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Last updated 18th April 2024


Dr. Jialin (Snow) Wu is a Reader in Sustainable and Digitalized Service Economy at the Department of Management, Huddersfield Business School. Snow is a Steering Group Lead for Sustainable Living Research Centre and a Strand Lead for Future Mobility Lab. As a behavioural research expert in the field of sustainability and digitalization, Snow has a strong commitment to integrating elements of behavioural science, social psychology, information technology and human geography to improve quality of life, sustainability and business success. Snow’s research interests encompass digital marketing, pro-environmental behaviour, environmental education, sustainability communication strategy in service economy and other business sectors. She is keen to investigate people, communities, economies, culture and hetitages, and their interactions with the natural environment across space and place. Her research appears in top journals such as Annals of Tourism Research (4*), Tourism Management (4*), Journal of Travel Research (4*), Journal of Sustainable Tourism (3*), Management Decision (2*), Environmental Research (SSCI Q1), International Journal of Hospitality Management (3*), International Journal of Contemporary Hospitality Management (3*), and etc.

Snow has been refereeing for over 10 years across 15 journals, including ABS 3* and ABS 4* journals, and been invited as editorial committee for international symposium and for refereeing international conference papers for proceedings. She is currently serving as Associate Editor for Journal of Sustainable Tourism, which is a top journal in the field, and Editorial Board Member for Event Management. Snow has established strong networks of external research contacts, both national and international. She has been actively operating three ICF research collaboration funds with top institutions in the world. Snow has been invited as guest speaker by reputable institutions like Sun Yat-sen University (QS top 300) and the Hong Kong Polytechnic University (QS top 100). Topics she has covered including "How Tourism and Tourism Research Can Contribute to Sustainable Development Goals?" and "How Do We Influence People's Sustainable Behaviour? Insights from SDGs". 

Snow has led/engaged in multiple interdisciplinary research/consultancy projects with regards to sustainability and marketing, including research projects funded by AHRC (The value of design for sustainable housing-towards a smart place demonstrator), NNSFC (China) on Big data analysis for the coordinated development of Greater Bay Area in China, and URF funds like Compliance with COVID-19 Social Distancing Measures: The Promoting and Hindering Mechanism, and Determinants of Digital Entrepreneurial Success: A Study of Live Streaming Entrepreneurship, and etc. She has also actively contributed to public engagement activities and been developing impacts through her research, across local, national and international partners. For example, Snow has completed an enterprise project with a texitle company in Yorkshire on Marketing Growth & Sustainability Strategy, and has been working with colleagues from Applied Science and University of Birmingham to establish a partnership with Buxton Civic Association regarding geodiversity and sustainable tourism for show caves in Peak District area, with the aim to bring public and private stakeholders together to make stronger sustainability impacts on the nature and local communities. With the expertise on green behaviour and social psychology, Snow is a key member of Future Mobility Lab in collaborating with Kirklees Council in terms of establishing mobility hubs, to help the Council take policy and investment initiatives forward in the right way so that it will have a major positive socio-economic impact in the locality. She now also serves as an independent consultant for local organizations e.g., Kirklees Climate TV Channel, and international organizations e.g., Guangzhou Ming Ren Charity Foundation. 

Snow has taught modules across Marketing and Business with service industry courses, such as Sustainable Tourism, Creativity and Innovation, Contemporary Consumer Engagement, Public Relations & Sponsorship and etc. In addition to that, She advised undergraduate and postgraduate students for research dissertations as well as PhD students, with several completions as supervisor. Snow has also acted as external examiner for research degree students both nationally and internationally. Prior to joining the academic, Snow has worked with marketing and innovation strategy roles in both big enterprise e.g., China Southern Airlines, Yangcheng Evening News Group, and SMEs across IT (specific on online distribution channels), and hospitality sectors. 


Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 1 - No Poverty
  • SDG 3 - Good Health and Well-being
  • SDG 4 - Quality Education
  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production
  • SDG 13 - Climate Action
  • SDG 16 - Peace, Justice and Strong Institutions

Research Expertise and Interests

  • Digital Marketing
  • Sustainability
  • Behavioural Science
  • Service Economy
  • Digital Entrepreneurship
  • Innovation


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