Hayeon (Hailey) Choi, Ph.D.

Bio

Dr. Hayeon “Hailey” Choi is an Assistant Professor in the Department of Hospitality and Retail Management at Texas Tech University. She received her Doctor of Philosophy in Hospitality Management from the University of Mississippi (2023), along with a B.S. and M.S. in Foodservice Management from Kyungsung University, South Korea. With a solid background in the hospitality industry, Dr. Choi is dedicated to both research and teaching, focusing on innovative pedagogy and insightful research on emerging industry trends and challenges.

Research Focus

Dr. Choi's primary research interest encompasses various areas of hospitality marketing, with a specific focus on consumer behaviors. Her research is dedicated to understanding and analyzing consumer attitudes and preferences, especially concerning hospitality technology and sustainability. She aims to uncover insights that can optimize service delivery and enhance overall customer experiences. Her passion for methodology and statistics drives her to explore innovative approaches to research, constantly seeking ways to improve data collection and analysis. Utilizing both quantitative and qualitative methods, she has conducted numerous impactful studies. Dr. Choi's expertise in methodological foundations and mentoring skills enables her to effectively support and elevate diverse research projects, leading to meaningful collaborative research endeavors across various disciplines.

Research Interests or Areas of Expertise

• Consumer Behavior
• Hospitality Technology
• Hospitality Sustainability

Selected Publications

Choi, H., Joung, H. W., Choi, E. K., & Kim, H. S. (2022). Understanding vegetarian customers: the effects of restaurant attributes on customer satisfaction and behavioral intentions. Journal of Foodservice Business Research, 25(3), 353-376.

Taylor, J., Jo, J., Choi, H. A., Ruetzler, T., Davison, H. K., & Reynolds, D. (2022). Craft Beer Consumption: The Roles of Motivation and Personal Involvement. International Journal of Hospitality Beverage Management, 3.

Hong, C., Choi, H. H., Choi, E. K. C., & Joung, H. W. D. (2021). Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic. Journal of Hospitality and Tourism Management, 48, 509-518.

Choi, H., Choi, E. K., Yoon, B., & Joung, H. W. (2020). Understanding food truck customers: Selection attributes and customer segmentation. International Journal of Hospitality Management, 90, 102647.