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Cindy Heo

Dr Cindy Heo

Dr Cindy Heo

Associate Professor

Fachgebiet

  • Preisgestaltung
  • Ertragsmanagement
  • Sharing Economy

Biographie

Dr. Cindy Heo ist außerordentliche Professorin für Ertragsmanagement an der EHL. Vor ihrer Tätigkeit an der EHL unterrichtete sie Revenue Management an der Hong Kong Polytechnic University und führte maßgeschneiderte Weiterbildungsprogramme für Führungskräfte zum Thema Ertragsmanagement in Asien, dem Nahen Osten und Europa durch.


Dr. Heo wurde mit zahlreichen Forschungspreisen ausgezeichnet, darunter der EHL Researcher of the Year Award, der Best Paper Award der APAC CHRIE Konferenz und der ICOT Young Scientist Award. In ihrer wissenschaftlichen Forschung und Branchenberatung beschäftigt sie sich mit den strategischen Kernelementen des Ertragsmanagements, der Preisgestaltung und der Sharing Economy. Vor ihrem Eintritt in die Hochschule sammelte sie umfangreiche Industrieerfahrung in den Bereichen Gastgewerbe und Tourismus.

Auszeichnungen

Emerald Literati Network Awards for Excellence: a Highly Commended Paper EHL Researcher of the Year Award (2017)
Best Paper Award at World Conference on Hospitality, Tourism, and Event Research (2015)
Best Paper Award at Global Tourism & Hospitality Conference and Asia Tourism Forum (2014)
Young Scientist Award at International Conference on Tourism, Cyprus, June 2013 Best Paper Award at APAC CHRIE Youth conference (2013)
Best Paper Award at EJTHR International Conference (2012)
Best Paper Award at Academic Paper Competition on Casino Management (2007)

Ausbildung

PhD in Business Administration, Temple University

Unterrichtete Kurse

BACHELOR OF SCIENCE IN INTERNATIONAL HOSPITALITY MANAGEMENT
• Revenue Management
MASTER IN HOSPITALITY MANAGEMENT
• Revenue Management

Unterrichtsort

EHL Campus Lausanne
EHL Campus (Singapore)
Akademische Publikationen

Akademische Publikationen von Cindy Heo

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Article

Do luxury room amenities affect guests' willingness to pay?

Intangible services have fewer cues to enable consumer evaluation compared to physical goods. Cues are therefore particularly important for highly intangible services, since they provide tangible evidence of quality. This study explores whether...

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Article

Assessment of TV Drama/Film production towns as a rural tourism growth engine

Television (TV) drama/film production towns have been mushrooming in Korea to cater for the increasing popularity of film tourism. Most of these towns have been constructed by local governments to stimulate economic development, enhance the image...

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Article

Determining guests’ willingness to pay for hotel room attributes with a discrete choice model

Hotel managers need to understand the marginal utility customers associate with a specific attribute ofa hotel in order to effectively set up rate fences and to price their rooms accordingly. This study adopteda stated choice experiment and discrete...

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Article

Revenue management : progress, challenges, and research prospects

This paper evaluates the main developments of revenue management (RM) over the past decade and discusses RM challenges and research prospects. It examines nine notable emerging themes: total hotel RM, big data analytics, distribution, rate...

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Article

Shopping destinations and trust - tourist attitudes : scale development and validation

Shopping is one of the oldest tourist activities and commonly accounts for the majority of travel budgets. However, tourists have expressed concerns regarding the risks they face in shopping destinations. Scholars have suggested that trust is a...

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Article

Sharing economy and prospects in tourism research

This research note attempts to discuss the current trends of the sharing economy, its impacts on the tourism industry and the research prospects of this topic. Sharing is a phenomenon as old as time itself, collaborative consumption and the sharing...

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Article

Examination of student loyalty in tourism and hospitality programs : a comparison between the United States and Hong Kong

Student loyalty is an important concern for higher education institutions. When an educational institution enhances student loyalty, it is expected to improve its reputation and education quality, student retention, and financial support from...

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Article

Analysis of satisfiers and dissatisfiers in online hotel reviews on social media

The purpose of this study is to analyze online hotel reviews produced by customers to identify and compare factors known as satisfiers and dissatisfiers based on Herzberg’s two-factor theory. This approach was applied to compare full-service and...

