Dr. Xiang (Robert) Li

Visiting Associate Professor School of Hotel and Tourism Management The Hong Kong Polytechnic University

Areas of Research Expertise • Tourism Marketing • Tourist Behaviour and Psychology • International Destination Branding • Tourism in Asia • Knowledge Development

Areas of Teaching Expertise • • •

Tourism and Hospitality Marketing Global Travel and Tourism Theory Building and Knowledge Development

Personal Introduction Dr. Xiang (Robert) Li is currently a visiting associate professor in the School of Hotel & Tourism Management, The Hong Kong Polytechnic University, and also an associate professor (on sabbatical leave) at the University of South Carolina in the School of Hotel, Restaurant, and Tourism Management. Dr. Li is the author and co-author of over 80 scientific publications. His academic work has been recognized by a number of awards, including the 2013 “Emerging Scholars of Distinction” Award by the International Academy for the Study of Tourism and the 2012-2013 “Best Emerging Scholar in Tourism (B.E.S.T.)” Award by the International Tourism Studies Association. Dr. Li serves on the Global Insights Advisory Council for Brand USA, the organization responsible for marketing the United States to world visitors. To date, he has been awarded nearly $700,000 research funding. His clients include the United State Department of Commerce/Office of Travel and Tourism Industries (OTTI), China National Tourism Administration (CNTA), the United States Travel Association (UST, formerly TIA), and National Tour Association (NTA), as well as numerous destination marketing organizations and companies. His research on destination marketing has been cited by a number of American and international media, such as USA Today, Las Vegas Sun Times, and The Globe and Mail (Canada). He is also a frequent speaker at numerous international and industry conferences. Qualifications [Academic Qualifications] • • • •

PhD (2006) - Texas A&M University, U.S. MS (2003) - East Carolina University, U.S. MS (2001) - Nanjing Normal University, China AS (1996) - Nanjing Normal University, China

[Editorial Responsibilities] •

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Editorial Board or Associate Editor appointments include: Journal of Travel Research, Journal of Leisure Research, “Advances in Culture, Tourism and Hospitality” book series, Tourism Analysis, Asia Pacific Journal of Tourism Research, Journal of China Tourism Research, Journal of Global Academy of Marketing Science, Journal of Destination Marketing & Management, International Journal of Contemporary Hospitality Management, Tourism Tribune (旅游学刊) Guest Co-Editor (with Prof. Donghoon Kim). Journal of Business Research, Special Issue on “Advancing Research Methods in Marketing” Guest Co-Editor (with Prof. Kam Hung). Journal of China Tourism Research, Special Issue “Chinese Consumer Behaviors and Psychology in Tourism Settings” Academic Paper Chair. The 2012 Annual International Conference of the Travel and Tourism Research Association (TTRA), Virginia Beach, VA. Co-Track Chair (with Prof. Donghoon Kim). “Advancing Research Methods in Marketing” track. 2010 Global Marketing Conference, Tokyo, Japan. Sept. 2010. Co-Chair of the Scientific and Organizing Committee and Co-Editor of the conference proceedings (with Prof. Leonardo (Don) Dioko). The 3rd International Conference on Destination Branding and Marketing, Macao, China. Dec. 2009.

