吴必虎｜坚定信心，建设ITSA：后Alastair Morrison时代的国际旅游学会发展路径——在第十一届国际旅游学会双年会上的发言

ITSA 2026 · NINGBO, CHINA

国际旅游学会第十一届双年会
暨第十一届旅游行为年会

The 11th Biennial Conference of ITSA
& The 11th Annual Conference of Tourism Behavior

2026.10.31 - 11.02 · 中国宁波

坚定信心，建设ITSA：

后Alastair Morrison时代的国际旅游学会发展路径

——在第十一届国际旅游学会双年会上的发言

吴必虎，国际旅游学会创会主席

尊敬的宁诺大学商学院邝国威（Kok Wei Khong）院长、

尊敬的双年会会议主席王仪教授、李咪咪教授、梁俞曦教授

尊敬的各位出席第十一届国际旅游学会双年会和第十一届中国旅游行为年会代表：

2006年8月，在北京大学城市与环境学院旅游研究与规划中心创始主任吴必虎教授筹备组织下，新亚洲改变世界旅游国际研讨会在北大校园成功举办，那次会议后来成为国际旅游学会的双年会，会议后半段移师杭州，在杭州来自全球各个国家的19位创会学者在杭州正式发起成立ITSA，北京大学设立学会常设秘书处，吴必虎担任首届秘书长。其后每隔两年就会组织一次双年会，2008年在上海华东师范大学和上海师范大学，2010年在马来西亚玛拉工艺大学Universiti Teknologi MARA，2012年在印度尼西亚巴厘旅游学院，2014年在澳大利亚珀斯默多克大学（Murdoch University），2016年在英国伦敦格林威治大学，2018年在南非的南非大学，2020年虽然受到疫情影响，坚持在新加坡在线举行，2022年在西班牙大加那利岛马斯帕洛马斯市，2024年在拉脱维亚里加，前后20年，一共连续举办了10届双年会。到了今年，2026年正逢ITSA创会20周年，原计划在福建泉州举办，后来又与创会城市杭州协商，都因为中国各大城市过紧日子，没有预算举办国际会议，原计划没有能够顺利推进。考虑到北大是创立ITSA的原点，我们决定回到北大校园举办，但是由于一些技术原因，没能获得举办会议所需的文件而移师宁波，毕竟，浙江是一个更为国际化的省份，宁波更是一个具有开放基因的城市，所以，让我们以热烈的掌声，感谢浙江、感谢宁波，更要感谢宁诺大学，能够为第十一届双年会的召开，特别是，ITSA成立二十周年这个原本特别隆重的节事，提供如此重要的支持。

回顾走过的二十年，我们经历过了中国经济快速发展，中国旅游产业和旅游教育也蓬勃发展的前一半辉煌，也曾经历了近十年连续经济下行的压力和内卷的焦虑。对于国际旅游学会而言，她产生于中国，但却走向了世界。先简单回顾一下注册地问题，这个问题也非常具有戏剧性，也从一个特别的角度反映出我们从稚拙的幼年走向弱冠之年的青春换发和偶尔的不成熟而出现的冲动、鲁莽和创新。由于不必细说的背景，国际旅游学会一开始想在中国民政部门注册，在当时不具备历史条件，因此我们在香港进行了正式的注册，但是在历史大潮之下，大量山寨机构，挂着中国某某协会、国际某某学会的机构大量出现在香港，所以大陆民政部公布了一批所谓的山寨社团组织，很不幸，ITSA也被躺枪，至今仍然在一些网站上仍然可以查到我们是山寨国际组织的冷幽默史料。因此我们到美国华盛顿特区注册了一个非营利机构。后来又计划转移到英国去注册。最后在新加坡完成了注册。因此，我们是一个合法的国际学术组织。

二十年弹指一挥间。我们要回顾那些曾经担任过历届国际旅游学会主席的杰出学术领袖，他们是香港理工大学宋海岩教授、美国普渡大学Alastair Morrison教授、澳大利亚詹姆斯库克大学James Cook University Philip Pearce教授、美国普渡大学游欣然（Xinran Lehto）教授、南非南非大学University of South Africa的Cina van Zyl教授。目前Cina教授任期已满，原来应该在此次双年会期间完成换届，但因为各种技术原因，三位候选人都因故未能前来宁诺大学参加双年会，受ITSA执委会代理主席、印度管理学院西尔毛尔分校（Indian Institute of Management Sirmaur）副教授Vanessa Gowreesunkar 博士的委托，向大会代表推荐香港中文大学School of Hotel and Tourism Management院长李想教授、澳大利亚纽卡斯尔大学新加坡校区的副校长Abhishek Bhati 教授和前述印度Vanessa Gowreesunkar 副教授作为候选人。当然，这一步骤尚未完成，所以我只能向各位代表表示我们会尽快完成新一届执委会和新一届学会主席的推举工作。

