Xiaoyi Xu
Academic and research departments
Surrey Hospitality and Tourism Management, Centre for Digital Transformation in the Visitor Economy.About
My research project
Value Co-Creation (VCC) in Online Travel Communities (OTCs)My research focuses on understanding customer experiences, values, and behaviours within the hospitality and tourism industry. Specifically, this project aims to explore the mechanisms underlying value co-creation within online travel communities and develop a scale to measure customers' motivations for engaging in value co-creation activities.
Supervisors
My research focuses on understanding customer experiences, values, and behaviours within the hospitality and tourism industry. Specifically, this project aims to explore the mechanisms underlying value co-creation within online travel communities and develop a scale to measure customers' motivations for engaging in value co-creation activities.
University roles and responsibilities
- Teaching assistant - Teaching module: Services Marketing for Events, Tourism and Hospitality (Seminar)
My qualifications
ResearchResearch interests
Consumer behaviour, Motivation, Value co-creation, Online travel communities, Qualitative research method, Quantitative research method, Scale Development
Research interests
Consumer behaviour, Motivation, Value co-creation, Online travel communities, Qualitative research method, Quantitative research method, Scale Development
Teaching
Teaching module: Services Marketing for Events, Tourism and Hospitality (Seminar)
- 2022/23 Semester 2, Postgraduate, including topics of Consumer decision making process; Consumers behaviour and market segmentation, targeting and positioning; Customer relationships and marketing ethics.
- 2023/24 Semester 1, Postgraduate, including topics of Introduction to the services marketing philosophy, Consumer decision making process; Consumers behaviour and market segmentation, targeting and positioning; Multichannel marketing communication; Customer relationships and marketing ethics; Pricing strategies.
Publications
Highlights
Xu, X., Wang, L., & Kim, B. (2025). Exploring the Value Co-Creation Mechanism in Online Travel Communities: Value Co-Creators, Engagement Activities, and Interactions. Journal of Travel Research, 00(0), 1-24. https://journals.sagepub.com/doi/full/10.1177/00472875251322515