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Dr. Xi Y. Leung

Associate Professor

University of North Texas

Department of Hospitality, Event and Tourism Management

(940) 565-3438

Email: Xi.Leung@unt.edu

Education

  • PhD, University of Nevada, Las Vegas, 2012
    Major: Hospitality Administration
    Dissertation: The Marketing Effectiveness of Hotel Facebook Pages: From Perspectives of Customers and Messages
  • MS, Peking University, 2006
    Major: Tourism Planning
    Specialization: Tourism Planning
  • BS, Peking University, 2003
    Major: Urban and Rural Planning
    Specialization: Tourism Planning

Professional Positions

    Academic - Post-Secondary

  • Assistant Professor, University of North Texas. University of North Texas. (2016 - Present).
  • Adjunct Professor, University of Nevada, Las Vegas. University of Nevada, Las Vegas. (2014 - 2015).
  • Assistant Professor, University of Mississippi. University of Mississippi. (2012 - 2013).
  • Graduate Student Instructor and Research Assistant, University of Nevada, Las Vegas. University of Nevada, Las Vegas. (2009 - 2012).

    • Professional

  • Pricing Analyst, Allegiant Air. Allegiant Air. (2013 - 2015).
  • Manager of Tourism Planning, BES Tourism Consulting Group. BES Tourism Consulting Group. (2006 - 2008).
  • Tourism Planner, BES Tourism Consulting Group. BES Tourism Consulting Group. (2003 - 2006).

Licensures and Certifications

  • Open Course Authoring Institute, DSI CLEAR, UNT. (2024 - Present).
  • Certificate of Excellence in Teaching Online, DSI CLEAR, UNT. (2023 - Present).
  • Microsoft Office Excel 2016 Expert, Microsoft. (2018 - Present).
  • Microsoft Office Specialist Excel 2016, Microsoft. (2017 - Present).
  • Certification in Hotel Industry Analytics (CHIA), Smith Travel Research. (2012 - Present).
  • Certified Hospitality Educator, American Hotel & Lodging Educational Institute. (2011 - Present).
  • Certified Flight Attendant, Federal Aviation Administration. (2013 - 2015).

Professional Memberships

  • International Council on Hotel, Restaurant, and Institutional Education. (August 2016 - July 2017).

Development Activities

  • Other (Mentoring Program), UNT Faculty Mentoring Program, UNT Office for Faculty Success. Denton,Texas,United States of America. (August 2016).
  • Faculty Fellowship, DC Fellow Grant Proposal Development Program, Division of Research and Innovation, UNT. Denton,TX,United States of America. (October 2024 - May 2025).
  • Seminar, Cancer Prevention & Research Institute - Funding Opportunity Session, Division of Research and Innovation, UNT. Denton,TX,United States of America. (January 29, 2025).
  • Continuing Education Program (Semester-long course), Open Course Authoring Institute, DSI CLEAR, UNT. Denton,TX,United States of America. (September 1, 2024 - December 15, 2024).
  • Workshop, Annual Faculty Grantsmanship Workshop, Division of Research and Innovation, UNT. Denton,TX,United States of America. (December 10, 2024).
  • Continuing Education Program (Semester-long course), AI Quick Study Series: Your Gateway to Effective Teaching, ACUE Teaching Excellence. United States of America. (January 2024 - May 2024).
  • Faculty Fellowship, UNT Faculty Leadership Fellows, University of North Texas. United States of America. (2022 - 2023).
  • Continuing Education Program (Semester-long course), Certificate of Excellence in Teaching Online, DSI CLEAR, UNT. Denton,TX,United States of America. (September 1, 2023 - December 15, 2023).
  • Workshop, Better Writing and Less Time Grading with Packback Discussions, University of North Texas. Denton,TX,United States of America. (October 4, 2023).
  • Workshop (Webinar), Center Student Inquiry and Reduce Grading Time with Packback Discussions, DSI CLEAR, UNT. Denton,TX,United States of America. (February 17, 2023).
  • Workshop, Research on Tap: The role of technology in the fight against human trafficking, UNT Division of Research and Innovation. Denton,TX,United States of America. (January 11, 2023).
  • Seminar (Webinar), How the Pandemic Made Me a Better Educator, Harvard Business Publishing. United States of America. (February 3, 2021).
  • Seminar (Webinar), The Challenges and Opportunities of Teaching and Learning Online, Harvard Business Publishing. United States of America. (December 17, 2020).
  • Seminar (Webinar), Making Online Classrooms Work for You (and Your Students), Harvard Business Publishing. United States of America. (November 19, 2020).
  • Seminar (Webinar), Amplifying Engagement: Energizing Students in Large Online Classrooms, Harvard Business Publishing. United States of America. (September 17, 2020).
  • Seminar (Webinar), Diversity and Inclusion: Building Connection and Community in Physical, Online, and Hybrid Classrooms, Harvard Business Publishing. United States of America. (August 27, 2020).
  • Workshop, Faculty Search Committee Training, Office of Equal Opportunity, UNT. Denton,TX,United States of America. (September 2019).
  • Workshop, Institutional Effectiveness Training, Office of University Accreditation, UNT. Denton,TX,United States of America. (September 2019).
  • Workshop, Teaching Portfolio Workshop, Office for Faculty Success, UNT. Denton,TX,United States of America. (May 2019).
  • Workshop, Getting Engaged Internationally, Office for Faculty Success, UNT International. Denton,TX,United States of America. (February 28, 2019).
  • Workshop, Research IT Services for Non-STEM Domains, UIT, University of North Texas. Denton,TX,United States of America. (November 29, 2018).
  • Continuing Education Program, Kahoot! certification program, Kahoot!. Online,United States of America. (August 2018).
  • Workshop, How to Write Winning Grant Proposals, UNT Office for Faculty Success. Denton,Texas,United States of America. (February 16, 2018).
  • Workshop, Team Based Learning Workshop, UNT Clear. Denton,Texas,United States of America. (February 9, 2018).
  • Conference Attendance, Fall 2017 NSF Grants Conference, NSF. Denton,TX,United States of America. (November 13, 2017 - November 14, 2017).
  • Workshop, Panopto training, Clear UNT. Denton,TX,United States of America. (September 11, 2017).
  • Workshop, iClicker training, Clear UNT. Denton,TX,United States of America. (September 7, 2017).
  • Conference Attendance, Mrweek by Qualtrics online conference, Qualtrics. Denton,TX,United States of America. (September 26, 2016 - September 30, 2016).
  • Seminar, Fall 2016 Teaching Excellence Seminar, University of North Texas. Denton,TX,United States of America. (August 25, 2016).
  • Workshop, New Faculty Orientation, University of North Texas. Denton,TX,United States of America. (August 18, 2016).

Teaching

Teaching Experience

    University of North Texas

  • CMHT 5400 - Quantitative Data Analysis: Applications in Merchandising & Hospitality Management, 3 courses.
  • CMHT 5800 - Seminar in Various Areas of Concentration, 1 course.
  • HMGT 3300 - Hospitality Industry Marketing and Sales, 3 courses.
  • HMGT 4600 - Technology and Innovation in Hospitality, Event and Tourism, 26 courses.
  • HMGT 4900 - Special Problems, 1 course.
  • HMGT 5500 - Technology and Innovation in Hospitality, Event and Tourism, 1 course.
  • HMGT 5585 - SMART Destination, 9 courses.
  • HMGT 5790 - Field Experience in Hospitality and Tourism, 1 course.
  • HMGT 5920 - Problem in Lieu of Thesis, 7 courses.
  • HMGT 5950 - Master's Thesis, 6 courses.
  • INFO 6660 - Readings in Information Science, 1 course.
  • INFO 6900 - Special Problems, 1 course.
  • INFO 6950 - Doctoral Dissertation, 2 courses.

Non-Credit Instruction

  • Seminar, KYUNG HEE University, 7 participants. (September 25, 2024).
  • Seminar, Shandong University, 15 participants. (July 12, 2024).
  • Seminar, Shandong University Weihai Campus, 10 participants. (July 7, 2024).
  • Seminar, Zhejiang University, 8 participants. (June 26, 2024).
  • Seminar, Hangzhou City University, 30 participants. (June 25, 2024).
  • Seminar, Beijing International Studies University, 30 participants. (June 21, 2024).
  • Seminar, Tourism College of Beijing Union University, 15 participants. (June 19, 2024).
  • Seminar, Huaqiao University, 20 participants. (January 2, 2024).
  • Guest Lecture, CMHT 5300 – Research Methods, 8 participants. (October 11, 2023).
  • Seminar, Beijing International Studies University, 100 participants. (June 13, 2023).
  • Guest Lecture, HMGT 3470 - Global Kitchen: A Culinary Journey, 8 participants. (February 23, 2023).
  • Seminar, Hangzhou City University, 30 participants. (November 18, 2022).
  • Seminar, Dongbei University of Finance and Economics, 30 participants. (August 11, 2022).
  • Guest Lecture, HOSP 8870 – Advanced Hospitality Management Research & Applications, Auburn University, 5 participants. (March 1, 2022).
  • Guest Lecture, HOSP 8870 – Advanced Hospitality Management Research & Applications, Auburn University, 8 participants. (March 1, 2021).
  • Guest Lecture, Research Jam Session, 20 participants. (February 4, 2021).
  • Other (Invited/Mentored Visiting Scholar), South China Normal University, 1 participants. (August 2018 - August 2019).
  • Public Lecture, (August 6, 2019).
  • Seminar, Peking University, 30 participants. (May 29, 2019).
  • Seminar, Jinan University, 20 participants. (May 27, 2019).
  • Guest Lecture, HMGT 3470 - Global Kitchen: A Culinary Journey, 12 participants. (November 2, 2018).

