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  • Jacey Ja Young Choe,Associate Professor (Ph.D Supervisor)

Jacey Ja Young Choe,Associate Professor (Ph.D Supervisor)


 

Office：5F, Building N

Tel.：8590-2360

E-mail：jychoe@cityu.edu.mo

 

Academic Qualification:   

Ph.D., The Hong Kong Polytechnic University, Hong Kong 

M.S., Ewha Womans University, South Korea

B.S., Ewha Womans University, South Korea

 

Working Experience 

From 2025/8 to Present              Associate Professor, Faculty of International Tourism and Management,
                                                       City University of Macau
From 2018/1 to 2025/8               Assistant Professor, Faculty of Business Administration, University of Macau
From 2017/7 to 2017/12             Postdoctoral Fellow, School of Hotel & Tourism Management,
                                                       The Hong Kong Polytechnic University
From 2011/10 to 2013/8             Researcher, Global Food and Nutrition Research Institute, Ewha Womans University
From 2009/8 to 2011/7               Dispatched Researcher, Yanbian University of Science and Technology
 

Teaching Area

Management of Food & Beverage Operations
Transportation Studies
Quality Service Management
Festival and Event Management
Food & Beverage Management
Food, Eating and Culture
Hotel Operations
Tourism Principles
Analyzing and Interpreting Research
Basic Theory and Practice of Cooking
Food and Culinary Science

 

Research Area

Tourism Sustainability
Food Tourism 
Restaurant Marketing
Service Innovation
Work and Vacation

 

Professional Certification and Awards

Certified Hospitality Educator (CHE). American Hotel & Lodging Educational Institute. 
Dietitian License. Ministry of Health and Welfare. 
Certificate of Training & Development, Internship Training in Culinary Division, Coex Intercontinental Hotel, Seoul 

 

Awards and Honors

FBA Young Scholar Award – Faculty of Business Administration, University of Macau (April, 2020). 
Young Scientist Award – International Conference on Tourism (ICOT) 2019 in Portugal (June, 2019). 
Best Paper Award – International Conference on Tourism (ICOT) 2018 in Greece (June, 2018). 
2016 Highly Commended Award – Journal of Service Management, International Research Symposium in Service
Management (IRSSM) 7 in Thailand (August, 2016).
Excellent Paper Award – World Conference on Hospitality, Tourism, and Event Research & International Convention and
Expo Summit (WHTER & ICES) 2015 in South Korea (May, 2015).
Silver Prize Award – 2014 World Hospitality and Tourism Forum in South Korea (June, 2014).
Grand Prize – Idea Contest: Daily Food Product Development, Ewha Womans University, South Korea (November, 2008).

 

Professional Society Membership

Regional Representative of Macau in the Asia-Pacific Council on Hotel, Restaurant, and Institutional Education
(APacCHRIE) (since July 2023)
Scientific Committee Member of Global Hospitality and Leisure Summit 2024 
Scientific Committee Member of 5th International Conference on Tourism and Business (ICTB2024) 
Editorial Board member of the Journal of the Korean Society of Food Culture
 

