Dr Wenjie Cai

Dr Wenjie Cai BEng, BA, MSc, FHEA, PhD

Dr Wenjie Cai

Dr Wenjie Cai
BEng, BA, MSc, FHEA, PhD

Lecturer in Tourism and Hospitality

Department of Marketing, Events and Tourism

Faculty of Business

Dr Wenjie Cai joined the University of Greenwich as Lecturer in Tourism and Hospitality in September 2017 after completing his PhD in Tourism from the University of Surrey. His PhD focused on reconstructing the 'three-layer system of culture' through the lens of the new mobilities paradigm and liquid modernity by exploring Chinese outbound backpackers' experiences in Europe.

Before joining Greenwich, Wenjie had various working experiences both in industry and academia. He worked for the University of East London and the world leading tour operator TUI. Before he came to the UK, he was the president of the student union at the Fujian Normal University, China, and in charge of various projects in relation to human resource management, strategic planning, and event management.

Wenjie's area of expertise and research interests are intercultural communication, mobilities studies, ICT in tourism, backpacker tourism, and Chinese outbound tourism. He has a strong interest in interdisciplinary collaborations – and is currently collaborating on research projects with academics from the UK, New Zealand, Finland and China in the disciplines of sociology and information systems.

* Teaching tourism and hospitality modules at both undergraduate and postgraduate levels.
* Dissertation supervisors and personal tutor.

Wenjie is currently available for PhD supervision in the following areas:
* Backpacker tourism
* Tourist Behaviour
* Chinese independent travellers
* Effective use of technology in tourism/ digital-free tourism
* Social inclusion and tourism
* Mobilities

2016 Outstanding Ph.D. Thesis Award – 8th World Conference for Graduate Research in Tourism, Hospitality and Leisure

2013 Ph.D. Participant Award - Celebrating and Enhancing the Tourism Knowledge-based Platform: A Tribute to Jafar Jafari

Current and previous membership:
Higher Education Academy
International Federation for Information Technologies in Travel and Tourism (IFITT)

Ad-hoc Reviewer:
Annals of Tourism Research; Journal of Travel Research; International Journal of Tourism Cities; Hawaii International Conference on System Sciences; Journal of Cleaner Production; IFIP World Computer Congress; Hawaii International Conference on System Sciences

 * Backpacker Tourism / Independent Tourist Research / Tourist Behaviour
* Information System in Tourism/ Digital-free Tourism
* Mobilities / Network Sociality
* Tourism and Social Inclusion
* Cultural Studies
* Emerging Markets in Tourism/Chinese outbound tourism
* Ethnography / Qualitative/ Mobile research methods

Funded research projects

Erasmus and ROOTS - Recognising Cultural Heritage Opportunities for Tourism SMEs, co-funded by the Erasmus + Programme of the European Union.

Cai, W., Cohen, S. A, Tribe, J. (2019) Harmony rules in Chinese Backpacker Groups, Annals of Tourism Research, 75, pp. 120-130.

Cai, W, Richter, S, McKenna, B (2019) Progress on Technology Use in Tourism, Journal of Hospitality and Tourism Technology.

McKenna, B., Cai, W. and Tuunanen, T. (2018) Technology Enabled Information Services Use in Tourism: An Ethnographic Study of Chinese Backpackers. Pacific Asia Journal of the Association for Information Systems, 10(4), 37-64.

Zeng, X., McKenna, B., Richter, S., & Cai, W. (2018) How social media can afford engagement processes. In European, Mediterranean, and Middle Eastern Conference on Information Systems (pp. 272-279). Springer, Cham.

Cai, W. (2018) Donkey friends in Europe: A mobile ethnographic study in group orientation of Chinese outbound backpackers. In Asian Youth Travellers (pp. 79-95). Springer, Singapore.

McKenna, B., Cai, W., & Tuunanen, T. (2017) Consumer Information Services in Intercultural Tourism : An Ethnographic Study of Chinese Outbound Backpackers. In Proceedings of the 50th Hawaii International Conference on System Sciences (HICSS 2017) (pp. 1237-1246). IEEE Computer Society. Retrieved from http://hdl.handle.net/10125/41301

Vodanovich, S., McKenna, B. and Cai, W. (2017) Cultural values inherent in the design of social media platforms: A case study of WeChat. In: 30th Bled eConference Digital Transformation – From Connecting Things to Transforming Our Lives (Conference Proceedings). University of Maribor Press, pp. 617-628. ISBN 978-961-286-043-1 (doi:10.18690/978-961-286-043-1)

Cai, W. (2015) Explorer travellers and adventure tourism. Anatolia: An International Journal of Tourism and Hospitality Research, 26. pp. 318-319. ISSN 1303-2917 (Print), 2156-6909 (Online) (doi:10.1080/13032917.2015.1007691)

Browse our publications database

Cai, W. (2018). Writings on the wall: an exploration of the role of graffiti in the co-creation of backpacker space. Presented at International Tourism Studies Association Biennial Conference, South Africa.

Cai, W., McKenna, B. (2017). Into the wild: exploring digitally disconnected travel experiences', 26th Nordic Tourism Symposium, Sweden.

Vodanovich, S. McKenna, B., Cai, W. (2017) 'Made in China: Cultural Values Inherent in the Design of Social Media Platforms',30th Bled eConference, Slovenia.

Cai, W., Cohen, S., Tribe, J. (2016). 'Donkey friends in Europe: a Mobile Ethnographic Study in Group Orientation of Chinese outbound backpackers', University of Surrey's School of Hospitality and Tourism Management Conference 2016, Guildford, UK.

Cai, W. (2016). 'Conceptualising three-layer Cultural System in the mobilities: a mobile ethnographic study of Chinese outbound backpackers in Europe', 8th World Conference for Graduate Research in Tourism, Hospitality and Leisure, Bodrum, Turkey (Awarded Best Paper)

Cai, W., McKenna, B. (2016) 'Consumer information technologies in intercultural tourism: a case study of Chinese outbound backpackers', 4th Interdisciplinary Tourism Research Conference, Bodrum, Turkey.

Cai, W. (2016) 'Negotiating ideologies of Chinese outbound backpackers: perception, transformation, and paradoxical identity construction', Tourism Research Network PhD/ECR Symposium 2016, Sheffield, UK.

Cai, W. (2015). Three-layer Culture System in Hypermobile Setting: a Mobile Ethnographic Study of Chinese Outbound Backpackers in Europe. Presented at SHTM Research Seminar. School of Hospitality and Tourism Management, University of Surrey, UK.

Cai, W. (2014) 'The 'Travel Experiential Network': a mobile ethnographical study on Chinese outbound backpackers', 13th European Association of Social Anthropologist Biennial Conference, Tallinn, Estonia.

Cai, W. (2014). The 'Travel Experiential Network' and Chinese Outbound Backpackers. Presented at FBEL annual conference, University of Surrey, UK.

Browse our publications database