Carson College of Business Faculty Directory

Carson College Directory

Ruiying Cai

Assistant Professor

Contact

Phone: (509) 335-3124
Office: TODD HALL 0337F ACADEMIC FACULTY OFFICE

Education

  • PhD (Washington State University)
  • MS (Oklahoma State University)
  • BBA (Xiamen University)

Ruiying Cai

Ruiying Cai, Ph.D. is an Assistant Professor in the School of Hospitality Business Management (SHBM) at Carson College of Business, Washington State University. Dr. Cai’s research interests include consumer behavioral research, service marketing, and technology adoption in the hospitality and tourism field. Her research appears in top-tier journals like International Journal of Hospitality Management, Tourism Management, Journal of Business Research, International Journal of Contemporary Hospitality Management, Journal of Hospitality & Tourism Research, etc. One of her papers recently received the Best Conference Paper Award at 2022 International CHRIE Conference.

Research Interests

consumer behavior
residents' perception and behavior towards tourism development
service management and consumer behavior in the hospitality industry
travel technology

Teaching Interests

hospitality business management

Journal Articles

  • Ruiying Cai, Lisa Cain, Harry Jeon Customers’ perceptions of hotel AI-enabled voice assistants: Does brand matter? International Journal of Contemporary Hospitality Management, 2022
  • Ruiying Cai, Xi Leung, Christina Chi Ghost kitchens on the rise: Effects of knowledge and perceived benefit-risk on customers' behavioral intentions International Journal of Hospitality Management, 2022
  • Lu Lu, Ruiying Cai Healthy, but say it out loud? The messaging effect on restaurants’ healthy food promotion Journal of Hospitality & Tourism Research, 2022
  • Xing'an Xu, Juan Liu, Ruiying Cai How do customers navigate perceived inappropriateness of collective emotion in group service recovery? An application of cognitive dissonance theory. Tourism Management, 2022
  • Ruiying Cai, Christina Chi Pictures vs. reality: Roles of disconfirmation magnitude, disconfirmation sensitivity, and branding. International Journal of Hospitality Management, 2021
  • Ruiying Cai, Christina Chi A recipe for food promotion: Effects of color brightness on food evaluations and behavioral intentions. International Journal of Contemporary Hospitality Management, 2020
  • Lu Lu, Ruiying Cai, Ceridwyn King Building trust through a personal touch: Consumer response to service failure and recovery of home-sharing Journal of Business Research, 2020
  • Ruiying Cai, Xi Leung Mindset matters in purchasing online food deliveries during the pandemic: The application of construal level and regulatory focus theories International Journal of Hospitality Management, 2020
  • Lu Lu, Ruiying Cai, Dogan Gursoy Developing and validating a service robot integration willingness scale International Journal of Hospitality Management, 2019
  • Cai, Ruiying (Raine), Lu Lu, Dogan Gursoy Effect of disruptive customer behaviors on others' overall service experience: An appraisal theory perspective Tourism Management, 2018

    Presentations

    • Xi Leung, Ruiying Cai, Huiying Zhang, Billy Bai Virtual kitchen or physical restaurant: Consumer’s choice based on causal attribution and power.