Academic Publication

Journal Paper

  • Choe, J. Y. J*., Chen Z., Kang, S., & Kang J. S. E. (2025). Exploring motivations for workations: A mixed-methods approach. Tourism Management, 111, 105217. [SSCI, Q1] DOI: https://doi.org/10.1016/j.tourman.2025.105217
  • Hwang, J., Kim, J. S., Joo, K. H., & Choe, J. Y. J.* (2025). Information trust and its outcomes in the airline industry: The type of service providers as a moderator. Journal of Air Transport Management, 124, 102763. [SSCI, Q2]DOI: https://doi.org/10.1016/j.jairtraman.2025.102763
  • Hwang, J., Choe, J. Y., Joo, K., & Kim, J. J. (2024). Which has a greater impact on brand satisfaction, human service or robot service as a waiter/waitress in the restaurant industry? . Technology Analysis & Strategic Management, 1-15. [SSCI, Q2]DOI: https://doi.org/10.1080/09537325.2024.2408734.
  • Si Tou, C.F., Choe, J.Y.J., So, A.S.I., Law, R. (2024). Investigating of social media travel photos on future destination choice: A mixed methodology approach. Smart Tourism, 5(2), 2754.DOI: https://doi.org/10.54517/st.v5i2.2754
  • Hwang, J., Kim, J., Joo, K. H., & Choe, J. Y.* (2024). An integrated model of artificially intelligent (AI) facial recognition technology adoption based on perceived risk theory and extended TPB: a comparative analysis of US and South Korea. Journal of Hospitality Marketing & Management, 33(8), 1071-1099. [SSCI, Q1]DOI: https://doi.org/10.1080/19368623.2024.2379269
  • Choe, J.Y.J*., & Si Tou, C.F (2024), Tourist Consumption Values and Perceived Risks of Using Smart Technologies: A Market Segmentation Approach, Journal of China Tourism Research, 1-28. [Q3]DOI: https://doi.org/10.1080/19388160.2024.2305744
  • Choe, J.Y.J*., & Kim, S.S (2024), Who are food-neophobic tourists? The influence of food neophobia on tourists' local food responses, Journal of Foodservice Business Research, 1-29.DOI: 10.1080/15378020.2024.2303537
  • Fan, P. K. T., Choe, J.Y.J*., & Na, Y. (2024), Hierarchical value mapping of diners in Macao's casino restaurants, Journal of Hospitality and Tourism Insights, 7(5), 2824-2843. [Q1]DOI: https://doi.org/10.1108/JHTI-07-2023-0476
  • Adongo, R., Choe, J. Y*., & Sulemana, S. S. (2024). Environmentally friendly practices in Macau hotels before and after the COVID-19 pandemic: hotel executives' perspectives. Journal of Hospitality and Tourism Insights, 7(4), 2442-2459. [Q1]DOI: 10.1108/JHTI-02-2023-0081
  • Choe, J.Y.J*., Opoku, E.K., Cuervo, J.C., & Adongo, R. (2023), Investigating potential tourists' attitudes toward artificial intelligence services: a market segmentation approach. Journal of Hospitality and Tourism Insights, 7(4), 2237-2255. [Q1]DOI: https://doi.org/10.1108/JHTI-04-2023-0231
  • Lei, S. S. I., Agyeiwaah, E., Fong, L. H. N., & Choe, J. Y. J. (2023). Exploring food waste at a hospitality staff canteen with meteorological data. Journal of Hospitality & Tourism Research, 48(4), 607-621. [SSCI, Q1]DOI: https://doi.org/10.1177/10963480231188001
  • Hwang, J., Kim, J. J., Choe, J. Y. J*., & Kim, H. M (2023). Is a robot barista better than a human barista? A moderating role of type of service providers. Journal of Hospitality & Tourism Research, 48(6), 1035-1050. [SSCI, Q1]DOI: https://doi.org/10.1177/10963480231171324
  • Hwang, J., Kim, J. J., Choe, J. Y. J*., & Kim, H. M. (2023). The importance of information quality according to the type of employee in the airline industry: Robot versus human. International Journal of Hospitality Management, 114, 103537. [SSCI, Q1]DOI: https://doi.org/10.1016/j.ijhm.2023.103537
  • Zhang, J., Choe, J. Y. J, & Lim, C. (2023). The influence of cognitive food image on tourists' desire and intention to consume destination food: A Macau study. Journal of China Tourism Research, 19(3), 489-516. [Q3]DOI: https://doi.org/10.1080/19388160.2022.2095318