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Article

Asymmetric preference in hotel room choice and implications on revenue management

In selecting a hotel room, guests evaluate specific room characteristics. After their stay, these characteristics are used as reference levels in deciding which hotel room to stay in the future. According to prospect theory, the gains (i.e., upgrade...

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Article

Exploring group-buying platforms for restaurant revenue management

Capacity utilization is a major concern for restaurants as they seek to maximize revenues, because unoccupied restaurant tables, which essentially represent lost revenue, cannot be stored for use on other days. A new type of social commerce, namely...

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Article

New performance indicators for restaurant revenue management : proPASH and proPASM

Measuring business performance is the first step of the improvement process but without knowledge there can be no purposeful action. Revenue per Available Seat Hour (RevPASH) is an effective and reliable indicator of a restaurant's performance,...

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Article

An investigation of the perceived value of shopping tourism

Managing shopping risk is a prerequisite to ensuring business prosperity in shopping destinations, as risk is likely to influence perceived value and the choice of future shopping destinations. Previous studies have shown that enhancing trust is a...

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Article

Investigating the impact of relationship quality on Millennials’ career decisions and gender differences

The hospitality industry has been struggling to attract and retain quality employees. Labor force demographics in the hospitality industry are changing. The first wave of Millennials has started to enter the workforce, and Millennials are the...

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Article

What is happening in Paris ? Airbnb, hotels, and the Parisian market : a case study

Airbnb has been the subject of heated discussions among tourism and hospitality scholars. In order to understand the true impact of P2Psharing on the tourism and hospitality landscape, it is important to understand that market in detail first....

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Article

A macroeconomic perspective on Airbnb’s global presence

The rise of the P2P economy has been fueled by a range of social, economic and technological factors, but limited research has been focused on the P2P economy from a macroeconomic perspective. Therefore this study tried to identify the macroeconomic...

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Article

Luxurious or economical ? : an identification of tourists’ preferred hotel attributes using best–worst scaling (BWS)

This article explores consumer tendencies to opt for luxury or economy hotels by identifying their most and least important selection attributes. The researchers investigate how sociodemographic and behavioral characteristics influence traveler...

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Article

Consequences of customer dissatisfaction in upscale and budget hotels : focusing on dissatisfied customers’ attitude toward a hotel

It is important to understand customer dissatisfaction in order to maintain a sustainable business, given that the negative effects of customer dissatisfaction in service businesses may be even greater than the positive effects of satisfaction. This...

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Article

How do hotels adapt their pricing strategies to macroeconomic factors?

The hospitality industry is naturally highly sensitive to subtle changes in the external environment, and its performance is affected by various external factors. Therefore, hoteliers should carefully monitor the various macroeconomic indicators...

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Article

Are neighbors friends or foes? : assessing Airbnb listings’ agglomeration effect in New York City

This study investigates the agglomeration effect of Airbnb listings in New York City (NYC) and answers two research questions: (a) Does agglomeration benefit or hurt the performance of individual Airbnb listings? (b) How does the effect of...

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Article

A Bayesian statistics approach to hospitality research

Bayesian statistics approach contraposes inferential statistics by the fact that it introduces experts’ opinion in the quantitative analysis. While this approach has played an increasingly important role in various fields of research, its...

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Article

Do professional hosts matter ? : evidence from multi-listing and full-time hosts in Airbnb

Professional hosts who operate more than one listing or in a full-time manner on peer-to-peer (P2P) accommodation sharing platforms are growing. This study investigates (1) the effect of customer evaluation on property performance through online...

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Article

A comparison of Best-Worst Scaling and Likert Scale methods on peer-to-peer accommodation attributes

Surveys based on Likert scales continue to dominate market research practice despite their limitations. Several researchers have suggested adopting different types of scales and a unique alternative for rating the importance level of several...

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Article

COVID-19 and firm value drivers in the tourism industry

Using an international sample of 1315 observations for 194 listed tourism firms from 2012 to 2019, we investigate the impact on firm value of DuPont components, namely asset turnover and profit margin. Next, using an event study methodology, we...

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Article

Asset-light strategies and stock market reactions to COVID-19’s pandemic announcement : the case of hospitality firms

This research note investigates the stock market reactions of international hospitality firms to COVID-19’s pandemic announcement by the World Health Organization. In line with the behavioral finance literature, the findings indicate that, in the...

