Collins is a professor at the joint education institute of Zhejiang Normal University and the University of Kansas. His research focuses on consumer and employee behavior. Cognizant of the complexity of his research subjects, he takes a cross-disciplinary approach to his research inquiries and deploys multidisciplinary and multiparadigmatic theories and metatheories from the fields of psychology, sociology, geography, and marketing. Currently, travel, tourism, and hospitality hold a great fascination for him.