Hwansuk Chris Choi | Gordon S. Lang School of Business and Economics

Hwansuk Chris Choi

Professor
School of Hospitality, Food and Tourism Management
Email: 
hwchoi@uoguelph.ca
Phone number: 
53370
Office: 
Macdonald Stewart Hall (MACS), Room 304

Biography

HS Chris Choi is an experienced academic specializing in hospitality and tourism. He was raised in Seoul, Korea, and received his B.A. at Chung-Ang University. In 1991, he moved to the US and received his MTA degree (Master of Tourism Administration) at George Washington University. Dr Choi joined the School of Hospitality and Tourism Management in 2003. Before joining the program, Dr Choi held an industrial position at the Pacific Amusement, Inc. while pursuing his PhD at Texas A&M University.

HS Chris Choi is an accomplished researcher and professor, having published over 300 articles and technical reports in various outlets. His work has earned him over fifty grants for over $4 million. He is an innovative thinker and leader in his field, constantly pushing boundaries and expanding research possibilities. He is committed to providing his students with the best possible education and creating a brighter and better future for them all.

 

Current Positions Held

  • August 2003 – present, Graduate Faculty, University of Guelph
  • April 2012 – present, Editorial Board Member, Anatolia
  • December 2013 - present, Editorial Board Member, International Journal of Contemporary Hospitality Management
  • January 2015 - present, Editorial Board Member, Tourism Analysis
  • March 2015 - present, Editorial Board Member, Asia Pacific Journal of Tourism Research
  • May 2015 - present, Editorial Board Member, European Journal of Tourism Research
  • January 2020 - present, Editorial Board Member, Journal of Global Scholars in Marketing Science
  • November 2022 - present, Editorial Board Member, International Journal of Gastromy Research
  • May 2010 – present, Advisory Board Member, The Korea America Hospitality and Tourism Educator Association
  • July 2023 - present, Editorial Board Member, Journal of Convergence Tourism Contents
  • Ph.D. Texas A&M University, Sustainable Tourism Management, College Station, Texas
  • M.T.A. The George Washington University, Tourism Marketing, Washington D.C.
  • B.A. Chung-Ang University, Greek Philosophy, Seoul, Korea

His broad research interests span the areas of 

  • Tourist Engagement,
  • Travel and Happiness,
  • Conscious Consumption, 
  • Technology Adoption and Consumer Behaviour
  • Sustainable Tourism Management,
  • Customer Incivility, 
  • Attitudinal Scale Development and
  • Research Methodology in Hospitality and Tourism.

Google Scholar Citation 

Selected Refereed Journal Articles Since 2016 (* indicates the Corresponding Authorship)

