Xiaojuan Yu 

Associate Professor, Master Supervisor 

School of Tourism Management, Sun Yat-sen University

Email: yuxj5@mail.sysu.edu.cn 

Research Interests

  • Literature, culture and tourism
  • Tourist behavior and experience 
  • Tourism product development, marketing, and service quality

Educational Qualifications

Ph.D. in Recreation, Sport and Tourism2007-2012University of Illinois, Urbana-Champaign, USA

M.S. in Human Geography (Specialization: Tourism Geography and Planning) 2005-2007

Peking University, Beijing, China

B.A. in Economics(Specialization: International Economics and Trade) 2001-2005

Peking University, Beijing, China

Refereed Journal Articles

  • Xiaojuan Yu, & Honggang Xu. (2026). Exploring literary texts as tourists’ prior knowledge: A schema perspective. Tourism Management, 112, 105274.
  • Xiaojuan Yu. (2025). The influence of Chinese literary education in primary and secondary schools on tourist destination formation. Tourism Tribune, 40(6), 8-10. 
  • Xiaojuan Yu, Qiuju Luo, & Xiaoming Zhang.(2025).  Deviation of thesis quality evaluation and writing behavior of tourism management students: A case study. Tourism Forum, 18(9), 1-11.
  • Xiaojuan Yu, & Honggang Xu. (2023). Text-induced travels: a self-determination perspective. Annals of Tourism Research, 101, https://doi.org/10.1016/j.annals.2023.103599
  • Xiaojuan Yu, & Honggang Xu. (2019). Cultural heritage elements in tourism: A tier structure from a tripartite analytical framework. Journal of Destination Marketing & Management, 13, 39-50.  
  • Xiaojuan Yu, & Honggang Xu. (2018). Moral gaze at literary places: Experiencing "being the first to worry and the last to enjoy" at Yueyang Tower in China. Tourism Management, 65, 292-302. 
  • Mehment Altin, Mehmet Ali Koseoglu, Xiaojuan Yu, & Arash Riasi. (2018). Performance measurement and management research in the hospitality and tourism industry. International Journal of Contemporary Hospitality Management, 30(2), 1172-1189.
  • Yu, X., & Wang, J. (2018). Tourist safety information: Channel integration and content design – the case of safety in watching Qiantang river tidal-bore. Tourism Forum, 11(3), 42-57.
  • Yu, X., & Xu, H. (2016). Ancient poetry in contemporary Chinese tourism. Tourism Management, 54, 393-403. DOI: 10.1016/j.tourman.2015.12.007
  • Chen, C., Schwartz, Z., & Yu, X. (2015). On the 'students as surrogates' research conundrum: Insights from statistical reasoning in revenue management. Journal of Revenue & Pricing Management, 14, 262-275. doi:10.1057/rpm.2015.16
  • Huang, Z., Cai, L., Yu, X., & Li, M. (2014). A further investigation of revisit intention: A multi-group analysis. Journal of Hospitality Marketing & Management, 23(8), 815-832. DOI:10.1080/19368623.2013.792757
  • Kim, N., Yu, X., & Schwartz, Z. (2013). Can online surveys substitute traditional modes? An error-based comparison of online and onsite tourism destination surveys. Tourism Review International, 17(1), 31-45. DOI: 10.3727/154427213X13649094288061
  • Yu, X., Kim, N., Chen, C., & Schwartz, Z. (2012).Are you a tourist? Tourism definitionfrom thetourist perspective.  Tourism Analysis, 17(4), 445-457.   
  • Yu, X. (2007). Virtual tourist community: Function and implications in tourism market. Tourism Tribune, 22(6), 80-85. 
  • Yu, X. (2007). Tourism marketing in China in the Web 2.0 era. Tourism Tribune, 22(5), 10. 

Book Chapter 

Yu, X., & Schwartz, Z. (2014/2018). Pricing and value in co-produced hospitality and tourism experiences. In Prebensen, N., Chen, J., & Uysal, M. (Eds.) Creating Experience Value in Tourism. CABI. 

Honors and Awards

  • Best paper award, 2024 Annual Academic Conference on Cultural Industry, Nanjing, China, 2024  
  • Best paper award, 2021 Guangdong Province Tourism Management Educational Reform and Teaching Method Conference, Zhuhai, China, 2021
  • Best paper award, Ministry of Culture and Tourism of the People's Republic of China, 2019 
  • Best paper award, 1st  Young Chinese Scholars Forum, Beijing, 2015 
  • Best paper award, 16thAnnual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism, Houston, 2011

Research Projects 

【1】Project Supported by the National Natural Science Foundation: Literary writing, literary landscape and tourism experience under temporal and spatial change (2021-2024, Grant No. 42071180)

【2】Project Supported by the National Natural Science Foundation for Young Scholars: Theoretical and empirical research on tourist number control and use allocation. (2014-2016, Grant No. 41301147)

【3】Project Supported by Sun Yat-Sen University: Chinese adventure tourists' risk and safety cognition, ability and behavior. (2013-2015, Grant No. 40000-3161117) 

【4】Project Supported by Ministry of Education: Chinese tourist behavior: A qualitative study based on tourists' travelogues. 

Editorial Board Member

Journal of Destination Marketing & Management  (2018~ )

Courses 

School of Tourism Management, Sun Yat-Sen University     2012 - 

Research Methods

Research ethics and academic writing 

Humanistic arts and aesthetic economy 

Literature and Tourism 

Microeconomics 

Macroeconomics 

Consumer Behavior 

Tourism Marketing 

Department of Recreation, Sport and Tourism, University of Illinois, Urbana-Champaign    2010

RST150 Foundations of Tourism