Texas Tech University

Jing Li, Ph.D.

Assistant Professor
Hospitality and Retail Management

Email: JingHRM.Li@ttu.edu

Phone: (806) 834-2970

Office: 281E

Dr. Jing Li is an Assistant 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 both from Shandong University, China.


Jing Li


  • RHIM 3350 GeoTourism
  • RHIM 4314 Travel and Destination Management and Marketing

Research Interests

Dr. Li's current research interests focus on customer experience, consumer behavior, sharing economy, and tourism and hospitality marketing and branding. She also has a strong interest in advanced statistical research methods and techniques.

Service Interests

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

Selected Publications

  • 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 Management94, 102844. *IF = 9.237 https://doi.org/10.1016/j.ijhm.2020.102844
  • Li, J., Hudson, S., & So, K. K. F. (2019). Exploring the customer experience with Airbnb. International Journal of Culture, Tourism and Hospitality Research, 13(4), 410-429. Emerald Literati Highly Commended Paper Award. *IF = 2.7 https://doi.org/10.1108/IJCTHR-10-2018-0148
  • Hudson, S., So, K. K. F., Li, J., Meng, F., & Cárdenas, D. (2019). Persuading tourists to stay–Forever! A destination marketing perspective. Journal of Destination Marketing & Management, 12, 105-113. *IF = 6.95. https://doi.org/10.1016/j.jdmm.2019.02.007
  • Hudson, S., So, K. K. F., Meng, F., Cárdenas, D., & Li, J. (2020). Racial discrimination in tourism: the case of African-American travellers in South Carolina. Current Issues in Tourism23(4), 438-451. *IF = 7.43. https://doi.org/10.1080/13683500.2018.1516743
  • 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 Economics27(1), 205-219. *IF = 4.438. https://doi.org/10.1177/1354816619890752