Publications [Journal Articles since 2006] • • • • • • •

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Lai, C. Li, X. & Harrill, R. Chinese outbound tourists’ perceived constraints to visiting the United States. Tourism Management (Accepted, not yet in print). He, L., Li, X., Harrill, R. & Cardon, P. Examining Japanese tourists’ U.S.-bound travel constraints. Current Issues in Tourism. (Accepted, not yet in print). Li, X., Cheng, C-K., Kim, H., & Li, X. Positioning USA in the Chinese outbound travel market. Journal of Hospitality & Tourism Research. (Accepted, not yet in print). Stepchenkova, S. & Li, X. Chinese outbound tourists’ destination image of America: Part II. Journal of Travel Research. (Accepted, not yet in print). Li, X. & Kaplanidou, K. The impact of the 2008 Beijing Olympic Games on China’s destination brand: A U.S.-based examination. Journal of Hospitality & Tourism Research. (Accepted, not yet in print). Li, X., Meng, F., Uysal, M. & Mihalik, B. Understanding the Chinese long-haul outbound travel market: An overlapped segmentation approach. Journal of Business Research. (Accepted, not yet in print). Li, X. (2013). The progress and prospects of tourism destination image research. (目的 地形象研究进展与展望 ). Tourism Tribune. (Special issue on “Destination branding and marketing”). (Invited commentary article). Li, X. (2012). Examining the “relative image” of tourism destinations: A case study. Current Issues in Tourism. 15(8). 741-757. Bliss, B., Li, X., Meng, F. & Harrill, R. (2012). Applying causal mapping to tourist research: A case study of American college students’ experiences in china study abroad programs. Tourism Analysis. 17(1). 1-14. Li, X. & Stepchenkova, S. (2012). Chinese outbound tourists’ destination image of America: Part I. Journal of Travel Research. 51(3). 250-266. Hudson, S. & Li, X. (2012). Domestic medical tourism: A neglected dimension of medical tourism research. Journal of Hospitality Marketing & Management. 21(3). 227246.

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Zhong, S., Zhang, J., Li, X. (2011). A reformulated directional bias of tourist flow: An analysis of domestic travel of rural residents in China. Tourism Geographies. 13(1). 129-147. Li, X., Lai, C. Harrill, R., Kline, S. & Wang, L. (2011). When East meets West: An exploratory study on Chinese outbound tourists’ travel expectations. Tourism Management. 32(4). 741-749. Pan, B. & Li, X. (2011). The long tail of destination image and online marketing. Annals of Tourism Research. 38(1). 132-152. Cheng, C.-K., Li, X., Petrick, J. F., & O'Leary, J. T. (2011). An examination of tourism journal development. Tourism Management. 32(1). 53-61. Wang, S., & Li, X. (2011). Stakeholder relationships in making sustainable rural tourism policies: A social network perspective. (基于社会网络视角的可持续乡村旅游 决策探究——以山东省潍坊市杨家埠村为例). Chinese Rural Economy. 27(3). 59-69. (in Chinese with abstract in English). Li, X. (2010). Loyalty regardless of brands? Examining three non-performance effects on brand loyalty in a tourism context. Journal of Travel Research.49(3). 323-336. Hung, K., Li, X., Pan, B., & Petrick, J. (2010). Knowledge dissemination in tourism education: A case of tourism marketing. Journal of Travel & Tourism Marketing. 27(5). 519–532. Li, X., & Petrick, J. (2010). Towards an integrative model of loyalty formation: The role of quality and value. Leisure Sciences. 32(3). 201-221. . Li, X., & Petrick, J. (2010). Revisiting the commitment-loyalty distinction in a cruising context. Journal of Leisure Research. 42(1). 67-90. Li, X., Harrill, R., Uysal, M., Burnett, T., & Zhan, X. (2010). Estimating the size of the Chinese outbound travel market: A demand-side approach. Tourism Management. 31(2). 250-259. Wang, S., Hu, R. & Li, X. (2010). The use of importance-performance analysis for evaluating China as an international tourist destination—based on American leisure tourists’ perception. (美国休闲游客对中国作为国际旅游目的地的评价: 基于 IPA 方 法). Tourism Tribune. 25(5). 44-50. (in Chinese with abstract in English). Zhang, L., Pan, B., Smith, W. W., & Li, X. (2009). An exploratory study of travelers’ use of online reviews and recommendations: A qualitative study. Information Technology and Tourism. 11(2). 157-167. Smith, W. W., Pan, B., Li, X., & Zhang, L. (2009). Conceptualizing the impact of geographic knowledge on trip planning. Tourism Geographies. 11(3). 350-368. Li, X., Pan, B., Zhang, L. & Smith, W. W. (2009). The effect of online information search on image development: Insights from a mixed method study. Journal of Travel Research. 48(1). 45-57. Denizci, B., & Li, X. (2009). Linking marketing efforts to financial outcome: An exploratory study in tourism and hospitality contexts. Journal of Hospitality and Tourism Research. 33(2). 211-226. Li, X., & Petrick, J. (2008). Reexamining the dimensionality of brand loyalty: The case of the cruise industry. Journal of Travel & Tourism Marketing. 25(1). 68-85. Li, X., & Petrick, J. (2008). Examining the antecedents of brand loyalty from an investment model perspective. Journal of Travel Research. 47(1). 25-34. Li, X., Petrick, J. & Zhou, Y. (2008). Towards a conceptual framework of tourists’ destination knowledge and loyalty. Journal of Quality Assurance in Hospitality and Tourism.8(3). 79-96. (Research Note). Li, X., & Petrick, J. (2008). Tourism marketing in an era of paradigm shift. Journal of Travel Research. 46(3). 235-244.

