Choi, Sungwoo(崔成宇)

BA(Kyung Hee Univ); MS, PhD(Penn State); CHE

Assistant Professor


School of Hotel and Tourism Management

Room 708, 7/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong

+852 3943 1756


Prof. Sungwoo Choi is a Research Assistant Professor of School of Hotel and Tourism Management at The Chinese University of Hong Kong (CUHK) Business School.

Prof. Choi’s research focuses on bridging the literature on social psychology with that on consumer behaviour with a particular interest in service innovation and technology. His research has been published in various journals, such as the Journal of Service Research, Journal of Service Marketing, Journal of Business Research, Journal of Travel Research, Cornell Hospitality Quarterly, and International Journal of Hospitality Management, among others. He reviews for major hospitality and tourism journals, including Cornell Hospitality Quarterly, Current Issues in Tourism, International Journal of Hospitality Management, Journal of Hospitality Marketing & Management, and Journal of Travel and Tourism Marketing.

Prof. Choi’s teaching interests include Services Marketing and Service Innovation and Technology.

Teaching Areas

Service Innovation
Services Marketing

Research Interests

Service Innovation and Technology
Services Marketing

  • Grants
    • “Consumer Responses to Contactless Service Provision by Service Robots Under Contagion Threat”, General Research Fund 2021/22 awarded by Hong Kong Research Grant Council with HK$597,993, 2021-2023 (Principal Investigator)
  • Awards and Honours
    • Runner-Up, SERVSIG Best Dissertation Award in Service Research, American Marketing Association [AMA] SERVSIG, 2021
    • Teaching Excellence Award, 2018-2019 Academic Year, The Pennsylvania State University, 2020
    • Best Research Presentation Award, NENA CHRIE Conference, 2019
    • Best Research Abstract Award, NENA CHRIE Conference, 2016