Minwoo Lee, Ph.D. (University of Houston)
Leader and Associate Professor


  • BBA, MBA in Management Science, Korea Aerospace University
  • MS in Management Information Systems, Texas Tech University
  • Ph.D. in Management (Concentration: Hospitality and Tourism Management), University of Massachusetts Amherst

Expertise & Research Interests

  • Big Data and Business Analytics
  • Machine Learning
  • Impact of Information Technology in Hospitality and Tourism Management
  • Service Innovation
  • Persuasion and Customer Decision-Making in Social Media

Hyekyung Park, Ph.D. (Florida State University)
Director of Research and Assistant Professor


  • BBA in Business Administration, Soongsil University
  • MS in Hospitality Management, University of Houston
  • Ph.D. in Hospitality Administration, Conrad N. Hilton College of Global Hospitality Leadership, University of Houston

Research Focus
Service innovation and customer experience with a focus on technology and wellness; big data and business analytics

Sooyeon Kwak (Purdue University)
Research Associate & Ph.D. Student

Research Focus
Customer decision making, Online reviews, Mixed-Methods

Araceli Hernandez (University of Houston)
Research Associate & Ph.D. Student

Research Focus
Technology in the hospitality industry, Digital Transformation, Big data and business analytics