Billy Bai

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Billy Bai, Ph.D., CHE

Professor; Chair - Hospitality Management Department

HOS 463
Mail Code


Dr. Billy Bai is a Professor and Associate Dean of Research at the William F. Harrah College of Hospitality, University of Nevada Las Vegas (UNLV). Dr. Bai served as Senior Assistant Dean for Academic Affairs (July 2013 to June 2015) and Assistant Dean for Singapore Academic and Student Affairs at UNLV Singapore Campus (October 2011 to June 2013). Before that, he was a Ph.D. Program Director (January 2009 to September 2011) in the Harrah College of Hospitality at UNLV.

Dr. Bai has more than 80 journal articles published or accepted for publication, numerous conference proceedings and book chapters, and contributions to books. His research work has appeared in top-tier journals in hospitality and tourism, such as the International Journal of Hospitality Management (IJHM), International Journal of Contemporary Hospitality Management (IJCHM), Tourism Management (TM), Journal of Hospitality & Tourism Research (JHTR), Journal of Travel and Tourism Marketing (JTTM), Journal of Hospitality Marketing & Management (JHMM), and has been frequently cited. He engages in grant writing and has a successful funding record from internal (college and university) and external organizations. Dr. Bai is a recipient of many research awards. Dr. Bai also serves on many editorial boards, including IJHM, IJCHM, JTTM, JHMM, and the Service Industries Journal, and has reviewed academic research papers for more than 20 journals and 15 regional/national/international conferences. Dr. Bai has been an active graduate faculty member. He has supervised over 130 graduate students as a research committee chair and member. From workshops to panel discussions to keynote speeches for hospitality and tourism organizations, Dr. Bai actively contributes to the hospitality and tourism profession.

Research Interests

  • Hospitality and Tourism Marketing
  • Technological impacts and decision-making
  • Destination Marketing

Courses Taught

  • Hospitality Marketing (HMD 350)
  • Marketing Systems (HOA 740/MHA 640)
  • Statistical Analysis for Hospitality (HOA 730)
  • Critical Issues in Hospitality Management (HOA 777)
  • Issues and Trends for Hospitality Educators (HOA 794)

Awards & Recognition

  • I-CHRIE Best Paper Awards (2000, 2022, 2012, 2019, 2022)
  • Sam & Mary Boyd Distinguished Research Award (2007)
  • Ace Denken Distinguished Research Award (2008)
  • JHTR Best Paper of the Year (2015)
  • I-CHRIE John Wiley & Sons Lifetime Research Achievement Award (2015)
  • Founder’s Award (2020), Graduate Education and Graduate Student Research in Hospitality and Tourism
  • Board of Directors, ISTTE (International Society on Travel & Tourism Education)
  • Expert Reviewer for Hospitality and Tourism Programs and Faculty Promotion & Tenure