YEASUN CHUNG

School of Hospitality and Tourism Management
Associate Professor and PhD Program Coordinator

365 HUMAN SCIENCES
STILLWATER, OK 74078
Phone: 405-744-9338

y.chung@okstate.edu

Education

• Ph D, Virginia Polytechnic Institute, Hospitality and Tourism Management, 2011
• MS, Virginia Polytechnic Institute, Hospitality and Tourism Management, 2005
• BA, Sogang University; Seoul, South Korea, German Language and Literature, 1998

Publications

• Yeasun Chung. (2025). "A GAN-Based Hybrid Approach for Addressing Class Imbalance in Machine Learning". Computer Science and Information Systems (Forthcoming). (22), 1,
• MD Zaker Hossin and Yea Chung. (2024). "Brand Trust Equation: The Role of Brand Trust and its Impact on Pro-social Behavior in Peer-to-Peer Accommodation". ICHRIE Research Reports. (9), 1,
• MD Zaker Hossin and Yeasun K. Chung. (2024). "Dine Green, Be Kind: Local vs. Chain Restaurants in Sustainability, Brand Attachment, and Pro-social Behaviors". ICHRIE Research Reports. (9), 1,
• Jinyoung Im, Yeasun Kate Chung, and Dazhi Qin. (2023). "Exploring diversity, equity, and inclusion in hospitality and tourism firms through the organizational justice and stakeholder theories". Tourism Management . (95), 104662.
• Bonhak Koo, William Ryan, Catherine Curtis, Yeasun Chung, and . (2023). "Psychometric approaches to exploring the characteristics of smart hotel brand experiences: Scale development and validation". Journal of Hospitality and Tourism Management. (56), 385-395.
• DeaKyoo Kim and Yeasun K. Chung. (2023). "Addressing Class Imbalances in Software Defect Detection". Journal of Computer Information Systems.
• Dazhi Qin and Yeasun Chung. (2023). "Pre & post pandemic: what does financial data say? a comparative study in hospitality and tourism industry". .
• Daekyu Kim and Yea Chung. (2021). "R-BPMN for Abstract Modeling of Business Process Patterns". Business Process Management Journal. (27), 5, 1445-1462. 1463-7154.
• Borham Yoon, Yeasun K. Chung, and Kyungyul Jun. (2020). "Restaurant Industry Practices to Promote Healthy Sustainable Eating: A Content Analysis of Restaurant Websites Using the Value Chain Approach". Stillwater: Sustainability. (12), 17, 7127.
• Dazhi Qin, Xu Hong, Yea Chung, and Hallin Qu. (2019). "The impact of poverty alleviation tourism polocy on poor population in China". .
• B Yoon and Yea Chung. (2018). "Consumer attitude and visit intention toward food-trucks: Targeting millennials.". Journal of Foodservice Business Research. (21), 2, 187-199.
• L Ding, J Yang, and Yea Chung. (2018). "Effects of Corporate Social Performance on Corporate Financial Performance: A Two-sector Analysis between the US Hospitality and Manufacturing Companies.". Global Business and Finance Review,. (23), 1-16.
• B Yoon and Yea Chung. (2018). "The effects of corporate social responsibility on firm performance: A stakeholder approach.". Journal of Hospitality and Tourism Management. (37), 89-96.
• M S Lin and Yea Chung. (2018). "Understanding the impacts of corporate social responsibility and brand attributes on brand equity in the restaurant industry". Tourism Economics.
• J Im and Yea Chung. (2017). "The effects of insider ownership and board composition on firm performance in the restaurant industry.". The Journal of Hospitality Financial Management. (25), 1, 4-16.
• J J Li, Yea Chung, and W G Kim. (2016). "Freedom of choice as a success factor in tourism: Empirical evidence from a far-east gambling city.". Tourism and Hospitality Research.
• P Hebert, G Clare, Yea Chung, Elisaveta Slevitch, and J Leong. (2015). "Effects of experimental conditions on consumer perceptions of ground beef: Interdisciplinary Study.". Journal of Social Sciences and Humanities. (1), 4, 275-282.
• Y C Wang and Yea Chung. (2015). "Hotel brand portfolio strategy.". International Journal of Contemporary Hospitality Management,. (27), 4, 561-584.
• P Hebert, Yea Chung, Elisaveta Slevitch, and J Leong. (2015). "Hotel lighting to enhance guest safety and security.". Journal of Social Sciences and Humanities. (1), 4, 323-331.
• L Ding and Yea Chung. (2014). "Competitive responses, competitors' strategic orientations, and imitated strategy types: evidence from the US restaurant industry.". International Journal of Tourism Sciences. (14), 2, 18-35.
• G Clare, P Hebert, H Lee, Yea Chung, M Kang, J Leong, and Elisaveta Slevitch. (2014). "Seeing the light: Consumer perceptions of ground beef packaging". Management. (4), 4, 77-89.
• Yea Chung and N Yoon. (2013). "Plural form, risk, and performance in the hotel industry.". The Journal of Hospitality Financial Management. (21), 1, 31-44.
• B Yoon and Yea Chung. (2012). "Can nutrition information for side menu items improve customer awareness and choice in fast food restaurants". International Journal of Tourism Sciences. (12), 2, 44-62.
• Y Lim, Yea Chung, and P A Weaver. (2012). "The impact of social media on destination branding Consumer- generated videos versus destination marketer-generated videos". Journal of Vacation Marketing,. (18), 3, 197- 206.
• M D Olsen, Yea Chung, N Graf, K Lee, and M Madanoglu. (2005). "Branding: myth and reality in the hotel industry". Journal of Retail & Leisure Property. (4), 2, 146-163.

