Dr Miju Choi, Senior Lecturer

Dr Miju Choi

Senior Lecturer

Dr Miju Choi is a Senior Lecturer at the School of Events, Tourism and Hospitality Management of Leeds Beckett University, UK. Dr Choi obtained her doctoral degree from the Hong Kong Polytechnic University, Hong Kong, and completed her Master’s degree at the University of Surrey, UK.

Dr Choi has taught a range of tourism and hospitality modules at undergraduate and graduate levels, including Tourism Technology Strategy and Responsible Hospitality Business. She was an external examiner for the Higher Diploma in Tourism and Hospitality Management at the School of Continuing and Professional Studies, The Chinese University of Hong Kong-CUSCS (2017-2018). Dr Choi also serves as a Director of Studies (equivalent to chief supervisor) for the Institute of Travel and Tourism’s PhD Impact Bursary (2020-2023).

Dr Choi’s research interests include destination management, tourists’ perceptions of behaviour in response to advanced technologies, and the sharing economy. Her research has been published in top-tier academic journals such as Tourism Management (ABS 4) and the Journal of Travel Research (ABS 4). Dr Choi is keen to engage in interdisciplinary collaboration with passionate researchers within the UK and across the globe. Dr. Choi has served as an editorial board member at the Journal of Gastronomy, Hospitality and Travel (2019 to present).

Dr Choi was nominated as an outstanding early career researcher and received the Rising Researcher Award at the Tourism Sciences Society of Korea’s 80th International Tourism Conference in 2016. She also received the Best Paper Award at the 2015 World Conference on Hospitality, Tourism, and Event Research and International Convention and Expo Summit. During her doctoral studies, Dr Choi received the Best Paper Award at the Global Tourism and Hospitality Conference and 11th Asia Tourism Forum in 2014, which was jointly organised by the School of Hotel and Tourism Management of The Hong Kong Polytechnic University and Taylor & Francis Group.

Finally, Dr Choi was a recipient of the Taiwan Collaboration Fund 2017-2018 (HK$45,000). As a Principal Investigator for the Joint Education Program, Dr Choi successfully completed a project with National Cheng Kung University, Taiwan.

Current Teaching

Dr Choi has taught a range of tourism and hospitality modules at undergraduate and graduate levels as follows:

  • Industry Insights (Level 4)
  • Hospitality Industry and Society (Level 4)
  • Professional and Academic Skills for Hospitality (Level 5)
  • Tourism Technology Strategy (Level 6)
  • Tourism Marketing Strategy (Level 6)
  • Responsible Hospitality Business (Level 6)
  • Exploring Hospitality (Level 7)
  • Strategic Management (Level 7)

She also supervises the ITT PhD Impact Bursary project entitled 'Evaluating the asymmetric effect of service attributes on tourist satisfaction in all-inclusive holidays' (2020-2023).

Research Interests

Among Dr Choi’s research interests are tourist behaviour in relation to advanced technologies and the sharing economy and destination management. Her research has been published in top-tier journals such as Tourism Management and the Journal of Travel Research. Dr Choi is keen to engage in interdisciplinary collaboration with passionate researchers within the UK and across the globe.

Dr Miju Choi, Senior Lecturer

Ask Me About

  1. Tourism
  2. Marketing

Selected Outputs

  • Choi M (2022) Experience Economy. In: Dimitrios B ed. Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing,

  • Choi M; Glyptou K (2021) Conceptualising system resilience in smart tourism destinations. In: Farmaki A; Pappas N ed. Emerging Transformations in Tourism and Hospitality. Routledge,

  • Choi M (2018) Comparison of tourist shopping patterns in Korea 2009-2015: A Case of China and Japan. 14 May 2018 - 15 May 2018.

  • Choi M (2017) Typology of gaming tourists based on the perception of destination image. 25 June 2017 - 27 June 2017.

  • Choi M; Lee J-S; Tsang N (2017) Shopping destination competitiveness: Scale development and validation. 26 May 2017 - 28 May 2017.

  • Choi M (2017) Investigation into shopping tourist satisfaction: An application of shopping values. 27 April 2017 - 28 April 2017.

  • Choi M (2016) Examining the factor related to tourists’ perceived value of shopping tourism. 13 July 2016 - 15 July 2016.

  • Choi M (2016) Comparison of attitudes toward hotel between pre-senior and senior groups. 20 May 2016 - 23 May 2016.

  • Choi M; Law R; Heo C (2015) Trust of tourists toward shopping destinations: Development of a shopping destination trust scale. 20 May 2015 - 22 May 2015.

  • Choi M; Law R (2015) Does individual’s regulatory fit affect restaurant selection?. 1 April 2015 - 3 April 2015.

  • Choi M; Heo C (2014) When tradition meets modernity: Are you willing to pay more for organic food at restaurant?. 25 June 2014 - 28 June 2014.

  • Choi M; Heo C (2014) A review of theme park studies from 1986 to 2013. International Conferences on Tourism. 25 June 2014 - 28 June 2014.

  • Choi M; Heo C (2014) The impact of service quality at a historical site on tourist satisfaction, recommendation, and revisit intention: An application of HISTOQUAL. 20 May 2014 - 23 May 2014.

  • Choi M; Heo C (2014) The importance of employee’s emotional intelligence in the theme park industry. 20 May 2014 - 23 May 2014.

  • Choi M; Heo C (2014) Shopping tourism: A review of tourists’ shopping in tourism research. 18 May 2014 - 21 May 2014.

  • Choi M; Heo C (2013) Developing a conceptual model for tourists’ perceived value of shopping tourism. 21 May 2013 - 23 May 2013.