Jiawei Li BA, MA

PhD Researcher

Jiawei started her PhD at the University of Greenwich in September 2019. She is supervised by Dr Andres Coca-Stefaniak (first supervisor), Dr Hai Nguyen and Professor Alastair Morrison. Before enrolling on the university’s PhD programme, Jiawei was awarded a BA in E-commerce by Dalian Neusoft University of Information in her native China and an MA in Luxury Brand Management from Goldsmiths, University of London.

In addition to her on-going research on socially sustainable behaviours among domestic tourists in China, Jiawei has led tutorial sessions in sustainable events with undergraduate students on the BA (Hons) Events Management at the University of Greenwich. ‎


    • Faculty finalist and runner-up – RETI 2020 Research Student Poster Competition (Faculty of Business, University of Greenwich)


  • Peer Reviewer for the International Journal of Tourism Cities.
  • Member of the UK Council for Hospitality Management Education (CHME)

Research / Scholarly interests

Jiawei has a strong interest in all dimensions of sustainability, especially consumers’ sustainable behaviours in the context of tourism. Jiawei believes that, as far as the environment, society, culture, and the economy are concerned, consumers as well as other stakeholders should be at the centre of promoting sustainable development. Jiawei is passionate about understanding how consumer behaviour can be changed towards more responsible decision-making that takes into account positive and negative impacts on sustainable development.


  • Sustainable tourists behaviour: A systematic literature review and a research agenda, Consumer Behavior in Tourism Symposium – CBTS 2020 (17/12/20) - TOMTE - The Competence Centre in Tourism Management and Tourism Economics at the Free University at Bozen-Bolzano, and ZPID - Leibniz Institute for Psychology