研究者基本情報

• Bachelor's Honours (Geography), National University of Singapore, 2014年06月
• 修士（国際広報メディア）, 北海道大学, 2020年03月
• 博士（国際広報メディア・観光学）, 北海道大学, 2022年03月

• https://researchmap.jp/yxong

• https://orcid.org/0000-0001-9499-9799
• https://jglobal.jst.go.jp/detail?JGLOBAL_ID=202401013828875388

• 11000399

• https://orcid.org/0000-0001-9499-9799

• 202401013828875388

• Persuasive Communication
• Generation Difference
• Consumer Behavior
• Quantitative Research
• Destination Marketing
• リスク コミュニケーション
• Social Media Influencer Marketing

• 人文・社会, 社会心理学, Consumer behavior
• 人文・社会, 観光学, Destination Marketing

• 修士課程, 国際広報ﾒﾃﾞｨｱ･観光学院
• 博士課程, 国際広報ﾒﾃﾞｨｱ･観光学院

研究活動情報

• 2023年12月, Young Consumers (Emerald Publishing), Outstanding Reviewer Award
• 2022年11月, Lien Development Conference, Best Paper Award
  Awarded one of the four Best Paper (Cutting-edge Public Space and Community-building Experiences from a User Experience (UX) Perspective – A Multinational Comparison) out of more than 150+ accepted papers in the conference. The paper has been invited to be published in a special issue of an affiliated top-ranking journal.
• 2022年03月, 北海道大学大学院国際広報メディア・観光学院, 地球は舞台賞―博士課程 学術部門
  総代
  総代
• 2022年01月, ENTER2022, Best Paper Award - Second Place
  Awarded second place for her full research paper (Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns) in the research track of the international conference ENTER2022@Nankai.
• 2020年03月, 北海道大学大学院国際広報メディア・観光学院, 地球は舞台賞―修士課程 学術部門
• 2020年01月, ENTER2020, Best PhD Proposal - Second Place
  Awarded second place for her PhD Proposal (Social Media Influencers for Destination Marketing – Application of the Self-Congruity Theory on Generational and Cross-Cultural Comparison.) in the PhD workshop organized by IFITT in ENTER2020@Surrey.
• 2019年07月, Asia Pacific Tourism Association Annual Conference, Best Paper Award
  Awarded one of the two Best Paper Award in Asia Pacific Tourism Association Conference, held in Danang, Vietnam on 1-4 July 2019 for the paper titled “Do You Still Want To Go?” Effects of Scandal to Social Media Influencer-Marketed Destination

