Texas Tech University

Jing Li, Ph.D.

Associate Professor
Hospitality and Retail Management

Email: JingHRM.Li@ttu.edu

Phone: (806) 834-2970

Office: HS 608

Dr. Jing Li is an Associate Professor in the Department of Hospitality and Retail Management at Texas Tech University, USA. Jing received her Ph.D. from the University of South Carolina, where she also worked as a research assistant in the SmartState Center of Economic Excellence in Tourism and Economic Development. Jing received her B.S. in Accounting and M.S. in Tourism Management from Shandong University, China.

Jing Li

Courses

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

Research Focus

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 emphasis on the customer experience, branding, and technological innovation.

Area of Expertise

  • Customer Experience
  • Technological Innovation
  • Service Marketing

Selected Publications

  • Zhang, X., Li, J., Shao, X., & Han, H. (2026). Navigating work–family and family–work conflicts during leisure travel with family: The roles of personal involvement and perceived control. Tourism Management, 113, 105331. IF=12.4, SSCI-indexed.
  • Shao, X., Zhang, X., Li, J., & Han, H. (2026). Left, right, and robotic: Political ideology’s influence on reactions to anthropomorphic AI service robots in hospitality through the lens of social response theory. International Journal of Hospitality Management, 134, 104578. IF=8.3, SSCI-indexed.
  • Li, J., Zhang, X., Shao, X., & Han, H. (2025). Making moments together: how social interactions shape event experiences. International Journal of Contemporary Hospitality Management, 37(10), 3518-3537. IF=9.0, SSCI-indexed.
  • Li, J., Ma, F., Shao, X., & Zhang, X. (2025). Unveiling the impact of interpersonal interactions on brand love: Insights from a dual-path framework. Journal of Travel Research, 64(8), 1864-1881. IF=7.0, SSCI-indexed.
  • Li, J., Liu, C., Yuan, J. J., & Zhang, Z. (2025). Understanding destination immersion in rural tourism: The effects of destination fascination and resident–tourist interaction. Journal of Travel Research, 64(7), 1556-1574. IF=7.0, SSCI-indexed.
  • So, K. K. F., Li, J., King, C., & Hollebeek, L. D. (2024). Social media marketing activities, customer engagement, and customer stickiness: a longitudinal investigation. Psychology & Marketing, 41(7), 1597-1613. IF=9.1, SSCI-indexed.

* More publications are available on Google Scholar

Hospitality and Retail Management

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