Xiang Li

Xiang (Robert) Li is a Professor and Washburn Senior Research Fellow at Temple University's Department of Tourism and Hospitality Management within the School of Sport, Tourism and Hospitality Management. He directs the U.S.-Asia Center for Tourism and Hospitality Research, focusing on destination marketing, international branding, and tourism in Asia. With nearly 200 publications and $2.1M in research funding, his work addresses tourist behavior, customer loyalty, and technology's role in hospitality.

Prof. Li earned his Ph.D. from Texas A&M University and previously worked in destination management in Nanjing, China. He advises global entities like the World Travel & Tourism Council and has been cited by major media outlets. His editorial roles span over 15 journals, and he holds adjunct positions in Australia, Hong Kong, and mainland China.

• Research Themes: Destination Branding, Tourism Technology, Cultural Tourism, Sustainable Development
• Key Collaborators: World Travel & Tourism Council, China’s Ministry of Culture and Tourism, Walt Disney Parks and Resorts
• Media Visibility: Associated Press, New York Times, Forbes

His grants and consultancies emphasize practical tourism solutions, while his academic impact includes shaping research methodologies and global tourism policy debates.