WooMi Jo | Gordon S. Lang School of Business and Economics

WooMi Jo

Associate Professor & Graduate Program Coordinator
School of Hospitality, Food and Tourism Management
Email: 
woomi@uoguelph.ca
Phone number: 
53633
Office: 
Macdonald Stewart Hall (MACS), Room 307
Summary: 

 

Dr. WooMi Jo is an Associate Professor and Graduate Program Coordinator at the School of Hospitality, Food and Tourism Management. With a focus on consumer behavior and market research, Dr. Jo brings extensive expertise to her academic pursuits. Her research explores the intricate relationship between consumer behavior and the hospitality and tourism industries, particularly in lodging sector. Dr. Jo investigates the social, cultural, and psychological factors shaping consumer decision-making processes, offering critical insights for industry practitioners and policymakers.

Dr. Jo's research enhances our understanding of consumer preferences and behaviors within the dynamic landscape of hospitality and tourism. By discovering underlying motivations and decision-making processes, her work informs strategic planning and marketing initiatives for businesses in these sectors.

Find Related People by Keyword

Faculty & Staff, hospitality and tourism faculty

B.S. Hotel and Restaurant Management
Minor in Business Administration
Kansas State University

M.S. Master of Hospitality Management 
University of Houston, Conrad N. Hilton College

Ph.D. Foodservice and Hospitality Management
Kansas State University

SELECTED REFEREED JOURNAL ARTICLES

  • Oh, H., Jo, W., Kim, S. J., & Park, J.D. (2024). Unraveling paradox of customer orientation: three-way interactions of customer incivility, customer orientation, and coping strategies on job stress.  International Journal of Contemporary Hospitality Management.

  • Oh, H., Linda, I.J., & Jo, W. (2024). Customer-oriented behavior in full-service restaurants: A moderated-mediation model of emotional intelligence, work engagement, and customer-oriented attitude. Journal of Quality Assurance in Hospitality & Tourism, 1–24. https://doi.org/10.1080/1528008X.2024.2394953

  • Zhou, Y., Jo, W., Flaherty, J., & Li, T. (2024). The influence of travel vlogs on tourist behavior: application of the AIDA principle. International Journal of Tourism Research, 26(5), e2755. https://doi.org/10.1002/jtr.2755.

  • Jo, W., Lin, Y., Xue, P., & Joppe, M. (2024). Role of deindividuation between perceived crowding and tourist behaviors: moderating effect of environmental knowledge. International Journal of Tourism Research, 26(5), e2748. https://doi.org/10.1002/jtr.2748.

  • Kim, S. J., Jo, W., Oh, H., & Yan, F. (2024). The effect of job stress on the quality of life of commercial pilots: testing the mediating effects of mindfulness and job satisfaction. International Journal of Tourism Research. 26(1), e2638. http://dx.doi.org/10.1002/jtr.2638.

  • Xue, P., & Jo, W. (2023). Purchase Decision Based on Switching Barriers and Decision Postponement: Moderating Role of Time Pressure.  Journal of Hospitality and Tourism Insights, 7(4), 1681-1698. https://doi.org/10.1108/JHTI-12-2022-0628.

  • Thomas-Francois, K., Jo, W., Somogyi, S., Li, Q., & Nixon, A. (2023). Virtual Grocery Shopping: An Application of the Model of Goal-Directed Behaviour. British Food Journal, 125 (8), 3097-3112. https://doi.org/10.1108/BFJ-06-2022-0510.

  • Van Embden, K., Jo, W., Holmes, M., & Xue, P. (2022). Consumer Evaluation of Food Truck Offerings through Image, Perceived Risk, and Experiential Value. Journal of Foodservice Business Research, 27(5), 573–600. https://doi.org/10.1080/15378020.2022.2131965.

  • Yang, X., & Jo, W. (2022). Roles of Work-life Balance and Trait Mindfulness between Recovery Experiences and Employee Subjective Well-being: A Moderated Mediation Model. Journal of Hospitality and Tourism Management, 52, 459-468. https://doi.org/10.1016/j.jhtm.2022.08.005.

