Shenrui (Demi) Deng, Ph.D.

Shenrui (Demi) Deng, Ph.D.

  • Assistant Professor
(334) 844-4238
szd0139@auburn.edu
324S Rane Culinary Science Center
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Dr. Demi Deng is an Assistant Professor in the Horst Schulze School of Hospitality Management at Auburn University. She earned her Ph.D. in Business Administration with a concentration in Hospitality Business Management from Washington State University.

Her research encompasses two primary streams in the field of F&B. The first stream focuses on food and beverage innovation and management, particularly beverage innovation, examining how marketing strategies, emerging technologies, sensory evaluation, and experiential design influence consumer behavior. The second stream centers on talent management and the cultivation of positive work climates within the hospitality industry from a better world perspective. Her work has been published in thetop tiered journals such as International Journal of Hospitality Management and International Journal of Contemporary Hospitality Management, and has received media coverage from outlets including Forbes, Decanter, and The Telegraph.

With a cross-cultural industry background, Dr. Deng also holds several professional certifications, including Certified Wine Edudcator (Wine & Spirit Education Trust), ServSafe Manager Certification and Proctor, Certification in Advanced Hospitality and Tourism Analytics (CoStar Group), Hospitality Beverage Specialist (Society of Wine Educators), Introductory Sommelier (Court of Master Sommeliers), and WSET Levels 1 to 3 in Wine and Spirits (Wine & Spirit Education Trust). She is currently pursuing the WSET Level 4 Diploma. These credentials and cross-cultural industry background inform her curriculum development and enable her to bridge theory and practice in hospitality management education.

Education

  • Ph.D. in Business Administration Washington State University 2023

  • M.S. in Business Administration Washington State University 2022

  • Master of International Tourism ManagementAuckland University of Technology 2013

  • B.A. in Tourism StudiesChina Agricultural University 2010

Professional Experience

Assistant Professor – Auburn University, Horst Schulze School of Hospitality Management, Auburn University, USA, 2023 – Present

Research Assistant – Washington State University, School of Hospitality Business Management, Carson College of Business, Pullman, WA, USA, 2023

Adjunct Instructor – Washington State University, School of Hospitality Business Management, Carson College of Business, Pullman, WA, USA, 2021 – 2022

Consultant – Lonely Planet (Beijing) Culture Development Co, Ltd, Beijing, China, 2018– 2019

F&B Outlets Manager – Cordis (Upscale hotel), Beijing, China, 2017 – 2018

F&B Outlets Operations Manager – The Langham (Luxury hotel), Shenzhen, China,  2016 – 2017

Corporate Management Trainee – The Langham (Luxury hotel), Auckland, New Zealand, 2015 – 2016

Sommelier – The Langham (Luxury hotel), Auckland, New Zealand,  2013 – 2015

Wineries/Vineyard Assistant – Various locations in New Zealand, 2011 –  2015

Barista/Event Staff – AUT University, Auckland, New Zealand, 2011 – 2013

Tourism Coordinator – China Women Travel Service (Top travel company in China), Beijing, China, 2010

Travel Specialist – China Youth Travel Service Co. Ltd (Top travel company in China), Beijing, China, 2007 – 2009

Engagement

Selected publications:

Deng, D. S., Chi, C., & Cai, R. (2026). Her wine, her way: How women’s ownership disclosure in wine marketing shapes women consumers’ choices. International Journal of Hospitality Management, 134, 104596.

Deng, D. S., Lu, L., &. Cai, R. (2025). Rethinking tipping request: Examining consumer reactions in emerging tipping contexts. International Journal of Hospitality Management, 130, 104221.

Deng, D. S., Seo, S., Harrington, R., & Martin, D. (2024). When Virtual Others Are With Me: Exploring the Influence of Social Presence in Virtual Reality Wine Tourism Experiences. International Journal of Wine Business Research. 36(4), 548-571. (JCR 2024 impact factor: 2.7; 5-year impact factor: 3.1; Q2 ranking journal; ABDC: B) (this publication was recognized as an Outstanding Paper in the 2025 Emerald Literati Awards)

Cai, R., Deng, D. S., Chi, C., & Harrington, R. (2024). The eyes have it: How do gender cues in wine labels influence US women wine consumers?. International Journal of Hospitality Management, 123, 103930.

Gursoy, D., Lu, L., Nunkoo. R., & Deng., D. (2023). Metaverse in service marketing: An overview and future research directions. Service Industries Journal, 1-33.

Deng, D. S., Seo, S., & Harrington, R. J. (2023). Action and inaction regret in fine-dining decisions: the impact of the focal customer, sommelier and dining companion. International Journal of Contemporary Hospitality Management, 35(12), 4238-4258.

Chi, C., Deng, D. S., Chi, O. H., & Lin, H. (2022). Framing food tourism videos: What drives viewers’ attitude and behavior? Journal of Hospitality and Tourism Research, 48(3), 533-548.

Deng, D. S., Seo, S., Li, Z., & Austin, E. W. (2022). What people TikTok (Douyin) about influencer-endorsed short videos on wine? An exploration of gender and generational differences. Journal of Hospitality and Tourism Technology, 13(4), 683-698.

Professional Certification

  1. Certified Wine Educator (Level 2 ETP), Wine and Spirit Education Trust (issued in 2026)

  2. Hospitality Beverage Specialist, Society of Wine Educators, U.S. (issued in 2025). 

  3. ServSafe Series Certification

    1. ServSafe Alcohol Certificate (issued in 2025).

    2. Alcohol Washington Certificate (issued in 2022).

    3. ServSafe Food Safety Manager Certificate (issued in 2023).

    4. ServSafe Food Safety Manager Instructor (issued in 2023)

  1. Introductory Sommelier Certification, Court of Master Sommelier, U.S. (issued in 2022).

  2. Certified Sommelier, New Zealand Wine and Spirits School, New Zealand.

    1. WSET Level 3 Award in Wines and Spirits (issued in 2014).

    2. WSET Level 2 Award in Wines and Spirits (issued in 2013).

    3. WSET Level 1 Award in Wines (issued in 2013).

  1. Proficiency in Wine Studies, AUT University, New Zealand (issued in 2012).

  2. Tea Professional, Wedgwood the Restaurant Limited, New Zealand (issued in 2012).

  3. Certified Barista, AUT University, New Zealand (issued in 2011).

  4. Certification in Advanced Hospitality and Tourism Analytics (CAHTA), CoStar Group (issued in 2025).