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。主要研究方向为社交媒体和数字营销、文旅数字化技术运用、文旅大数据分析、旅游规划与开发，先后主持或参与国家自然科学基金、美国国家自然科学基金、美国工程部及佛罗里达交通局基金等海内外机构资助的研究课题，并为包括浙江省文旅厅、阿勒泰市、东营市、洛阳市、美国佛罗里达旅游局等多个国内外政府部门与机构提供研究、规划与咨询服务，拥有丰富的课题和项目经验。在旅游领域顶刊Annals of Tourism Research，Tourism Management、Journal of Travel Research等发表论文10余篇，会议论文近二十篇，研究成果曾获2022年文化和旅游优秀研究成果一等奖、ENTER2021最佳论文奖、ENTER2020数据科学竞赛一等奖等，相关决策建议报告获得教育部和中共中央办公厅采纳。

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 

期刊论文（*代表通讯作者）

• Ying, T., Zhou, B., Ye, S., Ma, S.*, & Tan, X. (2024). Oops, the price changed! Examining tourists’ attribution patterns and blame towards pricing dynamics. Tourism Management, 103(104890), 104890 (A+, SSCI Q1; IF=12.7).
  

• Wu, M.-Y., Wang, Y., Li, Q., Wu, X., & Ma, S. (2023). The Community Social Responsibility of Rural Small Tourism Enterprises: Scale Development and Validation. Journal of Travel Research, 00472875231204183 (A+, SSCI Q1; IF=10.982).
  

• Li, X., Ma, S.*, & Wu, M. (2023). What makes social media branding more effective in shaping pre-visit image: Information quality or source credibility? Tourism Management Perspectives, 46, 101084. https://doi.org/10.1016/j.tmp.2023.101084 (SSCI Q1; IF=7.608)
  

• 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. 
  

• 王锴云, 何宗威, 赵晓优, 马世罕, 叶顺, & 应天煜. (2023). 共享住宿场景下旅游者难忘体验的形成路径研究 旅游导刊, 7(5), 23–42.
  

• 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.

正在讲授：

• 管理统计（英文），博士生

• 管理统计，本科生
  

• 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）