Annie Chen

Research activity per year

Personal profile



Research interests

Professor Chen’s publications have appeared in the top marketing and tourism journals, such as the Annals of Tourism Research, International Journal of Hospitality Management and European Journal of Marketing. Her research interests include consumer behaviour in tourism and tourist decision-making. 


Business Research Method



Professor Annie Chen's research is wide-ranging and include consumer decision making and behaviour, destination marketing, and services management. Within these broad areas, her main foci of interest are the consumer psychology of tourism and hospitality with particular reference to tourist destination image, place branding and travel motivations and consumer emotion. She is also interested in service marketing and has particular strengths in quantitative research methods including structural equation modelling. Professor Chen spent around 10 years working in the private sector in a variety of marketing roles, including as customer service manager at B&Q and in aviation industry. She serves at editorial board for JHTR. Prof. Chen has published extensively in, and reviews for, a range of international top journals and has supervised PhD candidate(s) through completion. Some of research projects are funded by BA and MOST. The findings have informed government, DMO and hotel management decision making in relation to tourism development, destination marketing and customer services.


PGR/PhD programme convenor

External positions

External Examiner, University of Greenwich

2020 → …

External Examiner , University of Kent

2017 → …

Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or