Congratulations to MSc TRMH ’21 Graduate Student, Ying Zhou! Ying has won the Tourism HR Canada Graduate Researcher Award! #HFTMproud

On Friday, Ying presented her winning research at the Travel & Tourism Research Association’s Annual Conference [1].

Ying’s study aims to explore the value of travel vlogs in destination marketing. Two parts were undertaken to understand the impact of travel vlogs. Part 1 uncovered how the mechanism of travel vlogs affects the travel decisions of Generation Y; and to test the differences between travel vlogs and DMO promotional videos in the mechanism. Part 2 examined the effect of destination competitiveness levels on willingness to pay between travel vlogs and DMO promotional videos.

Ying shares her thoughts about winning the research award:

"I am so excited to win the award! First, I would like to say a big thank you to my advisor Dr. WooMi Jo for her guidance. After two years of study at the University of Guelph, I feel grateful that conducting tourism research has become an integral part of my life, as it makes my life meaningful and fulfilling. With the award, I am eager to continue this path, where I hope to make some contributions to the tourism industry in the future."

Learn more about the MSc Tourism & Hospitality Graduate Program. [2]