ACADEMIC APPOINTMENTS

• Research Professor, Smart Tourism Education Platform (STEP), College of Hotel & Tourism Management, Kyung Hee University (Jul 2026 – Present)
• Lecturer, Department of Tourism and Convention, Pusan National University (Mar 2025 – Present)
• Postdoctoral Research Fellow, Institute of Economics and International Trade, Pusan National University (Mar 2025 – Feb 2026)
• Senior Researcher, AirStas – AI Research Center for Space Tourism and Sustainability (May 2025 – Present)

PUBLICATIONS (20 KCI; 19 published and 1 forthcoming)

• Song, H. G., Sunny, H. W., & Bae, S. (in press). Unpacking the motivational drivers of halal restaurant visits: An integrated analysis of self-determination theory and restaurant attributes. Culinary Science & Hospitality Research. (KCI)

• Bae, S., & Park, G.-G. (2026). Determinants of consumers’ behavioural intentions towards restaurant service robots: The interactive effects of usage experience. FoodService Industry Journal, 22(2), 81–100. (KCI)
• Park, G.-G., Won, D., & Bae, S. (2026). The relationship between ESG perceptions and cruise usage intention: Heterogeneous effects by port-of-call residency. Journal of Korea Port Economic Association, 42(1), 213–234. (KCI)
• Song, H. G., Sunny, H. W., & Bae, S. (2026). From viewing to buying: How viewer attitudes and para-social bonds drive short food content purchase intentions. Culinary Science & Hospitality Research, 32(2), 15–29. (KCI)

• Bae, S., & Park, G.-G. (2025). The effects of consumers’ perceptions of ESG management in foodservice franchises on reuse intention: An ordered probit analysis. Culinary Science & Hospitality Research, 31(12), 243–254. (KCI)
• Bae, S., & Park, G.-G. (2025). An ordered probit analysis of the factors influencing relationships among cultural heritage tourism motivation, constraints, and attitudes. FoodService Industry Journal, 21(6), 431–454. (KCI)
• Bae, S., & Kim, I. (2025). Comparative analysis of foreign consumers’ perceptions of K-food emotions: Focusing on Reddit cases. The Journal of Internet Electronic Commerce Research, 25(5), 121–131. (KCI)
• Lee, S.-Y., Bae, S., & Kim, I. (2025). Exploring formation process of willingness to accept online personalized advertising for travel products: The effects of online customized advertising characteristics and past tourism memory. The e-Business Studies, 26(2), 109–125. (KCI)
• Nam, J.-H., Bae, S., & Kwon, E.-K. (2025). The impact of senior tourists’ travel agency package tour experiences on travel satisfaction, trust, and intention to pay premium: Focusing on experiential economic theory. Journal of Tourism Enhancement, Special Issue—Aviation Tourism Services Section, 129–148. (KCI)
• Yoon, H.-J., Bae, S., & Park, E.-H. (2025). Effects of experiential economic factors on emotional attachment and pro-environmental behavior among nature-based walking tourists: The moderating effect of pro-environmental identity. Journal of Tourism Enhancement, 13(1), 91–111. (KCI)