Directed Student Learning

  • Supervised Research, "Exploring Agency Problems in GenAI: A literature Review to understanding Principal-Agent Dynamics in Tourism and Hospitality," Information Science. (August 2024 - January 2025).
  • Supervised Research, "Exploring media frames: How GenAI revolutionizes stakeholder dynamics in the tourism industry," Information Science. (January 2, 2025 - January 4, 2025).
  • Supervised Research, ""The Impact of Olympic Infrastructure on Hospitality Growth: A Case Study of the 2008 Beijing Olympics" et al.," Hospitality, Event and Tourism Management. (August 2024 - December 2024).
  • Master's Thesis Committee Member, "Perceived Value and Repeat Purchase Intent of Educational Conference Attendees: The Role of Event Features," Hospitality, Event and Tourism Management. (August 2023 - May 2024).
  • Supervised Research, "AI-based information processing model: Uncover travel planning using ChatGPT," Information Science. (January 4, 2024 - January 6, 2024).
  • Dissertation Committee Chair, "The role of social media influencers in influencing Saudi tourists’ domestic destination choice," Information Science. (August 2021 - July 2023).
  • Supervised Research, "Hotel guests’ intention to stay during a pandemic: A comparison of frequent versus infrequent travelers," Hospitality, Event and Tourism Management. (January 6, 2023 - January 7, 2023).
  • Supervised Research, "How do tourists experience happiness in dark tourism?," Other - Outside UNT. (January 6, 2023 - January 7, 2023).
  • Dissertation Committee Member, "Relationships among service robots’ anthropomorphism, employees’ role clarification, threat and collaboration intention," Other - Outside UNT. (January 2022 - December 2022).
  • Supervised Research, "“Empowering women through tourism: A systematic literature review,” “Examine pet travel experiences from human–pet interaction: The moderating role of pet attachment,” “How do tourists experience happiness in dark tourism?”," Other - Outside UNT. (November 2021 - November 2022).
  • Supervised Research, "The effects of technology on employee satisfaction in resort hotels," Hospitality, Event and Tourism Management. (January 2022 - May 2022).
  • Dissertation Committee Member, "Measuring residents’ pro-tourism citizenship behavior: Scale development and validation," Other - Outside UNT. (August 2021 - May 2022).
  • Supervised Research, "Explore exhibitors’ organizational learning and information-gathering performance at trade show: The moderating role of exhibiting experience," Other - Outside UNT. (January 6, 2022 - January 8, 2022).
  • Supervised Research, "A systematic literature review on tourism destination governance: Progress and prospects," Other - Outside UNT. (January 6, 2022 - January 8, 2022).
  • Supervised Research, "Applying common ingroup identity model in minority-owned restaurant marketing message," Hospitality, Event and Tourism Management. (August 2021 - December 2021).
  • Supervised Research, "Social media influencer and independent restaurants choice in Saudi Arabia," Hospitality, Event and Tourism Management. (January 2021 - May 2021).
  • Supervised Research, "Minority-owned small restaurant Facebook visual analysis," Hospitality, Event and Tourism Management. (January 2021 - May 2021).
  • Master's Thesis Committee Chair, "Exploring the impacts of COVID-19 on hotel booking intentions: An application of the protection motivation theory," Hospitality, Event and Tourism Management. (August 2020 - May 2021).
  • Supervised Research, "How COVID-19 impact flight attendants’ organizational citizenship behaviors: An application of affective event theory and organizational support," Hospitality, Event and Tourism Management. (August 2020 - May 2021).
  • Supervised Research, "How airlines respond to the pandemic on Twitter: An application of situational crisis communication theory," Hospitality, Event and Tourism Management. (October 2020 - February 2021).
  • Supervised Research, "Employee attitudes towards informational and service driven robots," Hospitality, Event and Tourism Management. (January 2020 - August 2020).
  • Master's Thesis Committee Chair, "Anxiety in the workplace: A study of different anxiety relief methods for hotel employees," Hospitality, Event and Tourism Management. (August 2019 - May 2020).
  • Master's Thesis Committee Member, "Effects of customer’s evaluations about Instagram attributes towards purchase intentions for small apparel retailers: Application of social capital theory," Merchandising and Digital Retailing. (April 2019 - December 2019).
  • Supervised Research, "A comparison study of work safety training methods in hotels," Hospitality, Event and Tourism Management. (August 2018 - December 2019).
  • Master's Thesis Committee Chair, "Self-Service Kiosks’ Performance in Quick-Service Restaurant Settings," Hospitality, Event and Tourism Management. (August 2018 - May 2019).
  • Supervised Research, "Consumer Intentions toward Self-service Technology in Hotels," Hospitality, Event and Tourism Management. (January 2018 - May 2018).
  • Doctoral Advisory Committee Member, "Social media influencer endorsement and events: An integrated framework of congruence," Other - Outside UNT. (August 2017 - May 2018).

Awards and Honors

  • Toulouse Scholars Award, University of North Texas. (2024).
  • FutureFund™ Case Study Competition - Third Place Winner, 2021 Annual ICHRIE (International Council on Hotel, Restaurant, and Institutional Education) Conference. (July 2021).
  • World’s Top 2% Cited Scientists’ List, Stanford University. (2024).
  • Conference Best Paper Award, 2024 Annual ICHRIE (International Council on Hotel, Restaurant, and Institutional Education) Conference. (July 2024).
  • World’s Top 2% Cited Scientists’ List, Stanford University. (2023).
  • Conference Best Paper Award, 2022 Annual ICHRIE (International Council on Hotel, Restaurant, and Institutional Education) Conference. (August 2022).
  • Conference Best Paper Award, 2021 West Federation CHRIE Conference. (February 2021).
  • Conference Best Paper Award, 2019 Annual ICHRIE (International Council on Hotel, Restaurant, and Institutional Education) Conference. (July 2019).
  • Research Impact Award, College of Merchandising, Hospitality, & Tourism, UNT.
  • Emerald Literati Highly Commended Paper Award, Journal of Hospitality and Tourism Technology.
  • Article of the Year Award, Journal of Hospitality & Tourism Research. (2016).
  • Most-Accessed Dissertations & Theses Award, ProQuest.
  • Conference Best Paper Award, 2012 International CHRIE (Council on Hotel, Restaurant, and Institutional Education) Conference. (July 2012).

Research

Published Intellectual Contributions

    Book Chapter

  • Zhang, H., Leung, X.Y., Bai, B. (2021). A Conceptual Framework of Destination Sustainability in Sharing Economy. Information and Communication Technologies in Tourism 2021. 426-432. Springer International Publishing. https://doi.org/10.1007/978-3-030-65785-7_41
  • Leung, X.Y., Murukutla, M., Erdem, M. (2015). The world of social media: Implications for hospitality research. Encyclopedia of Information Science and Technology (3rd Ed.).. 6791-6800. Hershey, PA, IGI Global.

    • Book Review

  • Leung, X.Y. (2013). Strategic Marketing in Tourism Services, Edited by Rodoula H. Tsiotsou and Ronald E. Goldsmith.Emerald, Howard House, UK (2012). Tourism Management. 37 112-113.

