Robert Xiang Li

Professor Xiang (Robert) Li is the Fung King Hey Memorial Professor of Tourism Management and Director of the School of Hotel and Tourism Management at the Chinese University of Hong Kong (CUHK) Business School. He previously taught in the United States for nearly 20 years. His research focuses on destination marketing, tourist behavior and psychology. He has published over 270 journal articles and book chapters and has received more than 30 research awards. Professor Li has been consistently listed among the top contributors to leading tourism and hospitality journals and/or the field’s most-cited scholars. He is currently the First Vice President of the Travel and Tourism Research Association. Professor Li has collaborated with leading organizations including the World Travel & Tourism Council (WTTC), national tourism ministries across several countries, and global corporations such as Disney, securing over USD 2.6 million in research funding.