معرفی
Dr. Ho Yeol Yu serves as an Assistant Professor of Sport and Recreation Management within the Department of Health and Human Performance at East Texas A&M University's College of Education and Human Services. He joined the university in 2024 following four years as an Assistant Professor of Sport Management at Arkansas State University, a Division I institution.
His academic credentials include a Ph.D. in Kinesiology (Sport and Fitness Administration) from the University of Houston (2020), an M.S. in Sport Management from Florida State University (2015), and a B.S. in Sport Science from Daejin University (2011).
Dr. Yu's research centers on sports consumer behaviors, with specific emphasis on game attendance patterns, team merchandise purchasing dynamics, sports team branding strategies, service quality perceptions, and fan team switching behavior. He employs rigorous quantitative research methods and sports analytics to decode fan psychology and decision-making processes, bridging theoretical sport marketing concepts with practical industry applications. His methodological approach consistently leverages advanced statistical modeling to extract actionable insights for sports organizations.
Analysis of his recent 15 publications reveals a cohesive research trajectory focused on data-driven consumer behavior analysis across diverse sports contexts—from smart fitness apparel adoption to city branding effects during sporting events. The work demonstrates sophisticated application of reflective-formative modeling, technology acceptance frameworks, and pandemic-era consumer hesitation studies, all contributing to evidence-based sport management practices.
Associated with the ROARHP Lab, Dr. Yu teaches Sport Marketing, Sport Analytics, and Finance in Sports, with Sport Analytics being his preferred course due to its hands-on data analysis components that students report as career-transforming experiences in sports industry roles.