    • Journal Article

  • Leung, X.Y., Zhong, Y., Sun, J. (2025). The impact of social media influencer’s age cue on older adults’ travel intention: The moderating roles of travel cues and travel constraints. Tourism Management. 106 104979. https://doi.org/10.1016/j.tourman.2024.104979
  • Xiong, W., Huang, M., Leung, X.Y., Li, Y. (2025). The healing impact of travel on the mental health of breast cancer patients. Tourism Management. 106 104997. Elsevier BV. https://doi.org/10.1016/j.tourman.2024.104997
  • Sun, J., Zhang, X., Leung, X.Y. (2025). More communication less information: Engage virtual meeting attendees from a cognitive load theory perspective. Event Management. Cognizant Communication Corporation.
  • Maleki, B., Sun, J., Leung, X.Y. (2025). Unveiling the Experiences at Iranian Food Events: A Qualitative Approach and Conceptual Framework. Event Management. 29 (1) 39-49. Cognizant, LLC. https://doi.org/10.3727/152599524x17203983597473
  • Cai, R., Leung, X.Y., Lu, L. (2024). When the Future Feels Closer Than the Past: An Experimental Research of Nostalgia Versus Forestalgia in Destination Ads. Other. SAGE Publications. https://doi.org/10.1177/10963480241305764
  • Batouei, A., Boninsegni,, M.F., Leung, X.Y., Teoh, A.P. (2024). Enhancing Full-Service Restaurant Online Food Ordering Experiences: Which Factors Should Restaurants Emphasize?. International Journal of Hospitality & Tourism Administration. 25 (5) 896-917. https://doi.org/10.1080/15256480.2023.2175289
  • Huang, H., Leung, X.Y. (2024). Experimental design for sustainable tourism: A horizon 2050 paper. Tourism Review. https://doi.org/10.1108/TR-12-2023-0867
  • Leung, X.Y., Zhang, H., Bai, B. (2024). How DMOs respond to the COVID-19 pandemic: The case of Los Angeles. Other. 11 (1) 16-22.
  • Leung, X.Y., Viglia, G., Buhalis, D. (2024). Immersive advertising through experience cocreation: Lessons from the visitor economy. Journal of Advertising. 64 (3) 319-334. DOI: 10.2501/JAR-2024-019
  • Park, J., Leung, X.Y., Ponting, S., Cain, L. (2024). Impact of supervisor identity on hospitality employees’ work intentions: Rethinking of social dominance and intersectionality theory. Journal of Hospitality and Tourism Management. 59 49-59. https://doi.org/10.1016/j.jhtm.2024.03.011
  • Song, X., Gu, H., Li, Y., Leung, X.Y., Ling , X. (2024). The influence of robot anthropomorphism and perceived intelligence on hotel guests’ continuance usage intention. Information Technology & Tourism. 26 89-117.
  • Wang, D., Ma, E., Leung, X.Y. (2024). Working with robots: A job design perspective of hospitality employees’ collaboration intentions with service robots. Journal of Hospitality and Tourism Management. 61 66-77. https://doi.org/10.1016/j.jhtm.2024.09.012
  • Zhao, L., Zhang, W., Chen, J.M., Leung, X.Y. (2024). Impacts of population aging on tourism development in China: direct, indirect and spatial perspectives. Current Issues in Tourism. 1-17. Informa UK Limited. https://doi.org/10.1080/13683500.2024.2440617
  • Woyo, E., Venganai, H., Leung, X.Y. (2024). Empowerment typologies of female entrepreneurs in Zimbabwe: overcoming socio-economic challenges. Journal of Place Management and Development. Emerald. https://doi.org/10.1108/jpmd-05-2024-0042
  • Li, L., Leung, X.Y., Yang, L. (2024). How tie strength and face consciousness moderate the impact of social media on impulsive travel intentions: a social-technical perspective. Journal of Hospitality and Tourism Technology. Emerald. https://doi.org/10.1108/jhtt-02-2024-0112
  • Wei, Z., Leung, X.Y., Xu, H. (2024). Examine pet travel experiences from human–pet interaction: the moderating role of pet attachment. Tourism Review. 79 (4) 812-824. Emerald. https://doi.org/10.1108/tr-01-2023-0002
  • Leung, X.Y., Fong, L.H., Xue, X., Mattila, A.S. (2024). What makes experimental research publishable in leading hospitality and tourism journals? Perspectives of editorial board members. International Journal of Contemporary Hospitality Management. 36 (4) 1418-1431. Emerald. https://doi.org/10.1108/ijchm-12-2022-1514
  • Leung, X.Y., Cai, R., Zhang, H., Bai, B. (2024). When causal attribution meets cuisine type: how consumer power and moral identity moderate virtual kitchen patronage. International Journal of Contemporary Hospitality Management. 36 (4) 1279-1298. Emerald. https://doi.org/10.1108/ijchm-12-2022-1554
  • Song, X., Li, Y., Leung, X.Y., Mei, D. (2024). Service robots and hotel guests’ perceptions: anthropomorphism and stereotypes. Tourism Review. 79 (2) 505-522. Emerald. https://doi.org/10.1108/tr-04-2023-0265
  • Huang, X., Leung, X.Y., Li, S., Wei, Z. (2024). Tourism consumers' time estimation of virtual reality experience: Combining self-reporting and physiological measures. Tourism Management Perspectives. 50 101210. Elsevier BV. https://doi.org/10.1016/j.tmp.2023.101210
  • Liu, M., Liu, X., Muskat, B., Leung, X.Y., Liu, S. (2024). Employees’ self-esteem in psychological contract: workplace ostracism and counterproductive behavior. Tourism Review. 79 (1) 152-166. Emerald. https://doi.org/10.1108/tr-11-2022-0535
  • Lee, L., Mistry, T., Ponting, S., Wang, X., Leung, X.Y. (2023). Be adaptive to stay: A multidimensional examination of career adaptability among hospitality employees. Journal of Hospitality and Tourism Research. 47 (4) 804–817. https://doi.org/10.1177/10963480221133777
  • Leung, X.Y., Fong, L., Mattila, A.S. (2023). Editorial: Experimentation for knowledge creation in hospitality & tourism. Journal of Hospitality and Tourism Management. 55 380-382.
  • Leung, X.Y., Wu, L., Sun, J. (2023). Exploring secondary crisis response strategies for airlines experiencing low-responsibility crises: An extension of the situational crisis communication theory. Journal of Travel Research. 62 (4) 878-892. https://doi.org/10.1177/00472875221095210
  • Godovykh, M., Fu, X., Leung, X.Y. (2023). Humor on destination websites: Effects of humor on attitudes and visit intentions. Tourism Analysis. 28 (3) 371-386.
  • Zhong, Y.Y., Leung, X.Y., Sun, J., Ng, B.P. (2023). The impacts of pandemic-related media coverage on workplace ageism among younger hospitality and tourism employees. International Journal of Contemporary Hospitality Management. 35 (11) 3787-3806. Emerald. https://doi.org/10.1108/ijchm-11-2022-1351
  • Leung, X.Y., Wen, H. (2023). Gender differences in digital food ordering experiences: An application of the technology acceptance model and self-congruity theory. The Journal of Foodservice Management and Education. 17 (1) 19-25.
  • Hernandez Calderon, A., Leung, X.Y., Kim, J. (2023). Hotel guests’ intention to stay during the pandemic: A comparison of frequent versus infrequent guests. Journal of Hospitality and Tourism Management. 56 48-57. Elsevier BV. https://doi.org/10.1016/j.jhtm.2023.06.008
  • Zhang, H., Leung, X.Y., Bai, B. (2023). Cultural attractiveness index for sustainable cities: Tourism Agenda 2030. Tourism Review. 78 (2) 411-426. Emerald. https://doi.org/10.1108/tr-05-2022-0255
  • Buhalis, D., Leung, X.Y., Fan, D., Darcy, S., Chen, G., Xu, F., Wei-Han Tan, G., Nunkoo, R., Farmaki, A. (2023). Editorial: Tourism 2030 and the contribution to the sustainable development goals: the tourism review viewpoint. Tourism Review. 78 (2) 293-313. Emerald. https://doi.org/10.1108/tr-04-2023-620
  • Xiong, W., Huang, M., Leung, X.Y., Zhang, Y., Cai, X. (2023). How environmental emotions link to responsible consumption behavior: Tourism Agenda 2030. Tourism Review. 78 (2) 517-530. Emerald. https://doi.org/10.1108/tr-01-2022-0010
  • Xiong, W., Huang, M., Okumus, B., Leung, X.Y., Cai, X., Fan, F. (2023). How emotional labor affect hotel employees’ mental health: A longitudinal study. Tourism Management. 94 104631. Elsevier BV. https://doi.org/10.1016/j.tourman.2022.104631
  • Kim, J., Leung, X., McKneely, B. The effects of Instagram social capital, brand identification and brand trust on purchase intention for small fashion brands: The generational differences. Journal of Fashion Marketing and Management. 27 (6) 988-1008.
  • KC, B., Leung, X. (2022). Geocaching in Texas State Parks: A technology readiness analysis. Journal of Hospitality and Tourism Technology. 13 (1) 182-194. https://doi.org/10.1108/JHTT-09-2020-0240
  • Leung, X.Y., Zhang, H., Lyu, J., Bai, B. (2022). Why do hotel frontline employees use service robots in the workplace. International Journal of Hospitality Management. 108 103380. https://doi.org/10.1016/j.ijhm.2022.103380
  • Leung, X.Y., Chen, H., Chang, W., Mhlanga, L. (2022). Is VR game training more effective for hospitality employees? A longitudinal experiment. Tourism Management Perspectives. 44 101020. Elsevier BV. https://doi.org/10.1016/j.tmp.2022.101020
  • Xiong, W., Huang, M., Okumus, B., Leung, X.Y., Cai, X. (2022). When social phobia meets excessive service: Effects on customer delight and loyalty. Tourism Management Perspectives. 44 101031. Elsevier BV. https://doi.org/10.1016/j.tmp.2022.101031
  • Leung, X.Y., Shi, X., Huang, X. (2022). How virtual reality moderates daily negative mood spillover among hotel frontline employees: A within-person field experiment. Tourism Management. 95 104680. https://doi.org/10.1016/j.tourman.2022.104680
  • Leung, X.Y., Kim, J., Heitman, S. (2022). Rethinking common ingroup identity model in minority restaurant messages: The moderating role of moral identity. International Journal of Hospitality Management. 107 103352. https://doi.org/10.1016/j.ijhm.2022.103352
  • Leung, X.Y., Wang, X., Levitt, J.A., Lu, L. (2022). Cocreating food experience “delivered” from iconic local restaurants. International Journal of Contemporary Hospitality Management. 34 (8) 3065-3083. Emerald. https://doi.org/10.1108/ijchm-07-2021-0954
  • Zhang, H., Leung, X.Y., Bai, B. (2022). Destination sustainability in the sharing economy: a conceptual framework applying the capital theory approach. Current Issues in Tourism. 25 (13) 2109-2126. Informa UK Limited. https://doi.org/10.1080/13683500.2021.1937076
  • Li, Q., He, H., Sun, J., Leung, X.Y. (2022). Networking for better information-gathering performance at trade shows: A multigroup analysis. Journal of Hospitality and Tourism Management. 51 462-470. Elsevier BV. https://doi.org/10.1016/j.jhtm.2022.04.015
  • Xue, L., Leung, X.Y., Ma, S. (2022). What makes a good “guest”: Evidence from Airbnb hosts’ reviews. Annals of Tourism Research. 95 103426. https://doi.org/10.1016/j.annals.2022.103426