  • Xu, B. & Choi, H. (2023). Exploring shopping tourism as an adjunct therapy to improve mental health: Evidence from PLS-SEM and NCA. Tourism Management Perspective (Under review)
  • Lee, Y., Choi, H. & Pang, S. (2023). Exploring the mechanisms of tourist well-being: An application of cognitive appraisal theory and self-determination theory, Journal of Vacation Marketing (SSCI)
  • Boyu, L., Lee, W., Wise, N., & Choi, HSC. (2023). Consumers' ethical perceptions of autonomous service robots in hotels. Journal of Hospitality and Tourism Research (Accepted)(SSCI) DOI:10.1177/10963480231194693
  • Yu, C., Liang, J.L., & Choi, H.S.C. (2023). Examining customer value co-creation behavior in boutique hotels: Hospitableness, perceived value, satisfaction, and citizenship behavior. Tourism Analysis (Accepted)
  • Reinhold, S., Beritelli, P., Fyall, A., Choi, H.S.C., Lasesser, C., & Joppe, M. (2023). State-of-the-art review on destination marketing and destination management, Tourism & Hospitality 4(4). 584-603. https://www.mdpi.com/2673-5768/4/4/36
  • Liang, J.L., Choi, HSC, Zolfaghari, A., & Dupej, S. (2023). Canada as a new cannabis tourism destination?: Understanding travelers’ visit intention and pre-travel Canada's tourism destination image. Annals of Tourism Research Empirical Insights (Accepted) (SSCI) https://doi.org/10.1016/j.annale.2023.100110
  • Wen, Y., Liang, JL., & Choi, HSC. (2023). Stop being mean! Customer Incivility Influencing Employee Incivility via Employee Burnout: A Hospitality Context.  Journal of China Tourism (Accepted)(SSCI) https://doi.org/10.1080/19388160.2023.2232531
  • Choi, H. & Koo, K.Y. (2023). Bridging the gap: Comparative implications from accommodation sharing regulations in Korea and abroad. Journal of Tourism Science, 47(5) 37-61(Korea Indexed Journal)
  • Zolfaghari, A., & Choi, H.* (2023). Exploring National Park Visitor Experience: An Application of Three-Factor Theory and Text Mining Approach Journal of Outdoor Recreation and Tourism 43, 100666 (SSCI) https://doi.org/10.1016/j.jort.2023.100666
  • Huang, S. Liang, L. J., & Choi, H.S.C.  (2023). Understanding factors influencing Canadians’ travel knowledge during the COVID-19 pandemic: Cognitive mediation model. Family and Consumer Sciences Research Journal (May), 1-15. https://doi.org/10.1111/fcsr.12480
  • Huang, S., Mattews, M., Liang, J.E. & Choi, H.S.C. (2023). Instrumental Support and Its Impact on Psychological Capital and Well-Being in Online Learning: A Study of Hospitality and Tourism Students. Creative Education, 14(10), 1984-2008.  10.4236/ce.2023.1410127
  • Xu, B., & Choi, H.S.C. (2022). Residents’ attitudes toward and intentions to participate in local tourism during and after the COVID-19 pandemic. Asia Pacific Journal of Tourism Research, 27(5), 473-488 (SSCI)
  • Shen, Y., Huang, S. Choi, HS & Morrison, A. (2022). Does brand love matter to casual restaurants? A multi-group path analysis. Journal of Hospitality Marketing and Management, 30(5), 630-654SSCI/A Journal 
  • Wan, Z., Huang, S. and Choi, H.C. ( 2022). Modification and validation of the travel safety attitude scale (TSAS) in international tourism: A reflective-formative approach. Journal of Hospitality and Tourism Insights,  5(5), 1002-1021.
  • Huang, S., Liang, J.L., and Choi, H.S.C. (2022). How We Failed In Context: A Text-Mining Approach to Understand Hotel Service Failures.Sustainability, 14(5), 2675 (SSCI IF: 3.5)
  • Huang, S., Choi, H.C.*, Shen, Y.S. & Chang, H. (2021). "Predicting Behavioral Intention: The Mechanism from Pre-trip to Post-trip. Tourism Analysis, 26(4), 279-292. (https://www.ingentaconnect.com/content/cog/ta) A Journal
