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.

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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. https://doi.org/10.1108/IJCHM-04-2024-0535.

  • 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.

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)

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