  • Fong, L.H., Ye, B.H., Leung, D., Leung, X.Y. (2022). Unmasking the imposter: Do fake hotel reviewers show their faces in profile pictures?. Annals of Tourism Research. 93 103321. Elsevier BV. https://doi.org/10.1016/j.annals.2021.103321
  • Leung, X.Y., Sun, J., Asswailem, A. (2022). Attractive females versus trustworthy males: Explore gender effects in social media influencer marketing in Saudi restaurants. International Journal of Hospitality Management. 103 103207. https://doi.org/10.1016/j.ijhm.2022.103207
  • Sun, J., Leung, X.Y., Zhang, H., Williams, K. (2022). Attracting Generation Z talents to the hospitality industry through COVID CSR practices. International Journal of Contemporary Hospitality Management. 34 (4) 1587-1606. Emerald. https://doi.org/10.1108/ijchm-03-2021-0293
  • Zhang, H., Leung, X.Y., Bai, B., Li, Y. (2021). Uncovering crowdsourcing in tourism apps: A grounded theory study. Tourism Management. 87 104389. Elsevier BV. https://doi.org/10.1016/j.tourman.2021.104389
  • Leung, X., Torres, B., Fan, A. (2021). Do kiosks outperform cashiers? An S-O-R framework of restaurant ordering experiences. Journal of Hospitality and Tourism Technology. 12 (3) 580-592.
  • Wen, T., Leung, X., Li, B., Hu, L. (2021). Examining framing effect in travel package purchase: An application of double-entry mental accounting theory. Annals of Tourism Research. 90 103265.
  • Leung, X., Cai, R. (2021). How pandemic severity moderates online food ordering risks during COVID-19: An application of prospect theory and risk perception framework. Journal of Hospitality and Tourism Management. 47 497-505.
  • Aureliano-Silva, L., Leung, X., Eugênio Spers, E. (2021). The effect of online reviews on restaurant visit intentions: Applying signaling and involvement theories. Journal of Hospitality and Tourism Technology. https://doi.org/10.1108/JHTT-06-2020-0143
  • Wen, H., Leung, X. (2021). Virtual wine tours and wine tasting: The influence of offline and online embodiment integration on wine purchase decisions. Tourism Management. 83 103250.
  • Leung, X., Wen, H. (2021). How emotion affects restaurant digital ordering experiences: A comparison of three ordering methods. Journal of Hospitality and Tourism Technology. 12 (3) 439-453.
  • Lyu, J., Leung, X., Bai, B. (2021). Hotel virtual reality advertising: A presence-mediated model and gender effect. Journal of Hospitality and Tourism Technology. 12 (3) 409-422.
  • Qu, H., Leung, X., Huang, S., He, J. (2021). Factors affecting hotel interns’ satisfaction with internship experience and career intention in China. Journal of Hospitality, Leisure, Sport & Tourism Education. 28 100311.
  • Leung, X.Y., Sun, J., Zhang, H., Ding, Y. (2021). How the hotel industry attracts Generation Z employees: An application of social capital theory. Journal of Hospitality and Tourism Management. 49 262-269. https://api.elsevier.com/content/abstract/scopus_id/85116058221
  • Cai, R., Leung, X., Chi, C. (2021). Ghost kitchens on the rise: Effects of knowledge and perceived benefit-risk on customers’ behavioral intentions. International Journal of Hospitality Management. 101 103110. https://doi.org/10.1016/j.ijhm.2021.103110
  • Sun, J., Leung, X.Y., Bai, B. (2021). How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender. International Journal of Contemporary Hospitality Management. 33 (7) 2337-2351. Emerald. https://doi.org/10.1108/ijchm-09-2020-0959
  • Huang, X., Liu, C., Wei, Z., Leung, X.Y. (2021). How children experience virtual reality travel: a psycho-physiological study based on flow theory. Journal of Hospitality and Tourism Technology. https://api.elsevier.com/content/abstract/scopus_id/85117370724
  • Leung, X.Y., Sun, J., Bai, B. (2021). Social media research in hospitality and tourism: A causal chain framework of literature review. Other. 27 (3) 455-477. https://api.elsevier.com/content/abstract/scopus_id/85118293372
  • Leung, X.Y., Wen, H. (2020). Chatbot usage in restaurant takeout orders: A comparison study of three ordering methods. Journal of Hospitality and Tourism Management. 45 377-386. Elsevier BV. https://doi.org/10.1016/j.jhtm.2020.09.004
  • Sun, J., Nazlan, N.H., Leung, X.Y., Bai, B. (2020). “A cute surprise”: Examining the influence of meeting giveaways on word-of-mouth intention. Journal of Hospitality and Tourism Management. 45 456-463. Elsevier BV. https://doi.org/10.1016/j.jhtm.2020.10.003
  • Leung, X., Yang, Y. (2020). Are all five points equal? Scaling heterogeneity in hotel online ratings. International Journal of Hospitality Management. 88 102539.
  • Wen, H., Leung, X., Pongtornphurt, Y. (2020). Exploring the Impact of Background Music on Customers’ Perceptions of Ethnic Restaurants: The Moderating Role of Dining Companions. Journal of Hospitality and Tourism Management. 43 71-79.
  • Mckneely, B., Kim, J., Leung, X., Pookulangara, S.A. (2020). Social Capital on Instagram: Application for Small Apparel Retailers,. Journal of Marketing Development and Competitiveness. 14 (4) 22-38. https://libproxy.library.unt.edu/login?url=https://www.proquest.com/scholarly-journals/social-capital-on-instagram-application-small/docview/2460117853/se-2?accountid=7113
  • Cai, R., Leung, X. (2020). Mindset matters in purchasing online food deliveries during the pandemic: The application of construal level and regulatory focus theories. International Journal of Hospitality Management. 91 102677.
  • Huang, X., Wei, Z., Leung, X.Y. (2020). What you feel may not be what you experience: a psychophysiological study on flow in VR travel experiences. Asia Pacific Journal of Tourism Research. 25 (7) 736-747. Informa UK Limited. https://doi.org/10.1080/10941665.2019.1711141
  • Leung, X.Y. (2020). Technology-enabled service evolution in tourism: a perspective article. Tourism Review. 75 (1) 279-282. Emerald. https://doi.org/10.1108/tr-06-2019-0229
  • Leung, X., Josiam, B.M., Moody, B.M. (2019). “I’d like to order with a server.” an experimental study of restaurant menu performance. Asia Pacific Journal of Tourism Research. doi: 10.1080/10941665.2019.1696381
  • Leung, X., Lyu, J., Bai, B. (2019). A fad or the future? Examining the effectiveness of virtual reality advertising in the hotel industry. International Journal of Hospitality Management. doi: 10.1016/j.ijhm.2019.102391
  • Leung, X.Y. (2019). Do Destination Facebook pages increase fan’s visit intention? A longitudinal study. Journal of Hospitality and Tourism Technology. 10 (2) 205-218.
  • Leung, X.Y., Sun, J., Bai, B. (2019). Thematic framework of social media research: state of the art. Tourism Review. 74 (3) 517-531. Emerald. https://doi.org/10.1108/tr-05-2018-0058
  • Leung, X.Y., Xue, L., Wen, H. (2019). Framing the sharing economy: Toward a sustainable ecosystem. Tourism Management. 71 44-53.
  • Leung, X.Y., Jiang, L. (2018). How Do Destination Facebook Pages Work? An Extended TPB Model of Fans’ Visit Intention. Journal of Hospitality and Tourism Technology. 9 (3) 397-416.
  • Leung, X.Y., Yang, Y., Dubin, E.A. (2018). What are guests scared of? The impact of crime-related experiences on hotels’ online ratings.. Journal of Travel & Tourism Marketing. 35 (8) 1071-1086.
  • Yang, Y., Leung, X.Y. (2018). A better last-minute hotel deal via app? Cross-channel price disparities between HotelTonight and OTAs. Tourism Management. 68 198-209.
  • Wen, H., Leung, X., Li, X., Kwon, J. (2018). What influences Chinese students’ intentions to pursue hospitality careers? A comparison of three-year versus four-year hospitality programs. Journal of Hospitality, Leisure, Sport & Tourism Education. 23 70-81. Elsevier.
  • Leung, X.Y., Wen, H., Jiang, L. (2018). What do hospitality undergraduates learn in different countries? An international comparison of curriculum. Journal of Hospitality, Leisure, Sport & Tourism Education. 22 31-41.
  • Leung, X.Y., Bai, B., Erdem, M. (2017). Hotel social media marketing: A study on message strategy and its effectiveness. Journal of Hospitality and Tourism Technology. 8 (2) 239-255.
  • Leung, X.Y., Sun, J., Bai, B. (2017). Bibliometrics of social media research: A co-citation and co-wordanalysis. International Journal of Hospitality Management. 66 35–45.
  • Leung, X.Y., Tanford, S., Jiang, L. (2017). Is a Picture Really Worth a Thousand Words? An Experiment on Hotel Facebook Message Effectiveness. Journal of Hospitality and Tourism Technology. 8 (1) 19-38.
  • Leung, X.Y., Tanford, S. (2016). What drives hotel guests to join hotel Facebook pages a comparison of three models. Journal of Hospitality Marketing & Management. 25 (3) 314-345.
  • Leung, X.Y., Xue, L., Bai, B. (2015). Internet marketing research in hospitality and tourism: a review and journal preferences. International Journal of Contemporary Hospitality Management. 27 (7) 1556-1572. Emerald. https://doi.org/10.1108/ijchm-05-2014-0268
  • Leung, X.Y., Baloglu, S., John Bowen, Dr Seyhmus Baloglu, D. (2015). Hotel Facebook marketing: An integrated model. Worldwide Hospitality and Tourism Themes. 7 (3) 266-282. Emerald. https://doi.org/10.1108/whatt-03-2015-0011
  • Leung, X.Y., Bai, B., Stahura, K. (2015). The marketing effectiveness of social media in the hotel industry: A comparison of Facebook and Twitter.. Journal of Hospitality & Tourism Research. 39 (2) 147-169.
  • Leung, X.Y., Baloglu, S. (2013). Tourism Competitiveness of Asia Pacific Destinations. Tourism Analysis. 18 (4) 371-384. Cognizant, LLC. https://doi.org/10.3727/108354213x13736372325876
  • Leung, X.Y., Bai, B. (2013). How motivation, opportunity, and ability impact travelers’ social media involvement and revisit intention. Journal of Travel & Tourism Marketing. 30 (1-2) 58-77.
  • Leung, X.Y., Jiang, L., Busser, J. (2013). Online student evaluations of hospitality professors: A cross-cultural comparison. Journal of Hospitality, Leisure, Sport & Tourism Education. 12 (1)
  • Leung, X.Y., Wang, F., Wu, B., Bai, B., Stahura, K.A., Xie, Z. (2012). A Social Network Analysis of Overseas Tourist Movement Patterns in Beijing: the Impact of the Olympic Games. International Journal of Tourism Research. 14 (5) 469-484. Wiley. https://doi.org/10.1002/jtr.876
  • Wu, B., Xue, L., Morrison, A., Leung, X.Y. (2012). Frame analysis on Golden Week policy reform in China. Annals of Tourism Research. 39 (2) 842-862.
  • Leung, X.Y., Wang, F., Wu, B., Busser, J. (2011). Park user quality evaluation: Applying an Analytical Hierarchy Process for managers. Managing Leisure, An International Journal. 16 (2) 142-160.

