Hien Bui

Dr. Hien Bui is a Lecturer in Marketing and Programme Director for MSc Marketing and MSc Strategic Digital Marketing at York Business School, York St John University. Her academic work bridges artificial intelligence, services marketing, and consumer behavior within tourism and hospitality contexts.

• Academic Affiliation: York Business School, York St John University
• Key Research Themes: AI applications in tourism, service robots, digital innovations, sustainable hospitality

Her research focuses on the intersection of technology and consumer experiences, particularly examining:

• How human-like traits in service robots affect perceived authenticity and value
• The impact of AI-generated visual content on tourist decision-making
• Transition of commercial foodservices toward triple bottom line sustainability
• Behavioral patterns of older consumers in digital spaces
• Role of generative AI in value co-creation/destruction dynamics

Recent publications in journals like Journal of Hospitality Marketing & Management and Tourism Management Perspectives reveal trends in digital transformation and emerging consumer technologies within the travel industry. Her QR-funded projects include:

• QR22-23-87: Human-like service robots in hospitality
• QR23-24-26: AI authenticity in tourism
• Institute of Social Justice Grant: Financial support uptake among older populations

As an active reviewer for 15+ journals and editorial board member of Tourism and Hospitality Research, Dr. Bui shapes academic discourse while teaching postgraduate modules in Digital Marketing and Strategic Brand Management.