{"id":9,"date":"2017-11-14T21:45:40","date_gmt":"2017-11-15T03:45:40","guid":{"rendered":"http:\/\/sites.warnercnr.colostate.edu\/drbear\/?page_id=9"},"modified":"2025-04-22T15:27:45","modified_gmt":"2025-04-22T21:27:45","slug":"research","status":"publish","type":"page","link":"https:\/\/sites.warnercnr.colostate.edu\/drbear\/research\/","title":{"rendered":"The Research Agenda"},"content":{"rendered":"\n\n
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Research Areas<\/h2>\n
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Internal Branding in Tourism<\/h3>\n

My internal branding research focuses on diverse organizational practices that facilitate service employees in transforming and elevating the service brand values into brand experiences for customers. We identify effective measures that predict service employees\u2019 brand competency, motivation, and commitment in achieving the coveted branding outcomes. In the next step, I plan to examine the employee outcomes in this process (e.g., employee wellbeing, emotional exhaustion, sense-making) considering the contemporary labor market trends (e.g., the gig economy).<\/p>\n <\/div>\n\n \n

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Sustainable Destination Development Marketing<\/h3>\n

In the destination marketing area, I focus on how destination residents become destination brand ambassadors through their interactions with tourists, especially in the context of resident emotional labor and communication barriers. Along with this focus, I study sustainable tourism development in rural mountain areas with fragile ecosystems and challenges in resident livelihood transformation.<\/p>\n <\/div>\n\n \n

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Human-Wildlife Coexistence<\/h3>\n

Rapid urbanization and modernization have alienated people from nature and wildlife, resulting in increased human-wildlife conflicts. Using the value-attitude-behavior hierarchy and generational cohort theory, my team investigates the unknown wildlife values in China and the shifting patterns across generational cohorts. This funded study informs land conservation policies with respect to wildlife that balance ecological needs with human development.<\/p>\n <\/div>\n\n \n

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Climate Change, Parks and Public Health<\/h3>\n

An interdisciplinary research agenda aims to assess the impact of climate change on key environmental determinants in parks and assess how these changes influence visitors\u2019 recreational behaviors and related health outcomes. The research team is composed of experts in climate science, public health, nature-health interactions, and park recreation.<\/p>\n <\/div>\n <\/div>\n<\/section>\n\n\n

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My Research Lab<\/h2>\n

\n Are you passionate about the intersection of people, nature, and business? My research lab explores a range of topics that bridge tourism, wildlife, conservation, branding, and public health. We are currently seeking motivated lab members and collaborators to support and grow our ongoing projects, as described in the research agenda.\n <\/p>\n

\n Whether you\u2019re a student interested in tourism and social science, or a scholar looking to collaborate across disciplines, I\u2019d love to hear from you. Please reach out via lina.xiong@colostate.edu<\/a> <\/a>.\n <\/p>\n Visit the Lab Website<\/a>\n<\/section>\n\n\n\n\n

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Research Areas Internal Branding in Tourism My internal branding research focuses on diverse organizational practices that facilitate service employees in transforming and elevating the service brand values into brand experiences for customers. We identify effective measures that predict service employees\u2019 brand competency, motivation, and commitment in achieving the coveted branding outcomes. In the next step, … Continue reading The Research Agenda<\/span> →<\/span><\/a><\/p>\n","protected":false},"author":86,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-9","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/sites.warnercnr.colostate.edu\/drbear\/wp-json\/wp\/v2\/pages\/9","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sites.warnercnr.colostate.edu\/drbear\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/sites.warnercnr.colostate.edu\/drbear\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/sites.warnercnr.colostate.edu\/drbear\/wp-json\/wp\/v2\/users\/86"}],"replies":[{"embeddable":true,"href":"https:\/\/sites.warnercnr.colostate.edu\/drbear\/wp-json\/wp\/v2\/comments?post=9"}],"version-history":[{"count":31,"href":"https:\/\/sites.warnercnr.colostate.edu\/drbear\/wp-json\/wp\/v2\/pages\/9\/revisions"}],"predecessor-version":[{"id":311,"href":"https:\/\/sites.warnercnr.colostate.edu\/drbear\/wp-json\/wp\/v2\/pages\/9\/revisions\/311"}],"wp:attachment":[{"href":"https:\/\/sites.warnercnr.colostate.edu\/drbear\/wp-json\/wp\/v2\/media?parent=9"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}