WooMi Jo

Professor & Graduate Program Coordinator

Gordon S. Lang School of Business and Economics, School of Hospitality, Food & Tourism Management

With a focus on consumer behavior and market research, Dr. Jo brings extensive expertise to her academic pursuits. Her research explores the intricate relationship between consumer behavior and the hospitality and tourism industries, particularly in lodging sector. Dr. Jo investigates the social, cultural, and psychological factors shaping consumer decision-making processes, offering critical insights for industry practitioners and policymakers. Dr. Jo's research enhances our understanding of consumer preferences and behaviors within the dynamic landscape of hospitality and tourism. By discovering underlying motivations and decision-making processes, her work informs strategic planning and marketing initiatives for businesses in these sectors.

Education

B.S. Hotel and Restaurant Management
Minor in Business Administration
Kansas State University

M.S. Master of Hospitality Management
University of Houston, Conrad N. Hilton College

Ph.D. Foodservice and Hospitality Management
Kansas State University

Publications

SELECTED REFEREED JOURNAL ARTICLES

Li, Z., Jo, W., & Xue, P. (2025). Understanding consumer personal traits in smart hotel choice: A diffusion of innovation approach. International Journal of Hospitality Management. 130, 104273. https://doi.org/10.1016/j.ijhm.2025.104273.
Wang, H., Xue, P., Dong, J., & Jo, W. (2025). Understanding memorable red tourism experiences using Q method. Journal of Resources & Ecology, 16(3), 856-867. https://doi.org/10.5814/j.issn.1674-764x.2025.03.021.
Oh, H., Jo, W., Kim, S. J., & Park, J.D. (2024). Unraveling paradox of customer orientation: three-way interactions of customer incivility, customer orientation, and coping strategies on job stress. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-04-2024-0535.
Oh, H., Linda, I.J., & Jo, W. (2024). Customer-oriented behavior in full-service restaurants: A moderated-mediation model of emotional intelligence, work engagement, and customer-oriented attitude. Journal of Quality Assurance in Hospitality & Tourism, 1–24. https://doi.org/10.1080/1528008X.2024.2394953.
Zhou, Y., Jo, W., Flaherty, J., & Li, T. (2024). The influence of travel vlogs on tourist behavior: application of the AIDA principle. International Journal of Tourism Research, 26(5), e2755. https://doi.org/10.1002/jtr.2755.
Jo, W., Lin, Y., Xue, P., & Joppe, M. (2024). Role of deindividuation between perceived crowding and tourist behaviors: moderating effect of environmental knowledge. International Journal of Tourism Research, 26(5), e2748. https://doi.org/10.1002/jtr.2748.
Kim, S. J., Jo, W., Oh, H., & Yan, F. (2024). The effect of job stress on the quality of life of commercial pilots: testing the mediating effects of mindfulness and job satisfaction. International Journal of Tourism Research. 26(1), e2638. http://dx.doi.org/10.1002/jtr.2638.
Xue, P., & Jo, W. (2023). Purchase Decision Based on Switching Barriers and Decision Postponement: Moderating Role of Time Pressure. Journal of Hospitality and Tourism Insights, 7(4), 1681-1698. https://doi.org/10.1108/JHTI-12-2022-0628.
Thomas-Francois, K., Jo, W., Somogyi, S., Li, Q., & Nixon, A. (2023). Virtual Grocery Shopping: An Application of the Model of Goal-Directed Behaviour. British Food Journal, 125 (8), 3097-3112. https://doi.org/10.1108/BFJ-06-2022-0510.
Van Embden, K., Jo, W., Holmes, M., & Xue, P. (2022). Consumer Evaluation of Food Truck Offerings through Image, Perceived Risk, and Experiential Value. Journal of Foodservice Business Research, 27(5), 573–600. https://doi.org/10.1080/15378020.2022.2131965.
Yang, X., & Jo, W. (2022). Roles of Work-life Balance and Trait Mindfulness between Recovery Experiences and Employee Subjective Well-being: A Moderated Mediation Model. Journal of Hospitality and Tourism Management, 52, 459-468. https://doi.org/10.1016/j.jhtm.2022.08.005.
Shen, S., Jo, W., & Joppe, M. (2022). The Influencing Factors of Travel Attitude and Intention During COVID-19: Country Image, Subjective Knowledge, and Destination Trust. Journal of Hospitality and Tourism Management, 52, 275-284. https://doi.org/10.1016/j.jhtm.2022.07.003.
Xue, P., Jo, W., & Bonn, M.A. (2020). Online Hotel Booking Decision Based on Price Complexity, Alternative Attractiveness, and Confusion. Journal of Hospitality and Tourism Management, 45, 162-171. https://doi.org/10.1016/j.jhtm.2020.08.013.
Liu, J., & Jo, W. (2020). Value Co-Creation Behaviors and Hotel Loyalty Program Member Satisfaction based on Engagement and Involvement: Moderating Effect of Company Support. Journal of Hospitality and Tourism Management, 43, 23-31. https://doi.org/10.1016/j.jhtm.2020.02.002.
Jang, J., Jo, W., & Kim, S.J. (2020). Can Employee Workplace Mindfulness Counteract the Indirect Effects of Customer Incivility on Proactive Service Performance through Work Engagement? A Moderated Mediation Model. Journal of Hospitality Marketing and Management, 29 (7), 812-829. https://doi.org/10.1080/19368623.2020.1725954.

