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Dr Cindy Heo

Cindy Heo , PhD


PhD in Business Administration, Temple University


EHL Campus Lausanne
EHL Campus (Singapore)


Associate Professor

Unterrichtetes Modul

• Business Analysis
• Business Tools II

• Revenue Management Course for Market Leaders MASTER IN WINE & HOSPITALITY
• Revenue Management for Market Leaders MASTER IN HOSPITALITY MANAGEMENT
• Revenue Management


Revenue Management
Revenue Management for Market Leaders


Revenue management
Sharing economy


Dr. Cindy Heo ist außerordentliche Professorin für Ertragsmanagement an der EHL. Vor ihrer Tätigkeit an der EHL unterrichtete sie Revenue Management an der Hong Kong Polytechnic University und führte maßgeschneiderte Weiterbildungsprogramme für Führungskräfte zum Thema Ertragsmanagement in Asien, dem Nahen Osten und Europa durch.

Dr. Heo wurde mit zahlreichen Forschungspreisen ausgezeichnet, darunter der EHL Researcher of the Year Award, der Best Paper Award der APAC CHRIE Konferenz und der ICOT Young Scientist Award. In ihrer wissenschaftlichen Forschung und Branchenberatung beschäftigt sie sich mit den strategischen Kernelementen des Ertragsmanagements, der Preisgestaltung und der Sharing Economy. Vor ihrem Eintritt in die Hochschule sammelte sie umfangreiche Industrieerfahrung in den Bereichen Gastgewerbe und Tourismus.

Veröffentlichungen in Peer-Reviewed Journals

Nicolau, J. L., Poretti, C., & Heo, C. Y. (Forthcoming). Solidarity actions with Ukraine and hospitality firm value. Tourism Management.

Heo, C.Y., Viverit, L., & Pereira, L.N. (Forthcoming). Does historical data still matter for demand forecasting in uncertain and turbulent times? An extension of the additive pickup time series method for SME hotels. Journal of Revenue and Pricing Management.

Viverit, L., Heo, C. Y., Pereira, L. N., & Tiana, G. (2023). Application of machine learning to cluster hotel booking curves for hotel demand forecasting. International Journal of Hospitality Management, Volume 111, 103455.

Poretti, C., Jérôme, T., & Heo, C. Y. (2023). Business strategies and financial reporting complexity in hospitality firms. International Journal of Hospitality Management, 110, 103429.

Etemad-Sajadi, R., Heo, C.Y., & Clergue, V. (2023). Instilling the core tenets of hospitality in healthcare services: The role of service assurance and social presence. International Journal of Hospitality Management.
Poretti, C., & Heo, C.Y. (2022). Covid-19 and firm value drivers in the tourism industry. Annals of Tourism Research, 96, 103433.

Poretti, C., & Heo, C. Y. (2022). Asset-light strategies and stock market reactions to COVID-19’s pandemic announcement: The case of hospitality firms. Tourism Economics. https://doi.org/10.1177/13548166211005198.

Xie, K., Heo, C.Y., & Mao. Z. (2021). Do professional hosts matter? Evidence from multi-listing and full-time hosts in Airbnb. Journal of Hospitality and Tourism Management, 47, 413-421. https://doi.org/10.1016/j.jhtm.2021.04.016.

Bianchi, G., & Heo, C. (2021). A Bayesian statistics approach to hospitality research. Current Issues in Method and Practice. https://doi.org/10.1080/13683500.2021.1896486

Blengini, I., & Heo, C.Y. (2020). How do hotels adapt their pricing strategies to macroeconomics factors? International Journal of Hospitality Management, vol. 88, 102522. https://doi.org/10.1016/j.ijhm.2020.102522.

Heo, C. Y., & Blengini, I. (2020). 3rd Revenue Management & Pricing in Services Conference (2019 RevME Europe). Journal of Revenue Pricing Management, 19, 140-143. https://doi.org/10.1057/s41272-020-00233-7.