Presentations Given

    Keynote/Plenary Address

  • Leung, X. (Presenter), Tourism Experimental Research Method Conference, Basics of experimental research design, Shandong University, Jinan, China, China. (2019 - 2019).

    • Oral Presentation

  • Wang, Z. (Author), Leung, X. (Author & Presenter), 2025 West Federation CHRIE Conference, Identity transition in young women’s solo travel journey, West Federation CHRIE, Frisco, TX, United States of America. (2025 - 2025).
  • Lyu, J. (Author), Leung, X. (Author & Presenter), Mao, Z. (Author & Presenter), Li, Y. (Author), 2025 West Federation CHRIE Conference, Social media usage and successful aging: The role of senior travel, West Federation CHRIE, Frisco, TX, United States of America. (2025 - 2025).
  • Yang, L. (Author & Presenter), Leung, X. (Author), 2025 West Federation CHRIE Conference, The hotel robot debate on twitter: A social network and epistemic network analysis, West Federation CHRIE, Frisco, TX, United States of America. (2025 - 2025).
  • Yang, L. (Author), Leung, X. (Author & Presenter), Cai, R. (Author & Presenter), 2024 ICHRIE Annual Conference, AI-based information search in culinary travel planning: Applying goal orientation theory in heuristic decision-making, ICHRIE, Montreal, Quebec, Canada. (2024 - 2024).
  • Leung, X. (Author & Presenter), Li, B. (Author), Yang, L. (Author), 2024 ICHRIE Annual Conference, Treat humans as objects: Robot anthropomorphism and hospitality employees’ workplace objectification, ICHRIE, Montreal, Quebec, Canada. (2024 - 2024).
  • Wang, F. (Author), Jiang, L. (Author & Presenter), Leung, X.Y. (Author), The 9th Conference of the International Association for Tourism Economics, How does cultural heritage-scape impact tourists' psychological wellbeing? A mixed-method study, Orlando, FL, United States of America. (2024 - 2024).
  • Wang, D. (Author & Presenter), Ma, E. (Author), Leung, X.Y. (Author), Surrey 2023 Conference, Exploring hotel employees’ collaboration intentions with service robots, a job demands-resources perspective, Guildford, Surrey, UK, United Kingdom. (2023 - 2023).
  • Leung, X.Y. (Author & Presenter), Wang, Z. (Author), Huang, X. (Author), The 10th Advances in Hospitality and Tourism Marketing and Management (AHTMM) Conference, A systematic literature review on women’s empowerment in tourism, Rome, Italy, Italy. (2023 - 2023).
  • Leung, X.Y. (Author & Presenter), Zhong, Y. (Author), Sun, J. (Author), The 10th Advances in Hospitality and Tourism Marketing and Management (AHTMM) Conference, The effects of social media influencers on senior travelers: An experimental study, Rome, Italy, Italy. (2023 - 2023).
  • Leung, X. (Author & Presenter), Fong, L. (Author), Mattila, A. (Author & Presenter), Xue, J. (Author & Presenter), 2022 ICHRIE Annual Conference, Experimental research in hospitality management and tourism: Editorial board members’ opinions, ICHRIE, Washington D.C., United States of America. (2022 - 2022).
  • Sun, J. (Author & Presenter), Leung, X. (Author & Presenter), Zhang, X. (Author), 2022 ICHRIE Annual Conference, The impact of mental fatigue and social attachment on virtual meeting attendees’ behavioral engagement: A social cognitive perspective, ICHRIE, Washington D.C., United States of America. (2022 - 2022).
  • Leung, X. (Author & Presenter), Cai, R. (Author), Zhang, H. (Author), Bai, B. (Author), 2022 ICHRIE Annual Conference, Virtual kitchen or physical restaurant: Consumer’s choice based on causal attribution and power, ICHRIE, Washington D.C., United States of America. (2022 - 2022).
  • Wang, D. (Author & Presenter), Ma, E. (Author), Leung, X. (Author), 2022 ICHRIE Annual Conference, Would you like to work with a robot? A job demands-resources perspective on hotel employees’ collaboration intentions with service robots, ICHRIE, Washington D.C., United States of America. (2022 - 2022).
  • Leung, X.Y. (Author & Presenter), Kim, J. (Author), Heitman, S. (Author), 2022 Annual Travel and Tourism Research Association (TTRA) Conference, How minority-owned restaurant appeal to White customers: An application of common ingroup identity model, Victoria, British Columbia, Canada / Virtual, Canada. (2022 - 2022).
  • Leung, X. (Author), Wu, L. (Author & Presenter), Sun, J. (Author & Presenter), 2022 West Federation CHRIE Conference, Applying the situational crisis communication theory in exploring the effectiveness of crisis response strategies for airlines, Virtual, United States of America. (2022 - 2022).
  • Zhang, H. (Author & Presenter), Leung, X. (Author), Bai, B. (Author), ENTER2022 e-Tourism Conference, Measuring residents’ pro-tourism citizenship behavior: Scale development and validation, Virtual, United States of America. (2022 - 2022).
  • Cai, R. (Author & Presenter), Leung, X. (Author & Presenter), Chi, C. (Author), 2021 ICHRIE Annual Conference, Customers’ benefit and risk perceptions of Ghost kitchens: Prospect and trust building theories, ICHRIE, Virtual, United States of America. (2021 - 2021).
  • Leung, X. (Author & Presenter), Sun, J. (Author & Presenter), Zhang, H. (Author & Presenter), 2021 ICHRIE Annual Conference, How the hotel industry attracts Generation Z employees: An application of social capital theory, ICHRIE, Virtual, United States of America. (2021 - 2021).
  • Leung, X. (Author), Wen, H. (Author & Presenter), FSMEC Virtual Conference 2021, Gender differences in digital food ordering experiences: An application of the technology acceptance model and self-congruity theory, Foodservice System Management Education Council, United States of America. (2021 - 2021).
  • Leung, X. (Author & Presenter), Chen, H. (Author), Chang, W. (Author), 2021 West Federation CHRIE Conference, An Experimental Study of VR Training Effectiveness Applying CATLM, Virtual, United States of America. (2021 - 2021).
  • Leung, X. (Author & Presenter), Cai, R. (Author), 2021 West Federation CHRIE Conference, Exploring perceived risks in ordering online food deliveries during COVID-19, Virtual, United States of America. (2021 - 2021).
  • Hernandez Calderon, A. (Author & Presenter), Leung, X. (Author), Kim, J. (Author), Kennon, L.R. (Author), 2021 West Federation CHRIE Conference, Exploring the impacts of COVID-19 on hotel booking intentions: An application of the Protection Motivation Theory, Virtual, United States of America. (2021 - 2021).
  • Sun, J. (Author & Presenter), Leung, X. (Author), Zhang, H. (Author), Williams, K. (Author), 2021 West Federation CHRIE Conference, Hotel CSR amid COVID-19: Another way to attract Generation Z employees, Virtual, United States of America. (2021 - 2021).
  • Zhang, H. (Author & Presenter), Leung, X. (Author), Bai, B. (Author), ENTER2021 – The 28th annual eTourism Conference, A conceptual framework of destination sustainability in sharing economy, Virtual, United States of America. (2021 - 2021).
  • Zhang, H. (Author & Presenter), Leung, X. (Author), Bai, B. (Author), 26th Annual Graduate Student Research Conference in Hospitality and Tourism, A Grounded Theory Study of Crowdsourcing in Tourism Apps, Virtual, United States of America. (2021 - 2021).
  • Liu, F. (Author & Presenter), Leung, X. (Author), 26th Annual Graduate Student Research Conference in Hospitality and Tourism, How COVID-19 impact pilots’ organizational citizenship behaviors: An application of affective event theory and organizational support, Virtual, United States of America. (2021 - 2021).
  • Asswailem, A. (Author & Presenter), Sun, J. (Author), Leung, X. (Author), 26th Annual Graduate Student Research Conference in Hospitality and Tourism, Social media influencer and independent restaurants choice in Saudi Arabia, Virtual, United States of America. (2021 - 2021).
