Iris Xue joined Birmingham Business School as an Assistant Professor in Marketing in September 2024. She received her PhD from the Business School at The Chinese University of Hong Kong (CUHK), and earned both her Master’s degree and dual Bachelor's degrees from Fudan University and Soochow University, respectively.
Iris’s research centres on sustainability, consumer psychology and behaviour, and tourism marketing. She employs lab and field experiments, as well as secondary data analysis in her research. Her work has been published in leading journals including Tourism Management, Annals of Tourism Research, and Journal of Travel Research. She has secured multiple grants as PI, such as the PRME UK & Ireland Chapter Research Seed Funding (2025–2026) and Birmingham Business School Research Funding (2024–2025). She has presented her work at various conferences, including Associate for Consumer Research Conference (ACR), American Marketing Association Conference (AMA), European Marketing Academy Conference (EMAC), Travel and Tourism Research Association (TTRA), and International Council on Hotel, Restaurant, and Institutional Education Conference (ICHRIE).
Iris has also received several awards and distinctions, including CUHK Young Scholars Thesis Award (2025), CUHK Postgraduate Research Output Award (2024), ICHRIE Best Dissertation Proposal Award (2023), CUHK PhD International Mobility Award for Partnerships and Collaborations (2023, for a research visit to the University of Queensland), and Reaching Out Award (2023).