  • Zhiqiang, H., Liang, L.J., Meng, B., & Choi, H.C.* ( 2021). The role of perceived quality on high-speed railway tourists' behavioral intention: An application of the extended theory of planned behavior. Sustainability, 13(22), 12386 (SSCI IF: 3.5)
  • Rastegar, N., Flaherty, J., Choi, H & Liang, L. (2021). The Adoption of Self-service Kiosks in Quick Service Restaurants. European Journal of Tourism Research 27, 2709.(SSCI)
  • Shen, Y., Choi, C., Joppe, M., & Yi, S. (2020). What motivates visitors to participate in a gamified trip? A player typology using Q methodology. Tourism Management, 78, 104074, SSCI /A+ Journal
  • Choi, H.C., Huang, S., Choi, H., & Chang, H. (2020). The effect of flight attendants' physical attractiveness on satisfaction, positive emotion, perceived value, and behavioral intention. Journal of Hospitality and Tourism Management. 44, 19-29 SSCI/ A Journal
  • Qu, Y., Jo, W., & Choi, H. (2020). Gender Discrimination, Injustice, and Deviant Behavior among Hotel Employees: Role of Organizational Attachment. Journal of Quality Assurance in Hospitality & Tourism. 21(1), 78-104. SSCI/ A journal
  • Liang, J.L., Choi, H. C*., Joppe, M., & Lee, W.J. (2019). Examining medical tourists’ intention to visit a tourist destination: Application of an extended MEDTOUR scale in a cosmetic tourism context. International Journal of Travel Research, 21, 772-784. SSCI/ A journal
  • Choi, H. & Choi, H.* (2019).  Investigating Tourists' Fun-eliciting Process towards Tourism Destination Sites: An Application of Cognitive Appraisal Theory.   Journal of Travel Research. 58(5), 732-744. SSCI/A* journal
  • Huang, S. & Choi, H. (2019). Development and Validation of Tourist Engagement. Service Industries Journal, 39(7-8), 469-497. SSCI/ B Journal
  • Liang, L. J., Choi, H., & Joppe, M. (2019).  Exploring the relationship between satisfaction, trust, and switching intention, repurchase intention in the context of Airbnb. International Journal of Hospitality Management. 69, 41-48. SSCI/ A+ Journal
  • Armenski, T., Choi, H. C., & Stankov, U. ( 2018).  Tourism Branding of European Russia: An Empirical Investigation of the Web Projected Imagery and the Role of Local DMO. Drustvena Istrazivanja. (Journal for General Social Issues), 27(4), 735-754.
  • Shen, Y., Joppe, M., Choi, H. C., & Huang, S. (2018) Domestic tourism of Chinese in Canada: Distinct differences. Journal of Destination Marketing and Management, 8, 125-136.SSCI
  • Liang, J.L., Choi, H. C.*, & Joppe, M. (2018).  Understanding Repurchase Intention of Airbnb Consumers: Perceived Authenticity, EWoM and Price Sensitivity.  Journal of Travel & Tourism Marketing, 35 (1), 73-89.SSCI
  • Choi, H., Huang, S., Flaherty, J., & Khazaei, A. (2017).  Market segmentation for travel motivation and involvement of winery visitors in the Niagara region.  International Journal of Tourism Sciences, 17 (3), 198-212.
  • Huang, S. & Choi, H.* (2017).  Understanding Canadian and US Tourists: A Self-concept based Segmentation Study.   European Journal of Tourism Research, 16, 201-213.(SSCI)
  • Huang, S., LeBlanc, S.L., & Choi, H.* (2016).  How do Chinese Tourists Differ from Caucasian Tourists? An Empirical Study from the Perspective of Tourists' Self-Concept.   International Journal of Tourism Sciences, 16 (4), 222-237.
  • Liu, Y., Liu, H., Choi, H., & Chen, R. (2016).  The New Exploring on Digital Tourism Design Based on Virtual Reality.   International Journal of Simulation: Systems, Science & Technology, 17 (2), 15.1.
  • Liu, Y., Chen, R., Choi, H., & Hou, Z.J. (2016).  Key Techniques of Virtual Reality for the Digital Tourism System Oriented Development.   International Journal of Simulation: Systems, Science & Technology, 17 (18), 6.1.

