Hongliang Qiu, Ph.D., is an associate professor of marketing and vice dean at the School of Business Administration, Tourism College of Zhejiang, China. He also serves as a research fellow of the Zhejiang Academy of Culture and Tourism Development. He received his Ph.D. degree from the School of Business Administration at Zhejiang Gongshang University, China. He was selected as a “Zhejiang Young Tourism Expert” in a tourism top talent cultivation project in 2019. His article not only won the top four cited articles of Tourism Tribune (2014–2022), but ranked first for excellent papers of the 2014 China Tourism Academy Summit Dissertation Award. According to CNKI statistical results, he is also the scholar with the most single citations and total citations in the field of tourist environmentally responsible behavior and tourist civility. He is also a reviewer of journals, including Tourism Management, International Journal of Contemporary Hospitality Management, Journal of Business Research and Journal of Cleaner Production. His key research interests include tourist behavior, pro-environmental behavior, sustainable tourism, rural tourism, and festival tourism.