• Bae, S., & Kim, I. (2024). Social perception and activation strategies of Templestay: A big data analysis of ‘Surfing Templestay, Dangplestay, and Naneun Jeollo’. FoodService Industry Journal, 20(6), 275–288. (KCI)
• Kim, I., & Bae, S. (2024). The effects of motivation for open-kitchen restaurants adopting robot chefs on consumer attitude, intentions to use, and word-of-mouth: The moderating role of alternative attractiveness. FoodService Industry Journal, 20(6), 383–397. (KCI)
• Park, E.-H., Bae, S., & Kim, I. (2024). Exploring motivations influencing customers’ attitude toward using reusable cups in eco-friendly coffee shops. Journal of Tourism Enhancement, Special Issue—Hospitality and Foodservice Section, 167–184. (KCI)
• Kim, Y.-M., Bae, S., & Kim, I. (2024). Effects of robotic chefs’ food quality prediction and personal innovativeness on consumer attitudes and intention to visit the restaurant. Journal of Tourism Enhancement, 12(3), 27–42. (KCI)
• Bae, S., Kim, J., Kim, D., & Kim, I. (2024). Investigating benefits of operating shared kitchen for virtual restaurants: From the small-business owner perspectives. Journal of Hospitality & Tourism Studies, 26(4), 193–204. (KCI)
• Kang, S. R., Han, S. H., Bae, S., & Yoon, Y. H. (2024). The effect of serving robots on attitude and behavioral intention of restaurant customers: Focused on UTAUT2 and moderating effect of shyness. Korean Journal of Franchise Management, 15(2), 56–74. (KCI)
• Bae, S., & Kim, I. (2024). Investigating barriers hindering attitude formation towards reusable cup usage in the coffee shop industry. FoodService Industry Journal, 20(3), 119–131. (KCI)
• Bae, S., & Kim, I. (2024). Exploring the structure of motivations, benefits and values of walking travel experience sharing on social media. Journal of Hospitality & Tourism Studies, 26(2), 65–79. (KCI)

• Bae, S., Park, H., Kang, S. R., & Han, S. H. (2023). How usage motivation regarding serving robots affect customer attitudes and intent to revisit restaurants. FoodService Industry Journal, 19(6), 281–295. (KCI)

• Bae, S., & Kim, I. (2022). Importance-satisfaction analysis for campsite selection attributes after COVID-19 outbreak: Differences between campers depending on frequency of camping experience. Korean Journal of Hospitality & Tourism, 31(4), 127–145. (KCI)

BOOKS

• Choo, S. W., Ahn, H. J., Jeong, Y. E., Lee, S. I., Lee, C. W., & Bae, S. (2026). Global food culture (1st ed.) [Book in Korean]. Baeksan Publishing.
• Kim, E. G., Bae, G. Y., Ahn, H. J., Choo, S. W., Lee, C. W., & Bae, S. (2024). Foodservice business management (3rd ed.) [Book in Korean]. Baeksan Publishing.
• Kim, E. G., Seon, D. G., Choo, S. W., Bae, G. R., Park, S. J., Lee, C. W., & Bae, S. (2021). Hospitality human resource management (2nd ed.) [Book in Korean]. Baeksan Publishing.