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Article

Metaverse for service industries: Future applications, opportunities, challenges and research directions

Although the metaverse is still in the early stages of development and implementation, it has the potential to revolutionize the way how businesses can interact with customers through both the virtual and real world. In particular, service...

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Article

The role of exchange rate on hotelier’s pricing decision and business performance: the case of Switzerland, a small open economy

This study focuses on the role of the exchange rate on hotelier’s pricing decision and business performance. This study explores the way hospitality industry practitioners react to exchange rate fluctuations and monetary policy interventions on the...

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Article

Does historical data still matter for demand forecasting in uncertain and turbulent times ? : an extension of the additive pickup time series method for SME hotels

Demand forecast accuracy is critical for hotels to operate their properties efficiently and profitably. The COVID-19 pandemic is a massive challenge for hotel demand forecasting due to the relevance of historical data. Therefore, the aims of this...

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Article

Application of machine learning to cluster hotel booking curves for hotel demand forecasting

Accurate demand forecasting is integral for data-driven revenue management decisions of hotels, but an unprecedented demand environment caused by COVID-19 pandemic has made the forecasting process more difficult. This study aims to propose a new...

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Article

The Influence of Linguistic Styles in Property Titles on Room Rates: A Hedonic Pricing Model

Consumers are drawn to the inherent quality of a product or service and how it is portrayed and described. This study investigated the impact of language used in property titles on pricing strategies and financial performance in peer-to-peer (P2P)...

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Article

Solidarity actions with Ukraine and hospitality firm value

The objective of this research note is to analyze the effect of solidarity actions following the invasion of Ukraine on hotel and restaurant firms’ market value. Press releases and corporate websites of 117 companies were investigated to determine...

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Zeitschriftenpublikationen

Heo, C. Y., & Kim, B. (forthcoming). Beyond the Plate: Exploring the Experiential Values of Meal Sharing. Journal of Hospitality & Tourism Research.

Heo, C.Y., & Park, K. (forthcoming). The Influence of Linguistic Styles in Property Titles on Room Rates: A Hedonic Pricing Model. Cornell Hospitality Quarterly.

Blengini, I., & Heo, C.Y. (forthcoming). The role of exchange rate on hotelier’s pricing decision and business performance: the case of Switzerland, a small open economy. Journal of Revenue and Pricing Management.

Heo, C.Y., Viverit, L., & Pereira, L.N. (2024). Does historical data still matter for demand forecasting in uncertain and turbulent times? An extension of the additive pickup time series method for SME hotels. Journal of Revenue and Pricing Management, 23, 39-44.

Nicolau, J. L., Poretti, C., & Heo, C. Y. (2024). Solidarity actions with Ukraine and hospitality firm value. Tourism Management.

Jung, T., Cho, J., Han, D. D., Ahn, S. J. G., Gupta, M., Gopal, D., Heo, C. Y., Loureiro, S. M. C., Sigala, M., Trunfio, M., Taylor, A., tom Dieck, M. C. (2023). Metaverse for service industries: Future applications, opportunities, challenges and research directions. Computers in Human Behavior, 151, 108039.

Viverit, L., Heo, C. Y., Pereira, L. N., & Tiana, G. (2023). Application of machine learning to cluster hotel booking curves for hotel demand forecasting. International Journal of Hospitality Management, Volume 111, 103455.

Poretti, C., Jérôme, T., & Heo, C. Y. (2023). Business strategies and financial reporting complexity in hospitality firms. International Journal of Hospitality Management, 110, 103429.

Etemad-Sajadi, R., Heo, C.Y., & Clergue, V. (2023). Instilling the core tenets of hospitality in healthcare services: The role of service assurance and social presence. International Journal of Hospitality Management.
Heo, C.Y., Kim, B., Park, K., & Back, R.M. (2022). A comparison of Best-Worst Scaling and Likert Scale methods on peer-to-peer accommodation attributes. Journal of Business Research, 148, 368-377.

Poretti, C., & Heo, C.Y. (2022). Covid-19 and firm value drivers in the tourism industry. Annals of Tourism Research, 96, 103433.