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Li, X., Cheng, C-K., Kim, H., & Petrick, J. (2008). A systematic comparison of firsttime and repeat visitors via a two-phase online survey. Tourism Management. 29(2). 278-293. Pan, B., Li, X., Zhang, L., & Smith, W. (2007). An exploratory study on the satisfaction and barriers of online trip planning to China: American college students’ experience. Journal of Hospitality and Leisure Marketing. 16 (1/2). 203-226. Petrick, J., Li, X., & Park, S. (2007). Cruise passengers’ decision-making processes. Journal of Travel & Tourism Marketing. 23(1). 1-14. Li, X., & Petrick, J. (2007). Benchmarking destinations via DMO websites: A methodological process. Tourism Analysis. 12(4). 271-285. Li, X., & Petrick, J. (2006). A review of festival and event motivation studies. Event Management. 9(4). 239-245. (Research Note). Li, X., & Vogelsong, H. (2006). Comparing methods of measuring image change: A case study of a small-scale community festival. Tourism Analysis. 10(4). 349-360.

[Conference Papers since 2006] •

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Zhang, Y., Su, Q., Li, X. & Hu, X. (2013). Optimizing theme park capacity through spatial design: A case study of Wuhu Fantawild Adventure in China. Proceeding of the 18th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism. (Abstract). Li, X. (2012). Charting new directions for destination image research. Proceeding of the 2012 Social and Regional Development Conference, National Taipei University of Education, Taipei, Taiwan. (Keynote speech in Chinese, abstract in English). Li, X., Hsu, C. H. C., & Lawton, L. (2012). Shanghai residents’ perceived social and economic impacts of the World Expo 2010: Insights from a longitudinal study. Proceeding of the 30th Europe Council of Hospitality and Tourism Educators Conference (Euro-CHRIE). Europe Council on Hotel, Restaurant and Institutional Education. (Abstract). Sox. C., S. Kline, S. Strick, & Li, X. (2012). A modified organizational buying behavior model of the meeting professional’s site selection process. Proceeding of the 30th Europe Council of Hospitality and Tourism Educators Conference (Euro-CHRIE). Europe Council on Hotel, Restaurant and Institutional Education. (Short paper). Hsu, C. H. C., Li, X., & Lawton, L. (2011). Residents’ perception of the World Expo 2010 Shanghai. Proceedings of the 2011 Annual International Society of Travel and Tourism Educators (ISTTE) Conference. Li, X., Hsu, C. H. C., & Lawton, L. (2011). Local residents’ perceived social and economic impacts of the World Expo 2010 Shanghai: Preliminary findings. Proceeding of the 9th Asia-Pacific Council of Hospitality and Tourism Educators Conference (APac-CHRIE). Hong Kong, PRC.: Asia-Pacific Council on Hotel, Restaurant and Institutional Education. Li, X., Cheng, C., Kim, H., Li, X. & Meng, F. (2011). Positioning America in the Chinese outbound travel market. Proceeding of the Travel and Tourism Research Association 42nd Annual Conference. Lake Orion, MI: TTRA Association. Meng, F. & Li, X. (2011). What’s in it for me/us? A Post-event Examination of the Socio-economic Impacts of the 2008 Olympic Games. Proceeding of the Travel and Tourism Research Association 42nd Annual Conference. Lake Orion, MI: TTRA Association. Blackwell, C., Pan, B., Li, X., & Smith, W. (2011). Power laws in tourist flows. Proceeding of the Travel and Tourism Research Association 42nd Annual Conference. Lake Orion, MI: TTRA Association.

