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Xiang (Robert) Li

Profile Picture of Xiang (Robert) Li

Xiang (Robert) Li

  • School of Sport, Tourism and Hospitality Management

    • Tourism and Hospitality Management

      • Professor

      • Chair

Biography

Dr. Xiang (Robert) Li is a professor and Washburn Senior Research Fellow in the Department of Tourism and Hospitality Management, Temple University. He is also Director of Temple’s U.S.-Asia Center for Tourism and Hospitality Research. Prof. Li’s research mainly focuses on destination marketing and tourist behavior, with special emphasis on international destination branding, customer loyalty, and tourism in Asia. He has authored nearly 200 scientific publications, including 50 papers/editorials published in or accepted by top-tier tourism, business, leisure, and hospitality journals such as Journal of Travel Research, Annals of Tourism Research, Tourism Management, Journal of Business Research, Journal of Leisure Research, Leisure Sciences, and Journal of Hospitality and Tourism Research. Prof. Li serves on the editorial boards of over ten journals and book series, including the Journal of Travel Research and Journal of Hospitality and Tourism Research. He has edited five special issues/columns for four prestigious journals and is currently working on a special issue on “Customer engagement in tourism and hospitality services” for the Journal of Hospitality and Tourism Research. Prof. Li’s academic work has been recognized through several awards, including the “Emerging Scholars of Distinction” Award by the International Academy for the Study of Tourism, the first ever “Best Emerging Scholar in Tourism (B.E.S.T.)” Award by the International Tourism Studies Association, and the USC Educational Foundation Award for Research in Professional Schools, one of the university's "most prestigious annual prizes for research and scholarship." In 2015, he was inducted as Fellow of the International Association for China Tourism Studies. In multiple recent rankings, Prof. Li has been consistently listed among the world’s top 40 contributors to top-tier tourism journals/most cited tourism scholars (Li & Xu, 2014; McKercher, 2014; 2015; Mulet-Forteza et al., in press) and one of the top five contributors to China-related tourism and hospitality research in leading journals (Bai, 2017; Bao et al., 2018).
To date, Prof. Li has conducted extensive tourism research in various areas and has been awarded over $1.6 million in research funding. He has worked with numerous prestigious organizations, government agencies, and corporations including the World Travel & Tourism Council, United States Department of Commerce/ National Travel and Tourism Office (NTTO), Canadian Tourism Commission, China National Tourism Administration (CNTA), the United States Travel Association, and National Tour Association as well as several destination marketing organizations and companies such as Walt Disney Parks and Resorts and Universal Studio Hollywood. His research has been cited by many American and international media outlets, such as New York Times, USA Today, Time, Las Vegas Sun Times, The Globe and Mail (Canada), and China Daily. His project on Chinese outbound travel for the U.S. federal government and industry was described as a “landmark” and “groundbreaking” project by the industry and media. Preliminary results of the study were used at the Joint China Commission on Trade meeting in Beijing, China, Dec. 2007, in which the “China-U.S. MOU to Facilitate Outbound Tourist Group Travel from China to the United States” was signed. His 2016 edited book Chinese Outbound Tourism 2.0 (https://www.crcpress.com/Chinese-Outbound-Tourism-20/Li/9781771881807) is considered “the most comprehensive book to date that is crafted to exclusively examine the Chinese outbound tourist market.” Another of Prof. Li’s projects on the American outbound travel market was one of the first marketing research projects CNTA commissioned to a Western university. During 2012–13, Prof. Li served on the Global Insights Advisory Council for Brand USA. He holds/has held adjunct or visiting faculty appointments at universities in Australia, Hong Kong, and Mainland China. He is also a frequent speaker at numerous international and industry conferences.
A native of Nanjing, China, Prof. Li earned his Ph.D. in Recreation, Park, and Tourism Science from Texas A&M University, College Station, Texas. Before coming to the United States, Prof. Li worked as a destination marketing, event organizing, and tourism planning specialist in the city tourism bureau of Nanjing, China for 5 years.

