Dr XU, Bill
XU, Bill <br> 徐景

Senior Lecturer 高級講師

BEcon (BISU); MSc, PhD [PolyU (H.K.)]; CHE; 普通話水平測試(一級乙等); TEM8
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Teaching and Scholarly Interests

  • Quality service management in hospitality and tourism
  • Research methods
  • Customer experience
  • Theme park and cruise line management


Research-Scholarly Outputs


Bill received his Bachelor of Economics degree from School of International Economics and Trade, the Beijing International Studies University (previously known as the Beijing Second Foreign Language University), and later obtained his Master of Science degree and Doctor of Philosophy degree from School of Hotel and Tourism Management, the Hong Kong Polytechnic University (PolyU). Meanwhile he is a Certified Hospitality Educator awarded by the American Hotel & Lodging Educational Institute. He also has accumulated solid working experiences in travel service market, hotels, and the MICE industry (used to work for an exhibition company), in both Chinese Mainland and Hong Kong.

At PolyU SPEED, he is responsible to teach subjects relating to tourism/hospitality management and marketing management. He endeavors to structure a class environment in a systematic and creative manner, to help students absorb what they have acquired from the class and apply the resulting knowledge into practice. With respect to research, he has published academic articles and book reviews in international journals like the Journal of China Tourism Research, the Asian Pacific Journal of Tourism Research, the International Journal of Contemporary Hospitality Management, Tourism Management, etc. He also presented papers in international academic conferences.

His teaching and research interests include consumer behavior and consumption experience (in tourism and hospitality management), tourism psychology and sociology, tour operations and wholesaling, China tourism and hotel businesses, hospitality management in China, quality service management, etc.


Selected Journal Publications and Book Chapters

Xu, J., Lo, A., & Wu, J. (Accepted, 2018). Are students customers? Tourism and hospitality students’ evaluation of their higher education experience. Journal of Teaching in Travel & Tourism.

Xu, J. B., Yan, L. B., & Mak, C. (Accepted, 2018). Visitor experience of Hong Kong trams as an unconventional attraction. International Journal of Tourism Research

Xu, J. B., Chan, T. L. & Pratt, S. (in press). Destination image of Taiwan from the perspective of Hong Kong residents: Revisiting structural relationships between destination image attributes and behavioral intention. International Journal of Hospitality and Tourism Administration.

Yan, L., Xu, J., & Zhou, Y. (2018). Residents’ attitudes toward prostitution in Macau. Journal of Sustainable Tourism, 26(2), 205-220.

Xu, J., & Huang, S. S. (2018). Mainland Chinese students’ motivations of revisiting Hong Kong as a familiar place and their links to student life experiences. Journal of Destination Marketing and Management , 7(1), 50-57.

Xu, J., & Tavitiyaman, P. (2018). How young tourists are motivated: The role of destination personality. Tourism Analysis, 23(1), 165-171.

Xu, J. & Wu, M. (2017). Netnography as a new research method in tourism studies: A bibliometric analysis of journal articles (2006-2015). In R. Nunkoo (Ed.), Handbook of Research Methods in Tourism and Hospitality Management. Edward Elgar.

Ng, S. A., Xu, J. B., & Khan, S. (2016). Cruise industry as a career option: Perception of Hong Kong undergraduate tourism students. Tourism Development Journal (A Journal of Tourism Research), 14(1), 29-43.

Xu, B., & Tavitiyaman, P. (2016). Why many young Hong Kong people like to visit Japan? An exploratory study. The Advances in Hospitality and Tourism Research (AHTR), 4(1), 17-25.

Xu, J. B., & Chan, S. (2016). A new nature-based tourist motivation model: Testing the moderating effects of the push motivation. Tourism Management Perspectives, 18(2), 107-110. doi:10.1016/j.tmp.2016.01.001 

Xu, J. B., Hui, K, T., & Chan, E. (2015). Hong Kong’s destination image in the eyes of its residents. Journal of China Tourism Research, 11(4), 440-460.

Xu, J., & Yan, L, B. (2015). How students perceive travel agency–related degree courses. Journal of Hospitality and Tourism Education, 27(1), 30-38. doi: 10.1080/10963758.2014.998763

Xu, J. B., Yuan, W., Ekiz, E. H., & Lo, D. S. (2015). How Can a Regional Theme Park Survive in China?: Studying Strategies used by Wuhu Fantawild Dreamland. In N. Ray (Ed.), Emerging Innovative Marketing Strategies in the Tourism Industry (pp. 322-338). Hershey, PA: IGI-Global.

Hon, Y. H., Xu, B., & Ekiz, H. E. (2014). Residents’ perceptions towards Kai Tak Cruise Terminal development and its impacts. Tourism Development Journal (A Journal of Tourism Research), 11/12(1), 55-73.  

Xu, B. (2014). What Tainan means to Hong Kong visitor after launching direct flight: An autoethnographic approach. Anatolia: An International Journal of Tourism and Hospitality Research, 25(2), 305-308.

Xu, J., Zhang, H. Q., & Wu, S. (2010). China's Policies on Foreign-Invested Travel Agencies upon Its Entry to the WTO: What Can Foreign Investors Do? International Journal of Contemporary Hospitality Management, 22(3), 360-381.

Xu, B. (2010). Perceptions of tourism product. Tourism Management, 31(5), 607-610. doi:10.1016/j.tourman.2009.06.011

Xu, J. & Chan, A. (2010). Service experience and package tours. Asia Pacific Journal of Tourism Research, 15(2), 177-194. doi: 10.1080/10941661003629987

Xu, J.B. & Chan, A. (2010). A conceptual framework of hotel experience and customer-based brand equity: Some research questions and implications. International Journal of Contemporary Hospitality Management, 22(2), 174-193.

Xu, J., & Grunewald, A. (2009). What have we learned? A critical review of tourism disaster management. Journal of China Tourism Research, 5(1), 102-130. doi: 10.1080/19388160802711444

Wu, S., Xu, J., & Ekiz, H. E. (2009). Investigating the push and pull motivation of visiting domestic destination in China: A means-end approach. Journal of China Tourism Research, 5(3), 287-315. doi: 10.1080/19388160903155806