Texas Tech University

Jing Li

Jing LiDr. 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.

Li's current research interests focus on tourism and hospitality marketing and branding, customer experience, sharing economy, and influencer marketing. She also has a strong interest in advanced methods and techniques, such as structural equation modeling (SEM), partial least squares path modeling (PLS-PM), latant growth curve modeling (LGM), and qualitative comparative analysis (fsQCA). Jing has worked as a research assistant on up to seven funded research projects by prestigious government agencies and industry partners including the United States Department of Commerce, the American Hotel and Lodging Association, the South Carolina Department of Agriculture, and the South Carolina Department of Parks, Recreation and Tourism. To date, Jing has co-authored eight peer-reviewed articles, four book chapters, ten refereed papers and posters at international conferences, and several under review. Her work has appeared in many top-tier tourism and hospitality journals. She also serves a reviewer for four academic journals including International Journal of Hospitality Management, Journal of Hospitality and Tourism Insights, The Service Industries Journal, and e-Review of Tourism Research.