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Oklahoma State University

Yeasun Chung

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Associate Professor

365 Human Sciences
Stillwater, OK 74078
Phone: 405-744-9338
Fax: 405-744-6299

y.chung@okstate.edu

Education

Degree Institution Area of Study
Ph.D. Virginia Tech University, Blacksburg, VA Hospitality Finance and Strategic Management
M.S. Virginia Tech University, Blacksburg, VA Hospitality Finance and Strategic Management
B.A. Sogang University, Seoul, Korea German Language and Literature Business Administration

Expertise

My research focuses on corporate finance, asset management, and strategic investment decision making in the hospitality industry. I am currently researching the importance of ownership structure on corporate decision-making and performance, evaluation of multinational operations, and strategy choices over the hospitality industry cycle. I am also interested in the effects of health and safety strategies and environmental, green, strategy on firm’s value creation.

Publications

(Underscore indicates a graduate student as lead or co-author advised by Chung; signifies corresponding author)

  • Yoon, B., & Chung, Y.* (2016). Consumer attitude and purchase intention toward food trucks: Targeting millennials. Journal of Foodservice Business Research. (the second round of revision)
  • Li, J. J., Chung, Y.*, & Kim, W.G. (2016). Freedom of choice as a success factor in tourism: Empirical evidence from a far-east gambling city. Tourism and Hospitality Research.
  • Wang, Y. C.,* & Chung, Y.* (2015). Hotel brand portfolio strategy. International Journal of Contemporary Hospitality Management, 27(4), 561-584.
  • Hebert, P., Chung, Y.*, Slevitch, L., & Leong, J. (2015). Hotel lighting to enhance guest safety and security. Journal of Social Sciences and Humanities, 1(4), 323-331.
  • Hebert, P., Clare, G., Chung, Y., Slevitch, L., & Leong, J. (2015). Effects of experimental conditions on consumer perceptions of ground beef: Interdisciplinary Study. Journal of Social Sciences and Humanities, 1(4), 275-282.
  • Ding, L.,* & Chung, Y. (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.
  • Clare, G., Hebert, P., Lee, H, Chung, L, Kang, M., Leong, J, & Slevitch, L. (2014). Seeing the light: Consumer perceptions of ground beef packaging, Management, 4(4), 77-89.
  • Chung, Y., & Yoon, N.* (2013). Plural form, risk, and performance in the hotel industry. The Journal of Hospitality Financial Management, 21(1), 31-44.
  • Yoon, B.,* & Chung, Y. (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.
  • Lim, Y., Chung, Y., & Weaver, P. A. (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.
  • Olsen, M. D., Chung, Y., Graf, N., Lee, K. & Madanoglu, M. (2005). Branding: myth and reality in the hotel industry, Journal of Retail & Leisure Property, 4(2), 146-163.

Presentations

INVITED PRESENTATION

  • Chung, Y. (October 2015). Food Commodity Prices: Trends and Challenges, Invited Speaker. Foundations Forum, Ben E. Keith Foods, Houston, TX
  • Chung, Y. (November 2006). Environmental Scanning for Hotel Feasibility: Attracting a Hotel to Your Community, Invited Speaker. Workshop by Office of Economic Development, Roanoke, VA