Research Interests

Consumer Decision-Making & Behaviour
Destination Marketing
Human Resource Management
Food and Tourism

Presentations

SELECTED PRESENTATIONS

He, L., & Jo, W. (2025). Investigating individual perspectives on independent travel experiences: a mixed-methods approach. The 30th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, January 2-4, 2025, Houston, TX.
Jafarpour, S., Jo, W., & Kim, J.S. (2025). Effects of corporate social responsibility on frontline staff work outcomes. The 30th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, January 2-4, 2025, Houston, TX.
Nazmabadi, K., & Jo, W. (2025). Am I confident while travel decision-making by ChatGPT? The 30th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, January 2-4, 2025, Houston, TX.
Rahimi, A., & Jo, W. (2025). Exploring tourist perceived racial discrimination through Q methodology. The 30th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, January 2-4, 2025, Houston, TX.
Xue, P., & Jo, W. (2025). Why choose smart hotels? Insights from younger generations. The 30th Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, January 2-4, 2025, Houston, TX.
Xue, P., & Jo, W. (2024). Investigating Digital wellbeing of E-sports hotel guests The Broaden-and Built Theory Approach. APacCHRIE) Annual Conference, May 24-26, 2024, Seoul, South Korea.
Xue, P., Jo, W., & Kim, S. J. (2024). Investigating Employee Citizenship Behavior and Customer Orientation. Asia Pacific Tourism Association (APTA) Annual Conference, July 3-5, 2024, Macau.
Xue, P., & Jo, W. (2023). Hotel Reward Program Benefits: Scale Development and Validation. International Society of Travel and Tourism Educators (ISTTE) Annual Conference, October 15-17, Toronto, Canada.
Li, Z., & Jo, W. (2023). Are we willing to pay more for smart hotels? International Society of Travel and Tourism Educators (ISTTE) Annual Conference, October 15-17, Toronto, Canada.
Jo, W. (2023). Learning from Culinary Tourism Alliance (CTA) Canada for the development and policy of the Korean Culinary Tourism Association. Korean Culinary Tourism Forum, June 2, 2023, Seoul, Korea.
Xue, P., Jo, W., & Lee, M. J. (2023). Examine hotel reward program benefits using fuzzy-set qualitative comparative analysis. Asia Pacific Tourism Association (APTA) Annual Conference, July 5-7, 2023. Chiang Mai, Thailand.
Xue, P., Wang, H., Jo, W., & Dong, J. (2023). Memorable tourism experience: application of Q methodology in heritage red tourism. 28th Graduate Education and Graduate Student Research Conference in Hospitality and Tourism. Los Angeles, CA, USA, January 5- 7, 2023.

Current Courses

HTM 2070 Event Management
HTM 3060 Lodging Management
TRMH 6290 Research Method
TRMH 6310 Research Application