  • Shen, S., Jo, W., & Joppe, M. (2022). The Influencing Factors of Travel Attitude and Intention During COVID-19: Country Image, Subjective Knowledge, and Destination Trust. Journal of Hospitality and Tourism Management, 52, 275-284. https://doi.org/10.1016/j.jhtm.2022.07.003.

  • Xue, P., Jo, W., & Bonn, M.A. (2020). Online Hotel Booking Decision Based on Price Complexity, Alternative Attractiveness, and Confusion. Journal of Hospitality and Tourism Management, 45, 162-171. https://doi.org/10.1016/j.jhtm.2020.08.013.

  • Liu, J., & Jo, W. (2020). Value Co-Creation Behaviors and Hotel Loyalty Program Member Satisfaction based on Engagement and Involvement: Moderating Effect of Company Support. Journal of Hospitality and Tourism Management, 43, 23-31. https://doi.org/10.1016/j.jhtm.2020.02.002.

  • Jang, J., Jo, W., & Kim, S.J. (2020). Can Employee Workplace Mindfulness Counteract the Indirect Effects of Customer Incivility on Proactive Service Performance through Work Engagement? A Moderated Mediation Model. Journal of Hospitality Marketing and Management, 29 (7), 812-829. https://doi.org/10.1080/19368623.2020.1725954.

  • Qu, Y., Jo, W., & Choi, H. (2019). Gender Discrimination, Injustice and Deviant Behavior among Hotel Employees: Role of Organizational Attachment.  Journal of Quality Assurance in Hospitality & Tourism, 21, 78-104. https://doi.org/10.1080/1528008X.2019.1619498

  • Wolfe, K., Jo, W., Asperin, A. Olds, D., DeSanto, J., and Liu, W.C. (2016). An fMRI study of the effects of food familiarity and labeling on brain activation.  Journal of Culinary Science & Technology, 14:4, 332-346.

  • Jo, W., Lee, C.K., and Reisinger, Y. (2014).  Understanding International visitor satisfaction and behavioral intentions: A case of the Korean guesthouse Hanok. Annals of Tourism Research, 47, 83-86.

  • Wolfe, K., Phillips (Jo), W.J., and Asperin, A. (2014).  Using Hotel Supervisors’ Emotional Intelligence as a Benchmark for Hospitality Students.  Journal of Hospitality and Tourism Education, 26:1, 2-9.

  • Wolfe, K., Phillips (Jo), W.J., and Asperin, A. (2014).  Examining Social Networking Sites as a Data Collection Channel in Hospitality and Tourism Research. Journal of Quality Assurance in Hospitality & Tourism, 15, 134-148.

  • Phillips (Jo), W.J., Asperin, A., and Wolfe, K. (2013). Investigating the effect of Country Image and Subjective Knowledge on Attitudes and Behaviors: U.S. Upper Midwesterners' Intentions to Consume Korean Food and Visit Korea. International Journal of Hospitality Management. 32, 49-58.

  • Phillips (Jo), W.J., Wolfe, K., Hodur, N., and Leistritz, F.L. (2013). Tourist Word-Of-Mouth and Revisit Intentions to Rural Tourism Destinations: A Case of North Dakota, USA. International Journal of Tourism Research. 15, 93-104.

  • Phillips (Jo), W.J., and Jang, S.C. (2012). Exploring Senior Casino Gaming Intention. Journal of Hospitality and Tourism Research. 36(3), 312-334.

  • Seo, S., Phillips (Jo), W.J., Jang, J. and Kim, K. (2012). The Effects of Acculturation and Uncertainty Avoidance on Foreign Consumer Choice for Korean Foods.  International Journal of Hospitality Management, 31(3), 916-927.

  • Phillips (Jo), W.J., and Back, K. (2011). Conspicuous Consumption Applied to Tourism Destinations. Journal of Travel and Tourism Marketing, 28 (6), 583–597.

  • Park, K., Phillips (Jo), W.J., Canter, D., and Abbott, J.A. (2011). Hospitality and Tourism Research Rankings by Author, University, and Country Using Six Major Journals: The First Decade of New Millennium. Journal of Hospitality and Tourism Research, 35 (3), pp. 381 - 416.

