Deng shapes tourism future with cutting-edge technology
New Texas A&M hospitality professor explores tech-driven solutions for hospitality and tourism
When Jinyang Deng, Ph.D., first set foot on Texas A&M University’s campus, he saw more than just a new academic home — he saw an opportunity to push the boundaries of technology-driven tourism research.
An expert in sustainable tourism, Deng is pioneering new ways to enhance visitor experiences while promoting economic and environmental sustainability.
As a new associate professor in the Department of Hospitality, Hotel Management and Tourism in the Texas A&M College of Agriculture and Life Sciences, Bryan-College Station, Deng is integrating cutting-edge artificial intelligence, AI, and augmented reality, AR, applications into tourism research, positioning Texas A&M at the forefront of innovation in the field.
“Texas A&M’s strong reputation for research, innovation and industry collaboration was a major draw for me,” Deng said. “The university’s emphasis on interdisciplinary collaboration and community engagement aligns well with my experience.”
Deng’s journey to Texas A&M has taken him across continents. A former professor at West Virginia University, he developed groundbreaking research using geographic information systems, GIS, and data analytics to measure tourism’s effects on local economies and natural resources. His passion for sustainable tourism has taken him to rural communities and protected areas, where he’s worked to balance tourism growth with conservation efforts.
But it’s his work at the intersection of AI, AR and hospitality that’s making waves.
Using AI and AR in menu development
One of Deng’s key initiatives, Menu 2 Meal, uses augmented reality and artificial intelligence to create a bilingual menu mobile application that offers nutrition information and personalized diet recommendations for Hispanic users. This project aims to improve public health while driving innovation in food service technology.
“The Hispanic population has become the largest ethnic minority group in the United States, particularly in Texas,” Deng said. “This demographic shift has significant implications across various aspects of society, including health care, food service and policy development.”
By leveraging AI and AR, Deng and his colleagues are transforming how consumers interact with the hospitality industry. His research perfectly matches the department’s strength in resort and event management, sustainability and tourism economics. The international and academic environment at Texas A&M also provides an ideal setting for his interdisciplinary approach to research and teaching, Deng said.
“Dr. Deng brings scholarly experience of researching and teaching internationally (China, Australia and Canada) and in the USA,” said Brian King, Ph.D., head of the Department of Hospitality, Hotel Management and Tourism. “His research interests are a great fit for our department’s proud legacy and bright future and include restaurants, sustainable tourism and the recreation economy.”
Preparing students for the future
Beyond research, Deng is committed to preparing the next generation of tourism leaders. In his sustainability-focused course, he challenges students to think critically about the future of the industry, using project-based learning and real-world applications to equip them with the skills needed for careers in hospitality and tourism.
Deng envisions Texas A&M as a leader in sustainable tourism research and education. By integrating AI and AR with hospitality, food and environmental studies, he hopes to shape policies and practices that benefit tourism and the planet.
