Dr. Xiaoxiao Fu is a tenured Associate Professor and Ph.D. advisor at the Rosen College of Hospitality Management, University of Central Florida. She holds a Ph.D. in Tourism Management from Purdue University, a Master’s degree in Marketing from Johns Hopkins University, and a Bachelor of Arts degree from Peking University in China. Before her academic career, Dr. Fu accumulated several years of industry experience in market research and marketing communications.

Dr. Fu’s primary research areas are consumer behavior, experience, and well-being in tourism and hospitality. She specializes in tourism marketing, destination branding and planning, and cross-cultural tourism. Her research emphasizes novelty and originality, resulting in innovative findings in consumer experience, travel motivation, place attachment, authenticity, destination aesthetics, and traveler loyalty within tourism and hospitality.

Dr. Fu has published over 100 articles in top-tier journals, including Tourism Management, Journal of Travel Research, Annals of Tourism Research, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, and Journal of Hospitality and Tourism Research. Her work includes several highly cited papers and has garnered numerous international awards.

Dr. Fu is the Corresponding Associate Editor of the Journal of Destination Marketing & Management (Impact Factor: 8.9) and the Associate Editor of the Annals of Tourism Research Empirical Insights (Impact Factor: 4.0). She also sits on the editorial boards of six international journals, including Tourism Management, Annals of Tourism Research, International Journal of Contemporary Hospitality Management, Journal of Hospitality & Tourism Research, Journal of China Tourism Research, and International Journal of Hospitality and Event Management.