  • Phillips (Jo), W., and Jang, S.C. (2010). Destination Image Differences between Visitors and Non-visitors: A Case of New York City. International Journal of Tourism Research. 12(5), 642-645.

  • Phillips (Jo), W., Jang, S.C. and Canter, D. (2010). Senior Casino Gaming Motivation: Measurement Scale Development. Tourism Analysis, 15(2), 197-211.


BOOK CHAPTERS

Jo, W. (2022) Casino Tourism. In: Jafari J., Xiao H. (eds.) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_25-3.
Jo, W. (2015). Casino Tourism. In J. Jafari & H. Xiao (eds.), Encyclopedia of Tourism, Springer, DOI 10.1007/978-3-319-01669-6_25-1.


Research Interests

  • Consumer Decision-Making & Behaviour

  • Destination Marketing

  • Human Resource Management

  • Food and Tourism

SELECTED REFEREED CONFERENCE PROCEEDINGS

  • Xue, P., & Jo, W. (2024). Investigating Digital wellbeing of E-sports hotel guests The Broaden-and Built Theory Approach.  APacCHRIE) Annual Conference, May 24-26, 2024, Seoul, South Korea.
  • Xue, P., Jo, W., & Kim, S. J. (2024). Investigating Employee Citizenship Behavior and Customer Orientation. Asia Pacific Tourism Association (APTA) Annual Conference, July 3-5, 2024, Macau.
  • Xue, P., & Jo, W. (2024).  Investigating Smart Hotel Purchase Intention: Application of Expectancy Theory. 29th Graduate Education and Graduate Student Research Conference in Hospitality and Tourism. Miami, FL, USA, January 4- 6, 2024. 
  • Stewart, S., & Jo, W. (2024). Innovative Tourism Marketing Strategies for Jamaica - A Data-Driven Approach to Enhancing the Country's Tourism Industry. 29th Graduate Education and Graduate Student Research Conference in Hospitality and Tourism. Miami, FL, USA, January 4- 6, 2024. 
  • Xue, P., & Jo, W. (2023). Hotel Reward Program Benefits: Scale Development and Validation. International Society of Travel and Tourism Educators (ISTTE) Annual Conference, October 15-17, Toronto, Canada.
  • Li, Z., & Jo​, W. (2023). Are we willing to pay more for smart hotels?​ International Society of Travel and Tourism Educators (ISTTE) Annual Conference, October 15-17, Toronto, Canada.
  • Jo, W. (2023). Learning from Culinary Tourism Alliance (CTA) Canada for the development and policy of the Korean Culinary Tourism Association. Korean Culinary Tourism Forum, June 2, 2023, Seoul, Korea.
  • Xue, P., Jo, W., & Lee, M. J. (2023). Examine hotel reward program benefits using fuzzy-set qualitative comparative analysis. Asia Pacific Tourism Association (APTA) Annual Conference, July 5-7, 2023. Chiang Mai, Thailand. 
  • Xue, P., Wang, H., Jo, W., & Dong, J. (2023).  Memorable tourism experience: application of Q methodology in heritage red tourism. 28th Graduate Education and Graduate Student Research Conference in Hospitality and Tourism. Los Angeles, CA, USA, January 5- 7, 2023. 
  • Xue, P., Lin, Y., & Jo, W. (2022).  The effect of perceived crowding on tourist behavior and deindividuation: moderating role of pro-environmental knowledge. 28th Asia Pacific Tourism Association Conference (APTA), Jeju Island, South Korea, July 06 - July 08, 2022.
  • Yang, C., & Jo, W. (2022). An extended protection motivation theory to explore consumers’ intention to report food delivery safety violations in China. 27th Graduate Education and Graduate Student Research Conference in Hospitality and Tourism. Houston, TX. (Hybrid)
  • Li, Q., Jo, W., & Foti, L. (2022). Hotel staycation motivation: an application of q methodology. 27th Graduate Education and Graduate Student Research Conference in Hospitality and Tourism. Houston, TX. (Hybrid)
