Jing Li, Ph.D.

Courses

• RHIM 3350 GeoTourism
• RHIM 4314 Travel and Destination Management and Marketing
• HRM 6316 Advanced Service Marketing
• HRM 6345 Consumer Behavior

Research Interests

Dr. Li is driven to perform innovative research and advance the hospitality and tourism field by delivering valuable theoretical and managerial insights. Her research interests lie primarily in service marketing and management. Dr. Li is dedicated to expanding the understanding of service marketing and service management with emphases on the customer experience (e.g., memorable experience, customer engagement), branding (e.g., customer-brand relationships), service and technological innovation (e.g., access-based service context, sharing economy such as Uber, Airbnb; artificial intelligence, virtual reality). To better investigate the above research interests, Dr. Li employs advanced quantitative and qualitative methods related to structural equation modeling, experiment design, scale development, longitudinal research, bibliometric analysis, and qualitative comparative analysis.

Service Interests

• Student mentoring
• Volunteering in the department, the university, and the community

Selected Publications

Zhang, X., Singh, S., Li, J. & Shao, X. (2024). Exploring the effects of value co-creation strategies in event services on attendees' citizenship behaviors: The roles of customer empowerment and psychological ownership. Journal of Retailing and Consumer Services. 76, 103619. *IF = 10.4. SSCI indexed. https://doi.org/10.1016/j.jretconser.2023.103619

Li, J., Kim, H., & So, K. K. F. (2023). Understanding psychological ownership in access-based consumption through a theory synthesis: an investigation of Airbnb and hotels. Journal of Hospitality Marketing & Management, *IF = 12.5. SSCI indexed.  https://doi.org/10.1080/19368623.2023.2265352 

So, K. K. F., Li., J., He, Y. Y, & King., C. (2023). The role of customer engagement in sustaining subjective well-being after a travel experience: Findings from a three-wave study. Journal of Travel Research, 1-23. *IF = 8.9. SSCI indexed. https://doi.org/10.1177/00472875231182109 

Li, J., So, K. K. F., & Hudson, S. (2023). Customer responses to the Airbnb platform: the role of Airbnb experience and memorability. International Journal of Contemporary Hospitality Management, 35(3), 1068-1086. *IF = 11.1. SSCI indexed. https://doi.org/10.1108/IJCHM-07-2022-0821

Ma, F., DiPietro, R. B., Li, J., & Harris, K. J. (2023). Memorable dining experiences amidst the COVID-19 pandemic. International Journal of Contemporary Hospitality Management, 35(3), 871-892. *IF = 11.1. SSCI indexed. https://doi.org/10.1108/IJCHM-01-2022-0117

Li, J., Ma, F., & DiPietro, R (2022). Journey to a fond memory: How memorability mediates a dynamic customer experience and its consequent outcomes. International Journal of Hospitality Management, 103, 103205. *IF = 11.7. SSCI indexed. https://doi.org/10.1016/j.ijhm.2022.103205  

Kim, H., Li, J., So, K. K. F. (2022). Enhancing consumer confidence and response efficacy in tourism: Typology and effectiveness of the hotel industry's responses to COVID-19. Journal of Travel Research, 62(4), 907-925. *IF = 8.9. SSCI indexed. https://doi.org/10.1177/00472875221095211 

Li, J., Hudson, S., & So, K. K. F. (2021). Hedonic consumption pathway vs. acquisition-transaction utility pathway: An empirical comparison of Airbnb and hotels. International Journal of Hospitality Management, 94, 102844. *IF = 11.7. SSCI indexed. https://doi.org/10.1016/j.ijhm.2020.102844 

Hudson, S., Meng, F., So, K. K. F., Smith, S., Li, J., & Qi, R. (2021). The effect of lodging tax increases on US destinations. Tourism Economics, 27(1), 205-219. *IF = 4.4. SSCI indexed. https://doi.org/10.1177/1354816619890752 

More publications are available on Google Scholar