Sunghyup Sean Hyun

Papers

Total Citations

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About

Sunghyup Sean Hyun is a leading scholar in hospitality and tourism marketing, renowned for his pioneering work on the intersection of technology and consumer experience. His research primarily explores how service innovations—particularly robot servers—reshape the experience economy, brand attitude, and brand loyalty in the restaurant industry. In his highly cited 2022 study (60 citations), Hyun systematically compared the effects of robot versus human service providers, revealing critical insights into how automated interactions influence customer perceptions and long-term brand relationships. This work has become foundational for understanding technology adoption in hospitality, bridging gaps between experiential marketing and robotics. Beyond this, Hyun’s broader portfolio examines brand loyalty dynamics, service quality, and consumer behavior in tourism contexts, consistently generating impactful findings that inform both academic theory and industry practice. With a citation count reflecting substantial influence, his research is widely referenced by scholars studying service automation and experiential consumption. Hyun’s contributions have earned him recognition as a thought leader in hospitality innovation, making his work essential reading for students and researchers exploring the future of service encounters in an increasingly automated world.