Presentations

• Complex barriers in food waste management: Analyzing stakeholder dynamics in restaurant kitchens
  CentralCHRIE Conference
  Virtual - November 8 2024
• Leveraging Emotional Regulation and Creativity for Stress Resilience
  CentralCHRIE Conference
  Virtual - November 8 2024
• Fairs and Festivals: Assessing Environmental Impacts on Festival Attachment and Subjective Well-bein
  Annual Graduate Conference
  Miami, FL - January 2024
• Trust-Building Pillars in Peer-to-Peer Stays and its Impact on Prosocial Behavior
  Annual Graduate Conference
  Miami, FL - January 2024
• Brand Trust Equation: The Role of Brand Trust and its Impact on Pro-social Behavior in Peer-to-Peer Accommodation
  Central CHRIE
  West Lafayette, IN - October 2023
• Dine Green, Be Kind: Local vs. Chain Restaurants in Sustainability, Brand Attachment, and Pro-social Behaviors
  Central CHRIE
  West Lafayette, IN - October 2023
• Role of the Privacy Calculus in Hotel Guests’ Intentions to Use In-Room Voice Assistant
  Central CHRIE
  West Lafayette, IN - October 2023
• Pre & Post Pandemic: What does financial data say? - a comparative study in hospitality and tourism industry
  Graduate Education & Graduate Student Research Conference in Hospitality & Tourism
  Pomona, CA - January 6 2023
• External Crisis, Financial Risks, Risk Management, and Competitive Advantages in Tourism and Hospitality Industry
  ICHRIE 2022
  International Council on Hotel, Restaurant, and Institutional Education (ICHRIE)
  Washington D. C. - 2022
• The Impact of Tourism for Poverty Alleviation Policy on Poor Population in China,
  Graduate Education & Graduate Student Research Conference in Hospitality & Tourism
  Houston, TX - January 2019
• Family business: survival and success
  Annual Conference
  Graduate Education & Graduate Student Research Conference in Hospitality & Tourism
  Forth Worth, TX - 2018
• Food in tourism under the gaze of chinese tourists: visual and text analysis on American destinations
  Annual Conference
  Graduate Education & Graduate Student Research Conference in Hospitality & Tourism
  Forth Worth, TX - 2018
• How do they tell the story? Storytelling practices of local eating and drinking places
  Annual Conference
  Graduate Education & Graduate Student Research Conference in Hospitality & Tourism
  Forth Worth, TX - 2018
• The benefits and disadvantages of co-branding in the hotel and restaurant industry
  Annual Conference
  Graduate Education & Graduate Student Research Conference in Hospitality & Tourism
  Forth Worth, TX - 2018
• Examining the impact of activity experience on customers' memory and revisit intention in ethnic restaurants
  Central Federation CHRIE Regional Conference
  CHRIE
  Ames, IA - 2018
• The joint effect of regulatory focus and perceived organizational support on employees' job crafting in the hotel industry
  EuroCHRIE Conference
  EuroCHRIE
  Dublin, Ireland - 2018
• The joint effect of regulatory focus and perceived organizational support on employees' job crafting in the hotel industry
  EuroCHRIE 2018
  EuroCHRIE
  Dublin, Ireland - November 2018
• Applying the stage model of international franchise system development: What push and pull factors trigger stage transition?
  Annual Conference
  Graduate Education & Graduate Student Research Conference in Hospitality & Tourism
  Houston, TX - 2017
• Impact of Visuals on High Involvement Level: The interaction of Font Character and Menu Type on Restaurant Customer's Luxury Perception
  Annual Conference
  Graduate Education & Graduate Student Research Conference in Hospitality & Tourism
  Houston, TX - 2017
• Restaurants healthy food practices: A content analysis of company webpages and consumer online reviews
  Annual Conference
  Graduate Education & Graduate Student Research Conference in Hospitality & Tourism
  Houston, TX - 2017
• What are the roles of mortality salience and social presence to motivate customers to choose more local food?
  Annual Conference