  • Shen, S., Joppe, M., & Jo, W. (2021). The cautious nature of Canadians:  Different market segments’ perceptions during COVID-19. 2021 Travel and Tourism Research Association (TTRA) Canada Annual conference. October 13- 15, 2021. (Online)
  • Xue, P., &   Jo, W. (2021). Investigating consumer decision postponement and booking decision. Asia Pacific Tourism Association (APTA) Annual Conference, June 30 – July 2, 2021, Online conference.(Hybrid) Nominated for Conference Bset Paper Award.
  • Yang, X., & Jo, W. (2021). Hotel employee work-life balance and subjective well-being: role of mindfulness. Asia Pacific Tourism Association (APTA) Annual Conference, June 30 – July 2, 2021. (Hybrid)
  • Zhou, Y., & Jo, W. (2021). The influence of travel vlogs on tourist behavior_ application of AIDA Principle. Asia Pacific Tourism Association (APTA) Annual Conference, June 30 – July 2, 2021. (Hybrid)
  • Li, Q., Jo, W., & Foti, L. (2021). Hotel staycations: recovery experiences and subjective well-being Asia Pacific Tourism Association (APTA) Annual Conference, June 30 – July 2, 2021. (Hybrid)
  • Li, Z., Jo, W., & Levallet, N. (2021). Effects of consumer innovativeness and price sensitivity on behavioural intentions: moderating role of temporal distance. Asia Pacific Tourism Association (APTA) Annual Conference, June 30 – July 2, 2021. (Hybrid)
  • Pan, X., Jo, W., & Choi, H. (2021). Effects of interaction quality for solo diner’s visit intention: role of emotions. Asia Pacific Tourism Association (APTA) Annual Conference, June 30 – July 2, 2021. (Hybrid)
  • Yang, C., & Jo, W. (2021). Consumer responses to online food delivery safety violations in China. Asia Pacific Tourism Association (APTA) Annual Conference, June 30 – July 2, 2021. (Hybrid)
  • Pan, X., & Jo. W. (2021). Solo-dining behaviors among senior immigrants: a cross-culture examination. 26th Graduate Education and Graduate Student Research Conference in Hospitality and Tourism. January 3-5, Houston, TX, USA. (Online)
  • Saher, A., & Jo, W. (2021). Diaspora tourism among immigrants in Canada. 26th Graduate Education and Graduate Student Research Conference in Hospitality and Tourism. (Online)
  • Xue, P., &   Jo, W. (2021). Examining consumer’s decision postponement towards online hotel booking decisions. 26th Graduate Education and Graduate Student Research Conference in Hospitality and Tourism. (Online)
  • Zhou, Y., & Jo, W. (2021). Tourism destination marketing by travel vlogs. 26th Graduate Education and Graduate Student Research Conference in Hospitality and Tourism. (Online)
  • Meng, B., Jo, W., &   Choi, HC. (2020 accepted). Role of mindfulness, co-creation behaviors and flow experiences in formation of subjective well-being: case of Airbnb accommodation. 26th Asia Pacific Tourism Association Conference (canceled due to COVID-19).
  • Yang, X., & Jo, W. (2020). The effects of hotel employee recovery experiences on work-life balance and subjective well-being: Moderating role of trait mindfulness. 25th Graduate Education and Graduate Student Research Conference in Hospitality and Tourism. January 3-5, Las Vegas, NV, USA.
  • Lin, Y., & Jo, W. (2020). The effect of perceived crowding on tourist behavior and deindividuation: moderating role of pro-environmental knowledge. 25h Graduate Education and Graduate Student Research Conference in Hospitality and Tourism. January 3-5, Las Vegas, NV, USA.
  • Jo, W., & Kim, J. (2019).  Overreached Effects Of Customer Incivility On  Casino Employees’ Work Engagement. 25th  Asia Pacific Tourism Association Conference, July 1- 3, Da Nang, Vietnam.
  • Jo, W., & Kim, J. (2019).  Hotel employee and customer interaction typology-Q method. The 85th Tourism Sciences Society of Korea Conference, January 25, Suwon, Korea.