各位代表，大家有没有注意到我在这里提出一个新的概念，叫做后Morrison时代，因为对于国际旅游学会发展来讲，没有其他任何人有Alastair所作的贡献持久、坚韧和巨大。从2006年创会开始，Alastair就移居中国，其中前五年他甚至加盟到北大旅研担任访问教授，当然这一聘任得到了大地风景文旅集团的慷慨资助。此后Alastair移居上海，一边主编IJTC旅游城市国际期刊，一边从事教学与咨询服务，从未离开过中国。他为国际旅游学会的发展倾注了毕生的心血。去年（2025年）3月15日，Alastair在中国安庆去世。全球熟知他的朋友，包括今天与会的知名学者和曾经受益于他的年轻学者无不深感悲痛，也通过各种途径发表了对他的怀念、感激与由衷的敬佩。Alastair作为国际旅游学会的创会成员之一，曾经的主席，ITSA主办的学术期刊联席主编之一，历届双年会最持久的指导者，在他离开我们之后，ITSA执委会全体成员，正在将继承其遗志作为前进的动力，将会继续把国际旅游学会办成一个跨越发展中国家、联络南北、破除欧洲中心主义、响应后殖民主义批判，缩小发达国家与欠发达国家学术交流鸿沟的独特国际旅游学术机构。

各位代表，我虽然仍然充满创造欲，仍然对新生事物充满兴趣，但是我更期待，在后Morrison世代，有更多的新生力量加入国际旅游学会，主动申请担任全球各大区域的代表或副主席，积极投入学术研究转化为旅游经济和旅游休闲治愈功能的实践中，以ITSA为平台，展现我们的才华、贡献和影响力。

谢谢大家！

Building ITSA with Resolute Conviction:

Pathways for the International Tourism Studies Association in the Post-Alastair Morrison Era

An Address at the 11th Biennial Conference of the

International Tourism Studies Association

Bihu Wu

Founding President of the International Tourism Studies Association

Respected Dean Kok Wei Khong邝国威of the Business School, University of Nottingham Ningbo China,

Respected Conference Chairs Professor Yi Wang 王仪, Professor Mimi Li 李咪咪and Professor Yuxi Liang 梁俞曦

Distinguished delegates to the 11th Biennial Conference of the International Tourism Studies Association and the 11th China Tourism Behaviour Conference:

In August 2006, under the organisation and preparation led by Professor Bihu Wu, Founding Director of the Center for Recreation and Tourism Research, School of Urban and Environmental Sciences, Peking University, the International Symposium on Tourism and the New Asia: Implications for Research, Policy and Practice was successfully held on the campus of Peking University. This conference later evolved into the first biennial conference of the International Tourism Studies Association. The latter segment of the conference relocated to Hangzhou, where nineteen founding scholars from across the globe formally launched ITSA. Peking University hosted the permanent secretariat of the association, and Professor Bihu Wu served as its first Secretary-General. Thereafter, biennial conferences have been organised every two years: in 2008 at East China Normal University and Shanghai Normal University in Shanghai; in 2010 at Universiti Teknologi MARA, Malaysia; in 2012 at Bali Tourism Institute, Indonesia; in 2014 at Murdoch University, Perth, Australia; in 2016 at the University of Greenwich, London, United Kingdom; in 2018 at the University of South Africa, South Africa. In 2020, despite the COVID-19 pandemic, the conference proceeded virtually, hosted from Singapore. The 2022 conference took place in Maspalomas, Gran Canaria, Spain, followed by Riga, Latvia in 2024. Over these twenty years, ten consecutive biennial conferences have been held. This year, 2026, marks the 20th anniversary of ITSA’s foundation. Originally planned for Quanzhou, Fujian, and later negotiated for Hangzhou, the founding city, the original arrangements could not move forward smoothly, as tight fiscal budgets across Chinese cities prevented funding for international conferences. Considering Peking University as the birthplace of ITSA, we intended to host the conference on its campus. However, due to certain administrative constraints, we failed to secure the required documentation for the event and moved the venue to Ningbo. Zhejiang Province is an increasingly internationalised region, and Ningbo is a city imbued with an open heritage. Therefore, please join me in expressing our sincere gratitude, with warm applause, to Zhejiang Province, the city of Ningbo, and especially the University of Nottingham Ningbo China, for providing such vital support for this 11th biennial conference and this originally grand occasion marking ITSA’s 20th anniversary.

