Faculty Profile

Dr. Zou's research focuses on service marketing from the consumer's perspective in the context of tourism and leisure. The overarching goal of her research is to improve tourism/leisure experience and community well-being by examining consumer's perceptions and devising innovative marketing practices.

Her research topics include:

• User fees in parks and protected areas (conservation finance)
• Greenspace ballot measure and voter attitudes/behaviors (conservation finance)
• Rural tourism development (sustainable tourism development)
• Visitor behavior and decision-making