Liping A. Cai, PhD
Professor
Director of the Purdue Tourism and Hospitality Research Center
BIOGRAPHY
Dr. Liping A. Cai is Professor of Hospitality and Tourism Management. He specializes in branding,
consumer behaviors in travel and tourism, and community-based tourism development and marketing.
He is the director of Purdue Tourism and Hospitality Research Center, and a governor-appointee to
Indiana Tourism Council. Prior to joining Purdue faculty in 1999, he was Director of the Center for
Economic Development through Tourism at New Mexico State University.
Dr. Cai has been a principal investigator or co-PI in over 40 industry contracts. He pioneered a
destination branding model using data from his funded projects, and has successfully applied the model
and other destination management expertise to assist economic development for communities. His
research activities in the area of cooperative branding were reported by the Associated Press and
numerous regional and local media. Dr. Cai is the author and co-author of more than 120 refereed papers
published in journals and proceedings of international conferences. Some of his publications are
designated the Citation of Excellence by Emerald Management Review for their practicality and originality.
Dr. Cai is the North America Regional Editor of the Journal of China Tourism Research, and serves on the
editorial board of Tourism Management and other leading journals in tourism and hospitality.
Dr. Cai served on the board of International Society of Travel and Tourism Educators (2002-2006), and
as Travel and Tourism Industry Expert to the World Economic Forum (2005). He received Purdue
University's designation of University Faculty Scholar in 2003. Dr. Cai was a former tour operator and
destination sales manager in China. He is the senior academic advisor to Alfred P. Sloan Foundation
Travel & Tourism Industry Center for the study of China market commissioned by US Department of
Commerce and Travel Industry Association of America. At Purdue University, Dr. Cai is an associate dean
overseeing the Office of Diversity and International Programs in the College of Consumer and Family
Sciences. He is also a co-director of Purdue University China Center. He holds two undergraduate
degrees from China where he worked in the tourism industry for ten years. He received his MBA from
Michigan State University in 1993, and a doctoral degree in hospitality and tourism management from
Purdue University in 1996.
EDUCATION
•
PhD, Purdue University
•
MBA, Michigan State University, East Lansing, Michigan
•
BA, Nanjing Normal University, Nanjing, China
•
AS, Jiangsu Travel Service School, Jiangsu Province, China
COURSES TAUGHT
•
HTM 17300 (Introduction to Tourism)
•
HTM 23100 (Hospitality and Tourism Marketing I)
•
HTM 37200 (Global Tourism Geography)
•
HTM 37300 (Travel Industry Operations and Technology)
•
HTM 50100 (Research Methods)
•
HTM 53100 (Hospitality and Tourism Marketing II)
•
HTM 63100 (Marketing Strategies for Hospitality and Tourism)
RESEARCH INTERESTS
•
Destination and hotel branding
•
Consumer behaviors in travel and tourism
•
Community-based tourism development and marketing
•
Rural tourism
AWARDS AND HONORS
•
Study Abroad, Innovative Program Award, 2009
•
University Faculty Scholar, Purdue University
•
Best Paper Award with graduate students, Graduate Education & Research Conference, 2000,
2002,2007
•
Best Paper Award, International CHRIE, 2000
•
Emerald Awards of Citation of Excellence
•
Founding member and president, Purdue Chapter, Society of International Scholars
PUBLICATIONS
Journal Articles
•
Li, M., Huang, Z., & Cai, L. (2009). Benefit segmentation of visitors to a rural community-based
festival. Journal of Travel & Tourism Marketing, accepted.
•
Cai, L., Liu, J., & Huang, Z. (2008). Identifying rural tourism markets: a practical tool. Journal
of Hospitality & Leisure Marketing, 17 (3-4), 418-434.
•
Huang, Z., Cai, L., & Ismail, J.A. (2008). Cognitive image change and loyalty in destination
branding. International Journal of Services Technology and Management, in press.
•
Cai, L., Liu, J., & Huang, Z. (2008). Effects of population migration on rural tourism.
International Journal of Services Technology and Management, in press.
•
Cai, L. A. (2008). Integrated Review of Books by Gavin Jack and Alison Phipps, Tourism and
Intercultural Exchange: Why Tourism Matters, Channel View Publications, Clevedon (2005)
(181pp., ISBN: 1-84541-017-3); and Adam Jaworski and Annette Pritchard, Editors, Discourse,
Communication and Tourism, Channel View Publications, Clevedon (2005) (249pp., ISBN:
1-84541-020-3). Tourism Management, 29(1), 193-195.
