Xiang (Robert) Li, Ph.D.

Biography 
Dr. Xiang (Robert) Li is an assistant professor at College of Hospitality, Retail, and Sport Management, University of South Carolina. He is Associate Director of USC’s International Tourism Research Institute, and Director of China Academic and Research Exchanges of the college. Dr. Li’s research mainly focuses in destination marketing and tourist behavior, with special emphasis on international destination perception and positioning, customer loyalty, and China outbound tourism. Dr. Li is the author and co-author of more than 30 refereed papers in scholarly journals and conference proceedings. As contributor or invited speaker, he has presented on numerous international conferences.

Dr. Li’ has conducted extensive research regarding international destination marketing strategy and policy making, tourism in Asia, customer loyalty, advertising effectiveness, behavioral and psychographic profiles of leisure travelers, cruise tourism, website evaluation and benchmarking, event and festival tourism. In his first two years at USC, Dr. Li has been awarded over $250,000 in research funding for a variety of projects, mainly related to international destination marketing. His clients include the United State Department of Commerce, Travel Industry Association of American (TIA), China National Tourism Administration (CNTA), and South Carolina. His current research on China outbound tourism to the U.S. has been cited by a number of national and local media both in the States and China.

Native of Nanjing, China, Dr. Li earned his Ph.D. in Recreation, Park, and Tourism Science from Texas A&M University, College Station, Texas. He holds a MS in Recreation and Leisure Facilities and Services Administration from East Carolina University, Greenville, North Carolina, and a Masters of Science in Physical Geography from Nanjing Normal University, Nanjing, China. Before coming to the United States, Dr. Li worked as a destination marketing, event organizing, and tourism planning specialist in the city tourism bureau of Nanjing, China, for five years.

Education
Ph.D., Texas A&M University, College Station, Texas, 08/2006
M.S., East Carolina University, Greenville, North Carolina, 05/2003
M.S., Nanjing Normal University, Nanjing, P.R. China, 06/2001
A.S., Higher Self-Education Examinations, Nanjing, P.R. China, 06/1997
A.S. Nanjing Normal University, Nanjing, P. R. China, 06/1996

Research Interests

• Tourist behavior and psychology (e.g., customer loyalty, brand perception, travel decision making)
• Destination marketing (e.g., destination branding, advertising effectiveness)
• Tourism knowledge development

Awards and Honors

• Conference Best Paper Award
  The 2nd International Conference on Destination Branding and Marketing, Macao, China
• Faculty Award, 2006
  Office of Student Government and the Cultural Exchange Association, University of South Carolina.
• Holland America Line Westours Scholarship, 2005
  The American Society of Travel Agents
• TTIA / TTF Scholarship, 2005 - 06
  Texas Travel Industry Association / Texas Tourism Foundation
• Simmons Scholarship (ASTA Foundation Scholarship), 2004, The American Society of Travel Agents

Publications
Refereed Journal Articles in English

Li, X., & Petrick, J. Examining the antecedents of brand loyalty from an investment model perspective. Journal of Travel Research (Accepted, not yet in print).

Li, X., & Petrick, J. Reexamining the dimensionality of brand loyalty: The case of the cruise industry. Journal of Travel & Tourism Marketing. (Accepted, not yet in print).

Denizci, B., & Li, X. Linking marketing efforts to financial outcome: An exploratory study in tourism and hospitality contexts. Journal of Hospitality and Tourism Research. (Accepted, not yet in print).

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.

Li, X., & Petrick, J. (2008). Tourism marketing in an era of paradigm shift. Journal of Travel Research. 46(3). 235-244.
* This paper has been listed as one of the most read articles of Journal of Travel Research since Feb., 2008 (http://jtr.sagepub.com/reports/mfr1.dtl)

Li, X., Cheng, C-K., Kim, H., & Petrick, J. (2008). A systematic comparison of first-time 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.

Book Chapters:
Li, X. & Petrick, J. In search of a theoretical explanation for loyalty building in a tourism context. In M. Kozak (eds)., Handbook of Consumer Research in Tourism: Theory & Practice. Routledge. (Accepted, not yet printed).

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.

Contributed Presentations:
Li, X., Pan, B., Smith, W. W., & Zhang, L. Baseline and Enhanced Image: The Effect of Online Information Search. Paper presented at the 2008 Travel and Tourism Research Association Annual Conference, Philadelphia, PA.

Zhang, L., Pan, B., Smith, W. W., & Li, X. (2008, March). Web surfing in a foreign land - A protocol analysis. Paper presented at the 2008 Annual meeting of the Association of Marketing Theory and Practice. Savannah, GA. (Accepted).

Zhan, X. & Li, X. (2008, January). Evaluating the market size of Chinese outbound tourism. Poster presented at the 13th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism. Orlando, FL.

Wang, S. & Li, X. (2008, January). Chinese outbound tourists' shopping behavior: A sociology perspective. Poster presented at the 13th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism. Orlando, FL.

Li, X. (2007, December). Examining the structural relationship between destination image and loyalty: A case study of South Carolina, USA. Paper presented at the 2nd International Conference on Destination Branding and marketing, Macao, P. R. China.

Li, X., & Petrick, J. F. (2007, July). Examining the determinants of loyalty from an investment model perspective. Paper presented at the 2007 International Council of Hospitality and Tourism Educators (International CHRIE) Annual Conference, Dallas, TX.

Denizci, B. & Li, X. (2007, July). Do marketing efforts enhance the bottom-line. Poster presented at the 2007 International Council of Hospitality and Tourism Educators (International CHRIE) Annual Conference, Dallas, TX.

