher education (390303)
  • Hospitality management (350402)
  • Tourism (350899)
  • Environmental management (410404)

Research Objectives

  • Socio-cultural issues in tourism (110402)
  • Management of water consumption by commercial services and tourism (110104)
  • Tourism services (110499)
  • Tourism infrastructure development (110403)
  • Social impacts of climate change and variability (190103)
  • Economic issues in tourism (110401)
  • Health education and promotion (200203)
  • Environmentally sustainable commercial services and tourism (110199)
  • Hospitality services (119901)
  • Health status (incl. wellbeing) (200407)
  • Understanding Asia's past (130702)


Dr Ma has published articles in journals, books and international conferences. Her publications appeared in WIRES Water (Wiley Online Library), Journal of China Tourism Research, The State and Future of Tourism in Tasmania, Asian Cultures and Contemporary Tourism (Springer) and others.

Total publications


Highlighted publications

(2 outputs)
2019Chapter in BookMa Yue, 'Chinese Tourism in Tasmania', Tourism in Tasmania, Forty South Publishing, CS Ooi and A Hardy (ed), Hobart, pp. 113-124. ISBN 9780648675761 (2019) [Research Book Chapter]

[eCite] [Details]

2018Chapter in BookMa Y, Ooi CS, Hardy A, 'Chinese Travelling Overseas and Their Anxieties', Asian Cultures and Contemporary Tourism, Springer Nature Singapore Pte Ltd., ECL Yang and C Khoo-Lattimore (ed), Singapore, pp. 201-220. ISBN 978-981-10-7979-5 (2018) [Research Book Chapter]

DOI: 10.1007/978-981-10-7980-1_11 [eCite] [Details]

Co-authors: Ooi CS; Hardy A


Journal Article

(5 outputs)
2023Hardy A, Ma Y, Toettenborg A, McCaughan L, Perkins R, et al., 'The role of online tourism education and its impact on student wellbeing during a COVID-pause'', Journal of Applied Learning & Teaching, 6, (1) pp. 1-10. ISSN 2591-801X (2023) [Refereed Article]

DOI: 10.37074/jalt.2023.6.1.16 [eCite] [Details]

Co-authors: Hardy A; Toettenborg A; McCaughan L; Andersen LL; Ooi CS


2023Ma Yue, Cai W, 'Social media in ethnographic research: critical reflections on using WeChat in researching Chinese outbound tourists', Current Issues in Tourism pp. 1-13. ISSN 1368-3500 (2023) [Refereed Article]

DOI: 10.1080/13683500.2023.2175203 [eCite] [Details]

Citations: Web of Science - 6


2021Ma Y, Ooi C-S, Hardy A, 'Cultural complexity and situated mediation: Chinese visitors at Port Arthur historic site', Journal of China Tourism Research, 17, (4) pp. 532-548. ISSN 1938-8160 (2021) [Refereed Article]

DOI: 10.1080/19388160.2021.1971134 [eCite] [Details]

Citations: Scopus - 1Web of Science - 1

Co-authors: Ooi C-S; Hardy A


2020Cole SKG, Mullor EC, Ma Y, Sandang Y, ''Tourism, water, and gender' An international review of an unexplored nexus', Wiley Interdisciplinary Reviews. Water pp. 1-16. ISSN 2049-1948 (2020) [Refereed Article]

DOI: 10.1002/wat2.1442 [eCite] [Details]

Citations: Scopus - 14Web of Science - 11


2020Ma Y, Hardy A, Ooi CS, 'Researching Chinese tourists on the move', Journal of China Tourism Research, 16, (2) pp. 214-229. ISSN 1938-8160 (2020) [Refereed Article]

DOI: 10.1080/19388160.2019.1607794 [eCite] [Details]

Citations: Scopus - 12Web of Science - 10

Co-authors: Hardy A; Ooi CS



(1 outputs)
2022Ma Yue, Balasingam AS, 'Asian Tourism Sustainability', Springer, Singapore, pp. 199. ISBN 978-9811652639 (2022) [Edited Book]