Xie, K.L., Kwok, L., & Heo, C. (2020). Are Neighbors Friends or Foes? Assessing Airbnb Listings’ Agglomeration Effect in New York City. Cornell Hospitality Quaterly, 61(2), 128-141. https://doi.org/10.1177%2F1938965519890578

Heo, C. Y., Blal, I., & Choi, M. (2019). What is happening in Paris? Airbnb, hotels, and Parisian. Tourism Management, 70, 78-88. https://doi.org/10.1016/j.tourman.2018.04.003

Kim, B., Kim, S. S., Heo, C. Y., & King, B. (2019). Luxurious or economical? An identification of tourists’ preferred hotel attributes using best-worst scaling (BWS). Journal of Vacation Marketing, 25(2), 162-175. https://doi.org/10.1177%2F1356766718757789

Kim, B., Kim, S. S., & Heo, C. Y. (2019). Consequences of customer dissatisfaction in upscale and budget hotels: focusing on dissatisfied customers’ attitude toward a hotel. International Journal of Hospitality & Tourism Administration, 20(1), 15-46. https://doi.org/10.1080/15256480.2017.1359728

Heo, C., & Blengini, I. (2019). A macroeconomic perspective on Airbnb’s global presence. International Journal of Hospitality Management, 78, 47-49. https://doi.org/10.1016/j.ijhm.2018.11.013

Choi, M., Law, R., & Heo, C. Y. (2018). An investigation of the perceived value of shopping tourism. Journal of Travel Research, 57(7), 962–980. https://doi.org/10.1177%2F0047287517726170.

Heo, C. Y., Kim, S. S., & Kim, B. (2018). Investigating the impact of relationship quality during internship on Millennials’ career decisions and gender differences. Journal of Hospitality and Tourism Education, 30(2), 71-84. https://doi.org/10.1080/10963758.2018.1436969.

Heo, C. Y. (2017). New performance indicators for restaurant revenue management: ProPASH and ProPASM. International Journal of Hospitality Management, 61, 1-3. https://doi.org/10.1016/j.ijhm.2016.10.005.

Qu, X., Heo, C. Y., & Lee, S. (2017). How do consumers’ perceptions differ across dimensions of corporate social responsibility and hotel types? Journal of Travel & Tourism Marketing, 34(5), 694-707. https://doi.org/10.1080/10548408.2016.1232671.

Kim, B., Kim, S. S., & Heo, C. Y. (2016). Analysis of satisfiers and dissatisfiers in online hotel reviews on social media. International Journal of Contemporary Hospitality Management, 28(9), 1915-1936. https://doi.org/10.1108/IJCHM-04-2015-0177.

Heo, C. Y. (2016). Sharing economy and prospects in tourism research. Annals of Tourism Research, 58, 156–170. https://doi.org/10.1016/j.annals.2016.02.002

Heo, C. Y. (2016). Exploring group-buying platforms for restaurant revenue management. International Journal of Hospitality Management, 52, 154–159. https://doi.org/10.1016/j.ijhm.2015.07.009

Choi, M. J., Law, R., & Heo, C. Y. (2016). Shopping destinations and trust – Tourist Attitudes: Scale development and validation. Tourism management, 54, 490-501. https://doi.org/10.1016/j.tourman.2016.01.005

Masiero, L., Pan, B., & Heo, C. Y. (2016). Asymmetric preference in hotel room choice and implications on revenue management. International Journal of Hospitality Management, 56, 18-27. https://doi.org/10.1016/j.ijhm.2016.03.009

Choi, M., Heo, C. Y., & Law, R. (2016). Progress in shopping tourism. Journal of Travel & Tourism Marketing, 33, 1-24. https://doi.org/10.1080/10548408.2014.969393

Heo, C. Y., & Lee, S. (2016). Examination of student loyalty in tourism and hospitality programs: A comparison between the United States and Hong Kong. Journal of Hospitality, Leisure, Sport & Tourism Education, 18, 69-80. https://doi.org/10.1016/j.jhlste.2016.03.003

Choi, M., Heo, C. Y., & Law, R. (2016). Developing a typology of Chinese shopping tourists: An application of the Schwartz' model of universal human values. Journal of Travel and Tourism Marketing, 33, 141-161. https://doi.org/10.1080/10548408.2014.997961