•
Li, M., & Cai, L. (2008). Souvenir shopping attitudes and behavior among Chinese domestic
tourists: An exploratory study. Journal of China Tourism Research, 4(2): 189-204.
•
Zhang, J., Cai, L. A., & Kavanaugh, R. R. (2008). Dimensions of brand experience for economy
hotels - a case of emerging market. Journal of China Tourism Research, 4(1):61-77.
•
Li, M., Wu, B., & Cai, L. (2008). Tourism development of world heritage sites in china: a
geographic perspective. Tourism Management, 29(2), 308-319.
•
Yuan, J., Morrison, A. M., Cai, L. A., & Linton, S. (2008). A model of wine tourist behavior: a
festival approach. International Journal of Tourism Research, 10(3), 207-219.
•
Cai, L., Li, M., & Knutson, B. (2007). Research on China outbound market: A meta-review.
Journal of Hospitality and Leisure Marketing, 16(1/2), 5-20.
•
Hsu, C. H. C., Cai, L. A., & Wong, K. K. F. (2007). A model of senior tourism motivations –
anecdotes from Beijing and Shanghai. Tourism Management, 28(5), 1262-1273.
•
Cai, L., Qiu, H., & Li, G. (2007). Towards a competitive destination brand in a mass market.
Tourism Analysis, 12(5/6), 463-471.
•
Cai, L. (2007). Toward a deserved image and identity of the Chinese consumers in the global
marketplace of tourism. Tourism Tribune, 22(1), 16-18.
•
Zhang, J., & Cai, L. A. (2006). Architecting the future of tourism education. Journal of Teaching
in Travel & Tourism, 6(1), 83-88.
•
Yuan, J., Cai, L., & Houston, K. (2006). Foreign language ability: a core attribute of hospitality
graduates’ competency. Journal of Human Resources in Hospitality & Tourism, 5(1), 77-90.
•
Lee, G., Cai, L. A., & O'Leary, J. (2006). WWW.branding.states.us:an analysis of brand-building
elements in the us state tourism websites. Tourism Management, 27(5), 815-828.
•
Feng, R., Cai, L., & Zhu, Y. (2006). Long-haul travel attitude construct and relationship to
behavior the case of French travelers. Journal of Travel and Tourism Marketing, 20(1): 1-11.
•
Beldona, S. & Cai, L. (2006). An exploratory evaluation of rural tourism websites. Journal of
Convention and Event Tourism, 8(1), 69-80.
•
Jang, S., Cai, L., Morrison, A. M., & O’Leary, J. T. (2005). The effects of travel activities and
seasons on expenditure. International Journal of Tourism Research, 7(6), 335-346.
•
Wu, B. & Cai, L. (2005). Spatial modeling - suburban leisure in shanghai. Annals of Tourism
Research, 33(1), 179-198.
•
Yuan, J., Cai, L., Morrison, A., & Sally Linton, S. (2005). Segmenting wine festival attendees: a
factor-cluster approach. Tourism Review International, 8(4), 297-309.
•
Yuan, J., Cai, L., Morrison, A., & Linton, S. (2005). An analysis of wine festival attendees’
motivations: a synergy of wine, travel, and special events? Journal of Vacation Marketing, 11(1),
41-58.
•
Luo, M., Feng, R. M., & Cai, L. (2005). Information search behavior and tourist characteristics.
Journal of Travel & Tourism Marketing 17(2/3), 15-26.
•
Cai, L., & Zhang, L. (2004). Higher occupational and technical education in china - meeting a
unique demand from tourism development. Journal of Human Resources Management in
Hospitality & Tourism, 3(1), 107-117.
•
Cai, L., Wu, B., & Bai, X. (2004). Destination image and loyalty. Tourism Review International,
7(3/4), 153-162.
•
Cai, L. (2004). State-run economy and budget hotels in china – from commodity to brand.
Asia-Pacific Journal of Tourism Research, 9(1), 29-42.
•
Cai, L. & Hobson, P. (2004). Making hotel brands work in a competitive environment. Journal of
Vacation Marketing, 10(2), 197-208.
•
Cai, L., Feng, R., & Breiter, D. (2004). Tourist purchase decision involvement and information
preferences. Journal of Vacation Marketing, 10(2), 138-148.