  • Leung, X. (Author & Presenter), Wen, H. (Author & Presenter), 2020 ICHRIE Annual Conference, Annoy or angry? How emotion affects restaurant digital takeout order experience., ICHRIE, Phoenix, AZ, United States of America. (2020 - 2020).
  • Leung, X. (Author & Presenter), Chen, H. (Author & Presenter), Sanchez, T. (Author), 2020 ICHRIE Annual Conference, The influence of training format on hotel employees’ training outcomes: Does training content matter?, ICHRIE, Phoenix, AZ, United States of America. (2020 - 2020).
  • McKneely, B. (Author), Kim, J. (Author & Presenter), Pookulangara, S. (Author), Leaung, X. (Author), Annual Conference, Social Capital on Instagram: Application for Small Apparel Retailers., Association of Collegiate Marketing Educators (ACME), San Antonio, TX, United States of America. (2020 - 2020).
  • Wen, H. (Author & Presenter), Leung, X. (Author), 2020 West Federation CHRIE Conference, Exploring the impact of background music on customers’ perceptions of ethnic restaurants: The moderating role of dining companions, Pomona, CA, United States of America. (2020 - 2020).
  • Sun, J. (Author & Presenter), Bai, B. (Author), Leung, X. (Author), 2020 West Federation CHRIE Conference, Social media influencer and event endorsement: The model of attitude change, Pomona, CA, United States of America. (2020 - 2020).
  • Josiam, B.M. (Author & Presenter), Leung, X.Y. (Author), Sohail, S.M. (Author), Alamer, M. (Author), Alharbi, A. (Author), International Conference on Entrepreneurship & Family Business (ICEFB), A SEM Analysis of Movie-Induced International Tourism by Saudis, University of North Texas COBA + IIT Bombay-School of Management, IIT Campus, Mumbai, India, India. (2020 - 2020).
  • Zhang, H. (Author & Presenter), Bai, B. (Author), Leung, X. (Author), 25th Annual Graduate Student Research Conference in Hospitality and Tourism, The beauty of culture: Developing a cultural attractiveness index for world tourism cities, Las Vegas, NV, United States of America. (2020 - 2020).
  • Carrillo, C. (Author & Presenter), Leung, X. (Author), The 25th Annual Graduate Student Research Conference in Hospitality and Tourism, The effectiveness of advertising media for in-store restaurants: A comparison between flyers and announcement, Las Vegas, NV, United States of America. (2020 - 2020).
  • Leung, X.Y. (Author & Presenter), Lyu, J. (Author), Bai, B. (Author), 2019 Annual ICHRIE Conference, Virtual reality in hotel commercials: An experimental study of advertising effectiveness, New Orleans, LA, United States of America. (2019 - 2019).
  • Leung, X.Y. (Author & Presenter), Wen, H. (Author & Presenter), 2019 APacCHRIE & EuroCHRIE Joint Conference, "Alexa, stop.” A study of chatbot use in restaurant takeout orders, Hong Kong, China. (2019 - 2019).
  • Leung, X.Y. (Author & Presenter), Yang, Y. (Author), 2019 APacCHRIE & EuroCHRIE Joint Conference, Are all five stars equal: Anchoring vignettes in hotel online ratings, Hong Kong, China. (2019 - 2019).
  • Schuelke, W. (Author), Leung, X.Y. (Author & Presenter), Kennon, L.R. (Author), Connors, P.L. (Author), 2019 APacCHRIE & EuroCHRIE Joint Conference, Geocaching and nature tourism in state parks, Hong Kong, China. (2019 - 2019).
  • Lyu, J. (Author & Presenter), Leung, X.Y. (Author & Presenter), Bai, B. (Author), 2019 APacCHRIE & EuroCHRIE Joint Conference, Virtual reality and advertising effectiveness: A presence-mediated model, Hong Kong, China. (2019 - 2019).
  • Qu, H. (Author), Leung, X.Y. (Author & Presenter), He, J. (Author), 2019 APacCHRIE & EuroCHRIE Joint Conference, “Will you stay?” A study of hotel management intern’s job satisfaction and career intention, Hong Kong, China. (2019 - 2019).
  • Leung, X.Y. (Author & Presenter), 16th Apac-CHRIE Conference, A Longitudinal Study of Following Destination Facebook Page, Guangzhou, China. (2018 - 2018).
  • Bai, B. (Author), Leung, X.Y. (Author & Presenter), Fong, D. (Author), Law, R. (Author), 16th Apac-CHRIE Conference, Destination Image Change through Different Lenses: A Perception Comparison of Tourists, Guangzhou, China. (2018 - 2018).
  • Wen, H. (Author), Leung, X.Y. (Author & Presenter), Li, X. (Author), Kwon, J. (Author), 16th Apac-CHRIE Conference, What influences Chinese students’ intentions to pursue hospitality careers? A comparison of three-year versus four-year hospitality programs, Guangzhou, China. (2018 - 2018).
  • Sun, J. (Author & Presenter), Bai, B. (Author), Leung, X.Y. (Author), 23rd Annual Graduate Student Research Conference in Hospitality and Tourism, Examining the Influence of Meeting Giveaways on Attendees Word of Mouth Intention, Fort Worth, TX, United States of America. (2018 - 2018).
  • Leung, X.Y. (Author & Presenter), Wen, H. (Author), Jiang, L. (Author), 2nd USA-China Tourism Research Summit and Industry Dialogue, What do hospitality undergraduates learn in different countries?: An international comparison of curriculum, Orlando, FL, United States of America. (2017 - 2017).
  • Leung, X.Y. (Author & Presenter), Jiang, L. (Author), 4th World Research Summit for Tourism and Hospitality, How do destination Facebook pages work? An extended TPB model of fans’ visit intention, Orlando, FL, United States of America. (2017 - 2017).
  • Leung, X.Y. (Author & Presenter), Sun, J. (Author), Bai, B. (Author), 4th World Research Summit for Tourism and Hospitality, Social media research from a platform perspective: Comparison and trends, Orlando, FL, United States of America. (2017 - 2017).
  • Leung, X.Y. (Author & Presenter), Yang, Y. (Author & Presenter), 2017 Annual International CHRIE Conference, What are guests afraid of? The impact of perceived crimes on hotels’ online ratings, Baltimore, MD, United States of America. (2017 - 2017).
  • Leung, X.Y. (Author & Presenter), Sun, J. (Author), Bai, B. (Author), 2017 Annual International Hospitality Information Technology Association (iHITA) Conference, Bibliometrics of social media research: A co-citation and co-word analysis, Toronto, Canada, Canada. (2017 - 2017).
  • Leung, X.Y. (Author), Xue, L. (Author & Presenter), 2013 Annual Travel and Tourism Research Association (TTRA) Conference, Destination images of American cities: A comparison of visitors’ and residents’ perceptions, Kansas City, MO, United States of America. (2013 - 2013).
  • Leung, X.Y. (Author & Presenter), Bai, B. (Author), Brewer, P. (Author), 2012 Annual International CHRIE Conference, The marketing effectiveness of social media in the hotel industry: A comparison of Facebook and Twitter, Providence, RI, United States of America. (2012 - 2012).
  • Leung, X.Y. (Author & Presenter), Jiang, L. (Author & Presenter), 2012 Western Federation CHRIE Regional Conference, Online student evaluation: A comparison of American and Chinese hospitality professors, Las Vegas, NV, United States of America. (2012 - 2012).
  • Leung, X.Y. (Author & Presenter), Wu, B. (Author), Wang, F. (Author), Xie, Z. (Author), Bai, B. (Author), 2010 Annual Travel and Tourism Research Association (TTRA) Conference, Overseas tourist movement patterns in Beijing: The impact of the Olympic Games, San Antonio, TX, United States of America. (2010 - 2010).
  • Leung, X.Y. (Author & Presenter), Busser, J. (Author), 2010 Graduate Student Research Conference in Hospitality and Tourism, Park user quality evaluation: Applying an analytical hierarchy process for managers, Washington, D.C., United States of America. (2010 - 2010).