REFEREED CONFERENCE PROCEEDINGS AND PRESENTATIONS

  • Chung, Y. (May, 2016). Performance measures and wealth creation in restaurant companies. Proceedings of the Global Hospitality & Tourism Conference, Seoul, Korea
  • Lin, S., Carmon, R., & Chung, Y. (May 2016). Social responsible practices improve consumer loyalty to on-campus foodservice, APacCHRIE Conference, Bangkok, Thailand
  • Lin, S., Zerman, S., Cai, X, Qui, C., & Chung, Y. (May 2016). Culture, students’ attitudes, and satisfaction with hospitality, APacCHRIE Conference, Bangkok, Thailand
  • Ding, L., & Chung, Y. (May 2016). Corporate social performance and CEO compensation in U.S. restaurant industry: The moderating effect of firm size, APacCHRIE Conference, Bangkok, Thailand
  • Alsumait, K. & Chung, Y. (July, 2016). Investigating deficiencies and obstacles for low attendance rate in soccer matches: Evidence from Saudi Arabia. ICHRIE Annual Conference, Dallas, TX.
  • Yoon, B., & Chung, Y. (July, 2016). Effects of health practices on restaurant in image formation and customer behavior intentions. ICHRIE Annual Conference, Dallas, TX.
  • Alotaibi, S., & Chung, Y. (July, 2016). The influence of service quality, food quality, social norms, and customer personality traits on the tip size in full-service restaurants. ICHRIE Annual Conference, Dallas, TX.
  • Jang, Y., & Chung, Y. (July, 2016). A value menu is really valuable to fast-food restaurants?. CHRIE Annual Conference, Dallas, TX.
  • Ding, L., & Chung, Y. (July, 2016). Impact of operational risk-taking behavior on CEO compensation. ICHRIE Annual Conference, Dallas, TX.
  • Siamionava, K., Jang, Y., Alotaibi, S., & Chung, Y. (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, Korea
  • Bae, S., Carmon, R., Zhang, Y., Absarmayh, M., & Chung, Y. (June, 2015). Tourists’ motivation, satisfaction, and intention to revisit to rural tourism destinations. ICHRIE Annual Conference, Orlando, FL.
  • Yoon, B., & Chung, Y. (January, 2015). Does menu labeling matter to fast food diners? Impacts of labeling on perception, accuracy, and choice according to health-consciousness. Proceedings of the Twentieth Annual Graduate Student Education and Research Conference in Hospitality and Tourism, Tampa, FL.
  • Ding, L., & Chung, Y. (January, 2015). Should we imitate a corporate social responsibility-related strategy? A data envelopment analysis (DEA) approach. Proceedings of the Twentieth Annual Graduate Student Education and Research Conference in Hospitality and Tourism, Tampa, FL.
  • Yoon, B., & Chung, Y. (January, 2015). Linkage of ownership configuration, economic condition, and performance in the restaurant industry. Proceedings of the Twentieth Annual Graduate Student Education and Research Conference in Hospitality and Tourism, Tampa, FL.
  • Lin, S., Chung, Y., & Cai, X. (January, 2015). Social responsibility in University dining services: Modeling the relationships between perception, satisfaction, trust, and behavioral intention. Proceedings of the Twentieth Annual Graduate Student Education and Research Conference in Hospitality and Tourism, Tampa, FL.
  • Zerman S., & Chung, Y. (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. Proceedings of the Twentieth Annual Graduate Student Education and Research Conference in Hospitality and Tourism, Tampa, FL.
  • Hebert, P., Kang, M., Clare, G., Lee, H., Chung, Y., Slevitch, L, Leong, J. (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, Honolulu, Hawaii.
  • Ding, L., & Chung, Y. (July 2014). Competitive responses, competitors’ strategic orientation, and imitated strategy types. The 2014 TOSOK International Tourism Conference, Gangneung, South Korea
  • Im, J. Y., & Chung, Y. (July 2014). Board structure and firm performance in the US restaurant industry. The 2014 TOSOK International Tourism Conference, Gangneung, South Korea
  • Wang, Y., & Chung, Y. (January 2014). Hotel brand portfolio strategy. Nineteenth Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.
  • Im, J. Y., & Chung, Y. (January 2014). Managerial ownership and international diversification in the restaurant industry. Nineteenth Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.
  • Yoon, B., & Chung, Y. (January 2014). Does strategic orientation matter in performances of restaurant firms? Nineteenth Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.
  • Yoon, B., & Chung, Y. (January 2014). The impact of corporate social responsibility (CSR) engagement on the restaurant firm risk. Nineteenth Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.
  • Huang, Y., & Chung, Y. (January 2014). Employee perception of corporate entrepreneurial climate in hospitality industry. Nineteenth Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Houston, TX.
  • Hebert, P., Chung, Y., Slevitch, L., & Leong, J. (October, 2013). Faculty and students benefit hotel guests: a service-learning field study. Engagement Scholarship Consortium, Lubbock, TX.
  • Kwon, H., & Chung. Y. (July 2013). When does corporate social responsibility pay off?: Restaurant managers’ perceptions towards the life cycle of corporate social responsibility. ICHRIE Annual Conference, St. Louis, MS.
  • Yoon, N., & Chung, Y. (July 2013). The impact of social networking services on customers’ intention to visit and electronic word-of-mouth: An examination of critical success factors. ICHRIE Annual Conference, St. Louis, MS.
  • Yoon, B., & Chung, Y. (July 2013). The effectiveness of health strategy on restaurant brand positioning. ICHRIE Annual Conference, St. Louis, MS.
  • Yoon, B., & Chung, Y. (July 2013). Restaurant firm’s strategic orientation toward international expansion strategy. The 2013 TOSOK International Tourism Conference, Seoul, South Korea.
  • Hebert, P.R., Chung, Y., Slevitch, L., Leong, J., & Im, J. Y. (March 2013). Empirical case studies of exterior lighting: Exposing gaps between hotel industry recommendations and real world practices. Oklahoma Association for Family and Consumer Sciences & FCS Education Division of Oklahoma Department of Career Technology (ODCTE) Conference, Ada, Oklahoma.
  • Im, J.Y., & Chung, Y. (January 2013). Ownership structure and international diversification in the hotel industry. Eighteenth Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Seattle, WA.
  • Yoon, B., & Chung, Y. (January 2013). Does revenue diversification through franchising affect a restaurant firm’s Performance?: Application of entropy measure. Eighteenth Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Seattle, WA.
  • Yoon, N., & Chung, Y. (January 2013). The effectiveness of franchising for franchisors in the lodging industry: A Strategic Group Perspective. Eighteenth Annual Graduate Education & Graduate Student Research Conference in Hospitality and Tourism, Seattle, WA.
  • Chung, Y., & Yoon, B. (August 2012). Do disclosures of restaurant firms’ risk factors reflect unsystematic and systematic Risk? ICHRIE Annual Summer Conference, Providence, RI.
  • Yoon, B., & Chung, Y. (August 2012). The effects of corporate social responsibility (CSR) activities on restaurant companies’ financial performance: A comparison between limited-service and full-service restaurants. ICHRIE Annual Summer Conference, Providence, RI.
  • Yoon, B., & Chung, Y. (January 2012). The effects of traffic light nutrition information (TLNI) on customer purchasing choice in quick service restaurants. Proceedings of the Seventeenth Annual Graduate Student Education and Research Conference in Hospitality and Tourism, Auburn, AL.
  • Lim, Y., Chung, Y, & Weaver, P. (October 2011). The impact of social media on destination brand, Conference on Social Media and Tourism, Verona, Italy
  • Chung, Y., & Singal, M. (January 2010). Further evidence on the relationship between institutional ownership and Firm Value. Proceedings of the Fifteenth Annual Graduate Student Education and Research Conference in Hospitality and Tourism, Washington, D.C.
  • Chung, Y., & Olsen, M. D. (January 2009). Firm’s Investment over the Economic and Industry Cycle: Well-Timed Investment Decisions. Proceedings of the Fourteenth Annual Graduate Student Education and Research Conference in Hospitality and Tourism, Las Vegas, NV.
  • Kim, D., Chung, Y., and Perdue, R. (January 2009). The influence of demographics, experience and expertise on destination image. Proceedings of the Fourteenth Annual Graduate Student Education and Research Conference in Hospitality and Tourism, Las Vegas, NV.
  • Chung, Y., & Olsen, M. D. (January 2007). How are you measuring the impact of economic environment on operational performance? : A longitudinal, multi-method approach. Proceedings of the Twelfth Conference on Graduate Education and Research in Hospitality and Tourism, Houston, TX.

