On December 14, 2025, the 6th Jiangsu Tourism Society Youth Branch and the 4th Frontier Forum on Youth Tourism Research concluded. Professor Xiao Xiao from the HNU-ASU International College, Hainan University attended with master's student Hu Qizheng and ASU student Gu Qiumeng. Hu Qizheng presented a report titled "Virtual vs. Human Influencers in Tourism: The Role of Construal Level in Activity Preference".

Hu Qizheng (left), Professor Xiao Xiao (center), and Gu Qiumeng (right)

Hu's research, based on Construal Level Theory (CLT), focuses on AI-driven tourism marketing. It explores the psychological mechanisms and matching effects of virtual versus human influencers in promoting tourism activities. Through two experiments, the study demonstrates how influencer types influence tourists' psychological representations and their preferences for challenging versus leisure activities.

Hu Qizheng delivering a live presentation

Findings show that virtual influencers activate a higher construal level, enhancing preference for challenging activities, while human influencers trigger a lower construal level, increasing preference for leisure activities. Construal level fully mediates this process. This research deepens understanding of influencer mechanisms and extends CLT's application in tourism marketing, offering valuable insights for digital marketing practices.

Hu Qizheng receiving a certificate of honor for the live presentation

The forum focused on tourism research theory, exploring new paths for high-quality cultural and tourism development in Jiangsu and beyond. It gathered experts, scholars, industry practitioners, and young researchers from various regions. Through thematic sharing and discussions, it provided opportunities to share research findings and practical experiences, promoting the integration of academic research and industry practice.

The performance of faculty and students at the forum showcased their research skills and innovative thinking, earning recognition from attending experts. The college emphasizes cultivating academic abilities and innovative thinking by encouraging participation in academic conferences and building exchange platforms, helping students broaden their academic horizons and enhance research capabilities.