Dr Bill Xu received his Bachelor of Economics degree from the School of International Economics and Trade, the Beijing International Studies University (previously known as the Beijing Second Foreign Language University), and later obtained his Master of Science degree and Doctor of Philosophy degree from the School of Hotel and Tourism Management of PolyU.

Meanwhile, he is a Certified Hospitality Educator awarded by the American Hotel & Lodging Educational Institute. He also has accumulated solid work experience in the travel service market, hotels, and the MICE industry (used to work for an exhibition company), in both the Chinese mainland and Hong Kong.

At this institution, he teaches subjects relating to tourism/hospitality management and marketing management. He endeavours to structure a class environment in a systematic and creative manner, to help students absorb what they have acquired from the class and apply the resulting knowledge into practice. With respect to research, he has published academic articles and book reviews in international journals like the Journal of China Tourism Research, the Asian Pacific Journal of Tourism Research, the International Journal of Contemporary Hospitality Management, Tourism Management, etc. He also presented papers in international academic conferences.

His teaching and research interests include consumer behaviour and consumption experience (in tourism and hospitality management), tourism psychology and sociology, tour operations and wholesaling, China tourism and hotel businesses, hospitality management in China, and quality service management.