![Keyi Guo](https://profiles-cardiff.imgix.net/attachments/10642?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Overview
Keyi Guo is a first-year PhD researcher in Marketing at the Cardiff Business School, Cardiff University. She holds a B.Mgt and an M.Mgt from the School of Tourism at Sichuan University, China. Her research explores destination marketing, tourist experience, and emerging digital technologies. Her work has been published in Annals of Tourism Research, Journal of Travel Research, and Journal of Travel & Tourism Marketing.
Her current research focuses on digital marketing and digital ownership.
Publication
2026
- Guo, K. , Jin, L. and Yu, M. 2026. The effects of psychological ownership of tourism non-fungible tokens (NFTs) on tourist behavioral outcomes. Journal of Travel Research (10.1177/00472875261454657)
- Yu, M. et al., 2026. Tourism NFTs: understanding consumer motivations and constraints in digital tourism innovation. Journal of Travel and Tourism Marketing 43 (3), pp.465-482. (10.1080/10548408.2026.2666158)
2023
- Yu, Z. et al., 2023. Tourist emotion-learning nexus: A case of Sertar, China. Annals of Tourism Research 102 103618. (10.1016/j.annals.2023.103618)
Articles
- Guo, K. , Jin, L. and Yu, M. 2026. The effects of psychological ownership of tourism non-fungible tokens (NFTs) on tourist behavioral outcomes. Journal of Travel Research (10.1177/00472875261454657)
- Yu, M. et al., 2026. Tourism NFTs: understanding consumer motivations and constraints in digital tourism innovation. Journal of Travel and Tourism Marketing 43 (3), pp.465-482. (10.1080/10548408.2026.2666158)
- Yu, Z. et al., 2023. Tourist emotion-learning nexus: A case of Sertar, China. Annals of Tourism Research 102 103618. (10.1016/j.annals.2023.103618)
Research
- Psychological ownership in the digital era
- Digital ownership of non-fungible tokens (NFTs)
- The impacts of AI on consumer behaviour
- Tourist experience and destination marketing
Biography
- Master of Management, School of Tourism, Sichuan University, 2026
- Bachelor of Management, School of Tourism, Sichuan University, 2023
Committees and reviewing
Reviewer of the Journal of Hospitality and Tourism Management (SSCI Q1, ABS 3)
Supervisors
Contact Details
Research themes
Specialisms
- Consumer behaviour
- Digital Marketing
- Digital Consumption