Staff Profile
Dr Hien Bui
Lecturer
I'm a lecturer in Marketing and programme director for MSc Marketing and MSc Strategic Digital Marketing, York Business School, York St John University. My research interests include, but not limited to, artificial intelligence, services marketing, digital innovations, and consumer studies. My 3-year PhD research on service quality and customer satisfaction in the context of all-inclusive holidays was fully funded by the Institute of Travel and Tourism and Leeds Beckett University. My research has been published in high impact factor journals such as Journal of Hospitality Marketing & Management, International Journal of Consumer Studies, International Journal of Contemporary Hospitality Management, Journal of Vacation Marketing, Tourism Management Perspectives.
- School – York Business School
- Email – h.bui@yorksj.ac.uk
- Phone – 01904 876 214
- Research - View my work in RaY
- Postgraduate Research Supervisor
Further information
Teaching
My current teaching includes:
- Digital & Interactive Marketing (PG)
- Marketing Communications (PG)
- Strategic Brand Management (PG)
- Psychology of Marketing (PG)
- Strategic Marketing Planning (PG)
Research
Fundings
QR22-23-87, York St John University (completed): “From function to feeling: exploring the effects of human-like traits in service robots on perceived authenticity and value”, published in Journal of Hospitality Marketing & Management.
QR23-24-26, York St John University (completed): “AI-thenticity: Exploring the effect of perceived authenticity of AI-generated visual content on tourist patronage intentions”, published in the Journal of Destination Marketing & Management.
Community-based research grant, Institute of Social Justice (completed): ‘Generational pride’ or what? Investigating influential factors on older people’s uptake of financial support and pension credit Find out more about the project.
Editorial role
I’m an editorial board member for Tourism and Hospitality Research.
I’m also an active reviewer for different journals such as Journal of Macromarketing, International Journal of Consumer Studies, Journal of Retailing and Consumer Services, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, Tourism Management, Tourism Management Perspectives, Tourism Review, etc.
Publications
Journal articles
Bui, H.T., Filimonau, V. & Sezerel, H. (2025) From function to feeling: exploring the effects of human-like traits in service robots on perceived authenticity and value. Journal of Hospitality Marketing & Management, https://doi.org/10.1080/19368623.2025.2519732.
Bui, H.T., Filimonau, V. & Sezerel, H. (2025) Exploring value co-creation and co-destruction between consumers & generative artificial intelligence (GAI) in travel. Tourism Management Perspectives, 58, 101392, https://doi.org/10.1016/j.tmp.2025.101392.
Bui, H.T., Filimonau, V. and Sezerel, H. (2024). AI-thenticity: Exploring the effect of perceived authenticity of AI-generated visual content on tourist patronage intentions.Journal of Destination Marketing & Management, 34, 100956.
Bui, H.T., Filimonau, V. and Ermolaev, V.A. (2024) Cultivated meat in tourism and hospitality: setting the scene and outlining future research agenda.Journal of Foodservice Business Research, https://doi.org/10.1080/15378020.2024.2355373.
Bui, H.T. and Robinson, P. (2024) The asymmetric effect of all-inclusive holiday service quality attributes on tourist satisfaction. Journal of Vacation Marketing. https://doi.org/10.1177/13567667241229447
Bui, H.T. (2022) Exploring and explaining older consumers’ behaviour in the boom of social media. International Journal of Consumer Studies, 46(2), pp. 601-620.
Bui, H.T. & Filimonau, V. (2021) A recipe for sustainable development: assessing transition of commercial foodservices towards the goal of the triple bottom line sustainability. International Journal of Contemporary Hospitality Management, 33(10), pp. 3535-3563.
Book chapters
Bui, H.T. (2022) All-inclusive value. Encyclopedia of Tourism Management & Marketing. Edward Elgar Publishing, pp. 133-136.
