Hanyang University · Business, Management and Accounting
Professor Jiseon Ahn's research lab specializes in tourism and hospitality management, with a strong focus on customer behavior, brand loyalty, and experiential value creation in service contexts. The lab investigates how psychological, emotional, and cognitive factors influence customer attitudes and intentions, particularly in integrated resorts, green hotels, and cruise environments. Key research directions include the role of perceived value, brand experiences, corporate social responsibility, and impulsive consumption behaviors. The lab employs advanced quantitative methods such as PLS-SEM and structural equation modeling to explore complex behavioral mechanisms in tourism and hospitality settings.
Figures are computed from collected data and may differ slightly.
Although in recent years, green practices have received considerable interest in the tourism and hospitality industry, there is a lack of studies that explore the determinants of customers’ positive behaviour. Thus, this study aims to understand the mechanism of how customers for attitudinal loyalty towards the green hotel. Specifically, based on the cognitive–affective–conative framework, the proposed model examines the link between cognitive evaluation (i.e. perceived cost and value), affectiv
Despite the significance of understanding customer behavior in the integrated resort setting, only limited research has been conducted on this topic. Thus, this study aims to identify and assess the antecedents of integrated resort brand loyalty from the perspective of Oliver’s cognitive, affective, and conative theory of attitudinal brand loyalty model. . A total of 443 respondents who had experienced integrated resorts participated and completed a survey questionnaire. A positive relationship
The concept of impulsive buying is important because it offers an opportunity to enhance profits. Despite the effect of impulsive purchase in the service environment, limited research has been conducted to understand customers’ impulsive buying behavior. Given the unique characteristic of cruise experience, this study aims to investigate the relationship between individuals’ traits, emotions, and impulsive buying behavior. PLS–SEM tests the hypotheses using a sample of 143 cruise customers. Base
Purpose Experience and value creation have become integral themes for tourism service providers. This study aims to understand the role of different types of experiences in formulating customers’ perceived value. Studies on this area are scarce, especially in the cruise industry. Design/methodology/approach A research model that includes two value variables, namely, functional and wellness values, and four cruise brand experience variables, namely, sensory, affective, behavioral and intellectual
This study examines the impact of integrated resort brand experiences (IRBEs) on customer well-being through the satisfaction of psychological needs. Partial least squares path modeling tests the hypotheses using a sample of 535 integrated resort customers. The results reveal that four dimensions of IRBE (i.e., sensory, affective, behavioral, and intellectual) have differing effects on needs satisfaction dimensions (i.e., autonomy, competence, and relatedness). Furthermore, the results show that
Purpose Although corporate social responsibility (CSR) is one of the essential marketing activities in the hotel industry, the effect of CSR perception on customer's revisit intention varies depending on mediators and contexts. Thus, this study aims to examine how hotel companies can effectively influence customers' patronage behaviors by leveraging overall customers' CSR perception, trust and commitment. Design/methodology/approach For this purpose, an online survey is conducted among hotel cus
Purpose This study aims to apply the perspective of self-determination theory to investigate the effects of needs satisfaction on customers’ emotional bond and perceived fit with the integrated resort brand. Design/methodology/approach To provide empirical evidence, this study uses an online survey analyzed with structural equation modeling. Findings The results suggest how integrated resort experiences enhance the needs satisfaction for autonomy, competence and relatedness, and that customers a
Purpose From the perspective of relationship theory, customers tend to build a positive attitude toward a company with a strong connection. While previous tourism and hospitality studies acknowledged the strategic importance of a strong relationship between customers and brands in enhancing company performance probability, the potential benefits derived from mobile commerce experience deserves further investigation. Thus, this study aims to examine how multidimensional relationships between cust
Customer–brand relationships exist in many tourism categories; however, these relationships are rarely specified in the integrated resort category. Because an integrated resort consists of various types of travel services, customers form their attitudes based on their pleasure and sensory experiences as well as their cognitively oriented travel activities. This research suggests a model depicting both affective and cognitive elaboration processes that lead to building customer–brand relationship
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