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  Namho Chung

  Co-Founder, The Association for Smart Tourism (AST)

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  Chulmo Koo

  Co-Founder, The Association for Smart Tourism (AST)

Dear Members,

Welcome to the Association for Smart Tourism (AST). Since its founding in 2023, AST has focused on advancing research and innovation in the fast-evolving tourism industry driven by AI-powered smart technologies. We adopt a multidisciplinary approach to analyze and anticipate key trends in the era of AI-powered smart tourism.

Multidisciplinary collaboration is central to our mission. By connecting academia, industry, government, and local communities, we aim to develop government-, city-, and region-based policies, offer practical and innovative solutions, and foster sustainable growth. Our goal is to ensure that the integration of tourism and technology benefits both society and the economy.

With your continued support, AST will remain a hub for research, partnership, and innovation, contributing to the advancement of smart tourism on a global scale.

Thank you for being part of our journey.

Sincerely,
Namho Chung & Chulmo Koo, Co-founders

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The Association for Smart Tourism (AST) is committed to advancing research and fostering innovation in the rapidly evolving tourism landscape driven by digital transformation and smart technologies. With the mission of becoming a global research hub for smart tourism, AST leads efforts to address emerging trends and challenges in the digital-first era. We focus on driving creative and forward-thinking research that contributes to the continuous development of smart tourism, while building strong networks with diverse stakeholders, including academia, industry, government, and local communities, to amplify our impact.

AST is dedicated to providing practical and policy-relevant solutions that address real-world challenges and foster sustainable growth. By emphasizing the harmonious integration of tourism, technology, and society, we work to ensure the long-term sustainability of the sector. Our core values—enhancing expertise, strengthening relevance, and promoting sustainability—guide our efforts to create meaningful contributions for both local and global communities. Through collaboration, innovation, and a shared commitment to progress, AST aspires to shape a smarter and more sustainable future for tourism.

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  Namho Chung Co-Founder

  Smart Tourism Education Platform (STEP), Kyung Hee Univ.

  Key Publications:

  • Chung, N., Lee, H., Kim, J. Y., & Koo, C. (2018). The role of augmented reality for experience-influenced environments: The case of cultural heritage tourism in Korea. Journal of Travel Research, 57(5), 627-643.

  • Jung, T., Chung, N., & Leue, M. C. (2015). The determinants of recommendations to use augmented reality technologies: The case of a Korean theme park. Tourism management, 49, 75-86.

  • Kim, M. J., Chung, N., & Lee, C. K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism management, 32(2), 256-265.

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  Chulmo Koo Co-Founder

  Smart Tourism Education Platform (STEP), Kyung Hee Univ.

  Key Publications:

  • Kim, J. Y., Kim, J., & Koo, C. (2024). Understanding compensatory travel. Annals of Tourism Research, 105, 103712.

  • Yhee, Y., Kim, H., Kim, J., & Koo, C. (2023). Trust in managerial response offsets negative review. Annals of Tourism Research, 102, 103641.

  • Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: foundations and developments. Electronic markets, 25, 179-188.

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  Ulrike Gretzel Advisor

  University of Southern California

  Key Publications:

  • Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: foundations and developments. Electronic markets, 25, 179-188.

  • Kozinets, R. V., & Gretzel, U. (2024). Netnography evolved: New contexts, scope, procedures and sensibilities. Annals of Tourism Research, 104, 103693.

  • Femenia-Serra, F., Gretzel, U., & Alzua-Sorzabal, A. (2022). Instagram travel influencers in# quarantine: Communicative practices and roles during COVID-19. Tourism Management, 89, 104454.

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  Hyesun Kim Staff

  Smart Tourism Research Center, Kyung Hee Univ.

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  Hyunae Lee Staff

  Smart Tourism Research Center, Kyung Hee Univ.