Researcher basic information

• Bachelor's Honours (Geography), National University of Singapore, Jun. 2014
• Masters (International Media and Communication), Hokkaido University, Mar. 2020
• PhD (International Media, Communication and Tourism Studies), Hokkaido University, Mar. 2022

• https://researchmap.jp/yxong?lang=en

• 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
• risk communication
• Social Media Influencer Marketing

• Humanities & Social Sciences, Social psychology, Consumer behavior
• Humanities & Social Sciences, Tourism studies, Destination Marketing

• Master's degree program, Graduate School of International Media, Communication, and Tourism Studies
• Doctoral (PhD) degree program, Graduate School of International Media, Communication, and Tourism Studies

Research activity information

• Dec. 2023, Young Consumers (Emerald Publishing), Outstanding Reviewer Award
• Nov. 2022, 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.
• Mar. 2022, 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
• Jan. 2022, 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.
• Mar. 2020, 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
• Jan. 2020, 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.
• Jul. 2019, 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

• Can winter sport nostalgia stimulate tourists’ motivation during the off-season? A two-wave longitudinal study
  Shubin Yu; Yi Xuan Ong; Juhyeok Jang
  Journal of Vacation Marketing, 13 May 2026
  Scientific journal
• 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, 18 Mar. 2026, [Peer-reviewed]
  Scientific journal
• Finfluencer: can financial social media influencers promote desirable financial behaviours?
  Ivy S. H. Hii; Yi Xuan Ong
  International Journal of Bank Marketing, 23 Jan. 2026, [Peer-reviewed], [Corresponding author]
  Scientific journal
• 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, 08 Aug. 2025, [Lead author, Corresponding author]
  Scientific journal
• 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, [Peer-reviewed]
  International conference proceedings
• Reviving coral reef ecotourism through green insurance investments
  Aaron Tham; Yixuan Ong; Ivy S. H. Hii
  Journal of Ecotourism, 03 Dec. 2024, [Peer-reviewed]
  English, Scientific journal
• ‘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, 28 Nov. 2024, [Peer-reviewed]
  Scientific journal
• Cutting‐edge public space and community‐building experiences from a user experience (UX) perspective – A multinational comparison
  Fernando Ursine; Yi Xuan Ong
  Global Policy, Sep. 2024, [Peer-reviewed], [Corresponding author]
  Scientific journal
• 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, Sep. 2024, [Peer-reviewed], [Lead author]
  Scientific journal
• 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, [Peer-reviewed], [Corresponding author]
  Scientific journal
• Risk and destination perceptions of Wuhan, China since the COVID-19 pandemic
  Yi Xuan Ong; Naoya Ito; Tao Sun
  Anatolia, 03 Apr. 2023, [Peer-reviewed], [Lead author, Corresponding author]
  Scientific journal
• 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, 20 Feb. 2023, [Peer-reviewed], [Lead author]
  Scientific journal, 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, [Peer-reviewed]
  International conference proceedings
• 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, 02 Oct. 2022, [Lead author, Corresponding author]
  Research society
• Book Review
  Yi Xuan Ong
  Journal of Hospitality and Tourism Management, 52, 343, 345, Elsevier {BV}, Sep. 2022, [Peer-reviewed], [Invited], [Lead author, Corresponding author]
  Research society
• 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}, Sep. 2022
  Scientific journal
• 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, 07 Jan. 2022, [Peer-reviewed], [Lead author, Corresponding author]
  International conference proceedings, 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, 15 Dec. 2018, [Peer-reviewed], [Lead author]
  International conference proceedings

• 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
  01 Apr. 2025 - 31 Mar. 2028
  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
  31 Jul. 2024 - 31 Mar. 2026
  Japan Society for the Promotion of Science, Grant-in-Aid for Research Activity Start-up, Hokkaido University, 24K22627

• Reviewer
  01 Feb. 2024 - Present
  Peer review
  Peer review etc
  Journal of Vacation Marketing
• Reviewer
  01 Mar. 2023 - Present
  Peer review
  Peer review etc
  Tourism Management Perspectives
• Editorial Board
  01 Mar. 2023 - Present
  Peer review
  Peer review etc
  Journal of Tourism Futures
• Social Media Editor
  01 Jan. 2023 - Present
  Academic research planning
  Peer review etc
  International Journal of Hospitality and Tourism Administration
• Co-leader for Multimedia Team
  01 Mar. 2022 - Present
  Others
  Others
  South East Asia Research Academy
• Co-Chair
  01 Oct. 2025 - 07 Dec. 2026
  Planning etc
  Academic society etc
  Tourism and Travel Research Association Asia Pacific Chapter Annual Conference 2026