Juanita C. Liu is Professor Emerita of the University of Hawai`i School of Travel Industry Management (TIM). From 2008 to 2013, she served as Interim Dean and Director for the Center for Tourism Policy Studies. Previous executive positions held were Interim Associate Dean and Assistant to the Senior Vice Chancellor/Executive VP. In July 2013 the TIM School was selected as a top 20 tourism education program in the nation by TheBestSchools.org.
As a researcher, Liu conducted tourism economic impact studies, pioneering such work in Western Canada, Turkey and the American-affiliated Pacific Islands (CNMI) for which she wrote original APL computer programs. Projects on Hawai`i and Pacific Island tourism include resident attitudes and perception, destination attractivity indices, visitor motivations, Delphi forecasting and the economic impact of museums. She has conducted more than a dozen primary data surveys in projects that attracted more than $500,000 in external funds. With the Pacific Business Center Program (PBCP) she completed an Ecotourism Development Plan for the American Samoa Government and a book on Pacific Islands Eotourism – a Public Policy and Planning Guide, for which the PBCP received a national award.
She was a board member of Pacific Asia Tourism Association and the Hawai`i Lodging Tourism Association. As a former Board Member of the Hawaii Visitors Bureau and Chair of the Education and Research Committees, she helped developed projects to advance the visitor data programs. She was elected 45th President of the Western Regional Science Association and was inducted as a fellow of the prestigious International Academy for the Study of Tourism, consisting of the top 75 tourism scholars in the world. Her article “Resident Attitude towards Tourism in Hawaii” is 14th most cited in the top three tourism journals for a 12 year period.
In 1989 she was the first woman to be promoted to full professor in TIM and the College of Business at the UH. She also received the university’s highest teaching award — the Regents Medal for Excellence in Teaching. As a charter member of the Women’s Faculty Caucus she mentored and advocated for the advancement for female and minority faculty at the UH. Earned degrees include a B.A.(honors) from the University of Southern California with a Phi Beta Kappa in Mathematics and a German minor, an M.A. in Regional Science from the Wharton School at the University of Pennsylvania and a Ph.D. in Economic Geography from Simon Fraser University, Canada.