Heo, C. Y., & Hyun, S. S. (2015). Do luxury room amenities affect guests' willingness to pay? International Journal of Hospitality Management, 46, 161-168. https://doi.org/10.1016/j.ijhm.2014.10.002

Masiero, L., Heo, C., & Panc, B. (2015). Determining guests’ willingness to pay for hotel room attributes with a discrete choice model. International Journal of Hospitality Management, 49, 117-124. https://doi.org/10.1016/j.ijhm.2015.06.001

Heo, C.Y., Kim, S., & Kim, S. (2015). Assessment of TV Drama/Film Production Towns as a Rural Tourism Growth Engine. Asia Pacific Journal of Tourism Research, 20(7), 730-760. https://doi.org/10.1080/10941665.2014.927378

Wang. X-L., Heo, C.Y., Schwartz, Z., Legohérel, P., & Specklin, F. (2015). Revenue Management: Progress, challenges, and research prospects. Journal of Travel & Tourism Research, 32(7), 797-811. https://doi.org/10.1080/10548408.2015.1063798

Su. M., Heo, C. Y., & Leung, D. (2014). Hotel employees’ perception of the Statutory Minimum Wage Policy in Hong Kong. Asia Pacific Journal of Tourism Research, 19(11), 1306-1326. https://doi.org/10.1080/10941665.2013.852115

Heo, C. Y., Lee, S., Mattila, A., & Clark, H. (2013). Restaurant revenue management: Do perceived scarcity of capacity in a restaurant and price difference matter? International Journal of Hospitality Management, 35, 316-326. https://doi.org/10.1016/j.ijhm.2013.05.007

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. https://doi.org/10.1016/j.ijhm.2011.08.001

Heo, C.Y., Kim, B., Park, K., & Back, R.M. (2022). A comparison of Best-Worst Scaling and Likert Scale methods on peer-to-peer accommodation attributes. Journal of Business Research, 148, 368-377.

Heo, C. Y., & Lee, S. (2011). Influences of consumer characteristics on fairness perceptions of revenue management pricing in the hotel industry. International Journal of Hospitality Management, 30(2), 243-251. https://doi.org/10.1016/j.ijhm.2010.07.002

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. https://doi.org/10.5367%2Fte.2011.0041

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. http://dx.doi.org/10.1504/IJRM.2010.036030

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.

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.

Geförderte Forschungsprojekte

Heo, C. Project: Pandemic and Beyond - Developing innovative approaches against COVID-19 for tourism sector using a Mean-End Chain theory approach, Date: 01.01.2021 to 30.06.2022, External fundraising: HES-SO.
Heo, C., Project: Hotel Intelligent System using Machine Learning and Cognitive Tools (Hotelnet), Date: 01.01.2020 to 31.12.2020, Private Funding.
Heo, C. Project: Exploring travel motivation post COVID-19 using a Mean-End-Chain theory approach, Date: 01.12.2020 to 30.11.2021, External fundraising: SERI.
Heo, C., Project: Identify the scope of Revenue Management practices for SME hotels around the world (MultiMicroCloud), Date: 01.01.2017 to 31.12.2018, Private Funding.
Heo, C., Project: How should SME hotels in Switzerland cope with growing threats from Airbnb: Identifying competitive advantages of SME hotels in the era of the shared economy, Date: 01.01.2016 to 31.03.2017, External Fundraising: HES-SO.


Emerald Literati Network Awards for Excellence: a Highly Commended Paper EHL Researcher of the Year Award (2017)
Best Paper Award at World Conference on Hospitality, Tourism, and Event Research (2015)
Best Paper Award at Global Tourism & Hospitality Conference and Asia Tourism Forum (2014)
Young Scientist Award at International Conference on Tourism, Cyprus, June 2013 Best Paper Award at APAC CHRIE Youth conference (2013)
Best Paper Award at EJTHR International Conference (2012)
Best Paper Award at Academic Paper Competition on Casino Management (2007)