麻豆传媒

Profile

Reader in Marketing

Qionglei's research interests initially cover applying marketing philosophy and practices within organisations and the tourism sector. Her research contributions to responsible marketing and human wellbeing in the digital era, articulated through three contexts that collectively address responsible technology adoption for consumer, employee, tourism stakeholder wellbeing. She has published dozens of research papers and conference proceedings on various topics, including Journal of Travel Research, Annals of Tourism Research, Tourism Management, Journal of Organisational Behaviour, European Journal of Marketing, International Marketing Review, Journal of Business Research, Technological Forecasting and Social Change, Tourism Management Perspectives and many others. She is now Associate Editor of Digital Marketing Department, Journal of Digital Economy.

Apart from academic research, Qionglei also has years of experience in industrial consultancy, e.g. China Mobile, China Zheshang Insurance, China Tea Research Institute, Zhejiang China Commodities City Group Co., and Zhejiang Haining China Leather City. etc.Roles and responsibilities

Qualifications and certificate

Ph.D. on scholarship pass with minor corrections titled: “Investigating Internal Market Orientation and Organisational Performance in China” (University of Sheffield, UK)

Senior Fellow of the Higher Education Academy, UK

Postgraduate Certificate in Academic Practice Fellowship of the Higher Education Academy, UK.

Associate Professor Qualification of Higher Education Academy in Management (National Human Resources and Social Security Bureau), China

MBA case teaching qualification, Case teaching and writing workshop (National MBA Education Supervisory Committee), China

Fellow of Higher Education Academy in Management (Higher Education Academy, China)

Master of Business Administration (University of Hull, UK)

Previous positions

Kent Business School, University of Kent

Canterbury Christ Church Business School, Canterbury Christ Church University

School of Business Administration, Zhejiang Gongshang University, China. 

Current work

• Technology and society: how technology influences human emotions and social interaction.
• Customer service encounter preferences: Technology and Loneliness
• Apply marketing internally: Internal market orientation and employee well-being and productivity

Main expertise

• Technology adoption and consumer wellbeing
• Tourism marketing and stakeholder wellbeing
• Internal marketing and employee wellbeing

Research groups

Member of Marketing: Consumers, Communications and Services

External member of the Centre for Consumers and Sustainable Consumption, Durham University Business School

Engagement

CONNECT Project

1. CONNECT： Walking, Sensing and Creating, example: https://www.acart.org.uk/connect-programme
2. CONNECT： Build your companion robots
3. CONNECT： Food, Play and Sensory Diversity

ARROW project: Developing Arts Engagement report for Globe Gallery

Co-founder and organiser of 'Marketing, Innovation and Digital Transformation annual conference'

Completed and current PhD supervision areas:

Internal market orientation;

Technology and consumer behaviour in the service sector; 

AI and companionship

Tourism safety;

Tourism boycott;

PhD candidates are welcome to join the team if they share similar research interests in investigating how intellectual technology are interpreted, adopted, embedded into marketing practices, and ultimately how they influence human flourishing.

Media coverage examples:

'Why lonely people would prefer a robot over human interaction', 麻豆传媒 Press Office /press/articles/latest/2025/09/robotinteraction/; University of Essex Press Office https://www.essex.ac.uk/news/2025/09/08/why-lonely-people-would-prefer-a-robot-over-human-interaction;

‘Waarom eenzame mensen liever contact hebben met een robot dan met echte personen’, Scientitas,

The Academic, title "The impact of multiple identities in tourism decision-making, Can post-pandemic tourism's revival withstand global challenges, as social identities shape travel decisions, invoking intricate emotions and ambivalence?"

. 

Faculti interview, title “Internal market orientation, interdepartmental relationships and market performance: the pivotal role of employee satisfaction”

TRT World Roundtable interview, title “Comparison Culture: Is it damaging our health?” 

I have abundant teaching experiences in undergraduate, postgraduate teaching and research, and MBA.

Previous module leader for a series of modules:

• Principles in Marketing,
• Strategic Brand Management,
• Consumer Behaviour,
• Buyer Decision Making,
• International Marketing, 
• Cross-cultural Marketing,
• Strategic Marketing Management,
• Contemporary Trends in Marketing,
• Dissertation in Marketing.

