Xi Y. Leung

Bio: Xi Y. Leung is an academic researcher from University of North Texas. The author has contributed to research in topics: Psychology & Social media. The author has an hindex of 18, co-authored 48 publications receiving 1246 citations. Previous affiliations of Xi Y. Leung include University of Nevada, Las Vegas & University of Mississippi.

The Marketing Effectiveness of Social Media in the Hotel Industry: A Comparison of Facebook and Twitter

Abstract: The unprecedented popularity of social media outlets have forced scholars to inquire about their marketing effectiveness, especially in the hotel industry. This study attempted to explore the marke...

How Motivation, Opportunity, and Ability Impact Travelers' Social Media Involvement and Revisit Intention

Abstract: The study applied the motivation, opportunity, and ability (MOA) theory and the concept of involvement in exploring travelers' behaviors in hotel social media pages. An online survey was conducted using the Facebook and the Twitter pages of a hotel brand as stimuli. The results showed that travelers' motivation and opportunity have positive relationships with their involvement in hotel social media pages, and travelers' social media involvement positively impacts their revisit intention pages. However, travelers' ability was not significantly related to their social media involvement. Interestingly, the relationships among motivation, opportunity, social media involvement, and revisit intention were not different between Facebook and Twitter, suggesting that hotel managers can employ the same marketing strategy in different social media channels.

A Social Network Analysis of Overseas Tourist Movement Patterns in Beijing: the Impact of the Olympic Games

Abstract: The 2008 Beijing Olympic Games had a great impact on the tourism industry in Beijing, especially on tourism flows and movements This study used content analysis and social network analysis methods to examine 500 online trip diaries and analyze overseas tourist movement patterns in Beijing during the Olympics The result revealed that overseas tourists were most interested in famous traditional attractions, and their movements were focused in the central city area of Beijing The study identified the diversity of tourist attractions and the expansion of main visiting areas as the two main changes during the Olympics Copyright © 2011 John Wiley & Sons, Ltd

Using Multivariate Statistics

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Marketing for management.

Abstract: MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics

The impact of online user reviews on hotel room sales [Summary]

Abstract: Despite hospitality and tourism researchers’ recent attempts on examining different aspects of online word-of-mouth [WOM], its impact on hotel sales remains largely unknown in the existing literature. To fill this void, we conduct a study to empirically investigate the impact of online consumer-generated reviews on hotel room sales. Utilizing data collected from the largest travel website in China, we develop a fixed effect log-linear regression model to assess the influence of online reviews on the number of hotel room bookings. Our results indicate a significant relationship between online consumer reviews and business performance of hotels.