  • Choi, J., Jo, W., & Kim, J. (2019). The Effects of Commercial Airline Pliots’ Mindfulness, Work Stress, and Job Satisfaction on Quality of Life. The 85th Tourism Sciences Society of Korea Conference, January 25, Suwon, Korea.
  • Xue, P., & Jo, W. (2019). Choose now or later? An examination of decision postponement and purchase intention based on price complexity, alternative attractiveness, and confusion in hotel online booking.  24th Graduate Education and Graduate Student Research Conference in Hospitality and Tourism. January 3-5, Houston, TX,
  • Jo, W., & Kim, J. (2018).  Customer Incivility in Customer Orientation Through Job Stress and Emotional Exhaustion. Asia Pacific Tourism Association (APTA) 2018 Annual Conference. July 3 - 6, Mactan (Cebu), Philippines.
  • Van Embden, K. & Jo, W. (2018). The Effects of Image on Consumers’ Perceived Risk and Experiential Value: A Case of Food Truck Study.  23rd Graduate Education and Graduate Student Research Conference in Hospitality and Tourism Education, January 3- 5, Dallas, TX.
  • Liu, J. & Jo, W. (2018). Examining Hotel Loyalty Members’ Satisfaction and Active Loyalty Based on Involvement, Engagement, And Value Co-Creation Behavior. 23rd Graduate Education and Graduate Student Research Conference in Hospitality and Tourism Education, January 3- 5, Dallas, TX.
  • Qu, Y., Jo, W., & Choi, C. (2017). The Role Of Organizational Attachment Between Gender Discrimination and Organizational Justice and Workplace Deviant Behaviours: Case of Chinese Hotel Employees. Asia Pacific Council on Hotel, Restaurant, and Institutional Education (APac CHRIE) Annual Conference,  May 30- June 3,  Bali, Indonesia.
  • Kim, J., Jo. W., & Lee, C. K. (2017). Understanding Hotel Employee Subjectivities towards Workplace Peer Interactions: Q Method Approach. 23rd Asia Pacific Tourism Association (APTA) Annual Conference June 18 - 21, 2017, Busan, South Korea.
  • Lee, Y., Choi, C., and Jo, W. (2017). Happiness and Travel: A Critical Review. The 22nd Graduate Education and Graduate Student Research Conference in Hospitality and Tourism Education, January 3- 5, Houston, TX.
  • Wolfe, K., Asperin A., & Jo, W. (2016). Food Tasting as an Experiential Learning Experience. 2016 Annual Conference of the International Society of Travel and Tourism Educators (ISTTE), October 12-14, 2016, Hangzhou, China. Best Poster Award.
  • Jo, W., Lee. C.K., and Kim. H. (2016). The Effects of Country Image on Quality and Value of Cruise Travel Product.  2016 Annual Asia Pacific Tourism Association (APTA) Conference, June 1- 4, 2016, Beijing, China.
  • Park, K.S., and Jo, W. (2015). Impact of Smoking Bans on Casino Gambling Revenues and Player Admission. The 2015 TOSOK (the Tourism Sciences Society of Korea) International Tourism Conference will be held on July 1-3, 2015 in Seoul, Korea.
  • Jo, W., and Cho, T.Y. (2015). Moderating Effect of Festival Visit Frequency on the Relationships among Perceived Crowding, Emotional Responses, and Coping Behavior. World Conference on Hospitality, Tourism, and Event Research (WHTER) & International Convention and Expo Summit (ICES), May 20-22, 2015, Seoul, Korea. Conference Best Paper Award.
  • Wolfe, K., Olds, D., Asperin, A., Jo, W., Desanto, J., and, Liu, W.C. (2015). How neophilics see food differently: Evidence from fMRIs. 2015 Annual ICHRIE Conference, Orlando, FL.
  • Jo, W. (2014). Examining Roles of Authenticity of Buddhist Temple Stay Experience. A stand-up presentation at 2014 Annual Asia Pacific Tourism Association (APTA) Conference, July 1-4, 2014, Ho Chi Minh City, Vietnam.