Courses Taught

Number

Name

Level

STHM 4185

Internship II

Undergraduate

THM 3330

Special Topics in Destination and Event Management

Undergraduate

STHM 9002

Seminar in Theory Development: Tourism and Sport Concepts

Graduate

Selected Publications

Recent

  • Wang, Y. & Li, X. (2022). Developing and validating a scale of host territoriality in peer-to-peer accommodation. Tourism Management, 88. doi: 10.1016/j.tourman.2021.104425.

  • Yang, Y., Altschuler, B., Liang, Z., & Li, X. (2021). Monitoring the global COVID-19 impact on tourism: The COVID19tourism index. Annals of Tourism Research, 90. doi: 10.1016/j.annals.2020.103120.

  • Hao, J., Fu, Y., Hsu, C., Li, X.R., & Chen, N. Introducing News Media Sentiment Analytics to Residents' Attitudes Research. JOURNAL of TRAVEL RESEARCH, 59(8), 1353-1369. 10.1177/0047287519884657

  • Chen, N., Hsu, C.H., & Li, X.R. (2020). Resident Sentiment toward a Dominant Tourist Market: Scale Development and Validation. JOURNAL of TRAVEL RESEARCH. 10.1177/0047287520947799

  • Zou, S.S., Tan, K.P., Liu, H., Li, X.R., & Chen, Y. (2020). Mobile vs. PC: the device mode effects on tourism online survey response quality. CURRENT ISSUES in TOURISM. 10.1080/13683500.2020.1797645

  • So, K.K.F. & Li, X.R. Customer Engagement in Hospitality and Tourism Services. JOURNAL of HOSPITALITY & TOURISM RESEARCH, 44(2), 171-177. 10.1177/1096348019900010

  • Han, B., Wang, L., & Li, X.R. To Collaborate or Serve? Effects of Anthropomorphized Brand Roles and Implicit Theories on Consumer Responses. CORNELL HOSPITALITY QUARTERLY, 61(1), 53-67. 10.1177/1938965519874879

  • So, K.K.F., Li, X.R., & Kim, H.H. Customer engagement in hospitality and tourism: A Systematic Review and Future Research Agenda. JOURNAL of HOSPITALITY & TOURISM RESEARCH, 44(2), 178-200. 10.1177/1096348019895562

  • He, Z., Deng, N., & Li, X. (2020). From online images to destination image: Machine learning and network methods for DMOs’ photo evaluation based on user-generated content. The 24th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism., Las Vegas, NV.

  • He, Z., Deng, N., & Li, X. (2020). From online images to destination image: Machine learning and network methods for DMOs’ photo evaluation based on user-generated content. Proceedings of the 24th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism. 24th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism, Las Vegas.

  • He, Z., Deng, N., & Li, X. (2020). From online images to destination image: Machine learning and network methods for DMOs’ photo evaluation based on user-generated content. Proceedings of the 24th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism. The 24th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism, Las Vegas.

  • He, Z., Deng, N., & Li, X. (2020). From online images to destination image: Machine learning and network methods for DMOs’ photo evaluation based on user-generated content. the 24th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism, Las Vegas, NV.

  • Yu, Q., McManus, R., Yen, D.A., & Li, X.R. Tourism boycotts and animosity: A study of seven events. ANNALS of TOURISM RESEARCH, 80. 10.1016/j.annals.2019.102792

  • Nyaupane, G., Paris, C., & Li, X. (2020). Introduction: Special issue on domestic tourism in Asia. Tourism Review International, 24(1), 1-4. doi: 10.3727/154427220X15845838896305.

  • Liu, H., Li, X., & Tan, K.P. (2019). What Determines Destination Loyalty? Revisiting the Investment Model in a Destination Context. Tourism Review International, 23(1), 21-36. doi: 10.3727/154427219x15561098338312.

  • Li, X. & Chen, G. (2019). Debates and boundaries: A commentary on developing tourism- related indigenous research in China (本土化研究的争议与边界——兼论对中国本土化旅游研究的几点思考). Tourism Tribune, 34(10), 12-20. Retrieved from http://lyxk.cbpt.cnki.net/WKD/WebPublication/paperDigest.aspx?paperID=0bd7d1c4-7c63-468a-ae34-3cddea292fcd.