  • Choe, J. Y. J, Kim, J. J., & Hwang, J. (2022). Innovative robotic restaurants in Korea: merging a technology acceptance model and theory of planned behavior. Asian Journal of Technology Innovation, 30(2), 466-489. [SSCI, Q3]DOI: 10.1080/19761597.2021.2005466
  • Chan, M. L., Opoku, E. K., & Choe, J. Y. J* (2022). Fast food consumption among tourists and residents in Macau: A means-end chain analysis. Journal of Foodservice Business Research, 1-26.DOI: 10.1080/15378020.2022.2086419
  • Kim, S., Choe, J. Y. J, King, B., Oh, M., and Otoo, F. (2022). Tourist perceptions of local food: A mapping of cultural values. International Journal of Tourism Research, 24(1), 1-17. [SSCI, Q1]DOI: https://doi.org/10.1002/jtr.2475
  • Kim, S. S, Choe, J. Y. J*., & Kim, P. B. (2022). Effects of local food attributes on tourist dining satisfaction and future: The moderating role of food culture difference. Journal of China Tourism Research, 18(1), 121-143. [Q3].DOI: https://doi.org/10.1080/19388160.2020.1805667
  • Hwang, J., Choe, J. Y., Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99. [SSCI, Q1]DOI: https://doi.org/10.1016/j.ijhm.2021.103050
  • Hwang, J., Choe, J. Y., Choi, Y. G., & Kim, J. J. (2021). A comparative study on the motivated consumer innovativeness of drone food delivery services before and after the outbreak of COVID-19. Journal of Travel & Tourism Marketing, 38(4), 368-382. [SSCI, Q1]DOI: https://doi.org/10.1080/10548408.2021.1921671
  • Choe, J. Y. J., Kim, J. J., & Hwang, J. (2021). Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB. Journal of Travel & Tourism Marketing, 31(1), 16-30. [SSCI, Q1]DOI: https://doi.org/10.1080/10548408.2020.1862023
  • Jung, D., Paek, S., Choe, J. Y. J, & Kim, J. Y. (2021). Mediating Effect of Cross-Cultural Competency on International Experiences and Self-Efficacy among Hotel Employees. International Journal of Hospitality & Tourism Administration, 22(4), 361-382. [Q2]DOI: https://doi.org/10.1080/15256480.2019.1641456 
  • Hwang, J., Choe, J. Y., Kim, H. M., & Kim, J. J. (2021). The antecedents and consequences of memorable brand experience: Human baristas versus robot baristas. Journal of Hospitality and Tourism Management, 48, 561-571. [SSCI, Q1]DOI: https://doi.org/10.1016/j.jhtm.2021.08.013
  • Choe, J. Y., Kim, J. J., & Hwang, J. (2021). Perceived risks from drone food delivery services before and after COVID-19. International Journal of Contemporary Hospitality Management, 33(4), 1276-1296. [SSCI, Q1]DOI: https://doi.org/10.1108/IJCHM-08-2020-0839
  • Kim, S., Oh, M., Choe, J. Y, & Choi, Y. (2021). Influence of local food attributes and perceived benefits on post-tasting responses through tourists' local food consumption. International Journal of Tourism Research. 23(2), 164–177. [SSCI, Q1]DOI: https://doi.org/10.1002/jtr.2384
  • Kim, J. J., Choe, J.Y.J., & Hwang, J. (2021). Application of consumer innovativeness to the context of robotic restaurants. International Journal of Contemporary Hospitality Management, 33(1), 224-242. [SSCI, Q1]DOI: https://doi.org/10.1108/IJCHM-06-2020-0602
  • Hwang, J., Choe, J.Y.J., & Kim, J. J. (2020). Strategy for enhancing the image of edible insect restaurants: Focus on internal environmental locus of control. Journal of Hospitality and Tourism Management, 45, p. 48-57. [SSCI, Q1]DOI: https://doi.org/10.1016/j.jhtm.2020.07.015
  • Choe, J.Y.J., Kim, J. J., & Hwang, J. (2020). The environmentally friendly role of edible insect restaurants in the tourism industry: Applying an extended theory of planned behavior. International Journal of Contemporary Hospitality Management, 32(11), 3581-3600. [SSCI, Q1]DOI: https://doi.org/10.1108/IJCHM-04-2020-0352
  • Hwang, J., Kim, H., & Choe, J. Y. (2020). The role of eco-friendly edible insect restaurants in the field of sustainable tourism, 17. 4064. International Journal of Environmental Research and Public Health, 17(11), 4064. [SSCI, Q1]DOI: https://doi.org/10.3390/ijerph17114064