  • Wolfe, K., Liu, W., Phillips (Jo), W.J., Asperin, A., and Olds, D. (2014).  Using fMRI to Investigate the Differences in Brain Activity while Viewing Images of Familiar and Unfamiliar Foods. A stand-up presentation at 2014 Annual ICHRIE Summer Conference & Marketplace, July 30- August 1, 2014, San Diego, California.
  • Wolfe, K., Phillips (Jo), W.J. and Asperin A. (2013). Assessing Hospitality Students’ Emotional Intelligence. A stand-up presentation at 2013 Annual ICHRIE Summer Conference & Marketplace, July 24-27, 2013, St. Louis, Missouri.
  • Phillips (Jo), W.J. and Lee. C.K. (June 2013). Understanding international visitors’ satisfaction and behavioral intentions: An empirical study of the Korean traditional guesthouse Hanok, a stand-up presentation at the 8th Consumer Psychology of Tourism, Hospitality and Leisure Research (CPTHL) Symposium, June 2-5, 2013, Istanbul, Turkey.
  • Asperin, A.E., Phillips (Jo), W.J., and Wolfe, K. (2013). Using food tasting experiences to enhance experiential learning about ethnic cuisines among college students. Foodservice Systems Management Education Council (FSMEC), March 21-23, 2013 Columbus, Ohio.
  • Manikowske, L., Phillips (Jo), W. J., and Skoy, M. (2012).  Service-learning supports professional development in a pre-internship seminar course.  Oral presentation for International Textile and Apparel Association Annual Conference, Honolulu, Hawaii.
  • Phillips (Jo), W.J., Wolfe, K., and Asperin, A., (2012).  Effects of food neophobia and attitude toward consuming unfamiliar cuisine. Stand-up presentation at 2012 Asia Pacific Tourism Association (APTA) Conference, Taipei, Taiwan.
  • Wolfe, K., Asperin, A., and Phillips (Jo), W.J. (2012). Validating the Use of a Social Networking Site as a Data Collection Method in Hospitality and Tourism Research. A stand-up presentation at 2012 Annual ICHRIE Summer Conference in Providence, Rhode Island. 
  • Asperin, A., Phillips (Jo), W.J., and Wolfe, K. (2011). Exploring Food Neophobia and Perceptions of Ethnic Foods: The Case of Chinese and Thai Cuisines. Annual ICHRIE Summer Conference & Marketplace in Denver, Colorado.
  • Phillips (Jo), W.J., Asperin, A., Wolfe, K., and Seo, S. (2011) Attitude and Intentions towards Unfamiliar Cuisine and Visiting the Country of Origin based on Country Image and Knowledge: a Case of the U.S. Midwesterners for Korean Foods and Korea. Tourism Sciences Society of Korea (TOSOK) International Conference, Seoul, Korea.
  • Phillips (Jo), W., and Jang, S.C. (2010). Understanding the dynamics of senior gaming motivation. Proceedings of Asia Pacific Tourism Association (APTA) Conference, Macau, SAR, China.
  • Phillips (Jo), W., Jang S.C., and Canter, D.D. (2009). Senior Casino Gaming Motivation. Proceedings of International Council on Hotel, Restaurant and Institutional Education (I-CHIRE) Conference, San Francisco, California.
  • Phillips (Jo), W., Jang S.C., and Canter, D.D. (2009). Senior Casino Gaming Intention: Testing Extended Theory of Planned Behavior. Proceedings of Asia Pacific Tourism Association (APTA) Conference, Inchon, South Korea.
  • Phillips (Jo), W., Back, K., and Canter, D. D. (2008). Social Image Congruence and Tourists’ Visiting Intention to Conspicuous Destination. Proceedings of International Council on Hotel, Restaurant and Institutional Education (I-CHRIE) Conference, Atlanta, GA. Best Paper Award. 

HTM 2070 Meetings and Convention Management 
HTM 3060 Lodging Management
TRMH 6290 Research Method
TRMH 6310 Research Applications in Tourism & Hospitality

Area of Research

Hospitality Food and Tourism
human resources
lodging
market & consumer research
tourism