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College of Hospitality, Retail and Sport Management

Faculty and Staff

Haemoon Oh, Ph.D.

Title: Professor
Educational Foundation Distinguished Professor
Department: School of Hotel Restaurant and Tourism Management
College of Hospitality, Retail and Sport Management
Phone: 803-777-2257
Fax: 803-777-6427
Office: Close-Hipp 633
Haemoon Oh, School of Hotel Restaurant and Tourism Management, professor, Educational Foundation Distinguished Professor


Ph.D., Pennsylvania State University
M.S., University of Nevada-Las Vegas
B.S., Hanyang University, Seoul Korea

Academic Appointments

  • Professor and Department Head, Hospitality and Tourism Management, University of Massachusetts Amherst,  January 2009-2015
  • Associate / Assistant Professor / Director of Graduate Program, Iowa State University, August 1997-December 2008
  • Dean, College of Hospitality, Retail and Sport Management, 2015-2020.


Haemoon Oh serves as a professor in the College of Hospitality, Retail and Sport Management. Oh brings with him years of outstanding academic and administrative experiences. Oh also served as dean of the college from 2015 to 2020. Prior to joining the College of HRSM as dean, Oh served as head of the Department of Hospitality and Tourism Management in the Isenberg School of Management at the University of Massachusetts Amherst (UMass). Before he joined UMass, he was on the faculty of the hospitality management program at Iowa State University for more than 12 years where he also directed graduate programs.

Oh is a distinguished, influential scholar. He has published books, book chapters, and articles in hospitality, tourism, and general business journals. The majority of his scholarly articles appear in the discipline’s top-tiered journals. Throughout his career, he has sustained his research focus in the marketing area, with a particular emphasis on how customers value different product and service experiences. More recently, he has devoted more efforts to developing quantitative scales for measuring various hospitality and tourism marketing phenomena.

Oh’s research has won many prestigious awards including the John Wiley & Sons Lifetime Research Achievement Award in 2013, the W. Bradford Wiley Memorial Research Awards in 2008 and 1997, Best Article of the Year by the International Journal of Hospitality Management in 2004, and numerous other best paper awards at conferences. He is ranked as one of the most influential and frequently cited authors in the discipline.

Working with his colleagues, Oh has also won various competitive research grants from organizations such as the U.S. Department of Agriculture, peer institutions, and both for-profit and non-profit research associations. His research and consulting projects have served many organizations including Marriott International, Carlson Hospitality, Sheraton, Hyatt, The Breakers, The Incentive Research Foundation, school foodservice operators, and local/regional restaurants.

Oh has been serving on major journal editorial boards in the discipline and continues collaborating on various research and consulting projects, mentoring students and colleagues, and speaking at conferences and events.

Research Interests

  • Customer experience valuation
  • Marketing measurement and modeling

Teaching Interests

  • Leadership
  • Marketing Metrics
  • Customer Relationship Management
  • Research Methods
  • Hospitality and/or Services Marketing
  • Hospitality Law
  • Strategic Management
  • Professional Writing

Recent Honors and Awards

  • The W. Bradford Wiley Memorial Best Research Paper of the Year Award, I-CHRIE. 2018
  • Ranked within the top 10 in the discipline for quality of research output, quantity of research output, consistency of quality research output, and longevity of quality research; ranked #1 based on the number of citations per published article and the number of citations per publication per year, Journal of Teaching in Travel & Tourism (2015)
  • Best Paper Award, 2015 World Education Congress, San Francisco, Calif.
  • John Wiley & Sons Lifetime Research Achievement Award, ICHRIE, 2013
  • Best Paper, Global Marketing Conference, 2010

Recent Publications

So, K., Oh, H., & Min, S. (2018). Motivations and constraints of Airbnb consumers: Findings from a mixed methods approach. Tourism Management, 67, 224-236.

Lee, S. J., Jeong, M., & Oh, H. (2018). Enhancing customers’ positive responses: Applying sensory marketing to the hotel website. Journal of Global Scholars of Marketing Science, 28(1), 68-85.

Assaf, A., Tsionas, M., & Oh, H. (2018). The time has come: Toward Bayesian SEM estimation in tourism research. Tourism Management, 64, 98-109.

Lee, S., & Oh. H. (2017). Sharing travel stories and behavioral outcomes: A case of travel. Tourism Management, 62, 147-158.

Jeong, M., & Oh, H. (2017). Business-to-business social exchange relationship beyond trust and commitment. International Journal of Hospitality Management, 65(65), 115-124.

Lee, S., Oh, H., & Hsu, C. (2017). Country-of-operation and brand images: Evidence from the Chinese hotel industry. International Journal of Contemporary Hospitality Management, 29(7), 1814-1833.

Oh, H., & Kim, K. (2017). Customer satisfaction, service quality, and customer value: Years 2000-2015. International Journal of Contemporary Hospitality Management, 29(1), 2-29.

Assaf, A., Oh, H., & Tsionas, M. (2017). Bayesian approach for the measurement of tourism performance: A case of stochastic frontier models. Journal of Travel Research, 56(2), 172-186.

Oh, H., Jeong, M., Lee, A., & Warnick, R. (2016). Attitudinal and situational determinants of self-service technology use. Journal of Hospitality & Tourism Research, 40(2), 236-265.

Assaf, A., Oh, H., & Tsionas, E. G. (2016). Unobserved heterogeneity in hospitality and tourism research. Journal of Travel Research, 55(6), 774-788.

Assaf, A., Josiassen, A., & Oh, H. (2016). Internationalization and hotel performance: The missing pieces. Tourism Economics, 22(3), 572-592.

Oh, H., Assaf, A., & Baloglu, S. (2016). Motivations and goals of slow tourism. Journal of Travel Research, 55(2), 205-219.

Challenge the conventional. Create the exceptional. No Limits.