Smith, W. W., Pan, B., Li, X., & Zhang, L. (2007, June). Examining methodological challenges that are related to qualitative analysis of online trip planning behavior. Paper presented at the 14th Annual Conference on Information Technology for the Hospitality Industry (presented by J. Crotts)

Li, X., & Petrick, J. F. (2007, June). Revisiting the commitment-loyalty link in a tourism context. Paper presented at the 5th Bi-Annual Symposium of the International Society of Culture, Tourism, and Hospitality Research, Charleston, SC.

Pan, B., Smith, W. W., Zhang, L., & Li, X. (2007, June). Satisfaction of online trip planning: A mixed-method approach. Paper presented at the 5th Bi-Annual Symposium of the International Society of Culture, Tourism, and Hospitality Research, Charleston, SC.

Li, X., Hung, K., Cheng, C., & Petrick, J. (2007, June). Park visitors’ perceived risk and information search behavior. Paper presented at the 2007 Travel and Tourism Research Association Annual Conference, Las Vegas, NV.

Li, X. & Petrick, J. (2007, June). Reconceptualizing brand loyalty: Its conceptual domain, components, and structure. Paper presented at the 2007 Travel and Tourism Research Association Annual Conference, Las Vegas, NV.

Smith, W. W., Pan, B., Li, X., & Zhang, L. (2007, June). Tips and traps: Methodological issues related to conducting an online trip planning study. Poster presented at the 2007 Travel and Tourism Research Association Annual Conference, Las Vegas, NV.

Li, X. & Petrick, J. (2006, June.). A proposed conceptual framework for tourists' destination brand knowledge and loyalty. Paper presented at the 2006 Travel and Tourism Research Association Annual Conference. Dublin, Ireland. (Presented by J. Petrick).

Li, X., Cheng, C., & Petrick, J. (2005, October). A comparison of first-time and repeat visitors via a two-phase online survey. Paper presented at the 2005 NRPA Congress Leisure Research Symposium, San Antonio, TX.

Li, X., Park, S., & Petrick, J. (2005, October). Examining the role of choice set in cruise passengers’ decision-making process: A qualitative approach. Poster presented at the 2005 NRPA Congress Leisure Research Symposium, San Antonio, TX.

Li, X. & Petrick, J. (2005, June). Tourism marketing in an era of paradigm shifts. Paper presented at the 2005 Travel and Tourism Research Association Annual Conference. New Orleans, LA, June 2005.

Li, X. & Petrick, J. (2005, June). The utilization of benchmarking to examine the effectiveness of state tourism web sites - A methodological process. Paper presented at the 2005 Travel and Tourism Research Association Annual Conference. New Orleans, LA, June 2005.

Cheng, C., Li, X., Petrick, J. & O’Leary, J. (2005, June). Examining tourism knowledge development from journal topics. Paper presented at the 2005 Travel and Tourism Research Association Annual Conference. New Orleans, LA, June 2005.

Li, X., Petrick, J. & Skadberg, A. (2004, June). A post-hoc analysis of state tourism website users: Differences between visitors and non-visitors. Paper presented at the 2004 Travel and Tourism Research Association Annual Conference. Montreal, Canada.

Li, X., & Vogelsong, H. (2003, June). A comparison of two methodologies in measuring image change over a community festival. Paper presented at the 2003 Travel and Tourism Research Association Annual Conference, St. Louis, MO.

Li, X., & Vogelsong, H. (2003, April). An examination of satisfaction variables and indicators at a first-time festival. Paper presented at the Northeastern Recreation Research Symposium, Lake George, NY.

Li, X., & Vogelsong, H. (2002, November). The impacts of a special event on destination image: With a case study on Jacksonville Riverwalk Festival. Paper presented at the International Festivals & Events Association Annual Convention, Louisville, KY.

Li, X., & Vogelsong, H. (2002, April). A model of destination image promotion: With a case study of Nanjing, P. R. China. Paper presented at the Northeastern Recreation Research Symposium. Lake George, NY.

Current Grants and Projects:

• Li, X. (Principal Investigator) and Rich Harrill. American tour operators’ perception of China as a tourism destination. HRSM Faculty International Research Grant (2008-2009). College of Hospitality, Retail, and Sport Management, University of South Carolina.
• Li, X. (Principal Investigator), Muzzo Uysal, and Rich Harrill. American Babyboomers’ Travel Behavior and Destination Preferences. * China National Tourism Administration.
  * This project is the first marketing research project CNTA ever granted to a western university
• Rich Harrill, and Li, X. (Co-Principal Investigator). A strategic tourism plan for the Salkehatchie Region, South Carolina. Western Carolina Higher Ed. Commission and USDA.
• Rich Harrill, and Li, X. (Co-Principal Investigator and Project Manager). Evaluating China Outbound Tourism Market. * 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.
  * As “one of the largest studies examining Chinese travel preferences,” the project is described as a “landmark” and “groundbreaking” project by the industry and media. Preliminary results of the study were used in the Joint China Commission on Trade (JCCT) meeting in Beijing, China, Dec. 2007, in which the China-U.S. MOU to Facilitate Outbound Tourist Group Travel from China to the United States was signed.
• Li, X. (Principal Investigator) and Rich Harrill. 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.

Professional Affiliations:

• Travel and Tourism Research Association
• International Council on Hotel, Restaurant, and Institutional Education
• International Society of Culture, Tourism, and Hospitality Research