Dr Sangwon Park
Lecturer in Hospitality & Food Management
Qualifications: Ph.D. (Business Administration), MS (Hotel & Restaurant Management, Statistics), BS (Tourism Management)
Email: sangwon.park@surrey.ac.uk
Phone: Work: 01483 68 9660
Room no: 53 MS 02
Office hours
Monday 10:00 - 12:00
Wednesday 10:00 - 11:00
Further information
Biography
Sangwon joined the University of Surrey as a Lecturer in the Hospitality and Food Management in 2011. He holds a Bachelor Degree about Tourism Management from South Korea and Master Degree in Hotel & Restaurant Management with Statistics minor from the University of Missouri, USA. Sangwon awarded PhD Degree from the Temple University, USA (Business Administration). He received a Best Paper Award in the annual International CHRIE (Council on Hotel, Restaurant, and Institutional Education) conference at 2008, and was featured in the International Federation for IT and Travel & Tourism (IFITT) Newsletter as a selected PhD student in September 2010.
Sangwon has diverse professional work/project experiences. He participated in a project with SK Telecom (one of the largest mobile communications companies in South Korea) to develop mobile travel and hospitality contents using GPS. He has also involved in four-year project with Madden Media (an advertising company located in Arizona, USA) to estimate the effectiveness of travel advertising on travellers’ behaviours. In 2011, Sangwon has worked with USTA (U.S. Travel Association) to examine American Traveller’s use of the Internet and Social Media as a principal investigator.
Research Interests
Hospitality and Tourism Marketing
Information Technology
Quantitative Research Methodology
Publications
Journal articles
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(2013) 'Assessing advertising in a hierarchical decision model'. Elsevier Masson Annals of Tourism Research, 40 (1), pp. 260-282.Full text is available at: http://epubs.surrey.ac.uk/753845/
Abstract
Many destination marketing organizations in the United States and elsewhere are facing budget retrenchment for tourism marketing, especially for advertising. This study evaluates a three-stage model using Random Coefficient Logit (RCL) approach which controls for correlations between different non-independent alternatives and considers heterogeneity within individual's responses to advertising. The results of this study indicate that the proposed RCL model results in a significantly better fit as compared to traditional logit models, and indicates that tourism advertising significantly influences tourist decisions with several variables (age, income, distance and Internet access) moderating these decisions differently depending on decision stage and product type. These findings suggest that this approach provides a better foundation for assessing, and in turn, designing more effective advertising campaigns. © 2012 Elsevier Ltd.
- . (2012) 'Cultural differences in tourism Web communication: A preliminary study'. Tourism Analysis,
- . (2012) 'Non-response bias in internet-based advertising conversion studies'. International Journal of Culture, Tourism, and Hospitality Research, 6 (4), pp. 340-355.
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(2012) 'The Role of Smartphones in Mediating the Touristic Experience'. Journal of Travel Research, 51 (4), pp. 371-387.Full text is available at: http://epubs.surrey.ac.uk/753852/
Abstract
Mobile phones have evolved to be smart computers (smartphones) supporting a wide range of information services that can be accessed anytime and from (almost) anywhere. With the increasing number of users and greater incursion into people's life, smartphones have the potential to significantly influence the touristic experience. This study explores the mediation mechanisms of smartphones by examining stories provided by travelers related to their use of smartphones (and associated applications) for traveling purposes. The results reveal that smartphones can change tourists' behavior and emotional states by addressing a wide variety of information needs; in particular, the instant information support of smartphones enables tourists to more effectively solve problems, share experiences, and "store" memories. The implications of these findings are important in that they suggest a huge potential for smartphones in changing many aspects of the tourism business. © 2012 SAGE Publications.
- . (2011) 'Assessing the effectiveness of consumer narratives for destination marketing'. Journal of Hospitality and Tourism Research, 35 (1), pp. 64-78.
- . (2011) 'Assessing structure in American online purchase of travel products'. Anatolia, 22 (3), pp. 401-417.