  • Hwang, J., & Choe, J. Y. J*. (2020). How to enhance the image of edible insect restaurants: Focusing on perceived risk theory. International Journal of Hospitality Management, 87, 102464. [SSCI, Q1]DOI: https://doi.org/10.1016/j.ijhm.2020.102464
  • Hwang, J., & Choe, J. Y. J.* (2019). Exploring perceived risk in building successful drone food delivery services. International Journal of Contemporary Hospitality Management, 31(8), 3249-3269. [SSCI, Q1]DOI: https://doi.org/10.1108/IJCHM-07-2018-0558
  • Kim, S. S, & Choe, J. Y. J (2019). Testing an attribute-benefit-value-intention (ABVI) model of local food consumption as perceived by foreign tourists. International Journal of Contemporary Hospitality Management, 31(1), 123-140. [SSCI, Q1]DOI: https://doi.org/10.1108/IJCHM-10-2017-0661
  • Choe, J. Y. J*., & Kim, S. S. (2019). Development and validation of a multidimensional tourist's local food consumption value (TLFCV) scale. International Journal of Hospitality Management, 77, 245-259. [SSCI, Q1]DOI: https://doi.org/10.1016/j.ijhm.2018.07.004
  • Hwang, J., Kim, S., Choe, J. Y. J*., & Chung, C. H. (2018). Exploration of the successful glocalization of ethnic food: a case of Korean food. International Journal of Contemporary Hospitality Management, 30(12), 3656-3676. [SSCI, Q1]DOI: https://doi.org/10.1108/IJCHM-07-2017-0452
  • Kim, S. S., Choe, J. Y. J*., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320-329. [SSCI, Q1]DOI: https://doi.org/10.1016/j.jdmm.2018.03.006
  • Choe, J. Y. J*., & Kim, S. S. (2018). Effects of Tourists' local food consumption value on attitude, food destination image, and behavioral intention. International Journal of Hospitality Management, 71, 1-10. [SSCI, Q1]DOI: https://doi.org/10.1016/j.ijhm.2017.11.007
  • Kim, S. S, Choe, J. Y. J, & Lee, S. (2018). How are food value video clips effective in promoting food tourism? Generation Y versus non–Generation Y. Journal of Travel & Tourism Marketing, 35(3), 377-393[SSCI, Q1]DOI: https://doi.org/10.1080/10548408.2017.1320262
  • Choe, J. Y*., Kim, J. H., & Cho, M. S. (2017). A comparison of food contents used by official tourism organizations' mobile applications. Journal of Gastronomy and Tourism, 2(3), 203-216.DOI: https://doi.org/10.3727/216929717X14870140201198
  • Adongo, R., Choe, J. Y*., & Han, H. (2017). Tourism in Hoi An, Vietnam: impacts, perceived benefits, community attachment and support for tourism development. International Journal of Tourism Sciences, 17(2), 86-106.DOI: https://doi.org/10.1080/15980634.2017.1294344
  • Kim, S. S., Choe, J. Y., & Lee, A. J. (2016). Efforts to globalize a national food: Market segmentation by reasons for ethnic food preferences. International Journal of Contemporary Hospitality Management, 28(10), 2310-2330. [SSCI, Q1]DOI: 10.1108/IJCHM-03-2015-0151 10.1108/IJCHM-03-2015-0151
  • Kim, S. S., Moon, J., & Choe, J. Y. (2016). Comparison of destination brand equity models of competitive convention cities in East Asia. Journal of Convention and Event Tourism, 17(4), 318-342. [Q3]DOI: https://doi.org/10.1080/15470148.2016.1151394
  • Choe, J. Y., & Cho, M. S. (2012). Investigation of dietary behaviors according to residence status and ethnicity of university students in Yanbian, China, The Korean Society of Food Culture, 27(1), 38-48. [KCI]DOI: https://doi.org/10.7318/KJFC.2012.27.1.038
  • Choe, J. Y., & Cho, M. S. (2011). Food neophobia and willingness to try non-traditional foods for Koreans, Food Quality and Preference, 22(7), 671-677. [SCIE, Q1]DOI: https://doi.org/10.1016/j.foodqual.2011.05.002
  • Choe, J. Y., & Cho, M. S. (2010). A Study of ethnic restaurant selection attributes and customer's satisfaction, Journal of Foodservice Management Society of Korea,13(2), 125-147. [KCI]