  Graduate Education & Graduate Student Research Conference in Hospitality & Tourism
  Houston, TX - 2017
• Millennials' Service Quality Evaluation of Self-Service Kiosks in the Hotel Industry
  Central Federation CHRIE Regional Conference
  CHRIE
  Stillwater, OK - 2017
• Potential customer's attitudes towards management responses to negative hotel reviews
  Central Federation CHRIE Regional Conference
  CHRIE
  Stillwater, OK - 2017
• The Influence of Customer Personality Traits on the Tip Size in Full-Service Restaurants
  Central Federation CHRIE Regional Conference
  CHRIE
  Stillwater, OK - 2017
• What Drives Visitors to Consume Food at Festivals?
  Central Federation CHRIE Regional Conference
  CHRIE
  Stillwater, OK - 2017
• What do they actually write about restaurants? A content Analysis of Business Travelers' TripAdvisor reviews
  Asia-Pacific Council on Hotel, Restaurant, and Institutional Education Confrence
  APacCHRIE
  Bali, Indonesia - May 31 2017
• A Value Menu is Really Valuable to Fast-Food Resturants?
  ICHRIE Annual Conference
  ICHRIE
  Dallas, TX - July 2016
• Effects of Health Practices on Restaurant in Image Formation and Customer Behavior Intentions
  ICHRIE Annual Conference
  ICHRIE
  Dallas, TX - July 2016
• Impact of Operational Risk-Taking Behavior on CEO Compensation
  ICHRIE Annual Conference
  ICHRIE
  Dallas, TX - July 2016
• Investigating Deficiencies and Obstacles for Low Attendance Rate in Soccer Matches: Evidence from Saudi Arabia
  ICHRIE Annual Conference
  ICHRIE
  Dallas, TX - July 2016
• The Influence of Service Quality, Food Quality, Social Norms, and Customer Personality Traits on the Tip Size in Full Service Resturants
  ICHRIE Annual Conference
  ICHRIE
  Dallas, TX - July 2016
• Corporate social performance and CEO compensation in U.S. restaurant industry: The moderating effect of firm size
  Annual Conference
  APacCHRIE
  Bangkok, Thailand - May 2016
• Culture, Students' Attitudes, and Satisfaction with Hospitality
  Annual Conference
  APacCHRIE
  Bangkok, Thailand - May 2016
• Developing a Predictive Model for Sanitation Violations in Chain Restaurants: a Case Study of Chicago
  Proceedings of the Global Hospitality & Tourism Conference
  Seoul, South Korea - May 2016
• Performance Measures and Wealth Creation in Resturant Companies
  Proceedings of the Global Hospitality & Tourism Conference
  Seoul, South Korea - May 2016
• Tourists' Motivation, Satisfaction, and Intention to Revisit to Rural Tourism Destinations
  ICHRIE Annual Conference
  ICHRIE
  Orlando, FL - June 2015
• Does Menu Labeling Matter to Fast Food Diners? Impacts of Labeling on Perception, Accuracy, and Choice According to Health-Consciousness
  Graduate Student Education and Research Conference in Hospitality and Tourism
  Tampa, FL - January 2015
• Linkage of Ownership Configuration, Economic Condition, and Performance in the Restaurant Industry
  Graduate Student Education and Research Conference in Hospitality and Tourism
  Tampa, FL - January 2015
• Should we Imitate a Corporate Social Responsibility-Related Strategy? A Data Envelopment Analysis (DEA) Approach
  Graduate Student Education and Research Conference in Hospitality and Tourism
  Tampa, FL - January 2015
• Social Responsibility in University Dining Services: Modeling the Relationships Between Perception, Satisfaction, Trust, and Behavioral Intention
  Graduate Student Education and Research Conference in Hospitality and Tourism
  Tampa, FL - January 2015
• Understanding Restaurant Customer's Use of Electronic Word of Mouth to Complain and Compliment: The Moderating Impact of Perceived Usefulness and Perceived Ease of Use
  Graduate Student Education and Research Conference in Hospitality and Tourism
  Tampa, FL - January 2015
• Utilizing Systems Thinking and Concept Mapping to Identify Interdisciplinary Research Opportunities: Considering the Effects of Light on Meat Products
  Hawaii University International Conference: Arts, Humanities, Social Sciences & Education
  Hawaii University
  Honolulu, HI - January 2015