Our faculty members are an inspiration to our students and are skilled at incorporating applied research into their classes

Dr. Cindy (Yoonjoung) Heo

LHRC fellow

Assistant Professor - Revenue Management

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Nationality: South Korean

Teaching program(s):
Bachelor

Academic level

PhD. in Business Administration, Temple University, PA, U.S.

Selected publications

Main publications

Experience

Dr. Cindy Y. Heo joined EHL as an Assistant Professor in 2014. Before joining EHL, she has taught at the Hong Kong Polytechnic University as an assistant professor since 2010 and at Temple University in the U.S. for two years. She also taught revenue management course at University of Angers in France as a visiting professor. She has been an editorial board member in Journal of Tourism Studies and International Journal of Tourism and Hospitality Research and is an ad-hoc reviewer for several international journals including International Journal of Hospitality Management and Cornell Hospitality Quarterly. Before joining academia, Dr. Heo worked in strategic marketing department of Samsung Everland in Korea for four years and has extensive experience within the tourism and hospitality industries including hotels, restaurants, and travel agencies.

Past research

  • Heo, C. Y., & Lee, S. (2009). Application of revenue management practices to the theme park industry, International Journal of Hospitality Management, 28(3), 446-453.
  • Lee, S., & Heo, C. Y. (2009). Corporate social responsibility and customer satisfaction among US publicly traded hotels and restaurants, International Journal of Hospitality Management, 28(4), 635-637.
  • Hyun, S., & Heo, C. Y. (2010). Word of mouth formation in the chain restaurant industry. Journal of the East Asian Society of Dietary Life, 20(4), 606-618.
  • Lee, H., Hyun, S., & Heo, C. Y. (2010). Examining a model of website loyalty formation in the hospitality industry. Journal of Tourism and Leisure Research, 22(4), 483-501.
  • Heo, C. Y., & Lee, S. (2010). Customers’ perceptions of demand-driven pricing in revenue management context: Comparisons of six tourism and hospitality industries. International Journal of Revenue Management, 4(3/4), 382-402.
  • Lee, S., Koh, Y., & Heo, C. Y. (2011). Internationalization of U.S. publicly traded restaurant companies: Transaction cost economics perspective. Tourism Economics. 17(20), 465-471.
  • Kang, K. H., Laura, S., Heo, C. Y., & Lee, S. (2012). Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management, 31(2), 564-572.
  • Kim, S., Kim, S., & Heo, C. Y., Assessment of TV drama/film production towns as a rural tourism growth engine. Asia Pacific Journal of Tourism Research (in press).

Current research

  • Developing Co-branding Strategy for Independent Hotels in Hong Kong: The Effects of Brand-name Amenities on Customers’ Perception of the Independent Hotel, Principal Investigator. Period: July 2012 to May 2014
  • Restaurant Revenue Management: the Role of Price Difference on Perceptions of Procedural and Distributive Fairness, Principal Investigator. Period: January 2012 to June 2014
  • A Discrete Choice Model of Hotel Room Choice in Hotel ICON, Co-Investigator. Period: January 2013 to December 2015
  • Menu redesigning using menu engineering approach and serial position effect: Empirical evidence of above and beyond restaurant in Hotel ICON, Principal Investigator. Period: January 2013 to December 2015
  • Application of digital menu for restaurants: the effects of menu format and contents on restaurant operation, customer expectation, and satisfaction, Co-Investigator. Period: July 2014 and June 2016

Research awards

  • Heo, C. Y., An, S, & Kim, U., Residents’ Perceptions and Satisfaction of Regional Festitival. October 1998, Kyunggi University, South Korea.– Best Paper Award.
  • Heo, C. Y., & An, S., Importance of Residents’Attitudes toward Cultural Festival for Visitors‘ Satisfaction. December 1998, Ministry of Education of Human Researce Department, South Korea. – Best Paper Award
  • Heo, C. Y., Voluntourism, Student English Thesis Contest. January 2000, Ministry of Education of Human Research Department, South Korea. - Best Paper Award.
  • Heo, C. Y., Responsible Gaming as a Sustainable Growth Strategy for the Casino Industry. July 2007, Academic Paper Competiton, Kwangwon Land Resort & Casino, South Korea. – Best Paper Award.
  • Heo, C. Y., What does UNESCO's World Heritage List Mean for Tourism? The Endorsement Effects of UNESCO’s World Heritage Designation on Tourists’ Pro-environmental Behaviour. June 2012, EJTHR International Conference on Destination Branding, Heritage and Authenticity, Santiago de Compostela, Spain. - Best Paper Award.
  • Lai, E., & Heo, C. Y., An Examination of Relationship between Price Perception and Fairness Perceptions of Hotel Revenue Management". May 2013, APacCHRIE Youth Conference, Macau. - Best Paper Award.
  • Heo, C. Y., Will People Pay More for Branded Rroom Amenities in a Hotel? June 2013, International Conference on Tourism, Cyprus. - Young Scientist Award.
  • Choi, M., & Heo, C. Y., The Impact of Service Quality at a Historical Site on Tourist Satisfaction, Recommendation and Revisit Intention: An Application of HISTOQUAL. May 2014, International Conference on Experiential Learning in Hospitality and Tourism, Macau – Nominated for best paper award.
  • Heo, C. Y., & Choi, M., The Importance of Employee’s Emotional Intelligence in the Theme Park industry. May 2014, International Conference on Experiential Learning in Hospitality and Tourism, Macau – Nominated for best paper award.
  • Choi, M., Heo, C. Y., & Law, R., Shopping Tourism: A Review of Tourists’ Shopping in Tourism Research. May 2014, Global Tourism & Hospitality Conference and Asia Tourism Forum, Hong Kong – Best Paper Award.
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