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Li, X., Meng, F., Uysal, M. & Mihalik, B. (2010). Understanding the Chinese long-haul outbound travel market: An overlapped segmentation approach. Proceeding of the 2010 Global Marketing Conference. Korea: Korean Academy of Marketing Science. (Abstract). Li, X. & Stepchenkova, S. (2010). America’s destination image as seen through Chinese outbound tourists’ eyes. Proceeding of the Travel and Tourism Research Association 41st Annual Conference. Lake Orion, MI: TTRA Association. Pan, B. & Li, X. (2010). A cone –shaped typology of destination cities in the United States. Proceeding of the Travel and Tourism Research Association 41st Annual Conference. Lake Orion, MI: TTRA Association. Li, X., K. Kaplanidou, Jeon, S.-M. Cheng, C.-K. (2009). China’s destination image change before and after the 2008 Beijing Olympic Games: A U.S.-based examination. Proceeding of the 3rd International Conference on Destination Branding and marketing. Li, X. (2009). Customer loyalty: Do brands still matter? Proceeding of the Travel and Tourism Research Association 40th Annual Conference. Lake Orion, MI: TTRA Association. Pan, B. & Li, X. (2009). The long tails of destination image. Proceeding of the Travel and Tourism Research Association 40th Annual Conference. Lake Orion, MI: TTRA Association. Meng, F., Gu, H. & Li, X. (2009, June). The role of visitors’ sports attachment on Olympic tourism experience. Proceeding of the Travel and Tourism Research Association 40th Annual Conference. Lake Orion, MI: TTRA Association. Lai, C. & Li, X. (2009). Understanding the service expectations of Chinese outbound tourists. Proceeding of the 14th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism. Li, X. (2008). Positioning Mainland China as an International Destination of American Travelers: A Competitive Analysis. Proceeding of the 1st Nankai International Conference on Tourism. (Bilingual conference, paper in English). Li, X., Pan, B., Smith, W. W., & Zhang, L. (2008). Baseline and enhanced image: The effect of online information search. Proceeding of the Travel and Tourism Research Association 39th Annual Conference. Boulder, CO: TTRA Association. Zhang, L., Pan, B., Smith, W. W., & Li, X. (2008). Web surfing in a foreign land - A protocol analysis. Proceeding of the 2008 Annual meeting of the Association of Marketing Theory and Practice. (Abstract). Zhan, X. & Li, X. (2008). Estimating the market size of Chinese outbound tourism. Proceeding of the 13th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism. Wang, S. & Li, X. (2008). Chinese outbound tourists' shopping behavior: A sociology perspective. Proceeding of the 13th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism. Li, X. (2007). Examining the structural relationship between destination image and loyalty: A case study of South Carolina, USA. Proceeding of the 2nd International Conference on Destination Branding and marketing. Li, X., & Petrick, J. F. (2007). Examining the determinants of loyalty from an investment model perspective. Proceeding of the 2007 International Council on Hospitality and Tourism Educators (I-CHRIE). Richmond, VA: International Council on Hotel, Restaurant and Institutional Education. Smith, W. W., Pan, B., Li, X., & Zhang, L. (2007). Examining methodological challenges that are related to qualitative analysis of online trip planning behavior. Proceeding of the 14th Annual Conference on Information Technology for the Hospitality Industry. Hospitality Information Technology Association.