Poretti, C., & Heo, C. Y. (2022). Asset-light strategies and stock market reactions to COVID-19’s pandemic announcement: The case of hospitality firms. Tourism Economics. https://doi.org/10.1177/13548166211005198.

Xie, K., Heo, C.Y., & Mao. Z. (2021). Do professional hosts matter? Evidence from multi-listing and full-time hosts in Airbnb. Journal of Hospitality and Tourism Management, 47, 413-421. https://doi.org/10.1016/j.jhtm.2021.04.016.

Bianchi, G., & Heo, C. (2021). A Bayesian statistics approach to hospitality research. Current Issues in Method and Practice. https://doi.org/10.1080/13683500.2021.1896486

Blengini, I., & Heo, C.Y. (2020). How do hotels adapt their pricing strategies to macroeconomics factors? International Journal of Hospitality Management, vol. 88, 102522. https://doi.org/10.1016/j.ijhm.2020.102522.

Heo, C. Y., & Blengini, I. (2020). 3rd Revenue Management & Pricing in Services Conference (2019 RevME Europe). Journal of Revenue Pricing Management, 19, 140-143. https://doi.org/10.1057/s41272-020-00233-7.

Xie, K.L., Kwok, L., & Heo, C. (2020). Are Neighbors Friends or Foes? Assessing Airbnb Listings’ Agglomeration Effect in New York City. Cornell Hospitality Quaterly, 61(2), 128-141. https://doi.org/10.1177%2F1938965519890578

Heo, C. Y., Blal, I., & Choi, M. (2019). What is happening in Paris? Airbnb, hotels, and Parisian. Tourism Management, 70, 78-88. https://doi.org/10.1016/j.tourman.2018.04.003

Kim, B., Kim, S. S., Heo, C. Y., & King, B. (2019). Luxurious or economical? An identification of tourists’ preferred hotel attributes using best-worst scaling (BWS). Journal of Vacation Marketing, 25(2), 162-175. https://doi.org/10.1177%2F1356766718757789

Kim, B., Kim, S. S., & Heo, C. Y. (2019). Consequences of customer dissatisfaction in upscale and budget hotels: focusing on dissatisfied customers’ attitude toward a hotel. International Journal of Hospitality & Tourism Administration, 20(1), 15-46. https://doi.org/10.1080/15256480.2017.1359728

Heo, C., & Blengini, I. (2019). A macroeconomic perspective on Airbnb’s global presence. International Journal of Hospitality Management, 78, 47-49. https://doi.org/10.1016/j.ijhm.2018.11.013

Choi, M., Law, R., & Heo, C. Y. (2018). An investigation of the perceived value of shopping tourism. Journal of Travel Research, 57(7), 962–980. https://doi.org/10.1177%2F0047287517726170.

Heo, C. Y., Kim, S. S., & Kim, B. (2018). Investigating the impact of relationship quality during internship on Millennials’ career decisions and gender differences. Journal of Hospitality and Tourism Education, 30(2), 71-84. https://doi.org/10.1080/10963758.2018.1436969.

Heo, C. Y. (2017). New performance indicators for restaurant revenue management: ProPASH and ProPASM. International Journal of Hospitality Management, 61, 1-3. https://doi.org/10.1016/j.ijhm.2016.10.005.

Qu, X., Heo, C. Y., & Lee, S. (2017). How do consumers’ perceptions differ across dimensions of corporate social responsibility and hotel types? Journal of Travel & Tourism Marketing, 34(5), 694-707. https://doi.org/10.1080/10548408.2016.1232671.

Kim, B., Kim, S. S., & Heo, C. Y. (2016). Analysis of satisfiers and dissatisfiers in online hotel reviews on social media. International Journal of Contemporary Hospitality Management, 28(9), 1915-1936. https://doi.org/10.1108/IJCHM-04-2015-0177.