- . (2010) 'Travel Personae of American Pleasure Travelers: A Network Analysis'. Journal of Travel and Tourism Marketing, 27 (8), pp. 797-811.
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(2010) 'Comparison of Different Approaches to Information Search Behavior of Spring Break Travelers in the U.S.: Experience, Knowledge, Involvement and Specialization Concept'. International Journal of Tourism Research, 12 (1), pp. 49-64.doi: 10.1002/jtr.736
- . (2009) 'Information Search Behaviors of College Students for Spring Break Trip in the USA: An Exploration of Specialization Concept'. Journal of Travel and Tourism Marketing, 26 (7), pp. 640-655.
- . (2008) 'Customers' Responses to Crowded Restaurant Environments: Cross-Cultural Differences Between American and Chinese'. Journal of Hospitality Marketing and Management, 16 (1-2), pp. 137-157.
Conference papers
- . (2012) 'Mobile Technology, Everyday Experience and Travel: A Multi-Stage Model'. Virginia Beach, Virginia USA: 43rd TTRA International Annual Conference
- . (2012) 'Measuring Tourism Advertising: The Destination Advertising Response (DAR) Model'. Virginia Beach, Virginia USA: 43rd TTRA International Annual Conference
- . (2012) 'Effect of Advertising on the Tourist Decision to Buy A Bundle: A Hierarchical Approach'. Bilbao, Spain: TTRA Europe 2012 Annual Conference
- . (2011) 'Metrics for Destination Marketing in An Era of Interactive Marketing'. Ontario, Canada: 42nd TTRA International Annual Conference
- . (2011) 'The Role of Mobile Applications in Addressing Tourists Information Needs'. Houston, Texas, USA: 16th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
- . (2010) 'Measuring the Effects of Tourism Advertising'. Lugano, Switzerland: Measuring Tourism: Building a Foundation for Smart Tourism
- . (2010) 'Online Purchase of Travel Products'. 41st TTRA International Annual Conference
- . (2010) 'Nonresponse Bias in Internet-based Advertising Conversion Studies'. 41st TTRA International Annual Conference
- . (2010) 'Differentiation of Tourism Online Information Channels Through Information Search Activities'. 41st TTRA International Annual Conference
- . (2010) 'States of Internet Use and the Travel Planning Process'. 15th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
- . (2009) 'The Effect of Web Visitation with Tourist Brochure in Tourism Advertising'. Seoul, South Korea: Asian Pacific Tourism Association
- . (2009) 'Modeling Tourism Advertising Conversion in the United States'. Hawaii: 40th TTRA International Annual Conference
- . (2009) 'Developing Dynamic Travel Personality for Destination Marketing: Network Analysis Approach'. Las Vegas, USA: Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
- . (2008) 'Conceptualizing the Effectiveness of Consumer Narratives for Destination Marketing'. Atlanta, Georgia, USA: International CHRIE Conference
- . (2008) 'A Revolutionary Perspective on Travel Personality: Implication for Destination Marketing'. Philadelphia, PA, USA: 39th TTRA International Annual Conference
- . (2008) 'An Alternative Approach to Market Segmentation and Information Search Behavior: The Concept of Specialization in College Students' Spring Break Experience'. Orlando, Florida, USA: 13th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
- . (2008) 'Power of Language in Tourism: Assessing the Value of Words in Search Engine'. Orlando, Florida, USA: 13th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
- . (2007) 'The Relationship among Motivation, Satisfaction, and Tourism Loyalty'. Houston, Texas, USA: 12th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
- . (2007) 'Factors Affecting CVB’s Internet Marketing Activities: Investigation on Moderating Effects of Individual and Organizational factors'. Houston, Texas, USA: 12th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism
Teaching
Undergraduate:
-Hospitality and Tourism Marketing
-Hotel Revenue Management
Postgraduate:
-Hospitality Service Marketing
-Food Service Marketing
-Revenue Management
Departmental Duties
Programme Leader for MSc International Hotel Management Programmes
