Professor Liping A. Cai is an American Council on Education Fellow (2013-14 Class) and has been in the academy since 1993. He studies consumers of hospitality and tourism and has authored 250+ peer-reviewed research articles, including eight best papers coauthored with his doctoral students at international conferences. He pioneered the cooperative branding model for rural destinations and currently focuses on branding, rural tourism and China market. Professor Cai’s research team consists of Fulbright and other international scholars, as well as the faculty and graduate students affiliated with Purdue Tourism and Hospitality Research Center. He is the principal investigator of 60+ grants and contracts. Professor Cai co-edits the book series Bridging Tourism Theories and Practices and serves on four editorial boards of academic journals.
 

Corporate social responsibility; Hotel management; China; Environmental management; Philanthropy