Choonghun Lee Professor / Research Director
Research interests
• Tourist information search, processing, attitude changes, and decision making
• Service encounter and consumer psychology
• Experimental design methods
Main research method
• Experimental design - Laboratory / Field Experiment
Research Impact
Education
Ph.D., Penn State University
M.S., Penn State University
B.A., Sejong University
career
• (2011-2012) Assistant professor, Tourism and Events Management, George Mason University
• (2014-2019) Department Head, Department of Hotel & Tourism Management, Sejong University
• (2013-present) Associate professor Department of Hotel & Tourism Management, Sejong University
Major Research Achievements
• Determinants of customer complaint behavior in a restaurant context: The role of culture, price level, and customer loyalty
• Toward understanding consumer processing of negative online word-of-mouth communication:
• The roles of opinion consensus and organizational response strategies
• Personalisation-privacy paradox: The effects of personalisation and privacy assurance on customer responses to travel Web sites
• Hotel overbooking: The effect of overcompensation on customers‘ reactions to denied service
• Customer uncertainty dimensions and online information search in the context of hotel booking channel