 

Book Chapter

  • Lin, S., Choe, J, Y. J.,* & Asare, I, N, K. (2025). Food neophobia: Eating Liuzhou River snail rice noodles. In A, Kim., G, Aktaş., & Kozak, M (Eds.), International Case Studies in Food Tourism. Taylor & Francis.  https://doi.org/10.4324/9781003583547
  • Jiang, J, Y., & Choe, J, Y. J* (2022). Destination marketing using festivals in Macau: Relationships between festival performance quality, experiential quality, visitor satisfaction, corporate image and behavioral intention. In D. Stylidis, S. Kim, & J. Kim (Eds.), Tourism marketing in East and Southeast Asia (pp. 151–174). CABI.https://doi.org/10.1079/9781800622166.0009
  • Choe, J. Y.* (2021). US tourists' food neophobia and their local food experiences in France and Italy. In N. Boukas & D. Stylidis. (Eds.), Tourism marketing in Western Europe (pp. 147–166). CABI.https://www.cabidigitallibrary.org/doi/abs/10.1079/9781789248753.0008
 
Conference Paper
  • Choe, J. Y. J ., Chen, Z., Kang J. S. E., & Paek, S. (2025, May 27-30). Understanding workation balance and satisfaction [Paper presentation]. 2025 ApacCHRIE, Thailand.
  • Si Tou, C. F. R., Choe, J. Y. J., So, S. I. A., & Law, R. (2023, December 1-4). Understanding visitors' virtual reality experience in museums [Paper presentation]. Travel And Tourism Research Association Asia Pacific Chapter 2023, Korea.
  • Si Tou, C.F., Choe, J. Y. J., So, S. I. A., & Law, R. (2023, July 5–8). Influence of social media travel photos on future destination choice: Mediating role of celebrity-generated content [Paper presentation]. Asia Pacific Tourism Association, Thailand.
  • Fan, P. K. T., & Choe, J. Y. J*. (2023, May 25–27). Hierarchical value maps of casino restaurants in Macau [Paper presentation]. 2023 ApacCHRIE, Philippines.
  • Fong, L. H. N., Choe, J. Y. J*, Agyeiwaah, E., & Lei, S. I. (2023, May 25–27). Insolation and unserved food in hotel staff canteens [Paper presentation]. APacCHRIE, Philippines.
  • Zhang, J. Choe, J. Y., & Lim, C. (2023, May 25–27). Film-induced tourism [Paper presentation]. APacCHRIE, Philippines.
  • Paek, S., Choe, J. Y. J, & Lee D. (2021, July 7–9). Green consumers and social influence: Attitude of inconvenience and behavioral intentions in green coffee shops [Paper presentation]. TOSOK International Tourism Conference, Korea.
  • Choe, J. Y. J*, & Kim, S. S. (2019, July 4–6). Understanding tourists' local food consumption value according to socio-demographics [Paper presentation]. Pan Asia International Tourism Conference (PAITOC), Korea.
  • Choe, J. Y. J* (2019, June 26–29). Food neophobia and tourists' local food experiences [Paper presentation]. International Conference on Tourism (ICOT), Portugal.
  • Choe, J. Y. J*, & Oh, M. H. (2018, June 27–30). Understanding food tourists' hierarchical consumption value maps [Paper presentation]. International Conference on Tourism (ICOT), Greece.
  • Choe, J. Y. (2017, November 3–5). Tourists’ typology based on local food experience [Paper presentation]. Asian Food Study Conference (AFSC), Korea.
  • Choe, J. Y. J*, & Kim, S. S. (2017, June 22–24). Effects of local food consumption value on attitudes toward local food, food destination image, and behavioral intention [Paper presentation]. 16th Asia Pacific Forum for Graduate Students Research in Tourism, Korea.
  • Choe, J. Y*., & Kim, S. S. (2016, December 3–5). The comparison of the ethnic restaurant performances, food attributes and cultural factors among ethnic restaurants in Hong Kong [Paper presentation]. 6th Asian Food Study Conference (AFSC), Japan.
  • Choe, J. Y., & Kim, S. S. (2016, August 2–6). Effects of national food video clip and their implications on food business stakeholders [Paper presentation]. International Research Symposium in Service Management (IRSSM), Thailand.
  • Choe, J. Y*., & Kim, S. S. (2016, July 13–15). A study of local food consumption value in the food tourism context [Paper presentation]. Tourism Sciences Society of Korea (TOSOK) International Conference, Korea.
  • Kim, S. S., Choe, J. Y., & Han, H. (2016, June 29–July 2). Role of video clips in promoting food tourism [Paper presentation]. International Conference on Tourism (ICOT), Italy.
  • Kim, J. H., & Choe, J. Y. (2016, May 16–18). Comparative study of government mobile application for incorporating food tourism [Paper presentation]. 2nd Global Tourism & Hospitality Conference and 15th Asia Pacific Forum for Graduate Students Research in Tourism, Hong Kong.
  • Moon, J., Kim, S. S., & Choe, J. Y. (2015, May 20–22). Comparison of brand equity models of competitive convention cities in East Asia [Paper presentation]. World Conference on Hospitality, Tourism, and Event Research & International Convention and Expo Summit (WHTER & ICES) Conference, Korea.
  • Choe, J. Y*., Kim, S. S., & Lee, J. (2015, May 20–22). Competitiveness of Asian ethnic restaurants in Hong Kong [Paper presentation]. World Conference on Hospitality, Tourism, and Event Research & International Convention and Expo Summit (WHTER & ICES) Conference, Korea.
  • Choe, J. Y*., Kim, S. S., & Lee, A. J. (2014, June 26–28). Is globalizing a national food possible? Market segmentation by reasons for preferring Korean food [Paper presentation]. World Hospitality and Tourism Forum, Korea.
  • Cho, M. S., Yoon, H. R., & Choe, J. Y*. (2008, July 9–12). Food Neophobia Scale (FNS) as a predictor of ethnic food experiences [Paper presentation]. 14th Asia Pacific Tourism Association (APTA) Annual Conference, Thailand.
 

Research Project

  • Workation post-COVID-19: Theoretical approach and practical applications; multi-year research grant funded by the University of Macau, 2023–2024. (Principal Investigator)
  • Smart Tourism Destination Attributes and Consumption Value; research grant funded by the Asia-Pacific Academy of Economics and Management at the University of Macau, 2020–2021. (Principal Investigator)
  • Research on tourists’ food consumption in Macau: An application of big data; start-up research grant funded by the University of Macau, 2018–2020. (Principal Investigator)