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马世罕 博士
百人计划研究员 | 博士生导师
二维码
2022-10-13 | 7885
管理学院
  • 管理学院新大楼A636
    • 旅游大数据分析,旅游数字化技术运用,旅游社交媒体和在线旅游营销,旅游与气候变化,旅游规划与开发

个人简介

马世罕博士现任浙江大学管理学院百人计划研究员,博士生导师。此前在旅游规划咨询行业从业多年,参与多个城市旅游总规、城市更新、度假区及景区开发项目。主要研究方向为旅游大数据分析,通过利用游客的社交媒体数据、手机信号、交通流量等数据,分析挖掘游客的消费行为、空间移动以及体验感知等信息,为政府管理、目的地营销和商业运营提供开发建议和管理指导。他参与主持过多个中国国家自然科学基金、美国国家自然科学基金、美国陆军工程部及佛罗里达交通局项目。其研究成果发表在Tourism Management,Journal of Travel Research, Annals of Tourism Research等期刊。并获得过ENTER2020数据科学竞赛一等奖,ENTER2021最佳论文奖等。


工作经历 


  • 2021 -至今 百人计划研究员,浙江大学管理学院 旅游与酒店管理学系

  • 2016 - 2020 研究助理,佛罗里达大学 旅游酒店与节事管理学系

  • 2015 - 2016 旅游策划总监 ,上海金翅鸟文化旅游发展有限公司

  • 2013 - 2015 旅游咨询规划师,阿特金斯(ATKINS)上海分公司


教育经历


  • 2016 - 2020 美国佛罗里达大学,旅游酒店与节事管理,博士

  • 2010 - 2013 北京大学,城市与区域规划(旅游规划),硕士 

  • 2006 - 2010 复旦大学,旅游管理,学士 

研究与成果

期刊论文(*代表通讯作者)


  • Wu, L., Liu, S. Q., Ma, S.*, & Hanks, L. (2022). Platform-centric vs. multi-party service failure: an examination of consumers’ negative word of mouth about sharing economy platforms. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-12-2021-1559 (A+, SSCI Q1; IF=6.514).

  • Wu, L., Yang, W., Gao, Y., & Ma, S.*. (2022). Feeling Luxe: A Topic Modeling × Emotion Detection Analysis of Luxury Hotel Experiences. Journal of Hospitality & Tourism Research, https://doi.org/10.1177/10963480221103222 (SSCI Q1; IF=5.161).

  • Li, Y., Li, Y., Li, J., Ma, S., & Gao, P. (2022). Tourism demand forecasting from the perspective of mobility: a brand-new predictive variable generated from intercity population mobility big data. Asia Pacific Journal of Tourism Research. https://doi.org/10.1080/10941665.2022.2091941 (SSCI Q2; IF=4.074).

  • Xue, L., Leung, X. Y., & Ma, S.*. (2022). What makes a good “guest”: Evidence from Airbnb hosts’ reviews. Annals of Tourism Research. http://dx.doi.org/10.1016/j.annals.2022.103426   (A+, SSCI Q1; IF=12.853).

  • Kirilenko, A, Ma, S., Stepchenkova, S. O., Su, L., & Waddell, T. F. (2021). Detecting Early Signs of Overtourism: Bringing Together Indicators of Tourism Development With Data Fusion. Journal of Travel Research, https://doi.org/10.1177/00472875211064635 (A+, SSCI Q1; IF=10.982).

  • Ma, S.*, Kirilenko, A., and Stepchenkova, S. (2020). Special interest tourism is not so special after all: Big data evidence from the 2017 Great American Solar Eclipse. Tourism Management. 77, 104021. http://dx.doi.org/10.1016/j.tourman.2019.104021  (A+, SSCI Q1; IF=10.967).

  • Ma, S.*, and Kirilenko, A. (2020). Climate change and tourism in English language newspaper publications. Journal of Travel Research, 59 (2): 352-366. https://doi.org/10.1177/0047287519839157  (A+, SSCI Q1; 2021 IF=10.982).

  • Ma, S.*, & Kirilenko, A. P. (2020). Automated identification of tourist activities in social media photographs: A comparative analysis using visual-based, textual-based and joint-based methods. E-review of Tourism Research, 17(4).

  • Liang, Y., Kirilenko, A.*, Stepchenkova, S., and Ma, S. (2019). Using social media to discover unwanted behaviors displayed by visitors to nature parks: comparisons of nationally and privately-owned parks in the Greater Kruger National Park, South Africa. Tourism Recreation Research, 45(2): 271-276. 

  • 马世罕, 戴林琳*, 吴必虎. (2012). 北京郊区乡村旅游季节性特征及其影响因素. 地理科学进展, 31(6), 817-824.


