Dr Cindy Heo

Article

Do luxury room amenities affect guests' willingness to pay?

Intangible services have fewer cues to enable consumer evaluation compared to physical goods. Cues are therefore particularly important for highly intangible services, since they provide tangible evidence of quality. This study explores whether...

Article

Assessment of TV Drama/Film production towns as a rural tourism growth engine

Television (TV) drama/film production towns have been mushrooming in Korea to cater for the increasing popularity of film tourism. Most of these towns have been constructed by local governments to stimulate economic development, enhance the image...

Article

Determining guests’ willingness to pay for hotel room attributes with a discrete choice model

Hotel managers need to understand the marginal utility customers associate with a specific attribute ofa hotel in order to effectively set up rate fences and to price their rooms accordingly. This study adopteda stated choice experiment and discrete...

Article

Revenue management : progress, challenges, and research prospects

This paper evaluates the main developments of revenue management (RM) over the past decade and discusses RM challenges and research prospects. It examines nine notable emerging themes: total hotel RM, big data analytics, distribution, rate...

Article

Shopping destinations and trust - tourist attitudes : scale development and validation

Shopping is one of the oldest tourist activities and commonly accounts for the majority of travel budgets. However, tourists have expressed concerns regarding the risks they face in shopping destinations. Scholars have suggested that trust is a...

Article

Sharing economy and prospects in tourism research

This research note attempts to discuss the current trends of the sharing economy, its impacts on the tourism industry and the research prospects of this topic. Sharing is a phenomenon as old as time itself, collaborative consumption and the sharing...

Article

Examination of student loyalty in tourism and hospitality programs : a comparison between the United States and Hong Kong

Student loyalty is an important concern for higher education institutions. When an educational institution enhances student loyalty, it is expected to improve its reputation and education quality, student retention, and financial support from...

Article

Analysis of satisfiers and dissatisfiers in online hotel reviews on social media

The purpose of this study is to analyze online hotel reviews produced by customers to identify and compare factors known as satisfiers and dissatisfiers based on Herzberg’s two-factor theory. This approach was applied to compare full-service and...

Article

Asymmetric preference in hotel room choice and implications on revenue management

In selecting a hotel room, guests evaluate specific room characteristics. After their stay, these characteristics are used as reference levels in deciding which hotel room to stay in the future. According to prospect theory, the gains (i.e., upgrade...

Article

Exploring group-buying platforms for restaurant revenue management

Capacity utilization is a major concern for restaurants as they seek to maximize revenues, because unoccupied restaurant tables, which essentially represent lost revenue, cannot be stored for use on other days. A new type of social commerce, namely...

Article

New performance indicators for restaurant revenue management : proPASH and proPASM

Measuring business performance is the first step of the improvement process but without knowledge there can be no purposeful action. Revenue per Available Seat Hour (RevPASH) is an effective and reliable indicator of a restaurant's performance,...

Article

An investigation of the perceived value of shopping tourism

Managing shopping risk is a prerequisite to ensuring business prosperity in shopping destinations, as risk is likely to influence perceived value and the choice of future shopping destinations. Previous studies have shown that enhancing trust is a...

Article

Investigating the impact of relationship quality on Millennials’ career decisions and gender differences

The hospitality industry has been struggling to attract and retain quality employees. Labor force demographics in the hospitality industry are changing. The first wave of Millennials has started to enter the workforce, and Millennials are the...

Article

What is happening in Paris ? Airbnb, hotels, and the Parisian market : a case study

Airbnb has been the subject of heated discussions among tourism and hospitality scholars. In order to understand the true impact of P2Psharing on the tourism and hospitality landscape, it is important to understand that market in detail first....

Article

A macroeconomic perspective on Airbnb’s global presence

The rise of the P2P economy has been fueled by a range of social, economic and technological factors, but limited research has been focused on the P2P economy from a macroeconomic perspective. Therefore this study tried to identify the macroeconomic...

Article

Luxurious or economical ? : an identification of tourists’ preferred hotel attributes using best–worst scaling (BWS)

This article explores consumer tendencies to opt for luxury or economy hotels by identifying their most and least important selection attributes. The researchers investigate how sociodemographic and behavioral characteristics influence traveler...

Article

Consequences of customer dissatisfaction in upscale and budget hotels : focusing on dissatisfied customers’ attitude toward a hotel

It is important to understand customer dissatisfaction in order to maintain a sustainable business, given that the negative effects of customer dissatisfaction in service businesses may be even greater than the positive effects of satisfaction. This...

Article

How do hotels adapt their pricing strategies to macroeconomic factors?

The hospitality industry is naturally highly sensitive to subtle changes in the external environment, and its performance is affected by various external factors. Therefore, hoteliers should carefully monitor the various macroeconomic indicators...

Article

Are neighbors friends or foes? : assessing Airbnb listings’ agglomeration effect in New York City

This study investigates the agglomeration effect of Airbnb listings in New York City (NYC) and answers two research questions: (a) Does agglomeration benefit or hurt the performance of individual Airbnb listings? (b) How does the effect of...

Article

A Bayesian statistics approach to hospitality research

Bayesian statistics approach contraposes inferential statistics by the fact that it introduces experts’ opinion in the quantitative analysis. While this approach has played an increasingly important role in various fields of research, its...

Article

Do professional hosts matter ? : evidence from multi-listing and full-time hosts in Airbnb

Professional hosts who operate more than one listing or in a full-time manner on peer-to-peer (P2P) accommodation sharing platforms are growing. This study investigates (1) the effect of customer evaluation on property performance through online...

Article

A comparison of Best-Worst Scaling and Likert Scale methods on peer-to-peer accommodation attributes

Surveys based on Likert scales continue to dominate market research practice despite their limitations. Several researchers have suggested adopting different types of scales and a unique alternative for rating the importance level of several...

Article

COVID-19 and firm value drivers in the tourism industry

Using an international sample of 1315 observations for 194 listed tourism firms from 2012 to 2019, we investigate the impact on firm value of DuPont components, namely asset turnover and profit margin. Next, using an event study methodology, we...

Article

Asset-light strategies and stock market reactions to COVID-19’s pandemic announcement : the case of hospitality firms

This research note investigates the stock market reactions of international hospitality firms to COVID-19’s pandemic announcement by the World Health Organization. In line with the behavioral finance literature, the findings indicate that, in the...

Article

Metaverse for service industries: Future applications, opportunities, challenges and research directions

Although the metaverse is still in the early stages of development and implementation, it has the potential to revolutionize the way how businesses can interact with customers through both the virtual and real world. In particular, service...

Article

The role of exchange rate on hotelier’s pricing decision and business performance: the case of Switzerland, a small open economy

This study focuses on the role of the exchange rate on hotelier’s pricing decision and business performance. This study explores the way hospitality industry practitioners react to exchange rate fluctuations and monetary policy interventions on the...

Article

Does historical data still matter for demand forecasting in uncertain and turbulent times ? : an extension of the additive pickup time series method for SME hotels

Demand forecast accuracy is critical for hotels to operate their properties efficiently and profitably. The COVID-19 pandemic is a massive challenge for hotel demand forecasting due to the relevance of historical data. Therefore, the aims of this...

Article

Application of machine learning to cluster hotel booking curves for hotel demand forecasting

Accurate demand forecasting is integral for data-driven revenue management decisions of hotels, but an unprecedented demand environment caused by COVID-19 pandemic has made the forecasting process more difficult. This study aims to propose a new...