Chaozhi Zhang Masterclass

How to Develop a Strong Tourist Destination Brand

A Masterclass with Dr Chaozhi Zhang, Distinguished Professor of Tourism, Fudan University and 2024 UWA Institute of Advanced Studies Visiting Fellow.

With the burgeoning Asian outbound tourism market, Western Australia has a prime opportunity to attract Asian tourists by offering well-designed products and services. In this masterclass, Professor Chaozhi Zhang will introduce strategies for tourism market positioning, channel selection, operational methods, and implementation tactics to develop a robust tourism brand encompassing destinations, hotels, agencies, and other sectors within tourism and hospitality.

Drawing from his early career in the tourism industry and his extensive experience in tracking tourism destination development and management practices, Professor Zhang will emphasise actionable methods and strategies from an industry perspective. The objective is to offer the audience a comprehensive understanding of market development and operational management tailored to the Asian tourism market.

Dr Chaozhi Zhang is a Distinguished Professor of Tourism at Fudan University, and also serves as the UNESCO Chair on Sustainable Tourism at UNESCO Designated Sites. Professor Chang is deeply engaged in the field of sustainable development within tourism, with a special focus on issues related to tourism destination development and management in cultural and natural heritage sites. He is an expert panel member on several international organizations, including UN Tourism, World Economic Forum, ICOMOS-ICTC, IUCN-WCPA in the area of sustainable tourism.

Professor Zhang has published more than 150 papers in both international and domestic peer reviewed journals and five books. He has also received over more than 10 research grants funded by UNESCO, the National Natural Science Foundation of China, and the National Social Science Foundation of China in the past two decades. Professor Zhang also serves as an editorial board member or guest editor for numerous prestigious international journals, including Journal of Sustainable Tourism, Journal of Hospitality Marketing & Management and the Journal of Destination Marketing and Management.

Professor Zhang is a 2024 UWA Institute of Advanced Studies Visiting Fellow, working with colleagues Associate Professor Fang Liu in the UWA Business School and Professor Wenhua Zhao in the UWA Oceans Institute.