Xi Y. Leung

Previous Scheduled Teaching

Published Intellectual Contributions

Book Chapter

• 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

• 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. https://doi.org/10.1016/j.tourman.2024.104997
• 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
• Maleki, B., Sun, J., Leung, X.Y. (2025). Unveiling the experiences at Iranian food events: A qualitative approach and conceptual framework. Event Management. https://doi.org/10.3727/152599524X17203983597473
• Min, L., 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. https://doi.org/10.1108/TR-11-2022-0535
• 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
• 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.
• 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.
• 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. https://doi.org/10.1108/JHTT-02-2024-0112
• 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., Li, Y., Leung, X.Y., Mei, D. (2024). Service robots and hotel guests’ perceptions: Anthropomorphism and stereotypes. Tourism Review. 79 (2) 505-522.
• 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.
• 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.
• Leung, X.Y., Fong, L., Xue, X., Mattila, A.S. (2024). What makes experimental research publishable in leading hospitality and tourism journals. International Journal of Contemporary Hospitality Management. 36 (4) 1418-1431.
• Leung, X.Y., Cai, C., 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.
• 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
• Woyo, E., Venganai, H., Leung, X.Y. Empowerment typologies of female entrepreneurs in Zimbabwe: Overcoming socio-economic challenges.
• 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
• Zhang, H., Leung, X.Y., Bai, B. (2023). Cultural Attractiveness Index for Sustainable Cities: Tourism Agenda 2030. Tourism Review. 78 (2) 411-426. https://doi.org/10.1108/TR-05-2022-0255
• 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.
• Buhalis, D., Leung, X.Y., Fan, D., Darcy, S., Chen, G., Xu, F., Tan, G., Nunkoo, R., Farmaki, A. (2023). Editorial: Tourism 2030 and the contribution to the Sustainable Development Goals. Tourism Review. 78 (2) 293-313.
• 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
• Hernandez-Calderon, A., Leung, X.Y., Kim, J. (2023). Hotel guests’ intention to stay during the pandemic: A comparison of frequent versus non-frequent travelers. Journal of Hospitality and Tourism Management. 56 48-57.
• 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. https://doi.org/10.1108/TR-01-2022-0010
• 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.
• Leung, X.Y., Zhong, Y., Sun, J., Ng, B. (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.
• 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.
• Kim, J., Leung, X., McKneely, B. Transforming Consumers’ Instagram Engagement to Purchase Intention of Small Fashion Brands: The Mediating Effects of Brand Identification and Brand Trust.. 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
• 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.
• Sun, J., Leung, X., 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.
• 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., 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
• 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. https://doi.org/10.1016/j.tmp.2022.101031
• 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., Chen, H., Chang, W., Mhlanga, L.A. (2022). Is VR game training more effective? A longitudinal experiment applying cognitive-affective theory of learning with media. Tourism Management Perspectives. 44 101020. https://doi.org/10.1016/j.tmp.2022.101020
• Xiong, W., Huang, M., Okumus, B., Leung, X.Y., Cai, X., Fan, F. (2022). How emotional labor affects hotel employees’ mental health: A longitudinal study. Tourism Management. 94 104631. https://doi.org/10.1016/j.tourman.2022.104631
• 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
• 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
• Leung, X.Y., Wang, X., Levitt, J., Lu, L. (2022). Cocreating food experiences “delivered” from iconic local restaurants. International Journal of Contemporary Hospitality Management. 34 (8) 3065-3083. https://doi.org/10.1108/IJCHM-07-2021-0954
• Zhang, H., Leung, X., Bai, B. (2021). Destination sustainability in the sharing economy: A conceptual framework applying the capital theory approach. Current Issues in Tourism.
• 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
• Zhang, H., Leung, X., Bai, B. (2021). Uncovering crowdsourcing in tourism apps: A grounded theory study. Tourism Management. 87 104389.
• 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.
• Sun, J., Leung, X., 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.
• 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
• Fong, L., Ye, B., Leung, D., Leung, X. (2021). Unmasking the imposter: Do fake hotel reviewers show their faces in profile pictures. Annals of Tourism Research.
• 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., Yang, Y. (2020). Are all five points equal? Scaling heterogeneity in hotel online ratings. International Journal of Hospitality Management. 88 102539.
• Leung, X., 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.
• 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
• 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.
• 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. (2020). What you feel is not what you experience: A psychophysiological study on flow in VR travel experiences. Asia Pacific Journal of Tourism Research. 25 (7) 736-747.
• 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. (2019). Technology-enabled service evolution in tourism: A perspective article. Tourism Review. doi: 10.1108/TR-06-2019-0229
• 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., Xue, L., Wen, H. (2019). Framing the sharing economy: Toward a sustainable ecosystem. Tourism Management. 71 44-53.
• 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.
• 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.
• Leung, X.Y., Baloglu, S. (2015). Hotel Facebook Marketing: An Integrated Model. Worldwide Hospitality and Tourism Themes. 7 (3) 266-282.
• 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.
• 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., Xie, Z. (2012). A social network analysis of overseas tourist movement patterns in Beijing: The impact of the Olympic Games. Other. 14 (5) 469-484.
• 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.

Contracts, Grants and 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

• 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).