Xiaoyi Xu
Postgraduate Research Student
Academic and research departments
Surrey Hospitality and Tourism Management, Centre for Digital Transformation in the Visitor Economy.About
My research project
Managing and measuring customers’ value co-Creation (VCC) in online travel communitiesMy 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
Postgraduate Certificate of Learning and Teaching in Higher Education
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
Working publication: "Exploring the Value Co-creation Mechanism in Online Travel Communities: Value Co-Creators, Engagement Activities, and Interactions." (Under Review)