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Li, X., & Petrick, J. F. (2007). Reconceptualizing Brand loyalty: Its conceptual domain, components, and structure. Proceeding of the Travel and Tourism Research Association 38th Annual Conference. Boulder, CO: TTRA Association. Li, X., Hung, K., Cheng, C.-K., & Petrick, J. F. (2007). Park visitors' perceived risk and information search behavior. Proceeding of the Travel and Tourism Research Association 38th Annual Conference. Boulder, CO: TTRA Association. Smith, W. W., Pan, B., Li, X., & Zhang, L. (2007). Tips and traps: Methodological issues related to conducting an online trip planning study. Proceeding of the Travel and Tourism Research Association 38th Annual Conference. Boulder, CO: TTRA Association. Li, X. & Petrick, J. (2006). A proposed conceptual framework for tourists' destination brand knowledge and loyalty. Proceeding of the Travel and Tourism Research Association 37th Annual Conference. Boulder, CO: TTRA Association.

[Book Chapters] • •

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Li, X. Linking service-dominant logic to tourism marketing. In S. McCabe (eds)., Handbook of Tourism Marketing. Routledge. Yang, L. & Li, X. (2012). Ethnic tourism and quality of life. In M. Uysal, R. Perdue, & J. Sirgy (eds)., Handbook of Tourism and Quality-of-Life Research: Enhancing the Lives of Tourists and Residents of Host Communities. (pp. 373-388). Springer Publishers (In affiliation with the International Society for Quality-of-Life Studies). Meng, F. & Li, X. (2011). The 2008 Beijing Olympic Games and China’s national identity building. In E. Frew and L. White (eds)., Tourism and national identity: An international perspective. (pp. 93-104). Routledge. Li, X. & Petrick, J. (2008). What determines tourist loyalty? In search of a theoretical explanation. In M. Kozak and A. Decrop (eds)., Handbook of tourist behavior: Theory & practice. (pp. 159-176). Routledge. NY. Petrick, J. & Li, X. (2006). What drives cruise passengers’ perceptions of value? In R. Dowling (eds)., Cruise tourism: Issues, impacts, cases. (pp. 63-73). CABI Publishing: Wallingford, UK.

Selected Research Grants and Contracts • •

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Co-Principal Investigator. Development of a Comprehensive and Systematic Plan for Management, Branding, and Sustainability of South Carolina's Four National Byways P.I.: Dr. Rich Harrill. Other Co-P.I.s: Dr. Matthew T Brown and Dr. Mark Nagel. Principal Investigator. Examining Local Residents’ Attitude toward the Development of Shanghai Disneyland Resort. Funded by the Shanghai International Theme Park Company Limited and College of Hospitality, Retail, and Sport Management, University of South Carolina. Co-P.I.: Dr. Fang Meng and Dr. Rich Harrill. Co-Principal Investigator. Tourism Shopping: A Preliminary Study of Outbound Chinese Tourists’ Shopping Behavior in the U.S. Funded by the College of Hospitality, Retail, and Sport Management, University of South Carolina. P.I.: Dr. Fang Meng Principal Investigator/External Principal Investigator. Examining local residents’ perceived socio-economic impacts of the Expo 2010 Shanghai, China. Jointly funded by the School of Hotel & Tourism Management, Hong Kong Polytechnic University, P. R. China; School of Tourism, Leisure, Hotel and Sport Management/Centre for Tourism, Sport and Service Innovation Research (TSSI), Griffith Business School, Griffith University, Australia; and College of Hospitality, Retail, and Sport Management,