    • Panel Presentation

  • Leung, X.Y. (Panelist), Work Meets Personal Life: Navigating Social Media in the Workplace, Social Media Recruitment in Hospitality Post-Great Resignation, University of Surrey, Virtual, United Kingdom. (2024).
  • Leung, X.Y. (Panelist), Su, J. (Panelist), Journal of Hospitality & Tourism Management (JHTM) 2023 Research Symposium, Manuscript Writing: Pitfalls & Tips, Seoul, South Korea, Korea, South. (2023).
  • Leung, X.Y. (Panelist), 2023 TTRA Asia Pacific Annual Chapter Conference, Tourism and Hospitality Education and Research for Student Success, Seoul, South Korea, Korea, South. (2023 - 2023).
  • Leung, X.Y. (Panelist), The 8th Annual SESCA CHRIE Conference, Trailblazing the Research Landscape Amid Global Societal Challenges, Orlando, FL, United States of America. (2023 - 2023).
  • Leung, X.Y. (Panelist), ICHRIE special panel discussion, Standing Together, Educating Together, ICHRIE, virtual, United States of America. (2021).

    • Poster

  • Singh, S. (Author & Presenter), Zhang, X. (Author), Leung, X.Y. (Author), Olson, E. (Author), 7th World Research Summit for Hospitality and Tourism: Resilience, Recovery, and Reshaping, Influence Of Gamification On Green Behavioral Intentions: Understanding The Role Of Green Intrinsic Motivation, University of Central Florida, Orlando, United States of America. (2023 - 2023).
  • Torres, B. (Author & Presenter), Leung, X.Y. (Author), 24th Annual Graduate Student Research Conference in Hospitality and Tourism, A study on the effects of self-service kiosk technology in quick-service restaurant settings, Houston, TX, United States of America. (2019 - 2019).
  • Leung, X.Y. (Author), Jiang, L. (Author & Presenter), Kang, H. (Author & Presenter), 2013 Annual International CHRIE Conference, How destination Facebook page changes travelers’ decision making: A longitudinal study, St. Louis, MO, United States of America. (2013 - 2013).
  • Leung, X.Y. (Author & Presenter), Bai, B. (Author), Brewer, P. (Author), 2012 Annual and Tourism Research Association (TTRA) Conference, What influences travelers’ social media experiences? Application of the motivation, opportunity, ability (MOA) theory, Virginia Beach, VA, United States of America. (2012 - 2012).
  • Leung, X.Y. (Author & Presenter), Bai, B. (Author), Brewer, P. (Author), 2012 Graduate Student Research Conference in Hospitality and Tourism, A conceptual model of the marketing effectiveness of social media in the hotel industry, Auburn, AL, United States of America. (2012 - 2012).
  • Leung, X.Y. (Author & Presenter), Bai, B. (Author), 2011 Annual International CHRIE Conference, Framing Las Vegas: Understanding videos shared by Chinese tourists, Denver, CO, United States of America. (2011 - 2011).
  • Leung, X.Y. (Author & Presenter), Xu, L. (Author), Bai, B. (Author), 2011 Graduate Student Research Conference in Hospitality and Tourism, Chinese tourism research trends: A social network analysis of doctoral dissertations from 1999 to 2010, Houston, TX, United States of America. (2011 - 2011).
  • Leung, X.Y. (Author & Presenter), Stahura, K. (Author), 2010 Harrah Hospitality Research Summit, A Grounded Theory of Chinese Students' Leisure Behavior in an American University, Las Vegas, NV, United States of America. (2010 - 2010).

    • Symposium

  • Leung, X. (Author & Presenter), Buhalis, D. (Author), Fan, D. (Author), 2024 ICHRIE Annual Conference, Tourism contribution to sustainable development goals: Agenda 2030, ICHRIE, Montreal, Quebec, Canada. (2024 - 2024).
  • Leung, X. (Author & Presenter), Fong, L. (Author & Presenter), 2021 ICHRIE Annual Conference, Workshop on experimental research method in hospitality and tourism, ICHRIE, Virtual, United States of America. (2021 - 2021).

    • Webinar

  • Leung, X.Y. (Panelist), Tourism Review Webinar – Shaping the Future of Tourism for Global Prosperity, Experimental Design for Sustainable Tourism: A Horizon 2050 Paper, Tourism Review, Virtual, United Kingdom. (2024).
  • Leung, X.Y. (Moderator), Journal of Hospitality & Tourism Management Anniversary Webinar, Service Management Revolution in the Hospitality and Tourism Industry, Journal of Hospitality & Tourism Management, Virtual, United Kingdom. (2024).
  • Leung, X.Y. (Moderator), Tourism Review Webinar Series, Future Innovations in Tourism Destination Management, United Kingdom. (2023).
  • Leung, X.Y. (Moderator), Tourism Review Webinar Series, Future Innovations in Tourism Marketing, United Kingdom. (2023).
  • Leung, X.Y. (Panelist), Journal of Hospitality & Tourism Management (JHTM) 2022 Online Research Symposium, Experimental design in hospitality and tourism, virtual, Australia. (2022 - 2022).
  • Leung, X.Y. (Panelist), Tourism Review: Agenda 2030 webinar, SDG9 & SDG17, United Kingdom. (2022).
  • Leung, X. (Author & Presenter), Leading through COVID-19 Webinar, My Research Amid COVID-19, UNT CMHT, United States of America. (2020).

Media Contributions

    Newspaper

  • "Dallas ban has Airbnb, short-term rental owners facing tough business decisions," The Dallas Morning News. (July 6, 2023).
  • "Soon you may board a plane or buy a meal with just a face scan. You OK with that?," Fort Worth Star-Telegram. (May 10, 2019).

Contracts, Grants, Sponsored Research

    Grant - Research

  • Leung, X. (Principal), Kim, J. (Co-Principal), "Comparing Data-Driven with Contextual Advertising for Small Restaurants," sponsored by Facebook Research, Private, $65726 Funded. (2020 - 2022).
  • Leung, X.Y., "Post-pandemic hotel industry career barriers," sponsored by UNT Office of Research & Innovation Small Grant, University of North Texas, $5000 Funded. (2021 - 2022).
  • Leung, X.Y., "Applying meta-analysis in hospitality review studies," sponsored by UNT Provost for Faculty Success Faculty Summer Grant, University of North Texas, $790 Funded. (2021 - 2021).
  • Leung, X., "Recovery and Development of World Tourism in the Wake of COVID-19," sponsored by University of Nevada, Las Vegas, State, $23053 Funded. (2020 - 2021).
  • Leung, X.Y. (Principal), Wen, H. (Co-Principal), "An Automated Future for Restaurants? A Study of Human-Robot-Interaction in Restaurant Takeout Orders," sponsored by Foodservice Systems Management Education Council, Other, $2000 Funded. (2018 - 2019).
  • Leung, X.Y., "Shaping the virtual future of the hotel industry: A study on advertising effectiveness of hotel commercial presented by video and virtual reality," sponsored by UNT Office of Research & Innovation Small Grant, University of North Texas, $2000 Funded. (2018 - 2019).
  • Leung, X.Y., "2012 Hilton Foundation Summer Grant," sponsored by University of Nevada, Las Vegas, State, $7000 Funded. (2012 - 2012).
  • Leung, X.Y., "2011 Hilton Foundation Summer Grant," sponsored by University of Nevada, Las Vegas, State, $7000 Funded. (2011 - 2011).
  • Leung, X.Y. (Principal), "Recovery and Development of World Tourism in the Wake of COVID-19," sponsored by University of Nevada, Las Vegas, NFP, Funded. (2020 - 2021).
  • Leung, X. (Principal), Kim, J. (Co-Principal), "Comparing Data-Driven with Contextual Advertising for Small Restaurants," sponsored by Facebook Research, Private, Funded. (2020 - 2020).
  • Wen, H. (Co-Principal), Leung, X.Y. (Principal), "An Automated Future for Restaurants? A Study of Human-Robot-Interaction in Restaurant Takeout Orders," sponsored by Foodservice Systems Management Education, NFP, Funded. (2018 - 2020).

    • Grant - Service

  • Williams, K.H., Leung, X.Y., "Graduate Recruitment Event Fund (GREF)," sponsored by Division of Enrollment, University of North Texas, $3000 Funded. (2025 - 2025).
  • Leung, X.Y. (Principal), Wen, H. (Principal), Agrusa, J. (Co-Principal), "China Venture Fund - "Expanding Recruitment and Student Exchange with Chinese Universities"," sponsored by Office of the Provost and Vice President for Academic Affairs, University of North Texas, $8000 Funded. (2017 - 2018).

