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Joanne Xue, Assistant Professor (Ph.D Supervisor)


 

Office：  City Viva Hotel, 2nd Floor, Room VH205                                                                

Tel.：      8590-2557                                                                      

E-mail：  joannexue@cityu.edu.mo                                                

                                                                               

Academic Qualification                                                                               

Doctor Degree             PhD, Pennsylvania State University,  Hospitality Management

Master Degree             MS, Pennsylvania State University, Hospitality Management

Bachelor Degree          BS, Ocean University of China, Tourism Management

    

Working Experience                                                                             

From 2023/8 to - Present         City University of Macau,  Faculty of International Tourism and Management,

                                                    Assistant Professor 

From 2022/8 to 2023/5            Pennsylvania State University,  School of Hospitality Management, Instructor         

 

Teaching Area                                                                               

Strategic Management in the Hotel Industry

Trends and Issues in Contemporary Hotel Management

International Tourism Hotel Management Project

Convention Management and Service

Cultural Heritage and Tourism

 
                                                                                                                                                 

Research Area                                                                               

Corporate Social Responsibility (CSR)-related Marketing

  • Cause-related Marketing
  • Brand Activism
  • Corporate Philanthropy
  • Sustainability Branding

Contents Tourism

  • Cobranding
  • Anime pilgrimage
      

Professional Certification and Awards

  • Best Paper Award. Chen, X., & Xue, X. (April, 2025). Karma is Contagious: How Blind-Box Offerings Enhance Tourist Purchases in Spiritual Destinations. Paper presented at Global Hospitality and Tourism Research Summit, Fukuoka, Japan.
  • Best Paper Award. Luo, A., Ye, T., Xue, X., & Mattila, A. S. (March, 2021). Appreciation vs. apology: When and why does face covering requirement increase revisit intention?. Paper presented at 2021 NENA ICHRIE Conference, Virtual Venue.
       

Academic Publication

Journal Paper

  • Chen, X., & Xue, J. (2026). Spirit is contagious: How blind-box offerings affect tourist responses in spiritual destinations. Journal of Hospitality & Tourism Research, 50(6), 855-870. https://doi.org/10.1177/10963480251391403 (SSCI)
  • Xue, J., Peng, Z., & Mattila, A. S. (2026). Natural vs. Created Brand-Cause Fit: Shaping Consumer Responses to Sociopolitical Activism in Hospitality. Journal of Hospitality & Tourism Research, 50(4), 447-461. https://doi.org/10.1177/10963480251352227 (SSCI)
  • Navas, A. M. C., Xue, J., Kuypers, T., Van Hoof, H. B., Panchi, D. E., & Caiza, R. (2024). Cultural intelligence in the workplace: a study among Ecuadorian line-level employees. Compendium: Cuadernos de Economía y Administración, 11(1), 1-14. https://doi.org/10.46677/compendium.v11i1.1235
  • Xue, Xue., & Mattila, A. (2024). True or performative allyship: A matter of perception in search of cause-related marketing authenticity. International Journal of Hospitality Management, 122, 103842. https://doi.org/10.1016/j.ijhm.2024.103842 (SSCI)
  • Peng, K. L., Xue, X., Yu, L., & Ren, Y. (2024). Inferencing Space Travel Pricing from Mathematics of General Relativity Theory, Accounting Equation, and Economic Functions. Mathematics, 12(5), 757. https://doi.org/10.3390/math12050757 (SSCI)
  • Leung, X. Y., Fong, L. H. N., Xue, X., & Mattila, A. S. (2023). What makes experimental research publishable in leading hospitality and tourism journals? Perspectives of editorial board members. International Journal of Contemporary Hospitality Management. Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-12-2022-1514 (SSCI)
  • Xue, J. (Xunyue)*, & Mattila, A. S. (2022). Instant karma: How the karmic-investment mindset affects customer engagement with corporate charitable giving requests. Journal of Hospitality & Tourism Research. https://doi.org/10.1177/10963480221137779 (SSCI)
  • Atanga, B. A., Xue, X.*, & Mattila, A. S. (2022). The impact of corporate sociopolitical activism (CSA) on brand attitude. International Journal of Hospitality Management, 107, 103290. https://doi.org/10.1016/j.ijhm.2022.103290 (SSCI)
  •  Luo, A., Ye, T., Xue, X., & Mattila, A. S. (2021). Appreciation vs. apology: When and why does face covering requirement increase revisit intention? Journal of Retailing & Consumer Services, 63, 102705. https://doi.org/10.1016/j.jretconser.2021.102705 (SSCI)
  • Lin, M. S., Liang, Y., Xue, X., Pan, B., & Schroeder, A. (2021). Destination image through social media analytics and survey method. International Journal of Contemporary Hospitality Management. http://dx.doi.org/10.1108/IJCHM-08-2020-0861 (SSCI)
  • Mattila, A.S., Luo, A., Xue, X. & Ye, T. (2021), How to avoid common mistakes in experimental research?, International Journal of Contemporary Hospitality Management, Vol. 33 No. 1, pp. 367-374. https://doi.org/10.1108/IJCHM-07-2020-0696 (SSCI)
  • Cai, L., & Xue, X.* (2020). An analysis of the anime pilgrimage in the perspective of post-modernism authenticity: a case study of Sendai city. Tourism Forum. 10.15962/j.cnki.tourismforum.202003027 (SSCI)