•
Hu, B. & Cai, L. (2004). Hotel labor productivity assessment: a data envelopment analysis.
Journal of Travel & Tourism Marketing, 16(2/3), 27-38. Citations of Excellence, Emerald
Management Review.
•
Lehto, X., Cai, L., O’Leary, J., & Huang, T.C. (2004). Tourist shopping preferences and
expenditure behaviors: the case of Taiwan outbound market. Journal of Vacation Marketing,
10(4): 320-332.
•
Deng, B., Wu, B., & Cai, L. (2004). A review on crisis management studies. Tourism Tribune (in
Chinese with Abstract in English), 18(1): 1-8 & 57.
•
Zhang, L., Cai, L., & Liu, W. (2003). On-job training – a critical human resources challenge in
China’s hotel industry. Journal of Human Resources in Hospitality & Tourism, 2(2), 91-100.
•
Kim, W., Cai, L. & Jung, K. (2003). A profile of the Chinese casino vacationer to South Korea.
Journal of Hospitality and Leisure Marketing, 11(3/4), 65-80.
•
Luo, M., Feng, R., & Cai, L. (2003). Information search behavior and tourist characteristics.
Journal of Travel & Tourism Marketing, 17(2/3).
•
Cai, L. & Hu, B. (2003). Travel intermediaries’ perspective of china’s outbound market, ASEAN
Journal on Hospitality and Tourism, 2(1), 33-46.
•
Cai, L. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3),
720-742. Citations of Excellence, Emerald Management Review.
•
Jang, S. & Cai, L. (2002). Travel motivations and destination choice: a study of British outbound
market. Journal of Travel & Tourism Marketing, 13(3), 111-133. Citations of Excellence,
Emerald Management Review.
•
Wu, B., Tang, Z., & Cai, L. (2002). Tourism research and education at four American universities.
Tourism Tribune (in Chinese with Abstract in English), 17(5), 76-79.
•
Zhang, L., Cai, L., & Liu, W. (2002). On-job Training — A Critical Human Resources Challenge in
China's Hotel Industry, Journal of Human Resources in Hospitality & Tourism, 1(3), 91-100.
•
Cai, L., & Knutson, B. (2001). Editorial to part I of special collection on mature travlers.. Journal
of Hospitality and Leisure Marketing, 8(1/2), 1-4.
•
Cai, L., & Knutson, B. (2001). Editorial to part II of special collection on mature travelers.
Journal of Hospitality and Leisure Marketing, 9(1/2), 1-3.
•
Cai,
L.
(2001).
Communication
strategies
in
hotel
branding.
International
Hotel
(English-Chinese Bilingual), 34, 54-63.
•
Cai, L. & Bai, X. (2001). Meetings and conventions as a segment of rural tourism - the case of
rural indiana. Journal of Conventions and Exhibition Management, 3(3), 77-92.
•
Bai, X., Jang, S. & Cai, L. (2001). Determinants of travel mode choice of senior travelers to the
united states. Journal of Hospitality and Leisure Marketing, 8(3/4), 147-168. Citations of
Excellence, Emerald Management Review.
•
Cai, L., Hu, B., & Feng, R. (2001). Domestic tourism demand in china's urban centers: empirical
analyses and marketing implications. Journal of Vacation Marketing, 8(1). 64-74.
•
Morrison, A., Su, J., O’Leary, J. & Cai, L. (2001). Predicting usage of the internet for travel
bookings: an exploratory study. Information Technology and Tourism, 4(1), 15-30.
•
Cai, L., Schwartz, Z., & Cohen, E. (2001). Senior tourists in the holy land. Journal of Travel and
Tourism Teaching, 1(4), 19-33.
•
Tyrrell, B., Countryman, C., Hong, G. & Cai, L. (2001). Determinants of destination choice by
japanese overseas travelers. Journal of Travel and Tourism Marketing, 10(2/3), 87-100.
Citations of Excellence, Emerald Management Review.
•
Hu, B., Cai, L. & Kavanaugh, R. (2001). Cultural differences and human resource management
in China and UK hotels – an exploratory study. FIU Hospitality Review, 19(1), 37-54. Citations
of Excellence, Emerald Management Review.
•
Wu, B. & Cai, L. (2001). Tourism research in the top ten academic universities. Tourism Tribune,
(in Chinese with Abstract in English), 16(4), 73-77.