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University of South Carolina. Internal Principal Investigators in respective institutions: Dr. Cathy Hsu and Dr. Laura Lawton. Principal Investigator. Establishing a Japan Travel Trade Barometer Program. Jointly funded by the National Tour Association and Alfred P. Sloan Foundation Travel & Tourism Industry Center. Co-P.I.: Dr. Rich Harrill. Co-Principal Investigator. A development and economic impact study of the South Carolina National Heritage Corridor, including the Edgefield and Blackville Discovery Centers. Funded by the South Carolina National Heritage Corridor and Alfred P. Sloan Foundation Travel & Tourism Industry Center. P. I. Dr. Rich Harrill. Other Co-P.I.s: Drs. Matt Brown, Mark Nagel, Peter Cardon. Co-Principal Investigator. The economic and social impact of the 2008 Beijing Olympic Games on the local residents – a post-event examination. Jointly funded by College of Health and Human Services, Ohio University, and College of Hospitality, Retail, and Sport Management, University of South Carolina. P. I. Dr. Fang Meng. Principal Investigator. American leisure travelers’ perception of China: A post-Olympic evaluation. Funded by the College of Hospitality, Retail, and Sport Management, University of South Carolina. Principal Investigator. An evaluation of the Japanese outbound tourism market. Jointly funded by U.S. Department of Commerce/Office of Travel & Tourism Industries (OTTI), National Tour Association, and Alfred P. Sloan Foundation Travel & Tourism Industry Center. Co-P.I.: Dr. Rich Harrill. Principal Investigator. American tour operators’ perception of China as a tourism destination. Funded by the HRSM Faculty International Research Grant (2008-2009). College of Hospitality, Retail, and Sport Management, University of South Carolina. Co-P.I.: Dr. Rich Harrill. Principal Investigator. American baby boomers’ travel behavior and destination preferences. * Funded by the China National Tourism Administration. Co-P.I.: Dr. Muzzo Uysal and Rich Harrill. Co-Principal Investigator. A strategic tourism plan for the Salkehatchie Region, South Carolina. Funded by the Western Carolina Higher Ed. Commission and USDA. P. I. Dr. Rich Harrill. Co-Principal Investigator and Project Manager. Evaluating China Outbound Tourism Market. Jointly funded by the U.S. Department of Commerce/Office of Travel & Tourism Industries (OTTI), Travel Industry Association of America (TIA), and Alfred P. Sloan Foundation Travel & Tourism Industry Center. P. I. Dr. Rich Harrill. Principal Investigator. Examining the Antecedents of Tourist Destination Loyalty: The Case of South Carolina. Jointly funded by HRSM Faculty Support Research Grant (2006-2007). College of Hospitality, Retail, and Sport Management, University of South Carolina, and the South Carolina Department of Parks, Recreation and Tourism. Co-P.I.: Dr. Rich Harrill.

Selected Awards / Recognition • • •

2013 Emerging Scholar of Distinction Award. International Academy for the Study of Tourism. 2012-2013 “Best Emerging Scholar in Tourism (B.E.S.T.)” Award. The 4th International Tourism Studies Association (ITSA) Biennial Conference, Bali, Indonesia, 2012 2011 Breakthrough Rising Star. Office of Research and Graduate Education, University of South Carolina. (Featured in the Spring 2011 issue of Breakthrough Magazine).

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The 2010 Journal of Travel Research Charles R. Goeldner Article of Excellence Award, for paper entitled “The Effect of Online Information Search on Image Development: Insights from a Mixed Methods Study” 2010 Best Research Paper Award, for paper entitled “America’s destination image as seen through Chinese outbound tourists’ eyes” The 41st Annual Conference of the Travel and Tourism Research Association. San Antonio, Texas, USA, 2010 Conference Best Paper Award, for paper entitled “Examining the Structural Relationship between Destination Image and Loyalty: A Case Study of South Carolina, USA”. The 2nd International Conference on Destination Branding and Marketing, Macao, China, 2007