Selected Book or Book Chapters Since 2015

  • Choi, H. C. (2016). Medical Tourism. Encyclopedia of Tourism. Springer [B]. 
  • Choi, H. (2016). Sustainable Tourism. Encyclopedia of Tourism. Springer [B]. 
  • Shen, Y.S. & Choi, H. C. (2016). Shanghai, China. The SAGE International Encyclopedia of Travel and Tourism.  
  • Liang, J.L. & Choi, H. (2016). Shenzen, China. The SAGE International Encyclopedia of Travel and Tourism.  
  • Huang, S. & Choi, H. (2016). Cruise Tourism. The SAGE International Encyclopedia of Travel and Tourism.  
  • Choi, H. C., Lee, W., Sung, E. H., & Chiu, C. F. (2015). Evaluation of the Service Performance: Applications of the Zone of Tolerance with Importance-performance Analysis. Advances in Culture, Tourism, and Hospitality Research (Vol. 8). Emerald.  

Selected Refereed Proceedings Since 2015

  • Shen, Y., Joppe, M.,  Choi, HSC, & Yi, S. (2019). Motives to Take a Gamified Trip: An Interpretative Study Using Q Method. TTRA Canada Conference, Saskatoon, SK, Sept 18-20. 
  • Choi, H, R. & Choi, HSC (2019).  Segmenting Chinese Tourists to Korea: Experiential Value-Based Approach. TTRA International Conference, Melbourne, Australia, Jun 25-27.   
  • Liang, J.L., Huang, S., & Choi, HSC (2019). Understanding Hotel Guest Experience: A Text Mining Approach.  TTRA International Conference, Melbourne, Australia, Jun 25-27.   
  • Liang, J.L., Shen, Y., Huang, S., & Choi, HSC (2019). Mapping brand perception towards Canada: Difference among four countries. 2019 APacCHRIE & EuroCHRIE Joint Conference, Hong Kong, May 22 - 25. 
  • Rastegar, N., Liang, L. J., Flaherty, J., & Choi, H. (2019).  Why do quick-service restaurant customers use self-service kiosks?   24th Graduate Education & Graduate Research Conference in Hospitality & Tourism, Houston, TX, Jan 3-6.
  • Choi, H. R., Choi, H., & Sukhu, A. (2018).  The Influence of Distinction and Place Attachment on the On-the-spot Behavior.   TTRA Europe Conference.
  • Choi, H. R., Choi, H., & Liang, L. J. (2018).  Examining Predict Validity of Fun Scale.   Asia Pacific CHRIE.  Guangzhou, China, May 31-June2
  • Wan, Z., Huang, S., & Choi, H. (2018).  Validation of T-SAS.   Asia Pacific CHRIE.  Guangzhou, China, May 31 - June 2
  • Choi, H. R. & Choi, H. (2018).  The Influence of Distinction and Place Attachment on the On-the-spot Behavior.  TTRA Europe Conference.  Slovenia, May 24-26
  • Choi, H. R., Choi, H., & Liang, J. L. (2018).  The Fun-Scale: Investigation of Latent Structure, Reliability, and Construct and Predictive Validity from a Sample of Chinese Tourists.  APac CHRIE Conference.
  • Yi, W. & Choi, H. (2018).  Investigating the effect of customer incivility on employee incivility via employee burnout in the hospitality industry.   23rd Graduate Education & Graduate Research Conference in Hospitality & Tourism, Fort Worth, Texas, Jan 3-6.
  • Wan, Z. & Choi, H. (2018).  Modification and validation of a travel safety attitude scale (T-SAS).   23rd Graduate Education & Graduate Research Conference in Hospitality & Tourism, Fort Worth, Texas, Jan 3-6.
  • Lee, Y.J. & Choi, H. C. (2018).  Does travelling make us happy? An examination of the integrated T-H model of cognitive appraisal theory & self-determination theory.   23rd Graduate Education & Graduate Research Conference in Hospitality & Tourism, Fort Worth, Texas, Jan 3-6.
  • Rastegar, N., Liang, L. J., Flaherty, J., & Choi, H. (2018).  Why do quick-service restaurant customers use self-service kiosks?   23rd Graduate Education & Graduate Research Conference in Hospitality & Tourism, Fort Worth, Texas, Jan 3-6.
  • Liang, L. J., Choi, H., & Joppe, M. (2018).  Examining the predictive validity of the Medtour scale.   23rd Graduate Education & Graduate Research Conference in Hospitality & Tourism, Fort Worth, Texas, Jan 3-6.
  • Zhang, H., Choi, H., & Huang, S. (2017).  Chinese viewers responses to TV Drama: The mediation effect of flow on the relationship between audience involvement and Electronic word-of-mouth.   TOSOK International Tourism Conference.  Ulsan, Korea
  • Zhang, H., Huang, S., Choi, H. C., & Joppe, M. (2017).  Understanding the Consumption Experience of Chinese Tourists: Assessing the Effect of Audience Involvement, Flow and Delight on eWOM.   22nd Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism, January 5-7, 2017, University of Houston, Texas.
  • Choi, H. R. & Choi, H. (2017).  Investigating Chinese Tourists' Positive Emotion Towards Korean Destination Sites: Cognitive Appraisal Theory.   Asia Pacific CHRIE.
  • Zhang, H., Choi, H., & Joppe, M. (2017).  Understanding the Consumption Experience of Chinese Tourists: Assessing the Effect of Audience Involvement, Flow and Delight on eWOM.   22nd Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism, January 5-7, 2017, University of Houston, Texas.
