Dr Vicky Loi

Job: Lecturer in Marketing

Faculty: Business and Law

School/department: Leicester Castle Business School

Address: De Montfort University, The Gateway, Leicester, LE1 9BH

T: N/A

E: vicky.loi@dmu.ac.uk


Personal profile

I have completed my PhD degree at Glasgow Caledonian University, Scotland. The PhD thesis title is “The challenge of electronic word of mouth for hotel branding”. I also have a MSc Degree in Tourism Management gained at the University of Strathclyde, Scotland. The MSc dissertation focuses on tourist satisfaction of rural railway services in the Scottish Highlands. In addition, I have a Bachelor Degree (Hon) in Commerce and Finance gained from Macau Polytechnic University, China. I also competed a PgCert in Research Methods with Distinction which I undertook at Glasgow Caledonian University. I have a Higher National Certification (HNC) in Tourism at City of Glasgow College, Scotland.

Before pursuing my career in academia, I worked in the finance sector for over 10 years including at the Industrial and Commercial Bank of China (ICBC) in Macau and at a European Share Service Centre in Glasgow. Both were in a supervisory position. 

Research group affiliations

The Centre for Enterprise and Innovation (CEI)

Publications and outputs

Cheng, V. T. P. and Loi, M.K., (2014). Handling negative online customer reviews: The effects of elaboration likelihood model and distributive justice. Journal of Travel and Tourism Marketing, 31, 1-15. https://www.tandfonline.com/doi/abs/10.1080/10548408.2014.861694

Research interests/expertise

E-Tourism, Branding, Netnography 

Areas of teaching

Digital Marketing, Service Marketing


  • PhD, Glasgow Caledonian University, Scotland
  • MSc, University of Strathclyde, Scotland
  • Bachelor (Hon), Macau Polytechnic University, Macau, China
  • PgCert in Research Methods - Distinction, Glasgow Caledonian University, Scotland
  • HNC, City of Glasgow College, Scotland 

Courses taught

  • Social Media Marketing (PG-Module Leader) 
  • Strategic e-Marketing (PG-Module Leader) 
  • International Marketing (PG) 
  • Decision Making for Marketing (UG, Module Leader) 
  • Foundation of Global Business in the Digital Age (UG) 
  • International Marketing (UG) 
  • Customer Management (UG) 
  • Dissertation supervision (PG/UG) 
  • Business research project supervision (PG) 

Honours and awards

Distinction for Postgraduate Certificate in Research Methods by Glasgow Caledonian University

Nominated for Teaching Excellence Award at Macau University of Science and Technology, China 

Membership of professional associations and societies

Associate Fellow of Higher Education Academy (AFHEA) from Advance HE, U.K.

Professional licences and certificates

Certificated Hospitality Educator (CHE) from The American Hotel and Lodging Educational Institute, U.S. 

Conference attendance

Conference Presentation

Loi, M. K., Lennon, J and Siddiqui, N (2018) ‘The impact of user generated content on hotel brand image’. 4th International Colloquium on Corporate Branding, Identity, Image and Reputation, 3-4 September, Calabria, Italy

ORCID number