•
Cai, L., Morrison, A. & Ismail, J. (2001). Global tourism geography – a case study of the
paradigm shift in educational technology. Journal of Travel and Tourism Teaching, 1(2/3),
17-18. . Also included in the book titled “The Internet and Travel and Tourism Education”.
•
Cai, L., You, X. & O’Leary, J. (2001). Profiling the u.s.-bound chinese travelers by purpose of trip.
Journal of Hospitality and Leisure Marketing, 7(4), 3-17. Citations of Excellence, Emerald
Management Review.
•
Ismail, J., Iverson, T. & Cai, L. (2000). Forecasting Japanese arrivals to Guam - an empirical
model. Journal of Hospitality and Leisure Marketing, 7(2), 51-64. Citations of Excellence,
Emerald Management Review.
•
Cai, L. & Combrink, T. (2000). Japanese female travelers – a unique outbound market.
Asia-Pacific Journal of Tourism Research, 5(1), 16-24.
•
Cai, L., O’Leary, J., & Boger, C. (2000). The chinese travelers to the united states - an emerging
market. Journal of Vacation Marketing, 6(2), 131-144.
•
Cai, L., Zhang, L., Pearson, T., & Bai, X. (2000). Challenges for China’s state-run hotels: a
marketing perspective. Journal of Hospitality and Leisure Marketing, 7(1), 29-46. Citations of
Excellence, Emerald Management Review.
•
Bai, X., Cai, L. & Zhang, L. (2000). Gaming: a de facto branch of china's tourism. Asia Pacific
Journal of Tourism Research, 4(2), 35-40.
•
Wu, B., Feng, R., Cai, L. & Morrison, A. (2000). Tourism graduate education and research in
china: contributions of geography. Journal of Hospitality and Tourism Education, 12(2), 6-10.
•
Cai, L. (1999). Analyzing household food expenditure patterns on trips and vacations - a tobit
model. Journal of Hospitality and Tourism Research, 22(4), 338-358. Citations of Excellence,
Emerald Management Review.
•
Eby, D., Molnar, L. & Cai, L. (1999). Content preferences for in-vehicle tourist information
system - an emerging information source. Journal of Hospitality and Leisure Marketing, 6(3),
41-58. Citations of Excellence, Emerald Management Review.
•
Boger, C., Cai, L. & Lin, L.C. (1999). Benchmarking: comparing discounted business rates
among leading companies. Journal of Hospitality and Tourism Research, 23(3), 256-267.
•
Cai, L., Boger, C. & O’Leary, J. (1999). The Chinese travelers to Singapore, Malaysia, and
Thailand - a unique Chinese outbound market. Asia Pacific Journal of Tourism Research, 3(2),
2-13.
•
Cai, L. (1999). Relationship of household characteristics and lodging spending patterns on
leisure trips. Journal of Hospitality and Leisure Marketing, 6(2), 5-18.
•
Cai, L. (1999). China's Modern Tourism Development in Economic Perspective, Journal of
Hospitality and Leisure Marketing, 6/1. Book Review.
CURRENT GRANTS AND PROJECTS
•
Expansion Feasibility Analysis and Financial Plan for Harrison County Fairgrounds, Corydon,
Indiana
•
Harrison County Welcome Center Study
•
Image Studies of Harrison, Harrison County Convention and Visitors Bureau, Indiana
PROFESSIONAL AFFILIATIONS
•
Industry Expert, The World Economic Forum; Annual Meeting, Travel and Tourism Governors at
Davos, Switzerland; China Business Summit, Beijing, China
•
Expert, The Québec Tourism Intelligence Network, University du Québec, Montréal
•
Fellow, The University of South Carolina’s Institute for Tourism Research
•
Honorary Faculty Member, The School of Hospitality Business, Michigan State University
•
Professor of External Appointment in Tourism and Hotel Management, South China University of
Technology.
•
Professor of Distinction in International Tourism, Nanjing Institute of Tourism and Hospitality
Memberships
•
International Council on Hotel, Restaurant, and Institutional Education
•
International Society of Travel and Tourism Educators
•
Association of Hospitality Financial Management Educators
CONSULTING EXPERIENCE
•
Destination and hotel branding
•
Community-based tourism development and marketing
•
Tourism planning and development in developing countries
•
Management training for destination and hotel managers
•
Organizational assessment for destination and hotel companies
•
Marketing research for travel trade