  • Qu, Y., Jo, W., & Choi, H. (2017).  The Role of Organizational Attachment between Gender Discrimination and Organizational Justice and Workplace Deviant Behaviours: Case of Chinese Hotel Employees.   Asia Pacific CHRIE Conference.
  • Lee, Y.J., Choi, H., & Jo, W. (2017).  HAPPINESS AND TRAVEL: A CRITICAL REVIEW.   22nd Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism, January 5-7, 2017, University of Houston, Texas.
  • Shen, Y.S., Huang, S., Choi, H. C., & Joppe, M. (2016).  Examining the Role of Satisfaction and Brand Love in Generating Behavioral Intention.   The 2016 Travel and Tourism Research Canada Conference. Edmonton, Canada, September 28-30.
  • Liu, Y., Huang, S., Choi, H. C., & Shen, Y.S. (2016).  Development of City Destination Attractiveness Index: A China Case.   The 2016 Travel and Tourism Research Canada Conference. Edmonton, Canada, September 28-30.
  • Liang, J.L., Choi, H., & Joppe, M. (2016).  Understanding repurchase intention of Airbnb consumers: Perceived authenticity, eWoM and price sensitivity.   The 21st Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism. Philadelphia, U.S.A., January 7-9.
  • Choi, H.R. & Choi, H. (2016).  Measuring Chinese Tourists' Experiential Entertainment Value During Visits to Korea: An Application of Cognitive Appraisal Theory.   The 80th TOSOK International Tourism Conference, Pyeongchang, Kangwon, Korea, July 13-15.
  • Kim, D.K. & Choi, H. (2016).  The Makers and Networks of Tourism Policy for Smart Tourism Development in Korea.   The 80th TOSOK International Tourism Conference, Pyeongchang, Kangwon, Korea, July 13-15.
  • Huang, S. & Choi, H. (2015).  Review of Service-Dominant Logic in Service Management Research.   The 5th International Interdisciplinary Business-Economics Advancement Conference. Ft. Lauderdale, U.S.A. November 16-21.
  • Shen, Y.S., Kim, D.Y., Joppe, M., & Choi, H. C. (2015).  Destination Image of Toronto: International Students' Perspective.   2015 Travel and Tourism Research Association, Canada Chapter Conference, September 23-25, Niagara Falls, Ontario, Canada.
  • Huang, S. & Choi, H. (2015).  Understanding Consumer-Brand Relationship Theory from Value Perspective in Online Community: Using Netnography and Content Analysis.   The 5th International Interdisciplinary Business-Economics Advancement Conference. Ft. Lauderdale, U.S.A. November 16-21.
  • Oh, S.Y., Choi, H. C., & Ham, S. (2015).  Medical Tourism and Medical Outsourcing: A Critical Review.   2015 World Hospitality and Tourism Forum, Seoul, Korea, May 25-26.
  • Huang, S., Leblance, J., & Choi, H. C. (2015).  How do Chinese Tourists Differ from Caucasian Tourists?.   2015 Travel and Tourism Research Association, Canada Chapter Conference, September 23-25, Niagara Falls, Ontario, Canada.
  • Huang, S. & Choi, H. C. (2015).  Self-concept based Segmentation: Eastern Canadian and North-eastern US Tourists.   2015 Travel and Tourism Research Association, Canada Chapter Conference, September 23-25, Niagara Falls, Ontario, Canada.
  • Pham, N.B., Joppe, M., Choi, H. C., & Pennington Gray, L. (2015).  Tourists' Risk Perception towards Muslim Terrorism.   2015 Travel and Tourism Research Association, Canada Chapter Conference, September 23-25, Niagara Falls, Ontario, Canada.
  • Liang, J.L., Huang, S., Choi, H. C., & Marion, J. (2015).  Determinants of Repurchase Intention: Perceived Risk and Perceived Value as a Mediator.   The 20th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism. Tampa, U.S.A., January 8-10.
  • Huang, S., Liang, J.L., & Choi, H. (2015).  The Last 15 Years of Consumer Behavior Research in Cruise Tourism: A Content Analysis.   The 20th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism. Tampa, U.S.A., January 8-10.
  • Huang, S., Shen, Y. S., & Choi, H. (2015).  The Effect of Motivation, Satisfaction and Perceived Value on Behavioural Intentions.   The 2015 Travel and Tourism Research International Conference. Portland, U. S. A., June 15-17.
  • Shen, Y.S., Huang, S., Choi, H., & Joppe, M. (2015).  Not All Chinese Immigrants Are Homogeneous: Domestic Travel Behavioural Patterns in Canada.   The 2015 Travel and Tourism Research International Conference. Portland, U. S. A., June 15-17.
  • Choi, H. (2015).  Discussion Paper on Policy Directions and Economic & Social Impacts of Integrated Resort Development in Korea.   The 78 TOSOK International Tourism Conference, Seoul, Korea, July 3 -5.
  • Choi, H. & Jang, P.K. (2015).  Developing Institutional Structure of the Casino Industry Supervision: Lessons learned from Overseas Good Practices.   The 78 TOSOK International Tourism Conference, Seoul, Korea, July 3 -5.
  • Koo, K.Y., Choi, H. C., & Ahn, T.H. (2015).  The Effects of Lifestyle and Functional Congruencies on Choice.   The 2015 World Hospitality and Tourism Forum, Seoul, Korea, May 25-26., Seoul, Korea.

