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)
• Teaching Assistant (Full-time), School of Hotel and Tourism Management, The Chinese University of Hong Kong (Sep 2015 – Sep 2017)
• Marketing Consultant, HotelSolution (Huamei), Shenzhen (Aug – Nov 2014)
• Call Centre Attendant, Hotel Operation Division, MGM Macau (Oct 2011 – Jul 2013)