    • Grant - Teaching

  • Leung, X.Y., "Learning Hospitality Graduate Programs from a World Top-Ranked University," sponsored by UNT Office for Faculty Success, University of North Texas, $1500 Funded. (2023 - 2024).
  • , P. (Principal), Hawley (Co-Principal), Bennett, A. (Co-Principal), Williams, K. (Supporting), Pookulangara, S.A. (Supporting), Jestratijevic, I. (Supporting), Leung, X. (Supporting), Mhlanga, L.A. (Supporting), Kim, J. (Supporting), Shenberger, A. (Supporting), Augustin, S., "Globalizing the Educational Experience: The College of Merchandising, Hospitality, and Tourism," sponsored by Department of Education, Federal, $180371 Funded. (2020 - 2023).
  • , P. (Principal), Hawley (Co-Principal), Bennett, A. (Co-Principal), Williams, K. (Supporting), Pookulangara, S.A. (Supporting), Jestratijevic, I. (Supporting), Leung, X. (Supporting), Mhlanga, L.A. (Supporting), Kim, J. (Supporting), Shenberger, A. (Supporting), Augustin, S., "Globalizing the Educational Experience: The College of Merchandising, Hospitality, and Tourism," sponsored by Department of Education, Federal, Funded. (2020 - 2023).

Service

University Service

  • Committee Member, University Faculty Development Leave Committee. (September 1, 2024 - August 31, 2025).
  • Student Org Advisor (Professional Org), Hospitality Financial and Technology Professionals (HFTP) UNT Student Chapter. (September 2024 - May 2025).
  • Other (Ex officio), CMHT Graduate Committee. (August 2024 - May 2025).
  • Committee Member, CMHT PAC process review ad-hoc committee. (August 2024 - May 2025).
  • Committee Member, CMHT Research Committee. (August 2024 - May 2025).
  • Member, 2025 WFCHRIE Conference Organizing Committee. (October 2024 - March 2025).
  • Program Coordinator, HTM Graduate Coordinator. (January 2024 - December 2024).
  • Committee Member, University Faculty Grievance Committee. (September 1, 2023 - August 31, 2024).
  • Guest Speaker, What I Wish I Knew as an Early Career Faculty at UNT” Faculty Perspectives - Panel Session. (August 7, 2024).
  • Co-Chair, HETM Chair Reappointment Evaluation Ad-Hoc Committee. (November 2023 - May 2024).
  • Other (Ex officio), CMHT Graduate Committee. (August 2023 - May 2024).
  • Chairperson, HETM Travel Policy Ad-Hoc Committee. (August 2023 - May 2024).
  • Student Org Advisor (Professional Org), Hotel Association of Tarrant County UNT Student Chapter. (January 2019 - July 2023).
  • Committee Member, CMHT Personnel Affairs Committee (PAC). (January 2023 - May 2023).
  • Committee Chair, CMHT Graduate Committee. (August 2022 - May 2023).
  • Member, HTM Graduate Program Marketing Committee. (August 2017 - 2022).
  • Co-Chair, HTM ACPHA Accreditation Committee. (August 2021 - April 2022).
  • Committee Member, CMHT Strategic Planning Committee. (August 2020 - May 2021).
  • Member, HTM Strategic Planning Committee. (August 2020 - May 2021).
  • Committee Member, CMHT Research Committee. (August 2019 - May 2021).
  • Committee Chair, HTM Marketing Video Committee. (November 2020 - December 2020).
  • Committee Member, New Event Management BS Degree Proposal Committee. (August 2020 - December 2020).
  • Member, China Advisory Council. (February 2018 - 2020).
  • Committee Member, CMHT Ad Hoc Curriculum Committee. (May 2020 - September 2020).
  • Committee Chair, HTM Lecturer Positive Search Committee. (September 2019 - May 2020).
  • Co-Chair, HTM International Student Recruitment Committee. (August 2017 - May 2020).
  • Member, HTM Undergraduate Program Marketing Committee. (August 2017 - May 2020).
  • Committee Member, CMHT Graduate Committee. (September 2018 - May 2019).
  • Member, Retail Technology Faculty Search Committee. (October 2018 - March 2019).
  • Member, CMHT Ad Hoc Committee – Best Practices College of Merchandising, Hospitality & Tourism, UNT. (August 2017 - May 2018).
  • Member, CMHT Research Committee. (August 2016 - May 2017).
  • Member, HTM Chair Search Committee. (August 2016 - May 2017).

Public Service

  • Other (Panelist), ICHRIE "Standing Together, Educating Together" Panel Discussion. (April 30, 2021).
  • Guest Speaker, Lamar High School. Arlington, TX. (January 27, 2021).
  • Other (Judge), 2020 Texas DECA State Career Development Conference. Fort Worth, TX. (February 21, 2020).
  • Other (Judge), 2019 US-China Smart Education Conference. Denton, TX. (March 19, 2019).

Professional Service

  • Editorial Review Board Member, Journal of Hospitality & Tourism Research. (July 5, 2023 - Present).
  • Editorial Review Board Member, Journal of Hospitality & Tourism Education. (April 14, 2023 - Present).
  • Editorial Review Board Member, International Journal of Contemporary Hospitality Management. (April 9, 2023 - Present).
  • Editor, Associate Editor, Journal of Hospitality and Tourism Management. (May 28, 2022 - Present).
  • Editor, Associate Editor (Assistant Editor Communications), Tourism Review. (January 20, 2022 - Present).
  • Editorial Review Board Member, Information Technology & Tourism. (January 14, 2022 - Present).
  • Editorial Review Board Member, Journal of Travel Research. (November 1, 2021 - Present).
  • Editorial Review Board Member, Tourism Management Perspectives. (August 9, 2021 - Present).
  • Editorial Review Board Member, Journal of Global Hospitality and Tourism. (September 1, 2020 - Present).
  • Other (Conference Paper Review Track Co-Chair), ICHRIE (International Council on Hotel, Restaurant, and Institutional Education). (January 2020 - Present).
  • Reviewer, Ad Hoc Reviewer, Journal of Hospitality & Tourism Research. (December 2018 - Present).
  • Reviewer, Journal Article, Journal of Travel & Tourism Marketing. (November 2018 - Present).
  • Reviewer, Journal Article, Asia Pacific Journal of Tourism Research. (July 2018 - Present).
  • Reviewer, Journal Article, Sustainability. (March 2018 - Present).
  • Editorial Review Board Member, Journal of Hospitality and Tourism Technology. (April 1, 2017 - Present).
  • Reviewer, Journal Article, International Journal of Hospitality Management. (2017 - Present).
  • Reviewer, Journal Article, International Journal of Contemporary Hospitality Management. (2014 - Present).
  • Editorial Review Board Member, Tourism Analysis: An Interdisciplinary Journal. (January 25, 2013 - Present).
  • Reviewer, Journal Article, Tourism Analysis: An Interdisciplinary Journal. (2013 - Present).
  • Reviewer, Journal Article, Tourism Management. (2013 - Present).
  • Reviewer, Journal Article, Cornell Hospitality Quarterly. (2012 - Present).
  • Editor, Guest Editor, Journal of Hospitality and Tourism Education. (August 2024 - 2025).
  • Editor, Guest Editor, Tourism Review. (January 2023 - 2024).
  • External T&P Letter Writer, Texas Tech University. Lubbock, TX. (May 2024 - August 2024).
  • Other (PhD Thesis Examiner), University of Melbourne. Melbourne, (January 2024 - March 2024).
  • Editor, Guest Editor, Tourism Review. (August 2022 - 2023).
  • Editor, Guest Editor, Journal of Hospitality and Tourism Management. (August 8, 2021 - 2023).
  • Reviewer, Conference Paper, 2023 APTA Annual Conference. Chiang Mai, (March 2023).
  • Officer, Other Officer (Director of Networking), West Federation CHRIE. (July 2020 - June 2022).
  • Reviewer, Conference Paper, 2022 APTA Annual Conference. Jeju, (March 2022).
  • Other (Assistant Editor Communications), Tourism Review. (October 11, 2021 - January 2022).
  • Reviewer, Conference Paper, 2021 APTA Annual Conference. Busan, (April 2021).
  • Reviewer, Conference Paper, 2021 WF CHRIE Annual Conference. (November 2020 - December 2020).
  • Reviewer, Conference Paper, 26th Graduate Student Research Conference in Hospitality and Tourism. (October 2020 - November 2020).
  • Task Force Member (Conference Paper Review Track Co-Chair), ICHRIE (International Council on Hotel, Restaurant, and Institutional Education). (September 2020 - November 2020).
  • Reviewer, Conference Paper, 2020 APTA Annual Conference. Virtual, (March 2020).
  • Reviewer, Conference Paper, 2020 WF CHRIE Annual Conference. Pomona, CA. (October 2019 - December 2019).
  • Reviewer, Conference Paper, 25th Graduate Student Research Conference in Hospitality and Tourism. Las Vegas, NV. (October 2019 - November 2019).
  • Reviewer, Conference Paper, 2019 APTA Annual Conference. Da Nang, (February 2019 - July 2019).
  • Reviewer, Conference Paper, ICHRIE Annual Conference. New Orleans, LA. (February 2019 - April 2019).
  • Reviewer, Conference Paper, 2018 APTA Annual Conference. Boracay, (February 2018 - April 2018).
  • Reviewer, Conference Paper, Graduate Student Research Conference in Hospitality and Tourism. (2016 - 2017).
  • Reviewer, Conference Paper, 2017 APTA Annual Conference. Busan, (February 2017 - April 2017).
  • Reviewer, Conference Paper, ICHRIE Annual Conference. (2013 - 2014).