CONFERENCE PRESENTATIONS

• Bae, S., & Park, G.-G. (2025, October 31–November 1). Determinants of attitudes and visit intentions towards wartime-capital Busan cultural heritage: An ordered probit model [Paper presentation]. Beyond AI: Building an Inclusive and Ethical Digital Economy with Web3, Korea University, Seoul, Republic of Korea.
• Bae, S., & Kim, I. (2025, June 24–26). International consumer sentiment towards K-food: A Reddit-based comparative analysis [Poster presentation]. The 98th Tourism Sciences Society of Korea International Conference, Commodore Hotel, Gyeongju, Republic of Korea.
• Bae, S., & Kim, I. (2025, January 15–16). Predicting consumer participation in food waste reduction: Motivations and perceived risks in adopting anti-food-waste platforms [Paper presentation]. The 97th Tourism Sciences Society of Korea International Conference, Kyung Hee University, Seoul, Republic of Korea.
• Bae, S., & Kim, I. (2025, January 2–4). Exploring key determinants of anti-food-waste platform adoption: Insights from LDA topic modelling on Too Good To Go (TGTG) [Paper presentation]. Graduate Education and Graduate Student Research Conference in Hospitality and Tourism, Conrad N. Hilton College, Houston, TX, United States.
• Bae, S., & Kim, I. (2024, December 7). Effects of motivations to use robot chefs in open-kitchen restaurants on attitudes, usage intentions, and word of mouth: The moderating effect of alternative attractiveness [Paper presentation]. The 40th Korean Foodservice Industry Association Conference, Konyang University, Daejeon, Republic of Korea.
• Bae, S., & Kim, I. (2024, November 30). A case study of travel experiences among married women in the new middle age: From family care to self-care [Paper presentation]. The 48th Korea Academic Society of Hotel Administration Conference, Baekseok University, Cheonan, Republic of Korea.
• Bae, S., Kim, J., Kim, D., & Kim, I. (2024, July 10–12). Exploring the benefits and risks of shared-kitchen operations: From the perspective of small-business operators [Paper presentation]. The 96th Tourism Sciences Society of Korea International Conference, Sono Calm Yeosu, Yeosu, Republic of Korea.
• Bae, S., & Kim, I. (2024, February 24). Exploring the motivation, benefit, and value structure of sharing walking travel experiences on social media [Paper presentation]. The 46th Korea Academic Society of Hotel Administration Conference, Youngsan University, Busan, Republic of Korea.
• Bae, S., & Kim, I. (2023, June 26–28). Exploring the value structure of nature-based trail tourists: Focusing on the Haeparang Trail of the Korea Dulle Trail [Paper presentation]. The 94th Tourism Sciences Society of Korea International Conference, Haevichi Hotel & Resort, Jeju, Republic of Korea.
• Kim, S., Choi, N., Bae, S., & Kim, I. (2023, February 7–9). What creates airline brand love? A comparison between airline service responsibility and quality attributes [Poster presentation]. 2023 CAUTHE Conference, Esplanade Hotel Fremantle, Perth, Australia.
• Bae, S., & Kim, I. (2022, June 25). Exploring perceived barriers to reusable cup use among coffee shop customers [Paper presentation]. The 35th Korean Foodservice Industry Association Conference, Baekseok University, Seoul, Republic of Korea.

PEER-REVIEW SERVICE

• Ad hoc reviewer, Journal of Hospitality and Tourism Management — 12 completed reviews across five manuscripts (2025: 4 reviews; 2026: 8 reviews), including revised submissions.

Research & Consulting Projects

• Development of the Haeundae Core Cultural Tourism Belt, Haeundae District Office, Busan Metropolitan City, 2025.
• Establishment of the Banyeo–Bansong Development Master Plan, Haeundae District Office, Busan Metropolitan City, 2025.
• Evaluation and Revitalisation Strategies for Tourism Development Projects: Final Comprehensive Report, Ministry of Culture, Sports and Tourism, Republic of Korea, 2019.

AWARDS

• 4 February 2026 – Excellence Award, Jeju · AWS Global Space Challenge Hackathon, Jeju Halla University.
• 20 November 2025 – Commendation from the President of the Busan Economic Promotion Agency, 2025 Busan Youth Volunteer Corps.
• 23 January 2025 – BK21 PNU-STAR Award and KRW 1 million prize, Pusan National University.
• 15–16 January 2025 – Best Paper Award, Second Place, The 97th Tourism Sciences Society of Korea International Conference.
• 17 December 2024 – Excellent Paper Award, The 40th Conference of the Korean Foodservice Industry Association.
• December 2024 – Encouragement Prize, The 7th “Wartime-Capital Busan” Academic Paper Competition, Busan Metropolitan City.
• 25 June 2022 – Excellent Paper Award, The 35th Conference of the Korean Foodservice Industry Association.

TRAINING & CERTIFICATES

• Jeju RISE · AWS Global Space Bootcamp (23 Dec 2025 – 4 Feb 2026) | Amazon Web Services (AWS) Korea
• Practical AI Project Programme (12 Sep 2022)

ADDITIONAL PROFESSIONAL ACTIVITIES

• Honorary Reporter, “Happy Education” (Ministry of Education, Korea), 15 Jan 2025 – Present
• Honorary Reporter, Together Step (Research Institute for Differently Abled People’s Rights), 15 Jan 2025 – Present