Xiao (Shannon) Yi

Assistant Professor

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Research activity per year

Personal profile

Personal profile

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.

Research interests

  • 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)

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 8 - Decent Work and Economic Growth
  • SDG 12 - Responsible Consumption and Production

Related documents

Education/Academic qualification

PhD, Business Administration, The Chinese University of Hong Kong (CUHK)


Person Types

  • Staff

My gallery


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