Associate Dean (Teaching and Learning), CUHK Business School

Professor, School of Hotel and Tourism Management

Co-Director, Center for Hospitality and Real Estate Research,

CUHK Business School

(Ph.D. in Marketing, M. Phil. in Marketing, B.B.A., CUHK)

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Biography
 

Professor Lisa C. Wan is a Professor in the School of Hotel and Tourism Management and Associate Dean (Teaching & Learning) at The Chinese University of Hong Kong (CUHK) Business School. She also serves as an Outstanding Fellow of the Faculty of Business Administration and Co-Director of the Centre for Hospitality and Real Estate Research.

Professor Wan has a distinguished record of research excellence and high-quality teaching. She currently serves as Associate Editor for Annals of Tourism Research and sits on the editorial boards of Tourism Management, Journal of Travel Research, and Journal of Sustainable Tourism. Her previous board appointments include the Journal of Hospitality & Tourism Research (2021–2023) and the Journal of Travel & Tourism Marketing (2023–2026). Additionally, she served as a panel member for the Business and Economics Panel in the Hong Kong Research Assessment Exercise 2026.
 

Her research portfolio includes over 130 publications and conference papers, with more than 50 journal articles, many appearing in leading journals such as Journal of Consumer Research (UTD journal), Annals of Tourism Research (ABS 4), Tourism Management (ABS 4), and Journal of Travel Research (ABS 4). Two of her recent papers have been recognized as ‘ESI Top 1% Highly Cited Paper’ in the social sciences. Her work on consumer responses to service robots during COVID-19, published in Annals of Tourism Research, attracted 368 media pickups globally, reaching over 15,800 media outlets and more than 1,200 journalists.

Her research has achieved significant societal impact, earning her the CUHK Outstanding Research Impact Award (2023–2024). In 2021, she spearheaded the Greater China Hotel Business Sustainability Index (Hotel BSI), driving a 14% increase in average sustainability scores, with 76% of participating companies improving by 2024. Additionally, in 2025 she founded "MeGoOut," a brand offering immersive rural study tours in Hong Kong that foster experiential learning in sustainability, environmental stewardship, and cultural conservation for students from primary to university levels.
 

Professor Wan’s dedication to teaching has also been widely recognized. In 2021, she received CUHK’s highest teaching honor, the University Education Award 2021  (General Faculty Members Category). She was also honored with the Vice-Chancellor’s Exemplary Teaching Award (2017), the Faculty Teaching Excellence Award (2017), and the Faculty Teaching Merit Awards for 2012–2017 and 2018–2026.  In 2022, she was awarded the Teaching Development and Language Enhancement Grant (TDLEG), through which she developed a game-based “‘Space Tourism Virtual Reality Learning Tool,” to enhance students’ understanding of emerging tourism concepts.

Professor Wan is a sought-after keynote speaker and panelist at major international forums. At Economist Impact’s Sustainability Week Asia 2025 in Bangkok, she was featured as a spotlight speaker on the theme “Eco-tourism: The Green Luxury,” engaging with nearly 1,000 senior business and sustainability leaders. Her spotlight interview gained significant global reach, generating over 40 media features and 1.36 million online views.
 

Her research offers valuable practical insights for the post-pandemic recovery of Hong Kong’s tourism industry, with a strong focus on sustainable tourism, in-depth travel, and eco-tourism. A prominent voice in public discourse, Professor Wan is frequently interviewed across television, radio, and print media. Notable appearances include flagship Hong Kong current affairs programs such as《新聞透視》, RTHK's《鏗鏘集》, 《時事多面睇》, 《一線搜查》, and the prestigious radio segment Letter to Hong Kong 《香港家書》.

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Teaching Areas
 

Strategic Brand Management
Aviation Service Management
Capstone Research Project for the Hospitality Industries and Real Estate
Seminar in Research Issues in Hospitality, Tourism and Real Estate

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Research Interests

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AI Service Robots and Technologies
Sustainable Tourism
Cross-cultural Consumer/Tourist Behaviours
Services Marketing and Service Failure
Space Tourism

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