• Exploring time-lagged effects and gendered differences of videoconference fatigue on work-family conflict and emotional well-being
  Benjamin Li; Yi Xuan Ong; Zhang Hao Goh; Shruti Malviya; Edson Tandoc Jr
  Online Journal of Communication and Media Technologies, 2026年03月18日, ［査読有り］
  研究論文（学術雑誌）
• Finfluencer: can financial social media influencers promote desirable financial behaviours?
  Ivy S. H. Hii; Yi Xuan Ong
  International Journal of Bank Marketing, 2026年01月23日, ［査読有り］, ［責任著者］
  研究論文（学術雑誌）
• A Bibliometric Analysis of 25 Years in the International Journal of Hospitality and Tourism Administration: Retrospection and Prospection
  Yi Xuan Ong; Aaron Tham; JaeMin Cha; Alan Yen
  International Journal of Hospitality & Tourism Administration, 2025年08月08日, ［筆頭著者, 責任著者］
  研究論文（学術雑誌）
• Zoomers: How Much Do We Know About the Role of Shared and Social Values on Their Career Preference? A Southeast Asian (SEA) Perspective
  April Kim Lalisan; Karisma Sri Rahayu; Maricar Besa; Yi Xuan Ong; Muhammad Ashoer; Arif Widyatama; Minh Dam Xuan; Nga Thi Vo; Hazza Roshada Ramli; Sochea Nhem; Veasna Ky; Pichsinee Soonsap; Morakot Ditta-Apichai; Aung Aung; Joao Gregorio Goncalves Guterres; Muhammad Adi Safwan Haji Dullah; Rashid Ating
  2025年, ［査読有り］
  研究論文（国際会議プロシーディングス）
• Reviving coral reef ecotourism through green insurance investments
  Aaron Tham; Yixuan Ong; Ivy S. H. Hii
  Journal of Ecotourism, 2024年12月03日, ［査読有り］
  英語, 研究論文（学術雑誌）
• ‘Still reluctant to go?’ Destination image formation in the post-global pandemic crisis: perspective from Japanese tourists to China
  Tao Sun; Han Zhou; Yi Xuan Ong
  Tourism Recreation Research, 1, 16, Informa UK Limited, 2024年11月28日, ［査読有り］
  研究論文（学術雑誌）
• Cutting‐edge public space and community‐building experiences from a user experience (UX) perspective – A multinational comparison
  Fernando Ursine; Yi Xuan Ong
  Global Policy, 2024年09月, ［査読有り］, ［責任著者］
  研究論文（学術雑誌）
• 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, Elsevier BV, 2024年09月, ［査読有り］, ［筆頭著者］
  研究論文（学術雑誌）
• 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年, ［査読有り］, ［責任著者］
  研究論文（学術雑誌）
• Risk and destination perceptions of Wuhan, China since the COVID-19 pandemic
  Yi Xuan Ong; Naoya Ito; Tao Sun
  Anatolia, 2023年04月03日, ［査読有り］, ［筆頭著者, 責任著者］
  研究論文（学術雑誌）
• 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, Frontiers Media SA, 2023年02月20日, ［査読有り］, ［筆頭著者］
  研究論文（学術雑誌）, 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年, ［査読有り］
  研究論文（国際会議プロシーディングス）
• 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年10月02日, ［筆頭著者, 責任著者］
  研究論文（その他学術会議資料等）
• Book Review
  Yi Xuan Ong
  Journal of Hospitality and Tourism Management, 52, 343, 345, Elsevier {BV}, 2022年09月, ［査読有り］, ［招待有り］, ［筆頭著者, 責任著者］
  研究論文（その他学術会議資料等）
• 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, Elsevier {BV}, 2022年09月
  研究論文（学術雑誌）
• 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, Springer International Publishing, 2022年01月07日, ［査読有り］, ［筆頭著者, 責任著者］
  研究論文（国際会議プロシーディングス）, 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, Springer International Publishing, 2018年12月15日, ［査読有り］, ［筆頭著者］
  研究論文（国際会議プロシーディングス）

• 情報メディアと観光, 2024年, 修士課程, 国際広報メディア・観光学院
• 情報戦略論演習, 2024年, 修士課程, 国際広報メディア・観光学院
• 英語Ⅰ, 2024年, 学士課程, 全学教育
• 英語技能別演習, 2024年, 学士課程, 全学教育
• 英語演習, 2024年, 学士課程, 全学教育
• 英語演習, 2024年, 学士課程, 全学教育

• Impacts of Social Media Influencers for Destinations Post-Disaster Communication - Destination Image Restoration, Tourism Recovery, and Destination Resilience
  Grants-in-Aid for Scientific Research
  2025年04月01日 - 2028年03月31日
  Japan Society for the Promotion of Science, Grant-in-Aid for Early-Career Scientists, Hokkaido University, 25K21468
• Social Media Influencers for Sustainable Destination Marketing - Enhancing Awareness on Overtourism and Pro-Environmental Travel Behaviors among Inbound Tourists
  Grants-in-Aid for Scientific Research
  2024年07月31日 - 2026年03月31日
  Japan Society for the Promotion of Science, Grant-in-Aid for Research Activity Start-up, Hokkaido University, 24K22627

• Reviewer
  2024年02月01日 - 現在
  査読
  査読等
  Journal of Vacation Marketing
• Reviewer
  2023年03月01日 - 現在
  査読
  査読等
  Tourism Management Perspectives
• Editorial Board
  2023年03月01日 - 現在
  査読
  査読等
  Journal of Tourism Futures
• Social Media Editor
  2023年01月01日 - 現在
  学術調査立案・実施
  査読等
  International Journal of Hospitality and Tourism Administration
• Co-leader for Multimedia Team
  2022年03月01日 - 現在
  その他
  その他
  South East Asia Research Academy
• Co-Chair
  2025年10月01日 - 2026年12月07日
  企画立案・運営等
  学会・研究会等
  Tourism and Travel Research Association Asia Pacific Chapter Annual Conference 2026