Department of Exhibition Economy and Management

2022 – Present, Associate Professor, School of Tourism Management, South China Normal University, China

2023-2024, Visiting Scholar, Monash Business School, Monash University, Australia

2018 – 2022, Assistant Professor, School of Tourism Management, South China Normal University, China

2013 – 2018, Assistant Professor, Department of Marketing, Hang Seng Management College, Hong Kong

Undergraduate Courses:

Service quality management, cross-cultural communication and management

Postgraduate Courses

Management Principles and Methods

Academic Projects

1. Principal investigator, “An investigation on the mechanism of brand equity enhancement and spillover effect driven by customer-service-robot value co-creation”, Natural Science Foundation of Guangdong Province, 2023-2015, 2023A1515012953.

2. Principal investigator, “An investigation on the impact of artificial intelligence on consumer value co-creation: From a systematic perspective of technology, people, and culture”, National Natural Science Foundation of China, 2020-2022, 71902064.

3. Principal investigator, “The impact of cultural mixing on symbolic local brands”, Humanity and Social Science Youth Foundation of the Ministry of Education of China, 2019-2023, 19YJC630070.

4. Principal investigator, “The psychological and moral mechanism of counterfeit consumption in the culture mixing context”, RGC Competitive Research Grants, Research Grants Council, Hong Kong, 2018-2020, UGC/FDS14/B05/17.

5. Principal investigator, “Psychological Acceptance of Culture Mixing: Effects of cultural Politeness”, RGC Competitive Research Grants, Research Grants Council, Hong Kong, 2014-2017, UGC/FDS14/B12/14.

1. Xie, L., Liu, C., Li, D., & Guan, X. (2024). When Service Customization in Tourism Backfires: Exploring the Value Restoration Mechanism to Prevent Value Codestruction. Journal of Hospitality & Tourism Research, 48(7), 1197-1211.  

2. Li, D., Liu, C., & Xie, L. (2022). How do consumers engage with proactive service robots? The roles of interaction orientation and corporate reputation. International Journal of Contemporary Hospitality Management, 34(11), 3962-3981.

3. Xie, L., Liu, C., & Li, D. (2022). Proactivity or passivity? An investigation of the effect of service robots’ proactive behaviour on customer co-creation intention. International Journal of Hospitality Management, 106(September), 103271.

4. Xie, L., Liu, X., & Li, D. (2022). The mechanism of value cocreation in robotic services: customer inspiration from robotic service novelty. Journal of Hospitality Marketing & Management, 31(8), 962-983. Journal of Hospitality Marketing & Management, 31(8), 962-983.

5. Feng, W., Liu, Y., & Li, D. (2022). Emotional or rational? The congruence effect of message appeals and country stereotype on tourists' international travel intentions. Annals of Tourism Research, 95, 103423.  

6. Batra, R., Li, D., & Chiu, C-y. (2022). Consumption attitudes and behaviors in Asia: a “discovery-oriented” fresh look. Asia Pacific Journal of Marketing and Logistics, 34(3), 559-575.

7. Li, D., & Xie, L. (2021). Country-of-origin cues: effects of country-related affect and product association on consumer responses to hospitality firms. International Journal of Contemporary Hospitality Management, 33 (5), 1789-1809.

8. Li, D., & Han, X. (2021). Assessing the influence of goal pursuit and emotional attachment on customer engagement behaviors. Journal of Retailing and Consumer Services, 59, 102355.

9. Xie, L., Li, D., & Keh, H. T. (2020). Customer participation and well-being: the roles of service experience, customer empowerment and social support. Journal of Service Theory and Practice, 30(6), 557-584.

10. Li, D., Kreuzbauer, R., Chiu, C-y., & Keh, H. T. (2020). Culturally polite communication: Enhancing the effectiveness of the localization strategy. Journal of Cross-Cultural Psychology, 51(1), 49–69.

11. Li, D., Li, C., Chiu, C-y., & Peng, S. (2019). Does being socially responsible buffer reputation loss in a product crisis? The moderating role of lay theory of corporate social responsibility. Journal of Pacific Rim Psychology, 13, 1-9.

12. Li, C., Li, D., Chiu, C-y., & Peng, S. (2019). Strong brand from consumers’ perspective: A cross-cultural study. Journal of Cross-Cultural Psychology, 50(1), 116-129.

13. Lam, S.Y., Fu J. H-y., & Li, D. (2017). The influence of thematic product displays on consumers: An elaboration-based account. Psychology & Marketing, 34, 868-883..

14. Hao,J., Li, D., Peng,L., Peng, S., & Torelli, C. J (equal authorship). (2016). Advancing our understanding of culture mixing. Journal of Cross-Cultural Psychology, 47(10), 1257-1267.   

15. Kwan, L. Y.-Y., & Li, D. (2016). The exception effect: How shopping experiences with local status brands shapes reactions to culture-mixed products. Journal of Cross-Cultural Psychology, 47(10), 1373-1379.   

16. Li, C., Li, D., Huang, Z., & Chiu, C-y. (2016). Peace and war: Rewarding intergroup contacts make past intergroup aggression unforgivable, Peace and Conflict: Journal of Peace Psychology, 22(2), 166-167.

17. Li, D., Kreuzbauer, R., & Chiu, C-y. (2015). Globalization and exclusionary responses to foreign brands. In S. Ng., & A. Lee (Eds.), Handbook of Culture and Consumer Behavior. New York: Oxford University Press.

18. Chiu, C-y., Kwan, L.Y-Y., Li, D., Peng, L., & Peng, S. (2014). Culture and consumer behavior. Foundations and Trends in Marketing, 7(2), 109-179. 

Editorial Board Member

Asian Journal of Social Psychology (2018-) Editorial Board Member