Dr Xiao (Shannon) Yi is an Assistant Professor at the School of Intelligent Finance and Business, XJTLU Entrepreneur College (Taicang). Shannon holds a PhD in Business Administration from the Chinese University of Hong Kong. Before joining XJTLU, she was a Research Assistant Professor in the Faculty of Business Administration at the University of Macau. Her areas of expertise include service marketing and digital marketing. She has published papers in international academic journals such as Tourism Management, Annals of Tourism Research, and Journal of Hospitality & Tourism Research. She also has various working experiences in hotel operations and hotel development consultancy.

• Consumer psychology of technology usage
• Digital consumption and the self
• Positive psychology in tourism

• Service Digitalization (Postgraduate Level)
• Direct Marketing and Customer Relationship Management in Integrated Resorts (Postgraduate Level)
• E-Commerce (Undergraduate Level)
• Special Topics in Integrated Resorts and Tourism Management – Corporate Social Responsibility (Undergraduate Level) 
• Quality Service Management (Undergraduate Level)

• Research Assistant Professor, Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau (Dec 2022 – May 2024)