Dr Claire Liu

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Head of Department Tourism and Events; Senior Lecturer

Phone: +64 9 921 9999 ext 6431

Email: Claire.liu@aut.ac.nz

Physical Address:
Room WF521, School of Hospitality and Tourism, AUT City Campus
55 Wellesley Street East, Auckland.
Postal Address:

School of Hospitality and Tourism
Faculty of Culture and Society
AUT city campus
55 Wellesley Street East 1010
Private bag 92006
Auckland 1142
New Zealand.


  • Bachelor of Economics;
  • Master of Business Studies;
  • Doctor of Philosophy

Memberships and Affiliations:

  • Executive Representative for Australasia: International Tourism Studies Association;
  • New Zealand Consultant for Asia-Pacific Counsel on Hotel, Restaurant, and Institutional Education (APacCHRIE) https://www.apacchrie.org/;
  • Research Fellow of New Zealand Contemporary China Research Centre, Victoria University of Wellington;
  • Editorial Board: International Journal of Tourism Cities;
  • Editorial Board: Journal of China Tourism Research;

Teaching Areas:

  • Tour711 Travel and Tourism Management and Entrepreneurship;
  • Tour801 Management and Entrepreneurship in Tourism

Research Areas:

  • Chinese outbound tourism;
  • Sustainable tourism management;
  • Tourism and hospitality education;
  • SME and tourism entrepreneurship;
  • Marketing and quality assurance.

Research Summary:

Dr Liu graduated with a Ph.D. in Tourism Management from Massey University, New Zealand in 2006. Her thesis researched the development and implementation of a quality measurement and improvement strategy based on a specified combination of two TQM tools - SERVQUAL and QFD.

Dr Liu has a six-year research involvement with the New Zealand tour operators which provided her with first-hand information and knowledge in the operation of tourism business. In recent years, Dr Liu has undertaken research on New Zealand small attraction operators’ perception of the Chinese outbound market and ADS tour operators’ quality assurance strategies.

Claire has supervised Master of International Tourism Management and Master of International Hospitality Management students in the areas of wine tourism, heritage tourism, hospitality green marketing, and sustainable development.

Current Research Projects:

  • Chinese outbound tourists' behaviours
  • Sustainable tourism management and impacts on consumers' behaviours.


