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) AI-mediated decision-making and digital influence, 2) Tourism experiences, health and well-being, 3) Service and community transformation in tourism and hospitality. Her research draws on a wide array of methodologies, including qualitative and quantitative approaches such as thematic analysis, grounded theory, structural equation modelling (SEM), experimental methods, 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).