학력사항

·         관광경영박사 l PhD in Tourism Marketing (2015). The Hong Kong Polytechnic University, Hong Kong

·         관광경영석사 l MSc in Tourism Management (2010). University of Surrey, United Kingdom

·         관광경영학사 l BSc in Tourism Management (2005). Sangji University, Republic of Korea

교육경력

·         (2025.4.1~현재) 국립 강릉원주대학교 관광경영학과 부교수

·         (2024.3.1~2025.3.31) 국립 강릉원주대학교 관광경영학과 조교수

·         (2019.1.7~2024.1.20) 영국 국립대학교 Leeds Beckett University, 호텔 & 관광경영대학 부교수

·         (2015.8.3~2019.1.2) 홍콩 국립대학교 The Chinese University of Hong Kong, 호텔 & 관광경영대학 조교수

주요 연구 관심분야

·         관광 마케팅

·         호스피탈리티 마케팅

·         소비자 행동

·         빅데이터 & 인공지능 융합 관광

주요 전문 경력 및 대외활동

·       (현) 한국호텔관광학회 학술이사 (2024.3.1~현재)

·      (현) 한국비서학회 이사 (2025.1.1~현재)

·      (현) 강원특별자치도 정책연구용역심의위원회 위원 (2025.5.10.~현재)

·      (현) 강원특별자치도 재정운영위원회 위원 (2025.2.1~현재)

·        (현) 강원특별자치도 성과평가위원회 위원 (2024.10.1~현재)

·        (현) 강릉시 녹색도시 체험센터 운영위원회 위원 (2024.4.1~현재)

·       (현) 동해시 계약심의위원회 위원 (2025.5.1~현재)

·        (현) Editorial Board Member, Journal of Travel and Tourism Marketing

·        (현) Editorial Board Member, Journal of Gastronomy, Hospitality, and Travel

·        (현) Executive Board Member, ATALAS Europe

·        (현) Chair of Special Interest Group on AI and Tourism, ATALAS Europe

·        (현) Fellow (FHEA), awarded by Higher Education, UK

·        (전) Chief Guest Editor, Special Issue on the Impact of Technology on Tourism and Hospitality, Journal of Hospitality and Tourism Research

·        (전) Certified Hospitality Educator (CHE), awarded by American Hotel & Lodging Education Institute