 

Invited Presentations and Lectures Since 2013

  • Choi, H.C. (2017-2018) KSTA Biannual Meeting, Seoul (International). Understanding Customer Loyalty with Hedonic Value with Rebecca Choi
  • Choi, H.C. (2017-2018). Hanyang University, Seoul, Republic of Korea (International).  Ethics and Responsibilities in Marketing
  • Choi, H. C. (2015-2016). The Special Seminar on Education.   2016 Academy of Global Hospitality & Tourism Conference, Seoul, Republic of Korea.  
  • Choi, H. C. (2015-2016). Improvement of Travel and Tourism Competitiveness.   Advisory Meeting on Improvement of Travel and Tourism Competitiveness, Seoul, Republic of Korea.  
  • Choi, H. C. (2015-2016). Promoting Tourism in China.  The 2nd Money Today's Tourism Forum: K Rock, May 16, 2016, Seoul, Republic of Korea.  
  • Choi, H. (2014-2015). Discussion Paper on Policy Directions and Economic & Social Impacts of Integrated Resort Development in Korea.   The 78 TOSOK International Tourism Conference, Seoul, Korea, July 3 -5., Seoul, Republic of Korea.  
  • Choi, H. (2014-2015). Improvement of Transportation Policy.   4th Policy Forum on International Tourism Cooperation on Improvement of Transportation Policy to Vitalize both Inbound and Domestic Tourism, Seoul, Republic of Korea.  
  • Choi, H. C. (2013-2014). User Protection Policy to Problem Gambling: Player Card Information & Management System.   International Forum on Responsible Gambling 2014, Seoul, Republic of Korea.  
  • Choi, H. (2013-2014). Communication Competencies for Hospitality Graduates in Their Career Success.   20th APTA Conference, Ho Chi Minh City, Viet Nam.  
  • Choi, H. (2013-2014). Global Trends in Tourism.  Jinan University, Jinan, China.  
  • Choi, H. (2013-2014). Asian Trends in Tourism.  Youngsan University, Busan, Republic of Korea.  
  • Choi, H. (2013-2014). Marine & Tourism Trends.   Youngsan University, Busan, Republic of Korea.   
  • Choi, H.S.C. (April 12 – 13, 2013). Panel Discussion on Teaching Excellence. Korean and American Tourism and Hospitality Educator Association. Las Vegas, USA. 

 

  • TRMH 6250 (F/23) Sustainable Development and Tourism 
  • HTM 3160 (F/23) Destination Management and Marketing
  • HTM 4170 (W/24) & TRMH 6200 (W/24) 

Area of Research

Hospitality Food and Tourism