I am a Professor at Lijiang Normal University in Yunnan, China. Since graduating from university in 1992, I have devoted over 30 years to teaching and university administration in higher education in Lijiang, a UNESCO World Heritage destination. I previously served as Head of the Department of Tourism and Economic Management and Vice President of Lijiang Normal University. I am also an expert with the Yunnan Tourism Development Research Think Tank and Chief Expert of the Yunnan Heritage Tourism Research Base.

My research focuses on heritage tourism, sustainable community development, and the integration of cultural and tourism industries. My research projects include studies on strategies for the transformation and upgrading of Lijiang Old Town, sustainable community-based tourism development at the Jingmai Mountain heritage site, and the integration of Lijiang’s cultural and tourism industries. Through teaching and applied research, I seek to contribute to the sustainable development of World Heritage sites and their surrounding communities.