Jiawei Li

Dr Jiawei Li PhD, MA, BA

Lecturer in Entrepreneurship and Innovation

Jiawei is a lecturer in Entrepreneurship and Innovation at the University of Greenwich. Building on over five years of work in industry (information technology sector), including developing online communities through various social media platforms, she has first-hand experience of public relations and partnership working with small to medium-sized enterprises (SMEs) as well as multi-national corporations.

Jiawei is passionate about the management of sustainability in places and organisations, especially from a consumer behaviour perspective. She is an advocate of co-creating innovative initiatives for sustainable development with local stakeholders, leading to more responsible decision-making that takes into account a balanced view of positive and negative impacts.

Jiawei’s research has been published in the journal Sustainable Development (Impact Factor (2022): 12.5) and she is currently working on a funded project investigating tangible and intangible aspects of socio-cultural regeneration in Greenwich. In addition to her on-going research on socially sustainable behaviour, Jiawei has taught at undergraduate and postgraduate (incl. Executive MBA) levels at the University of Greenwich and the University of West London, including module leadership responsibility.

Jiawei holds a PhD in Socially Sustainable Customer Behaviour, an MA in Luxury Brand Management, and a BA in E-Commerce.

Responsibilities within the university
  • As a Lecturer in Entrepreneurship and Innovation, Jiawei has responsibilities in teaching and leading tutorial sessions, conducting research and other scholarly activity.
  • Member of NUSC research center
  • Member of SEBE (Scholarship Excellence in Business Education)

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

Recognition
  • Reviewer for the International Journal of Tourism Cities (Scopus @ Q1) and Journal of Hospitality & Tourism Research (Scopus @ Q1).
  • Member of the UK Council for Hospitality Management Education (CHME), International Tourism Studies Association (ITSA), and United Nations Global Compact (the world’s largest corporate sustainability initiative)

Research / Scholarly interests
  • Social and cultural sustainability.
  • Sustainable behaviour of individuals.
  • Innovation in behavioural change.
  • Sustainable consumption in small business and local business.

Key funded projects

Tangible and Intangible Aspects of Socio-Cultural Regeneration: A Study of Engagement of Young People in Greenwich (Project budget: £46,440 - Regional Innovation Fund)

Recent publications

Li, J., Coca-Stefaniak, J. A., Nguyen, T. H. H., & Morrison, A. M. (2023). Sustainable tourist behavior: A systematic literature review and research agenda. Sustainable Development, 1–19. https://doi.org/10.1002/sd.2859

Li, J., Nguyen, T.H., Morrison, A.M. & Coca-Stefaniak, J.A. (2024) ‘Social and cultural sustainability in urban destinations’, in Maxim, C. et al. (eds) Handbook of Sustainable Urban Tourism, London: Edward Elgar.

Li, J., Morrison, A.M., Nguyen, T.H. & Coca-Stefaniak, J.A. (2024) ‘Socially sustainable tourist behaviour – Bridging the gap between scholarly research and real-world issues’, in Maxim, C. et al. (eds) Handbook of Sustainable Urban Tourism, London: Edward Elgar.

Li, J., Nguyen, T.H., Morrison, A.M. & Coca-Stefaniak, J.A. (2022) ‘A measurement framework for socially sustainable tourist behaviour’, Journal of Responsible Tourism, 1(2), pp.17-30.

Presentations

Li, J., Coca-Stefaniak, J.A., Nguyen, T.H. & Morrison, A.M. (2022) ‘Describing socially sustainable tourist behaviour -- development and validation of a measurement scale’, 9th Biennial Conference GRAN CANARIA ITSA-SSTD2022

Li, J., Coca-Stefaniak, J.A., Nguyen, T.H. & Morrison, A.M. (2020) ‘Sustainable tourist 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