Xiaoxiao Fu

Dr. Xiaoxiao Fu

Associate Professor

Room: 248


Xiaoxiao Fu CV

Google Scholar

Research expertise:

  • Consumer experience and well-being in tourism and hospitality
  • Place marketing and branding
  • Culture and emerging markets

Dr. Xiaoxiao Fu holds a Ph.D. degree in Tourism Management from Purdue University, a Master’s degree in Marketing Science from the Johns Hopkins University, and a Bachelor of Arts degree from China’s Peking University. Prior to her academic appointments, Dr. Fu pursued several years of industry experience in market research and marketing communications.

Dr. Fu’s primary area of research is consumptive experience and well-being in tourism and hospitality, addressing how destinations and service firms can effectively market experiential products to improve consumer experience. Much of her work is concerned with developing a better understanding of how consumers interact with a place, defined as a destination, theme park, resort, exhibition, or festival, through leisure and hospitality experiences, what outcomes and benefits such experiences provide, and how personal and interpersonal factors influence tourism and hospitality marketing practices and visitor satisfaction. She has published over 50 articles in referred journals including Tourism ManagementJournal 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.

Honors and awards (post-graduation):

  • UCF Research Incentive Award (2020)
  • 3rd Prize, Excellence Research Achievement Award (2020)                          

Ministry of Culture and Tourism of the People’s Republic of China

  • Best Poster Award (2020)

The 25th Graduate Student Research Conference in Hospitality and Tourism

  • 3rd Prize, Excellent Achievements of Philosophy and Social Sciences of Shenzhen, China (2019)
  • UCF Excellence in Research Award (2019)
  • Emerald Citations of Excellence Award (2017)
  • Best Paper Nomination (2017)

The 22nd Graduate Student Research Conference in Hospitality and Tourism

  • Journal of Travel & Tourism Marketing Martin Oppermann Best Article of the Year (2015)


Courses taught:

Ph.D. seminar:

  • HMG 7715 Strategies and Tactics in Travel and Tourism

Master’s courses:

  • HMG 6756 Mega Events
  • HMG 6566 Principle of Destination Marketing and Management.

Undergraduate courses:

  • HFT 3512 Event Promotion
  • HFT 3700 Tourism Management
  • HFT 4561 Destination Marketing and Management
  • HFT 4757 Event Management (capstone course)