Current module leader for

• Contemporary Trends in Marketing,

• Articles

  • Yan M, Yu Q, Lin Z, Ye Y. . Journal of Digital Economy 2025, 3, 288-298.
  • Yu Q, Li X, Wu Z. . Journal of Travel Research 2025, 65(5), 1267 –1286.
  • Hu X, Yu Q, Choudrie J. . Journal of Strategic Marketing 2025, 33(8), 1036-1059.
  • Wang T, Lam W, Chen Z, Yu Q, Geng X. . Journal of Organizational Behavior 2025, 46(4), 566-579.
  • Li Y, Yu Q, Zou Y, Zhang J, Liao J. . Current Issues in Tourism 2025, 28(9), 1445-1461.
  • Yu Q, Huang Y, Li X, Ren Z. . Current Issues in Tourism 2022, 26(12), 2044-2063.
  • Zou Y, Yu Q. . Journal of Destination Marketing and Management 2022, 24, 100708.
  • Ye Y, Yu Q, Zheng Y, Zheng Y. . Journal of Business Research 2022, 139, 510-519.
  • Yu Q, Barnes B, Ye Y. . European Journal of Marketing 2022, 56(5), 1464-1487.
  • Yu Q, Pickering S, Geng R, Yen DA. . Tourism Management Perspectives 2021, 40, 100851.
  • Yu Q, Yen DA, Cappellin B, Wang CL. . International Marketing Review 2021, 38(4), 671-689.
  • Filieri R, Yen DA, Yu Q. . Tourism Management 2021, 85, 104291.
  • Yu Q, Barnes BR, Ye Y. . Qualitative Market Research: An International Journal 2020, 23(3), 523-539.
  • Yu Q, McManus R, Yen DA, Li X. . Annals of Tourism Research 2019, 80, 102792.
  • Yu Q, Foroudi P, Gupta S. . Technological Forecasting and Social Change 2019, 145, 493-502.
  • Foroudi P, Yu Q, Gupta S, Foroudi MM. . Technological Forecasting and Social Change 2019, 138, 218-227.
  • Yu Q, Yen DA, Barnes BR, Huang YA. . The International Journal of Human Resource Management 2019, 30(6), 964-987.
  • Cappellini B, Hosony S, Yen DA, Yu Q. . Journal of Retailing and Consumer Services 2019, 46, 87-94.
  • Yu Q, Asaad Y, Yen D, Gupta S. . Studies in Higher Education 2016, 43(1), 37-56.
  • Barnes BR, Siu NYM, Yu Q, Chan SSY. Exploring cosmetics advertising in southern China. International Journal of Advertising 2009, 28(2), 369-393.
  • Ashnai B, Smirnova M, Kouchtch S, Yu Q, Barnes BR, Naude P. Assessing relationship quality in fur business-to-business markets. Marketing Intelligence & Planning 2009, 27(1), 86-102.

• Authored Books

  • Zheng Y, Yu Q. . Beijing: Economy Science Publishing House, 2023.
  • Zheng Y, Xu F, Lou C, Yu Q. Market Innovation, Industrial Transformation and Upgrading: The Case of Haining China Leather City. Economic Science Press, 2014.

• Book Chapters

  • Yu Q. Strategies for the Development of Modern Service Industry under the Situation of Financial Crisis. In: The Review of Modern Commerce. 2009.
  • Yu Q. Research in Case Study Teaching for Students in Management. In: Management Service and Innovation: The Research Works of Business Administration Education. Beijing: China Development Publisher, 2006.

• Conference Proceedings (inc. Abstracts)

  • Boukis A, Yu Q. . In: Academy of Marketing Science Conference. 2025, Montreal, Canada: Academy of Marketing Science.
  • Wu X, Yu Q, Bhartacharya S. . In: 47th ISMS Marketing Science Conference. 2025, Washington DC, USA: INFORMS Society for Marketing Science.
  • Setthanandhaphokin P, Zhang W, Wu Z, Yu Q. . In: The 24th International Conference on Electronic Business. 2024, Zhuhai China.
  • Yan M, Yu Q, Filieri R. . In: The Association for Consumer Research (ACR) Annual Conference. 2024, Paris France: Association for Consumer Research.
  • Yan M, Yu QL. . In: 2023 Global Marketing Conference. 2023, Seoul, South Korea: Global Alliance of Marketing & Management Associations.
  • Setthanandhaphokin P, Yu Q, Yannopoulou N. . In: European Marketing Academy (EMAC 2023). 2023, Odense, Denmark.
  • Setthanandhaphokin P, Yu Q, Yannopoulou N. . In: 10th International Conference on Contemporary Marketing Issues. 2022, Naxos, Greece.
  • Nguyen D, Yu Q, Yannopoulou N. . In: European Marketing Academy Annual Conference (EMAC 2022). 2022, Budapest, Hungary: European Marketing Academy.
  • Hu X, Yu Q. . In: 5th International Conference of Marketing, Strategy and Policy. 2021, 麻豆传媒; Online: Marketing, Strategy and Policy Research Center.
  • Hu, X, Yu, Q. The Work and Family Balance and Extended Internal Market Orientation. In: 48th EMAC Conference. 2019.
  • Yu, Q, Yen, D, Xiang, R. Tourism Boycott: Types of incidents, price promotion and consumer identity. In: 26th Global Marketing Conference. 2018, Tokyo, Japan.
  • Hu, X, Yu, Q. Internal market orientation and the organizational performance. In: 47th EMAC Conference. 2018, Glasgow, UK. In Preparation.
  • Yu Q, Yen D, Huang Y. Internal Market Orientation, a Novel Approach to Improve Firm Performance in China. In: 45th EMAC Conference. 2016, Oslo, Norway.
  • Yu, Q, Barnes, B. Internal market orientation leveraging firm performance via internal success. In: 24th Global Marketing Conference. 2016, Hong Kong China.
  • Yu Q, Barnes B. Internal Market Orientation and Organisational Performance in China (Best Paper Award). In: Academy of International Business (South East Asia) Regional Conference. 2012, Xiamen China.