Reflecting on the past two decades, we have witnessed the first brilliant phase marked by China’s rapid economic expansion and the vigorous growth of its tourism industry and tourism education. We have also endured nearly a decade of sustained economic headwinds and the anxieties of intense internal competition. Born in China, ITSA has grown into a global association. Let me briefly address the question of registration, a rather dramatic story that mirrors our journey from a fledgling infancy into our twentieth year: a period of youthful vitality, alongside occasional impulsiveness, recklessness and innovation. For reasons I will not elaborate, our initial attempt to register ITSA with China’s civil affairs authorities was not feasible given the historical context at that time. We therefore completed formal registration in Hong Kong. Yet amid the broader institutional landscape, a large number of counterfeit organisations 山寨组织bearing names such as “China XX Association” or “International XX Society” emerged in Hong Kong. Consequently, China’s Ministry of Civil Affairs published a list of so-called fake 山寨social organisations. Unfortunately, ITSA was caught in the crossfire. To this day, one may still find this ironic archival record on some websites labelling us a bogus international organisation. We subsequently registered a non-profit entity in Washington, D.C., USA. Later plans were made to transfer registration to the United Kingdom, before we finally completed registration in Singapore. We are therefore a legally established international academic organisation.

Twenty years have passed in the blink of an eye. Let us honour the distinguished academic leaders who have served as ITSA Presidents through the years: Professor Haiyan Song from the Hong Kong Polytechnic University; Professor Alastair Morrison of Purdue University, USA; Professor Philip Pearce of James Cook University, Australia; Professor Xinran Lehto of Purdue University, USA; and Professor Cina van Zyl of the University of South Africa, South Africa. Professor Cina’s term of office has expired. The leadership transition was originally scheduled to take place during this biennial conference. However, due to various logistical reasons, all three candidates were unable to travel to the University of Nottingham Ningbo China to attend. Entrusted by Dr. Vanessa Gowreesunkar, Associate Professor at the Indian Institute of Management Sirmaur and Acting Chair of the ITSA Executive Committee, I am pleased to recommend three candidates to conference delegates: Professor Li Xiang, Dean of the School of Hotel and Tourism Management, The Chinese University of Hong Kong; Professor Abhishek Bhati, Vice President of the Singapore Campus, University of Newcastle, Australia; and the aforementioned Associate Professor Vanessa Gowreesunkar from India. Naturally, this nomination process remains incomplete. I can only assure all delegates that we will complete the nomination of the new Executive Committee and the next President of the association as soon as possible.

Distinguished delegates, you may notice I have introduced a new concept here: the Post-Morrison Era. For ITSA’s development, no other individual has made contributions as enduring, steadfast and profound as Alastair’s. From the founding in 2006 onward, Alastair relocated to China. For the first five years, he joined the Center for Recreation and Tourism Research at Peking University as a visiting professor, generously supported by Beijing Earth Scenic (BES) 大地风景Tourism and Culture Group. Afterwards, he moved to Shanghai, serving as co-editor-in-chief of the International Journal of Tourism Cities (IJTC) while continuing teaching and consultancy work, never leaving China. He devoted his life’s energy to the growth of ITSA. On 15 March 2025, Alastair passed away in Anqing, China. Friends around the world who knew him well, including distinguished scholars present today and early-career academics who benefitted from his mentorship, were deeply saddened. Tributes, expressions of gratitude and sincere admiration have been shared widely across many channels. As one of ITSA’s founding members, former President, co-lead editor of the academic journal hosted by ITSA, and the most consistent mentor across all biennial conferences, Alastair has departed from us. All members of the ITSA Executive Committee are now inspired to carry forward his legacy. We will continue to develop ITSA into a unique international tourism academic association that bridges developing nations, connects the Global North and Global South, dismantles Eurocentrism, responds to post-colonial critiques, and narrows the gap in academic exchange between developed and less developed countries.

Distinguished delegates, although I still retain a strong creative drive and remain curious about emerging ideas, I look forward even more to seeing new generations join ITSA in the Post-Morrison Era. I hope more scholars will volunteer to serve as regional representatives or vice-presidents across global regions, actively translate academic research into practices that deliver the economic, recreational and therapeutic functions of tourism. Using ITSA as our platform, we may demonstrate our talent, contributions and global influence.

Thank you all.

ITSA 2026 · 20周年

国际旅游学会第十一届双年会暨第十一届旅游行为年会

2026年10月31日—11月2日｜宁波诺丁汉大学

作者 | 吴必虎

编辑 | 周晴