  • Liu, C. & Schanzel, H. (2019). Tourism Education and Asia (Eds.). Singapore: Springer Nature. ISBN: 978-981-13-2612-7.
  • Liu, C. & Schanzel, H. (2019). Introduction to Tourism Education and Asia. In C. Liu & H, Schanzel. Tourism Education and Asia (Eds.). pp. 3-11. Singapore: Springer Nature.
  • Chen, X., Liu, C. & Legget, J. (2018). Motivations of museum volunteers in New Zealand's cultural tourism sector. Anatolia: An International Journal of Tourism and Hospitality Research. DOI:10.1080/13032917.2018.1542521
  • Liu, C. (2018). The motivations and experiences of young Chinese self-drive tourists. In C. Khoo-Lattimore & E. C. L. Yang. Asian youth travellers: Insights and implications (Eds.). (pp.135-152). Springer.
  • Chang, M.C., Mooney, S. & Liu, C. (2018). How work experience affects hospitality students’ attitudes towards hospitality careers. Proceedings of the 16th APacCHRIE Conference, Sun Yat-sen University, Guangzhou, China, pp. 239-240. http://en.hudongxuetang.com/front/public/participant/beforeMeeting/document/index/021f990b-7721-4fe0-9470-51756dbd057f
  • Liu, C. (2017). Professional certifications, Travel Agents. In Lowry, L. (Ed.), The SAGE Encyclopedia of Travel and Tourism. Thousand Oaks, MA, SAGE, pp. 972-973.DOI: http://dx.doi.org/10.4135/9781483368924.n362
  • Liu, C. & Booth, A. (2017). Professional certifications, Event planners. In Lowry, L. (Ed.), The SAGE Encyclopedia of Travel and Tourism. Thousand Oaks, MA, SAGE, pp. 970-971. DOI: http://dx.doi.org/10.4135/9781483368924.n361
  • Coca-Stefaniak A; Morrison A; Edwards D; Graburn N; Liu C; Pearce P; Seng Ooi C; Pearce D; Stepchenkova S; Richards G et al. (2016).Views from the editorial advisory board of the International Journal of Tourism Cities. International Journal of Tourism Cities, 2(4), pp. 273-280. (10.1108/IJTC-10-2016-0041).
  • Liu, C. (2016). Facilitation in Tourism. In J. Jafari & H. Xiao (eds.), Encyclopaedia of Tourism (2nd. ed.) 2016. Springer, 10.1007/978-3-319-01669-6. 
  • Hull, J., Liu, C., & Li, T. (2016). Analysing the effectiveness of the Canadian Tourism Commission’s Signature Experience Collection programme: Perspectives of Canadian ADS tour operators. International perspectives on destination management and tourist experiences: Insights from the International Competence Network of Tourism Research and Education (ICNT). Peter Lang Verlag, Frankfurt, pp. 69-77.
  • Liu, C., Yusof, A. N., & Poulston, J. (2016). Customers’ expectations of hotel green marketing: A New Zealand case study. Abstract Collection of the 6th Advances in Hospitality and Tourism Marketing and Management Conference (AHTMM), p.25.
  • Liu, C. & Hull, J. S. (2015). ADS Tour Operators’ Perspective of the Chinese Tourism Market and Sustainable Strategies for Developing the Auckland City Destination. International Journal of Tourism Cities, 1(3).
  • Liu, C. & Li, T. (2014). Impact of China Travel Law and Chinese Tourists’ Behaviour: A New Zealand Case Study. Conference presentation at the 5th International Tourism Studies Association (ITSA) Biennial Conference 26-28 Nov. 2014, Perth, Australia.
  • Liu, C. & Chen, X. H. (2014). New Zealand tourism volunteer profiles and motivational factors for volunteering in the cultural heritage attractions. Proceedings of the International Conference on Tourism (ICOT) 2014, 25-28 June, 2014. Dalian, China.  (ISSN 1986-4256/ISBN 978-9963-9799-4-3).
  • Liu. C. (2013). Invited panel presentation on " Innovation in SMEs in Tourism: The New Zealand Experience” in the session of "Tourism Research in Support of Policy, Development and Industry Practices". The 7th UNWTO/PATA Forum on Tourism Trends and Outlook in Guilin, China on 21-23 October 2013.
  • Liu, C. (2012). Chinese outbound travel agents’ knowledge and understanding of New Zealand as a destination and sustainable development strategies. Conference presentation, Abstract, P. 17, 6th Annual International Conference of International Competence Network for Tourism Research and Education, 27 Nov.-2 Dec. 2012, Kamloops and Sun Peaks, British Columbia, Canada.
  • Liu, C. (2012). Approved Destination Status (ADS) inbound operators’ strategies for the quality assurance of Chinese market operation in New Zealand (working paper). Proceedings of the Council for Australian University Tourism and Hospitality Education (CAUTHE) National Conference, 6-9 Feb 2012, p33. La Trobe University, Melbourne, Australia. ISBN: 978-0-9870507-1-7 CAUTHE 2012.
  • Liu, C. & Neill, L. (2011). Survival strategies: A New Zealand hospitality habitual entrepreneur. Proceedings of the Advances in Hospitality and Tourism Marketing and Management Conference 19-24 June 2011, pp70-75. Bogazici University, Istanbul, Turkey.
  • Liu, C. (2011). Approved Destination Status (ADS) and the operation of Chinese outbound market in New Zealand. Presentation at the China Tourism Research Symposium 10 June 2011, School of Tourism, the University of Queensland, Brisbane, Australia.
  • Liu, C. & Johnston, C. (2010). The Approved Destination Status scheme and the Chinese tourism market operation: The Australasian perspective. Proceedings of the New Zealand Tourism and Hospitality Research Conference 2010, pp.215-227, Adding value through research, 24-26 November 2010, AUT University, Auckland, New Zealand.
  • Ustad, B. H. M., Liu, C., & Goodsir, W. (2010). The managers' perspective of the implementation of environmental management systems (EMS) in New Zealand hotels. Proceedings of the New Zealand Tourism and Hospitality Research Conference 2010, pp.19-32, Adding value through research, 24-26 November 2010, AUT University, Auckland, New Zealand.
  • Liu, C. (2009). New Zealand small tourism operators’ understanding of the emerging Chinese market and strategies. Proceedings of 2009 SEAANZ Conference, 31 Aug. - 2 Sept. 2009, Wellington, New Zealand.
  • Liu, C. (2009). Are New Zealand Tourism SMEs ready for the Chinese market? A focus on quality management. Proceedings of 2009 TTRA Annual Conference, 21-24 June, 2009. Honolulu, Hawaii, USA.


  • AUT Contestable Research Grant 2008
  • AUT Contestable Overseas Conference Fund 2009.