Xingyu is a Lecturer (Assistant Professor) in Marketing at Royal Holloway, University of London. She focuses her research on the intersection of marketing and tourism, with three core areas: 1) digital social influence in marketing, 2) consumption and health/well-being, 3) tourism and border/mobility. Her research draws from a wide array of methodologies, encompassing both qualitative and quantitative approaches, such as thematic analysis, grounded theory, structural equation modeling (SEM), experimental techniques, and social media data analysis.

Her work has been published in prominent international peer-reviewed journals within the discipline, including Tourism Management (TM), Annals of Tourism Research (ATR), and Journal of Travel Research (JTR).