Xingyu Huang

Xingyu Huang is a Lecturer (Assistant Professor) in Marketing at Royal Holloway, University of London, specializing in the intersection of marketing and tourism. Her research focuses on digital social influence, consumption and well-being, and tourism border/mobility dynamics. She holds a PhD from Temple University and dual bachelor’s/master’s degrees from Sun Yat-Sen University.

Her work employs mixed methodologies, including thematic analysis, structural equation modeling, and social media data analytics. Key contributions include studies on influencer marketing strategies, pandemic-era travel decision-making, and the socio-spatial impacts of tourism. Her research appears in top journals like Tourism Management and Journal of Travel Research.

Xingyu’s expertise aligns with UN SDGs related to sustainable tourism and well-being. She collaborates internationally on projects exploring community perspectives in ethnic tourism and policy implications of bordered scenic areas. No formal awards or grants are listed, though her work has garnered significant reader attention and media coverage.