Heo, C. Y. (2016). Sharing economy and prospects in tourism research. Annals of Tourism Research, 58, 156–170. https://doi.org/10.1016/j.annals.2016.02.002

Heo, C. Y. (2016). Exploring group-buying platforms for restaurant revenue management. International Journal of Hospitality Management, 52, 154–159. https://doi.org/10.1016/j.ijhm.2015.07.009

Choi, M. J., Law, R., & Heo, C. Y. (2016). Shopping destinations and trust – Tourist Attitudes: Scale development and validation. Tourism management, 54, 490-501. https://doi.org/10.1016/j.tourman.2016.01.005

Masiero, L., Pan, B., & Heo, C. Y. (2016). Asymmetric preference in hotel room choice and implications on revenue management. International Journal of Hospitality Management, 56, 18-27. https://doi.org/10.1016/j.ijhm.2016.03.009

Choi, M., Heo, C. Y., & Law, R. (2016). Progress in shopping tourism. Journal of Travel & Tourism Marketing, 33, 1-24. https://doi.org/10.1080/10548408.2014.969393

Heo, C. Y., & Lee, S. (2016). Examination of student loyalty in tourism and hospitality programs: A comparison between the United States and Hong Kong. Journal of Hospitality, Leisure, Sport & Tourism Education, 18, 69-80. https://doi.org/10.1016/j.jhlste.2016.03.003

Choi, M., Heo, C. Y., & Law, R. (2016). Developing a typology of Chinese shopping tourists: An application of the Schwartz' model of universal human values. Journal of Travel and Tourism Marketing, 33, 141-161. https://doi.org/10.1080/10548408.2014.997961

Heo, C. Y., & Hyun, S. S. (2015). Do luxury room amenities affect guests' willingness to pay? International Journal of Hospitality Management, 46, 161-168. https://doi.org/10.1016/j.ijhm.2014.10.002

Masiero, L., Heo, C., & Panc, B. (2015). Determining guests’ willingness to pay for hotel room attributes with a discrete choice model. International Journal of Hospitality Management, 49, 117-124. https://doi.org/10.1016/j.ijhm.2015.06.001

Heo, C.Y., Kim, S., & Kim, S. (2015). Assessment of TV Drama/Film Production Towns as a Rural Tourism Growth Engine. Asia Pacific Journal of Tourism Research, 20(7), 730-760. https://doi.org/10.1080/10941665.2014.927378

Wang. X-L., Heo, C.Y., Schwartz, Z., Legohérel, P., & Specklin, F. (2015). Revenue Management: Progress, challenges, and research prospects. Journal of Travel & Tourism Research, 32(7), 797-811. https://doi.org/10.1080/10548408.2015.1063798

Su. M., Heo, C. Y., & Leung, D. (2014). Hotel employees’ perception of the Statutory Minimum Wage Policy in Hong Kong. Asia Pacific Journal of Tourism Research, 19(11), 1306-1326. https://doi.org/10.1080/10941665.2013.852115

Heo, C. Y., Lee, S., Mattila, A., & Clark, H. (2013). Restaurant revenue management: Do perceived scarcity of capacity in a restaurant and price difference matter? International Journal of Hospitality Management, 35, 316-326. https://doi.org/10.1016/j.ijhm.2013.05.007

Kang, K. H., Laura, S., Heo, C. Y., & Lee, S. (2012). Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management, 31(2), 564-572. https://doi.org/10.1016/j.ijhm.2011.08.001

Heo, C.Y., Kim, B., Park, K., & Back, R.M. (2022). A comparison of Best-Worst Scaling and Likert Scale methods on peer-to-peer accommodation attributes. Journal of Business Research, 148, 368-377.

Heo, C. Y., & Lee, S. (2011). Influences of consumer characteristics on fairness perceptions of revenue management pricing in the hotel industry. International Journal of Hospitality Management, 30(2), 243-251. https://doi.org/10.1016/j.ijhm.2010.07.002

Lee, S., Koh, Y., & Heo, C. Y. (2011). Internationalization of U.S. publicly traded restaurant companies: Transaction cost economics perspective. Tourism Economics, 17(20), 465-471. https://doi.org/10.5367%2Fte.2011.0041

Heo, C. Y., & Lee, S. (2010). Customers’ perceptions of demand-driven pricing in revenue management context: Comparisons of six tourism and hospitality industries. International Journal of Revenue Management, 4(3/4), 382-402. http://dx.doi.org/10.1504/IJRM.2010.036030

Lee, H., Hyun, S., & Heo, C. Y. (2010). Examining a model of website loyalty formation in the hospitality industry. Journal of Tourism and Leisure Research, 22(4), 483-501.

Hyun, S., & Heo, C. Y. (2010). Word of mouth formation in the chain restaurant industry. Journal of the East Asian Society of Dietary Life, 20(4), 606-618.