Researcher Profile and Settings

Master

Affiliation (Master)

• Research Faculty of Media and Communication　Media and Communication　International Public Relations

Affiliation (Master)

• Research Faculty of Media and Communication　Media and Communication　International Public Relations

researchmap

Profile and Settings

Affiliation

• Hokkaido University, Research Faculty of Media and Communication, Lecturer

Profile and Settings

• Contact Point

  yixuan.ongimc.hokudai.ac.jp

• Name (Japanese)

  ONG

• Name (Kana)

  YI XUAN

• Name

  202401013828875388

Affiliation

• Hokkaido University, Research Faculty of Media and Communication, Lecturer

Achievement

Research Interests

• Generation Difference   Consumer Behavior   Quantitative Research   Destination Marketing   risk communication   social media influencer   

Research Areas

• Humanities & social sciences / Social psychology / Consumer behavior
• Humanities & social sciences / Tourism studies / Destination Marketing

Education

• 2020/04 - 2022/03  Hokkaido University  Graduate School of International Media, Communication,and Tourism Studies  International Media, Communications and Tourism Studies
• 2018/04 - 2020/03  Hokka  Graduate School of International Media, Communications and Tourism Studies  International Media and Communications
• 2010/08 - 2014/06  National University of Singapore  Geography

Published Papers

• Understanding followers’ processing and perceptions of social media influencer destination marketing: Differences between #Millennials and #GenZs

  Yi Xuan Ong, Tao Sun, Naoya Ito

  Journal of Hospitality and Tourism Management 60 194 - 207 1447-6770 2024/09 [Refereed][Not invited]
  
• Exploring the intermediary effects of TikTok on Generation Z's visit intention

  Sook Fun Fong, Yi Xuan Ong, Rashid Ating, Maricar S. Besa

  Journal of Vacation Marketing 2024 [Refereed]
  
• Risk and destination perceptions of Wuhan, China since the COVID-19 pandemic

  Yi Xuan Ong, Naoya Ito, Tao Sun

  Anatolia 2023/04/03 [Refereed]
  
• Profile identification and characterization of risk perceptions and preventive behaviors during the COVID-19 pandemic: A latent profile analysis

  Yi Xuan Ong, Hye Kyung Kim, Benjamin O. Pelzer, Ying Ying Tan, Wee Ping Lim, Annabelle Kai Lin Chua, Bei Yi Koh

  Frontiers in Psychology 14 2023/02/20 [Refereed][Not invited]
   

  In a public health crisis, communication plays a vital role in making sure policies and recommendations from the government level get disseminated accurately to its people and is only considered as effective when the public accepts, supports, complies to, and engages in policies or behaves as per governments’ recommendations. Adopting the multivariate audience segmentation strategy for health communication, this study uses a data-driven analytical method to (1) identify audience segments of public health crisis communication in Singapore based on knowledge, risk perception, emotional responses, and preventive behaviors; and (2) characterize each audience segment according to demographic factors, personality traits, information processing styles, and health information preferences. Results (N = 2033) from a web-based questionnaire executed in August 2021 have identified three audience segments: the less-concerned (n = 650), the risk-anxious (n = 142), and the risk-majority (n = 1,241). This study offers insights to how audiences of public health crisis communication perceive, process, and respond to information directed to them during the pandemic, thereby informing policy makers to tailor more targeted public health communication interventions in promoting positive attitude and behavior change.
• “Domestic or International?” The Impact of Cognitive Absorption of Short-Form Videos on Tourists’ Post-COVID Travel Intention: An Exploratory Study on Douyin

  Han Zhou, Tao Sun, Yi Xuan Ong, Naoya Ito

  2023 [Refereed]
  
• 2nd International Conference on Responsible Tourism and Hospitality (ICRTH) 2022, 1 – 3 September 2022, Kuching, Sarawak, Malaysia

  Yi Xuan Ong, Ivy S. H. Hii, Aaron Tham

  Anatolia 2022/10/02
• Book Review

  Yi Xuan Ong

  Journal of Hospitality and Tourism Management 52 343 - 345 2022/09 [Refereed]
  
• How trust in a destination's risk regulation navigates outbound travel constraints on revisit intention post-COVID-19: Segmenting insights from experienced Chinese tourists to Japan

  Tao Sun, Junjiao Zhang, Beile Zhang, Yixuan Ong, Naoya Ito

  Journal of Destination Marketing & Management 25 100711 - 100711 2022/09
• Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns

  Yi Xuan Ong, Tao Sun, Naoya Ito

  Information and Communication Technologies in Tourism 2022 110 - 122 2022/01/07 [Refereed][Not invited]
   

  Abstract The power of social media influencers (SMIs) as effective endorsers for destinations and tourism products have been widely acknowledged. Despite being characterised as content generators by prior research, little has been done to examine how consumers perceive content produced by SMI, a key component of destination marketing campaigns. Moreover, parasocial relationship between SMI and the follower has been proven to enhance the persuasive impact of SMIs. Hence, this study aims to shed light on how consumers would assess the SMI and the content the SMI produced, as well as the effect of parasocial relationship on processing SMI destination marketing campaigns. Findings (N = 501) have highlighted that argument quality of SMI content has a stronger direct impact on campaign attitude, destination image and travel intention, as compared to source credibility. With the application of the Elaboration Likelihood Model (ELM) as a framework, this study illuminates consumers’ interaction with the SMI destination marketing campaign and extends prior studies in understanding the importance of SMI content and parasocial relationship as a significant tool for future destination marketing.
• “I Want to Go There Too!” Evaluating Social Media Influencer Marketing Effectiveness: A Case Study of Hokkaido’s DMO

  Yi Xuan Ong, Naoya Ito

  Information and Communication Technologies in Tourism 2019 132 - 144 2018/12/15 [Refereed][Not invited]