The U.S. – Asia Center for Tourism & Hospitality Research


About the Center

Temple University’s U.S.-Asia Center for Tourism & Hospitality Research was established to be a leading braintrust that advances the development of the U.S. and Asian tourism and hospitality industries, education, and research. With extensive connections across the globe and deep roots in the city of Philadelphia — the first World Heritage City in the U.S., — the Center is uniquely positioned to propel Temple University and STHM’s international presence.

The U.S.-Asia Center conducts cutting-edge multidisciplinary research and consultancy specific to the tourism, hospitality, and related industries in the U.S., Asia, and the entire Asia-Pacific region. It aims to establish and enhance connections between government, industry, and other public entities in the tourism and hospitality areas. A few research areas include:

  • destination marketing
  • big data analytics
  • consumer profile analysis
  • yield and revenue management
  • hospitality asset evaluation

Members of the Center are STHM faculty with national and international recognition, and come from broad disciplinary and industry backgrounds.


Dr. Xiang (Robert) Li, Director

Dr. Xiang (Robert) Li is a world-renowned expert in Asia tourism. He has worked closely with numerous prestigious foundations, government agencies, and destination marketing organizations on projects related to American and Asian markets.