Research Area

  • Corporate social responsibility
  • Local/Sustainable food consumption
  • Food commodity price analysis
  • Rural/Sustainable tourism
  • Competitive dynamics and business strategy
  • Strategic brand management
  • Ownership structure and investor relations
  • Financial planning, budgeting and forecasting

Grants

  • Chung, Y., Slevitch, L, & Yang, J. (2014). SpringLoaded Brewery Market Feasibility Study funded by SpringLoaded Brewery in Sand Springs, Oklahoma; Grant $5,000.
  • Hebert, P., Kang, M., Lee, H., Slevitch, L. and Chung, Y. (2012). Summer Challenge Camp: A Pilot Program. Oklahoma State University, Bartlett Family Grant, $5,000
  • Chung, Y. (2011). Site Selection Study for an Exhibition Center in Kay County, Oklahoma, Kay County Free Fair Board, OK. $5,500
  • Chung, Y. (2007). Hotel Feasibility Study and Financial Projections for Scott County, Virginia, the Virginia Polytechnic Institute and State University Office of Economic Development in response to a request by Scott County Economic Development Authority. $6,000
  • Olsen, M. D., Chung, Y., Graf, N., Lee, K. and Madanoglu, M. (2003). Unveiling Brand Conundrum, the International Hotel Investment Council - London, England. $10,000