 

Conference Paper

Paper (Oral) Presentations

  • Xue, X., & Zhang, Y. (2026, May 28–31). The virtual romantic: Why physicality and narrative matter in tourism co-branding campaigns [Conference presentation]. 24th APacCHRIE Conference & 17th APacCHRIE Youth Conference, Osaka, Japan.
  • Lin, B., Xue, X., & Hua, N. (2026, May 28–31). Toys as the travel protagonist? The impact of toy-mediated identity extension on tourist well-being and behavioral intentions [Conference presentation]. 24th APacCHRIE Conference & 17th APacCHRIE Youth Conference, Osaka, Japan.
  • 薛勛月, 郭子琛. (2026, May 13–14). 探究文化真實性感知在博物館遊覽中的作用：以保利美高梅博物館為例 [會議報告]. 第四屆粵港澳大灣區旅遊管理研究生論壇，澳門，中國.（分論壇四，地點：NG05）
  • 鄭雯慈, 莊曼莉, 薛勛月. (2026, May 13–14). 以澳門“麥麥”為例的粵港澳大灣區旅遊吉祥物可愛類型研究 [會議報告]. 第四屆粵港澳大灣區旅遊管理研究生論壇，澳門，中國.（分論壇六，地點：NLG104）
  • Luo, A., Hwang, Y., Xue, X., & Mattila, A.S. (May, 2024, accepted.)  The Effect of Calorie Menu Labeling Formats on Restaurant’s Concern for Well-Being and Consumer Responses. Paper presented at 2019 APacCHRIE, Seoul, Korea.
  • Xue, X., & Mattila, A. S. (January, 2023, accepted). Message Framing, Brand-Cause Fit Type, Consumer-Brand Stance Agreement: The Case of a Corporate Sociopolitical Activism (CSA) Campaign. Paper will be presented at the 28th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Pomona, CA U.S.
  • Xue, X., & Mattila, A. S. (August, 2022). Instant karma: The joint effect of donation setting and karma beliefs on donation likelihood. Paper presented at the 2022 Annual International CHRIE Summer Conference, Washington, DC, U.S.
  • Leung, X., Fong, L., Xue, X., & Mattila, A.S. (August, 2022). Experimental research in hospitality management and tourism: Editorial board members’ opinions. Paper presented at the 2022 Annual International CHRIE Summer Conference, Washington, DC, U.S.
  • Kuypers1, T., Grosch, I., Xue, X., Van Hoof, H., Hoefnagels1, A. (May, 2022). A cross-cultural comparison on the effect of cultural intelligence on employees' career perspective. Paper presented at Society of Intercultural Educators, Trainers and Researchers (SIETAR) Europa Congress, Valletta, Malta
  • Luo, A., Ye, T., Xue, X., & Mattila, A. S. (March, 2021). Appreciation vs. apology: When and why does face covering requirement increase revisit intention?. Paper presented at 2021 NENA ICHRIE Conference, Virtual Venue. (Best Paper Award)
  • Xue, X., & Mattila, A. S. (May, 2019). Enlight, entertain, engage and entitle: The effects of proactive waiting strategies and consumer emotions on waiting evaluations. Oral presentation at 2019 APacCHRIE & EuroCHRIE Joint Conference, Hong Kong, China.

 

Poster Presentations

  • Zhuang, M., Zheng, W., & Xue, X. (2026, May 28–31). Using normative cues to promote hotel booking in AI powered OTAs [Conference presentation]. 24th APacCHRIE Conference & 17th APacCHRIE Youth Conference, Osaka, Japan.
  • Xue, X., & Ye, T. (December, 2023, accepted).  Symbolic Value of Plant-based Meat Alternatives (PBMA) Menus for Chinese Consumer.  Paper presented at the  IMPACT2023 Tourism and Hospitality in the Post-Pandemic Era, Hong Kong, China.
  • Xue, X., & Mattila, A. S. (March, 2022). Instant karma: the role of karmic-investment mindset in charitable giving. Poster presented at Society for Consumer Psychology 2022 Annual Conference, Virtual Venue.
  • Xue, X., & Mattila, A. S. (January, 2022). Why does attractive choice matter? Leveraging personal agency and outcome anticipation to boost the effectiveness of CRM-with-options campaign. Poster presented at the 27th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX, U.S.
  • Xue, X., & Mattila, A. S. (January, 2020). Brands as humans: The moderating role of brand anthropomorphism on the relationship between co-branding and consumer responses. Poster presented at the 25th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism, Las Vegas, NV, U.S.
  • Xue, X., & Mattila, Anna S. (March, 2019). Spoiling your customers: Cultural influences on customers' perception of “spoiling service” quality. Poster presented at NENA CHRIE Regional Spring Conference - The Hospitality Blender, State College, PA, U.S.