书籍/Proceedings章节


  • Xu Y., Ma S., Li X. (2022). A Framework of Resilience for Peer-to-Peer Accommodation Hosts Under COVID-19. In: Stienmetz J.L., Ferrer-Rosell B., Massimo D. (eds) Information and Communication Technologies in Tourism 2022. Springer, Cham. 

  • Ma S., & Kirilenko, A. (2021). How reliable is social media data? Validation of TripAdvisor tourism visitations using independent data sources. In Information and Communication Technologies in Tourism 2021 (pp. 286-293). Springer, Cham.

  • 马世罕. (2012). 城市游憩与旅游功能组织.  // 吴必虎, 丛丽等编. 多途径城市化 (pp. 149-157). 中国建筑工业出版社.


科研项目


  • 国家自然科学基金青年项目,72202208,消费者视角下旅游目的地适应气候变化的市场策略研究:基于多源社交媒体的大数据分析,2023-2025(在研),主持

  • EFTI基金,Economic and Social Value of Tourism Industry for Florida Communities: Objective Measures and Local Perceptions, 2020,子课题负责

  • 佛罗里达州交通局基金项目,Identification of tourist flows in Florida to support development of tourist travel module for Transportation Model,2019-2020,子课题负责

  • 美国陆军工程兵部队基金,Feasibility of using social media and mobile phone data to evaluate public attitudes toward recreation areas,2017-2018,参与

  • 美国国家自然科学基金,Public discourse on climate change in social media and newspapers,2016-2017,子项目参与

  • 国家自然科学基金面上项目,41271151,城郊旅游综合体形成机制与发展模式研究, 2012-2013,参与

  • 国家自然科学基金青年项目,40801048,事件及事件旅游(E&ET)作用下的京郊村镇空间、文化及经济响应研究,2010-2011,参与


会议报告/论文


  • Kirilenko, A., Ma, S., Stepchenkova, S., and Su, L. (2022). Are we facing hidden overtourism? The 29th Annual International eTourism Conference (ENTER 2022), January 12-14, 2022(virtually held)

  • Xu Y., Ma S., Li X. (2022). A Framework of Resilience for Peer-to-Peer Accommodation Hosts Under COVID-19. The 29th Annual International eTourism Conference (ENTER 2022), January 12-14, 2022(virtually held)

  • Ma, S., and Kirilenko, A. (2021). How reliable is social media data? Validation of TripAdvisor tourism visitations using independent data sources. The 28th Annual International eTourism Conference (ENTER 2021), January 19-22, 2021 (virtually held).

  • Kirilenko, A., Ma, S., Stepchenkova, S., and Su, L. (2021). Investigating tourism destination water consumption and wastewater implementation. The 28th Annual International eTourism Conference (ENTER 2021), January 19-22, 2021 (virtually held).

  • Ma, S., and Kirilenko, A. (2020). Review of tourism-oriented travel flows based on social media: reliability and validation. American Association of Geographers Annual Meeting (AAG 2020), April 6-10, 2019. Denver, USA (virtually held).

  • Ma, S., and Kirilenko, A. (2020). Automated identification of tourist activities in social media photographs: a comparative analysis using visual-based, textual-based and joint-based methods. The 27th Annual International eTourism Conference (ENTER 2020), January 8-10, 2020. Guildford, UK.

  • Ma, S., and Kirilenko, A. (2019). Usage of Social Media to Track Tourist Origin and Spatial Movement during 2017 Solar Eclipse. TTRA Annual International Conference (TTRA 2019), June 26-28, 2018. Melbourne, Australia.

  • Ma, S., and Kirilenko, A. (2019). Spatial Movement and Travel Network in Astro-Tourism: Evidence from Social Media during 2017 Eclipse. American Association of Geographers Annual Meeting (AAG 2019), April 3-7, 2019. Washington, DC, USA.

  • Ma, S., and Kirilenko, A. (2018). Identify Tourist Activities and Spatial Distributions from Geotagged Instagram Photos. TTRA Annual International Conference (TTRA 2018), June 26-28, 2018. Miami, USA

  • Ma, S., and Kirilenko, A. (2018). Integration of social media from multiple platforms for destination research. American Association of Geographers Annual Meeting (AAG 2018), April 9-14, 2018. New Orleans, LA, USA

  • Kirilenko, A., and Ma, S. (2017). Climate Change and Tourism in English Language Newspaper Publications. 7th Advances in Hospitality & Tourism Marketing and Management (AHTMM) Conference, July 10-15, 2017. Famagusta, Cyprus.

教学与课程

正在讲授:

  • 管理统计(英文),博士生

  • 管理沟通, 本科生


曾经讲授:

  • HLP6515 Evaluation Procedures 数据统计基础,本科生、研究生(佛罗里达大学)

  • LEI4880 Research Methods in Tourism 旅游研究方法本科生(佛罗里达大学)

  • LEI6931 Introduction of Data Mining with Social Data 数据挖掘,研究生(佛罗里达大学)


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