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Tourism & Hospitality Insights

Tourism & Hospitality Research · Practice

Evidence-based tourism & hospitality insights for curious professionals.

I am HS Chris Choi, Professor in the School of Hospitality, Food and Tourism Management at the University of Guelph. I study consumer behavior, sustainable tourism, ESG, and AI-driven service experiences, working with industry, students, and policy makers to translate research into practice.

I have published more than 200 peer-reviewed articles and technical reports and typically co-author 8 to 10 journal papers per year in tourism, hospitality, and service management.

Browse latest publications → Invite for a talk / workshop

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CC

HS Chris Choi, PhD

Professor · School of Hospitality, Food and Tourism Management · Canada

Service & Experience Design Sustainable Tourism AI & Automation

Peer-reviewed & technical outputs

200+

Journal papers per year

8–10

Key domains

Tourism · ESG · AI

University profile Google Scholar

Focus areas

Themes that repeatedly appear in my research and consulting work.

Consumer behavior in tourism & food

Decision making around travel, dining, and risk: pricing, fairness, tipping, loyalty, and resistance to new service models.

Service management & experience design

Designing high-impact customer journeys in hotels, restaurants, OTAs, and attractions, including service failure and recovery.

Sustainability, ESG & responsible tourism

How guests, residents, and employees respond to ESG initiatives, regenerative tourism, and climate-related business resilience.

Selected recent publications

A small sample of recent and forthcoming work. More can be found on my Google Scholar profile.

Developing and validating an ethical risk scale for service robots in hospitality A*

Lin, B., Lee, W., Choi, H. S. C., & Andereck, K. (2026). International Journal of Hospitality Management, 132, 104383. DOI: 10.1016/j.ijhm.2025.104383
Reimagining tourism marketing and destination planning in a changing world Q1

Choi, H. Y., Choi, H. S. C., & Liang, L. J. (2025). Tourism and Hospitality, 6(5), 246. https://doi.org/10.3390/tourhosp6050246
Service automation in tourism and hospitality: A comprehensive review of definitions, key themes, and future research directions A

Liang, J., Choi, H. S. C., & Lee, W. (2025). Journal of Services Marketing. Accepted.
Psychological ownership and anonymity in robotaxi use: Pathways to long-term engagement in smart tourism A

Yang, R., Lee, W. J., & Choi, H. S. C. (2025). Journal of Travel & Tourism Marketing, 42(9), 1220–1239. https://doi.org/10.1080/10548408.2025.2583958
From malls to markets: What makes shopping irresistible for Chinese tourists? Q2

Liang, Y., Huang, S., & Choi, H. S. C. (2025). Tourism and Hospitality, 6(4), 216. https://doi.org/10.3390/tourhosp6040216
Cultivating cannabis agritourism: Integrating service-dominant logic in Northern California’s Emerald Triangle Q1

Dupej, S., & Choi, H. S. C. (2025). Journal of Rural Studies, 120, 103864. https://doi.org/10.1016/j.jrurstud.2025.103864
Trails of transformation: Balancing sustainability, security, and culture in DMZ walking tourism Q1

Lee, H. J., Choi, H. S. C., & Jung, C. (2025). Land, 14(6), 1204. DOI: 10.3390/land14061204
Why tourists avoid peer-to-peer accommodations: Insights into risks, trust, and service dynamics A

Lee, H. Y., Zhang, P., & Choi, H. S. C. (2025). International Journal of Tourism Research, 27(6), e70146. https://doi.org/10.1002/jtr.70146
Exploring customer resistance to travel subscriptions: The case of passive and active innovation resistance A

Yang, R., Wise, N., Lee, W. J., & Choi, H. S. C. (2025). International Journal of Tourism Research. http://dx.doi.org/10.1002/jtr.70144
Mapping value co-destruction in online travel agencies: A practice theory and customer journey perspective A*

Zolfaghaari, A., & Choi, H. S. C. (2025). Tourism Management, 110, 105197. https://doi.org/10.1016/j.tourman.2025.105197
Approaching cannabis tourism with shared value in legal contexts A

Dupej, S., & Choi, H. S. C. (2025). International Journal of Tourism Research, 27, e70014. http://dx.doi.org/10.1002/jtr.70014
Exploring the dual pathways to well-being: The role of value co-creation in enhancing hedonic and eudaimonic experiences in tourism A

Li, L., Yu, M., Choi, H. S. C.*, & Lee, H. (2025). Journal of Vacation Marketing. https://doi.org/10.1177/13567667251320111
Love at first site: Exploring the influence of place attachment on real-time tourist sharing behavior B

Choi, H., Choi, H. S. C.*, & Sukhu, A. (2025). Tourism Recreation Research, 1–13. https://doi.org/10.1080/02508281.2025.2450806

Teaching and supervision

Selected teaching areas and ways I work with students and partners.

I teach courses in destination marketing, revenue management, and research methods, and I supervise graduate students working on technology adoption, sustainable tourism, and service innovation. A more detailed teaching portfolio can be added here later.

Contact

For research collaborations, student supervision, or industry projects.

Email is the best way to reach me: hwchoi@uoguelph.ca. For a full list of publications and citation metrics, please see my Google Scholar profile .

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