  • Cao, Y., Li, X., DiPietro, R., & So, K. (2019). The creation of memorable dining experiences: formative index construction. International Journal of Hospitality Management, 82, 308-317. doi: 10.1016/j.ijhm.2018.10.010.

  • Li, X., Wang, Y., Zhang, Y., & Cao, Y. (2019). Examining the Role of Corporate Social Responsibility in Resident Attitude Formation: A Missing Link? doi: 10.1177/0047287518798490.

  • Zhou, Q. & Li, X. (2019). Logic in writing empirical quantitative research articles in tourism. (旅游定量研究论文写作逻辑性的思考). Tourism and Hospitality Prospects, 3(4), 1-14. Retrieved from https://lydk.bisu.edu.cn/CN/10.12054/lydk.bisu.124.

  • Li, H., Xu, Y., Li, X., & Xu, H. (2019). Failure analysis of corporations with multiple hospitality businesses. Tourism Management, 73, 21-34. doi: 10.1016/j.tourman.2019.01.018.

  • Zou, S., Wu, L., Liu, H., Turner, R., & Li, X. (2019). Mobile Payments in Travel & Tourism: Unlocking the Potential. London, UK: World Travel & Tourism Council.

  • Fu, Y., Hao, J., Li, X.R., & Hsu, C.H. Predictive Accuracy of Sentiment Analytics for Tourism: A Metalearning Perspective on Chinese Travel News. JOURNAL of TRAVEL RESEARCH, 58(4), 666-679. 10.1177/0047287518772361

  • Jin, M., Li, X., & Wu, L. (2019). A comparative analysis on tourist’s revisit intention based on the Theory of Reasoned Action, Theory of Planned Behavior, and Model of Goal-directed Behavior. (基于TRA, TPB, MGB比较分析的旅游者重游意向研究). Tourism Forum, 12(2), 33-40. Retrieved from http://gllylt.cbpt.cnki.net/WKD/WebPublication/paperDigest.aspx?paperID=bdad07db-1d16-4802-9911-8e28fe9f7b22.

  • Zhang, Y., Li, X., & Wu, T.S. (2019). The impacts of cultural values on bilateral international tourist flows: a panel data gravity model. Current Issues in Tourism, 22(8), 967-981. doi: 10.1080/13683500.2017.1345870.

  • Liu, H., Wu, L., & Li, X. (2019). Social Media Envy: How Experience Sharing on Social Networking Sites Drives Millennials’ Aspirational Tourism Consumption. Journal of Travel Research, 58(3), 355-369. SAGE. Retrieved from http://journals.sagepub.com/doi/pdf/10.1177/0047287518761615.

  • Wang, Y. & Li, X. (2019). Procrastination of Travel: The Effect of Crowdedness. Journal of Hospitality and Tourism Research, 43(3), 447-460. doi: 10.1177/1096348018808360.

  • Wang, Y. & Li, X. (2019). Procrastination of travel: The effect of crowdedness. Journal of Hospitality and Tourism Research, 43(3), 447-460. SAGE. 10.1177/1096348018808360

  • Yang, Y., Liu, H., & Li, X. (2019). The World Is Flatter? Examining the Relationship between Cultural Distance and International Tourist Flows. Journal of Travel Research, 58(2), 224-240. doi: 10.1177/0047287517748780.

  • Yang, Y., Tan, K., & Li, X. (2019). Antecedents and consequences of home-sharing stays: Evidence from a nationwide household tourism survey. Tourism Management, 70, 15-28. doi: 10.1016/j.tourman.2018.06.004.

  • Chen, Z., Wang, Y., Li, X., & Lawton, L. (2019). It’s Not Just Black or White: Effects of Ambivalence on Residents’ Support for a Mega-Event. Journal of Hospitality and Tourism Research, 43(2), 283-313. doi: 10.1177/1096348018804613.

  • Yang, Y., Li, D., & Li, X. (2019). Public transport connectivity and inter-city tourist flows. Journal of Travel Research, 58(1), 25-41. SAGE. 10.1177/0047287517741997

  • Kirilenko, A., Stepchenkova, S., Kim, H., & Li, X. (2018). Automated Sentiment Analysis in Tourism: Comparison of Approaches. Journal of Travel Research, 57(8), 1012-1025. doi: 10.1177/0047287517729757.