DOI: 10.1007/978-981-16-5264-6 [eCite] [Details]


Chapter in Book

(4 outputs)
2022Ma Yue, Balasingam AS, 'The Evolution of Sustainable Tourism in Asia', Asian Tourism Sustainability, Springer, AS Balasingam and Y Ma (ed), Singapore, pp. 1-16. ISBN 9789811652639 (2022) [Research Book Chapter]

DOI: 10.1007/978-981-16-5264-6_1 [eCite] [Details]


2022Ma Yue, Yang Lin, 'Sustainable Tourism in Emerging Regional Destinations in China: Stakeholder Participation in Genhe', Asian Tourism Sustainability, Springer Nature, AS Balasingam and Y Ma (ed), Singapore, pp. 101-117. ISBN 978-9811652639 (2022) [Research Book Chapter]

DOI: 10.1007/978-981-16-5264-6 [eCite] [Details]

Co-authors: Yang Lin


2019Ma Yue, 'Chinese Tourism in Tasmania', Tourism in Tasmania, Forty South Publishing, CS Ooi and A Hardy (ed), Hobart, pp. 113-124. ISBN 9780648675761 (2019) [Research Book Chapter]

[eCite] [Details]


2018Ma Y, Ooi CS, Hardy A, 'Chinese Travelling Overseas and Their Anxieties', Asian Cultures and Contemporary Tourism, Springer Nature Singapore Pte Ltd., ECL Yang and C Khoo-Lattimore (ed), Singapore, pp. 201-220. ISBN 978-981-10-7979-5 (2018) [Research Book Chapter]

DOI: 10.1007/978-981-10-7980-1_11 [eCite] [Details]

Co-authors: Ooi CS; Hardy A



(1 outputs)
2022Ma Yue, 'Book Review: Strategic Perspectives from Hospitality Leaders', Tourism Culture & Communication ISSN 1098-304X (2022) [Review Single Work]

DOI: 10.3727/109830422X16420405391970 [eCite] [Details]


Conference Publication

(2 outputs)
2021Zhang WW, Ooi C-S, Ma Y, 'Contrasting appreciation of the Tasmanian wilderness: mediating the Chinese visitor experience from a cultural complexity approach', Transformations in Uncertain times: Future perfect in tourism, hospitality and events' - Proceedings of the 31st Council for Australasian University Tourism and Hospitality Education (CAUTHE), 9-12 February 2021, Virtual Conference, Online (Fremantle, Australia), pp. 295-298. ISBN 978-0-9945141-5-8 (2021) [Refereed Conference Paper]

[eCite] [Details]

Co-authors: Zhang WW; Ooi C-S

2015Ma Yue, 'Education is a life-long international mission', Education Transforms Symposium, 14-16 July, Hobart, Tasmania, pp. 131-131. ISBN 978-1-86295-845-6 (2015) [Conference Extract]

[eCite] [Details]

Other Public Output

(4 outputs)
2020Cole SKG, Mullor EC, Ma Yue, Sandang Y, 'Tourism, water, and gender', Advanced Science News, Online (2020) [Newspaper Article]

[eCite] [Details]


2020Stroma KG, Mullor EC, Ma Y, Sandang Y, 'Tourism, water, and gender', Advanced Science News, online, 15 June 2020 (2020) [Newspaper Article]

[eCite] [Details]


2019Ma Y, 'What are Chinese tourists hoping for when they arrive in Tasmania?', Breakfast, ABC Hobart Radio, Australian Broadcasting Corporation, Hobart, 13 November (2019) [Media Interview]

[eCite] [Details]


2016Hardy A, Ma M, 'xxx', ABC TV news, Australian Broadcasting Company, Australia, 14 Oct (2016) [Media Interview]

[eCite] [Details]

Co-authors: Hardy A

Dr Ma is looking for candidates who may be interested in Chinese culture, Chinese outbound tourism, or sustainable tourism. Yue has co-supervised a student's masters-level thesis examining Chinese tourists' perception of Tasmania and the cross-cultural interpretation.