·        (전) 영국 University of Surrey 학부 프로그램 외부감사 총괄 위원

·        (전) 영국 University College Birmingham 학부 프로그램 외부감사 총괄 위원

연구실적

• Google Scholar

https://scholar.google.com/citations?user=_qqH41wAAAAJ&hl=en&oi=ao

Selected Journal

• D. Kim, M. Choi., & Y. Choi. (2025, ahead of print). Customer perception of price fairness in human-robot interaction: examining the role of anthropomorphism and social presence. Journal of Hospitality Marketing & Management. (SSCI, IF: 11.9, 공동저자) 
• Choi, M., Choi, Y., Bangura, E., & Kim, D. (2024). ChatGPT or online review: Which is a better determinant of customers’ trust in Airbnb listings and stay intention?. International Journal of Hospitality Management, 122, 103852. (SSCI, IF: 9.9, 주저자)
• Choi, M., & Choi, Y. (2024). Emotional or rational? Effective ESG advertising messages for travel enterprises. Journal of Travel & Tourism Marketing, 41(1), 68-87. (SSCI, IF: 8.2, 주저자) 
• Choi, M., Choi, Y., & Lee, H. (2024). Gen Z travelers in the Instagram marketplace: Trust, influencer type, post type, and purchase intention. Journal of Hospitality & Tourism Research, 48(6), 1020-1034. (SSCI, IF: 4.4, 주저자 )
• Choi, M., & Choi, Y. (2024). Exploration of the diversity of virtual influencers used as tourism ambassadors in South Korea. Asia Pacific Journal of Tourism Research, 29(10), 1272-1285. (SSCI, IF: 4.3, 주저자) 
• Kim, S., Fong, L. H. N., Choi, M., & Law, R. (2024). Editorial for the Special Issue: Impacts of Future Technology on Hospitality and Tourism. Journal of Hospitality & Tourism Research, 48(6), 947-948. (SSCI, IF: 4.4, 주저자)
• Choi, M., Choi, Y., Nosrati, S., Hailu, T. B., & Kim, S. (2023). Psychological dynamics in the metaverse: evaluating perceived values, attitude, and behavioral intention in metaverse events. Journal of Travel & Tourism Marketing, 40(7), 602-618. (SSCI, IF: 8.2, 주저자) 
• Choi, M., Choi, Y., Kim, S., & Badu-Baiden, F. (2023). Human vs robot baristas during the COVID-19 pandemic: effects of masks and vaccines on perceived safety and visit intention. International Journal of Contemporary Hospitality Management, 35(2), 469-491. (SSCI, IF: 9.1, 주저자)
• Choi, M., & Choi, Y. (2023). Effective airbnb advertising during COVID-19 pandemic: Message format and hypothetical distance. Journal of Vacation Marketing, 29(4), 617-635. (SSCI, IF: 8.2, 주저자)
• Choi, M., Choi, Y., & Kim, D. Y. (2023). Digital natives: internal defence mechanism to distrust tourism advertisements. Current Issues in Tourism, 26(16), 2692-2707. (SSCI, IF: 5.7, 주저자)
• Choi, M., Choi, Y., & Lee, H. (2023). Gen Z travelers in the Instagram marketplace: Trust, influencer type, post type, and purchase intention. Journal of Hospitality & Tourism Research, 10963480231180938. (SSCI, IF: 4.4, 주저자)
• Parsons, D., Choi, M., Thomas, R., Glyptou, K., & Walsh, K. (2023). The policy responses of tourism agencies to emerging digital skills constraints: A critical assessment of six countries. International Journal of Tourism Research, 25(1), 97-108. (SSCI, IF: 4.1)
• Choi, M., & Choi, Y. (2021). Employee perceptions of hotel CSR activities during the COVID-19 pandemic, International Journal of Contemporary Hospitality Management, 33(10), 3355-3378. (SSCI, IF: 9.1, 주저자)
• Choi, Y., Oh, M., Choi, M., & Kim, S. (2021). Exploring the influence of culture on tourist experiences with robots in service delivery environment, Current Issues in Tourism, 24(5), 717-733. (SSCI, IF: 5.7)
• Lee, J. S., & Choi, M. (2020). Examining the asymmetric effect of multi-shopping tourism attributes on overall shopping destination satisfaction, Journal of Travel Research, 59(2), 295-314. (SSCI, IF: 8.0, 주저자)
• Choi, Y., Choi, M., Oh, M., & Kim, S. (2020). Service robots in hotels: understanding the service quality perceptions of human-robot interaction. Journal of Hospitality Marketing & Management, 29(6), 613-635. (SSCI, IF: 11.9)
• Heo, C. Y., Blal, I., & Choi, M. (2019). What is happening in Paris? Airbnb, hotels, and the Parisian market: A case study. Tourism Management, 70, 78-88. (SSCI, IF: 10.9)

외부 연구비 수주실적 및 수상경력

·         2025. 한국해양수산개발원 (KMI) -2025년 우리바다 현장 연구 지원사업 연구비 수주. / 최미주 (단독수주, PI)

·         2023 한진그룹 산하 정석물류학술재단, [여행/관광 부문] 최영준 (이화여대) & 최미주 (국립 강릉원주대학교) 공동 수주 / 금액 29,000,000원

·         Principal Investigator of Joint Education Program 단독 수주 – Innovation Week 2018: Taiwan Collaboration Fund 2017-2018 (HK$ 45,000), Office of Academic Links China, CUHK.

·         Best Paper Award, International Conference on Tourism (ICOT 2023), Nicosia, Cyprus.

·         Research Award, Recipient of International Faculty Mobility Scheme for 2016-2017 단독수주, The Chinese University of Hong Kong.

·         Rising Researcher Award, 2016 TOSOK: The 80^th International Tourism Conference, Korea, 13-15 July 2016.

   Topic: Examining the factor related to tourists’ perceived value of shopping tourism

·         Best Paper Award, WHTER & ICES 2015 (World Conference on Hospitality, Tourism, and Event Research & International Convention and Expo Summit), Korea, 20-22 May 2015.

   Topic: Trust of tourists toward shopping destinations: Development of a shopping destination trust scale

·         Best Paper Award, Global 2014 & 11^th ATF (Global Tourism & Hospitality Conference and Asia Tourism Forum), Hong Kong, 18-21 May 2014.

   Topic: Shopping tourism: A review of tourists’ shopping in tourism research

·         PhD studentship (2012-2015, HK$ 450,000), The Hong Kong Polytechnic University

·         Merit-based scholarship (2001-2005, KRW 20,000,000), Sangji University

주요 자격증

·         관광통역안내사 (영어)

·         국외여행인솔자

·         국내여행안내사