  • Yang, Y., Liu, H., Li, X., & Harrill, R. (2018). A shrinking world for tourists? Examining the changing role of distance factors in understanding destination choices. Journal of Business Research, 92, 350-359. doi: 10.1016/j.jbusres.2018.08.001.

  • He, Z., Wu, L., & Li, X. (2018). When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions. Tourism Management, 68, 127-139. doi: 10.1016/j.tourman.2018.03.003.

  • Li, X., Cohen, S., & Tan, K. (2018). Beyond the differences: Transcultural business research in a flattening world. Journal of Business Research, 91, 313-316. doi: 10.1016/j.jbusres.2018.02.038.

  • Li, X., Wang, Y., Zhang, Y., & Cao, Y. (2018). Examining the role of corporate social responsibility in resident attitude formation: A missing link? Journal of Travel Research. SAGE. 10.1177/0047287518798490

  • Liu, H., Li, X., Cárdenas, D., & Yang, Y. (2018). Perceived cultural distance and international destination choice: The role of destination familiarity, geographic distance, and cultural motivation. Journal of Destination Marketing and Management, 9, 300-309. doi: 10.1016/j.jdmm.2018.03.002.

  • Zhou, Q., Zhang, J., Zhang, H., & Li, X. (2018). Is all authenticity accepted by tourists and residents? The concept, dimensions and formation mechanism of negative authenticity. Tourism Management, 67, 59-70. doi: 10.1016/j.tourman.2017.12.024.

  • Tan, K. & Li, X. (2018). Competitive advantages and operating performance stabilization: How are they related? the 2017 Annual ICHRIE Conference, Baltimore, MD.

  • Liu, H., So, K., & Li, X. (2018). Capturing unobserved heterogeneity in destination attribute evaluation and tourist satisfaction: A response-based segmentation using FIMIX-PLS. Travel and Tourism Research Association 48th Annual Conference, The Biltmore Coral Gables, Miami, FL.

  • Chen, N., Hsu, C., & Li, X. (2018). Feeling superior or deprived? Attitudes and underlying mentalities of residents towards Mainland Chinese tourists. Tourism Management, 66, 94-107. doi: 10.1016/j.tourman.2017.11.007.

  • Wang, Y., Li, X., & Lai, K. (2018). A Meeting of the Minds: Exploring the Core–Periphery Structure and Retrieval Paths of Destination Image Using Social Network Analysis. Journal of Travel Research, 57(5), 612-626. doi: 10.1177/0047287517706262.

  • Chen, Y. & Li, X. (2018). Does a happy destination bring you happiness? Evidence from Swiss inbound tourism. Tourism Management, 65, 256-266. doi: 10.1016/j.tourman.2017.10.009.

  • Deng, N. & Li, X. (2018). Feeling a destination through the “right” photos: A machine learning model for DMOs’ photo selection. Tourism Management, 65, 267-278. doi: 10.1016/j.tourman.2017.09.010.

  • Wang, Y. & Li, X. (2018). Tourism destination image research in the era of New Media. (新媒体时代目的地形象研究的几点思考). Tourism Tribune, 33(3), 8-10.

  • He, Z., Wu, L., & Li, X. (2018). Augmented reality in museum tourism experience. Proceedings of the 23rd Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism. The 23rd Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism, Fort Worth, Texas.

  • Stepchenkova, S., Kirilenko, A., & Li, X.R. (2022). Barriers and Sentiment of the American Tourists Toward Travel to China. In 10.1007/978-3-319-78553-0_9

  • Wang, Y., Wu, L., Xie, K., & Li, X. (2018). Staying with the ingroup or outgroup? A cross-country examination of international travelers’ home-sharing preferences. International Journal of Hospitality Management, 77, 425-437. 10.1016/j.ijhm.2018.08.006

  • Li, X. (2017). The role of research centers in tourism and hospitality education. The Conference of China Tourism Education Association and International Forum on Tourism Education, Guangzhou, China.

  • Li, X. (2017). The role of research centers in tourism and hospitality education. The Conference of China Tourism Education Association and International Forum on Tourism Education, Guangzhou, China.

  • Li, C., Li, X., Li, Y., Guo, W., & Gao, J. (2017). Preliminary discussion on relationship between DRD4 genetic polymorphism and tourist behavior – An exploration of theory & research methodology on novelty-seeking motive (DRD4基因多态性与旅游行为关联性初探-以旅游“探求新奇”动机研究为桥梁的理论构建及研究方法初探). Tourism Tribune, 32(11), 116-126.

  • Li, C., McCabe, S., & Li, X. (2017). Digging deeper into decision-making of Chinese long-haul outbound tourists: A two-stage preference-estimation approach. Journal of Destination Marketing & Management, 6(3), 267-275. doi: 10.1016/j.jdmm.2016.09.004.

  • Zhang, Y., Li, X., & Su, Q. (2017). Does spatial layout matter to theme park tourism carrying capacity? Tourism Management, 61, 82-95. doi: 10.1016/j.tourman.2017.01.020.

  • Zhang, Y., Zhang, Y., & Li, X. (2017). Predicting Airbnb visitors’ bookings with artificial neural network and agent-based modeling. Proceeding of the 2017 Annual ICHRIE Conference,. The 2017 Annual ICHRIE Conference, Baltimore, MD.

  • He, Z., Wu, L., & Li, X. (2017). Tech vs. touch: The impact of dining stage on customers’ technology preference. Proceeding of the 2017 Annual ICHRIE Conference. The 2017 Annual ICHRIE Conference, Baltimore, MD.

  • Liu, H., Wu, L., & Li, X. (2017). Can positive experience sharing backfire? The impact of perceived travel bragging on persuasion. Proceeding of the 2017 Annual ICHRIE Conference. The 2017 Annual ICHRIE Conference, Baltimore, MD.

  • Deng, N. & Li, X. (2017). Destination advertising in a smarter way: A machine learning model for DMOs’ photo selection. The Travel and Tourism Research Association 48th Annual Conference, Lake Orion, MI.

  • So, K., Yang, Y., & Li, X. (2017). A meta-analytic structural equation model of brand loyalty formation: A synthesis of studies in the hospitality literature. The 3rd Global Tourism & Hospitality Conference, Hong Kong, P. R. China.

  • Ma, T., Li, X., & Xie, Y. (2017). Old wine in new bottle? The myth of tourist satisfaction measurement. (换汤不换药？游客满意度测量的迷思). Tourism Tribune, 32(6), 53-63.

  • Li, X. (2017). Building knowledge bridges. Guangzhou, China.

  • Zeng, L., Li, X., Weng, S., & Zhang, Y. (2017). Deliberative purchase or impulsive shopping? An investigation of the "high consumption" phenomenon among Chinese outbound tourists (有计划购买还是冲动消费？出境旅游高消费现象探析). Tourism Tribune, 32(5), 26-35.

  • Cohen, E., Cohen, S.A., & Li, X. (2017). Subversive mobilities. Applied Mobilities, 2(2), 1-19. doi: 10.1080/23800127.2017.1305217.

  • Yan, G., Kloeppel, M., & Li, X. (2017). Producing Extreme Metal festivals: An analysis from Lacan's gaze. Tourism Management, 59, 579-589. doi: 10.1016/j.tourman.2016.09.014.

  • Zhang, Y., Li, X., Su, Q., & Hu, X. (2017). Exploring a theme park's tourism carrying capacity: A demand-side analysis. Tourism Management, 59, 564-578. doi: 10.1016/j.tourman.2016.08.019.

  • Wu, L. & Li, X. (2022). Sharing tourism experiences: Literature review and research agenda. In Array, Visitor Experience Design (pp. 220-233). Wallingford: CABI.

  • Li, X. (2022). Cathy H.C. Hsu – a role model. Anatolia: an International Journal of Tourism and Hospitality Research. doi: 10.1080/13032917.2017.1294644.

  • Hudson, S. & Li, X. (2017). Domestic medical tourism: A neglected dimension of medical tourism research. In Array, Medical Tourism and Wellness Hospitality Bridging Healthcare (H2H). Apple Academic Press.

  • Tan, K., Wang, Y., & Li, X. (2017). Family Life Cycle and Residents’ Attitude towards Shanghai Disney Resort. Houston, Texas.