Dr Changwon Park
| Name | Dr Changwon Park |
|---|---|
| Job title | "Lecturer in Marketing, Enterprise & Tourism" |
| Research institute | |
| Primary appointment | Marketing, Enterprise & Tourism |
| Email address | c.park@mdx.ac.uk |
| ORCID | https://orcid.org/0000-0002-8397-9917 |
| Contact category | Academic staff |
Biography
Biography Dr Changwon Park is a Lecturer at Middlesex University London, specialising in digital marketing, data analytics, and consumer behaviour. His interdisciplinary academic background spans business analytics, hospitality and tourism, political science, and law, providing a distinctive foundation for research and teaching at the intersection of marketing, technology, and data-driven decision-making. He completed his first PhD in Hospitality and Tourism at Kyung Hee University in South Korea, where his doctoral research examined exhibitions, trade shows, and industry-level transformation. He is currently pursuing a second PhD in Business Analytics and Marketing at Brunel University London. His work explores how digital technologies, behavioural data, and analytical methods can be used to better understand consumer behaviour and support more effective marketing strategy and managerial decision-making. Research interests - Digital Marketing and Marketing Analytics - Digital Trace Data and Behavioural Analytics - AI and Machine Learning in Marketing - Computational Behavioural Science - AI in Business: Innovation, Creativity, and Labour Market Transformation - Data Visualisation and Data-Driven Decision-Making - Philosophy of AI in Business - Qualitative and Quantitative Research Methods
Teaching MKT4466 Customer Experience Strategy and UX Design (Module Leader) MKT4646 Business Digital Environment (Module Leader) MKT4433 Omnichannel Marketing Strategy (Seminar Tutor)
Supervision
Employment
Lecturer
Kyung Hee University, South Korea
01 Mar 2021
Adjunct Professor
Gachon University, South Korea
01 Sept 2021
Lecturer
Brunel University London
01 Jan 2023
Education and qualifications
Grants
Prizes and Awards
Evidence to public body
Director of Academic Affairs
The Korea Association of Trade Exhibition Studies
01 Mar 2022
Editorial Board Member
International Journal of Trade Fairs and Exhibition Studies
01 Jan 2020
Research outputs
Beyond the creativity paradox: a theory-informed framework for role-based integration of generative AI in organisational creativity
Choi, Y.T., Park, C.W., Turan, C.P. and Lee, H. 2026. Beyond the creativity paradox: a theory-informed framework for role-based integration of generative AI in organisational creativity. Information Systems Frontiers. https://doi.org/10.1007/s10796-026-10746-ySustainable exchange and cooperation process in exhibition and convention: applications for the Korean peninsula from the Leipzig trade fair in Germany
Park, C.W., Lee, J.Y. and Kim, B.S. 2023. Sustainable exchange and cooperation process in exhibition and convention: applications for the Korean peninsula from the Leipzig trade fair in Germany. SAGE Open. 13 (4). https://doi.org/10.1177/21582440231204660Effect of virtual exhibition characteristics on the exhibitors’ perceived value and re-participation intention
Huang, L., Park, C.W. and Kim, B.S. 2022. Effect of virtual exhibition characteristics on the exhibitors’ perceived value and re-participation intention. Korea Trade Exhibition Review. 17 (3), pp. 45-71. https://doi.org/10.16938/ijtfs.2022.17.3.045Exhibition industry development plan in the with-Corona era
Han, J.Y., Park, C.W., Lee, S.M. and Kim, B.S. 2021. Exhibition industry development plan in the with-Corona era. Korea Trade Exhibition Review. 16 (4), pp. 1-18. https://doi.org/10.16938/ijtfs.2021.16.4.001A case study of the global virtual trade shows in the with-Corona era: comparison between Digital CES and CANTON Fair Online
Park, C.W. 2021. A case study of the global virtual trade shows in the with-Corona era: comparison between Digital CES and CANTON Fair Online. Journal of Tourism Sciences. 45 (7), pp. 197-219. https://doi.org/10.17086/jts.2021.45.7.197.219Changes and implications of China's trade show industry in the pandemic era - focusing on the digital transformation of the trade show industry
Park, C.W., Yan, C. and Xiou, H. 2021. Changes and implications of China's trade show industry in the pandemic era - focusing on the digital transformation of the trade show industry. Korea Trade Exhibition Review. 16(2) (43), pp. 1-24. https://doi.org/10.16938/ijtfs.2021.16.2.001Study on the exhibition performance and efficiency of exhibitors in overseas trade show: Company characteristics and exhibition participation
Lee, H.Y., Park, C.W and Kim, B.S. 2021. Study on the exhibition performance and efficiency of exhibitors in overseas trade show: Company characteristics and exhibition participation. Global Business & Financial Review. 26 (2), pp. 49-66. https://doi.org/10.17549/gbfr.2021.26.2.49An exploratory study on the inter-Korean MICE industry exchange and cooperation model
Park, C.W. 2021. An exploratory study on the inter-Korean MICE industry exchange and cooperation model. Global Business & Financial Review. 26 (1), pp. 22-40. https://doi.org/10.17549/gbfr.2021.26.1.22Changes in exhibition and convention in the era of untact and online exhibition case study
Park, C. and Lim, T. 2020. Changes in exhibition and convention in the era of untact and online exhibition case study. Korea Trade Exhibition Review. 15 (5), pp. 57-82. https://doi.org/10.16938/ijtfs.2020.15.5.057Legal issues of cancellation of MICE events due to COVID-19: focusing on the contractual relationship between MICE stakeholders
Park, C.W., Lee, S.H. and Lee, Y.K. 2020. Legal issues of cancellation of MICE events due to COVID-19: focusing on the contractual relationship between MICE stakeholders. Tourism Research. 45 (4), pp. 279-299. https://doi.org/10.32780/ktidoi.2020.45.4.279Effects of exhibitors’ trade show participation on market performance: longitudinal research
Kim, B.S., Kim, K.B., Park, C.W. and Lee, J.Y. 2020. Effects of exhibitors’ trade show participation on market performance: longitudinal research. Asia Pacific Journal of Tourism Research. 25 (12), pp. 1343-1358. https://doi.org/10.1080/10941665.2020.1851275Current status of North Korean exhibition industry and strategy for exchange & cooperation in inter-Korean exhibition industry
Park, C.W. and Kim, B.S. 2019. Current status of North Korean exhibition industry and strategy for exchange & cooperation in inter-Korean exhibition industry. International Journal of Tourism Management and Science. 34 (6), pp. 133-55. https://doi.org/10.21719/IJTMS.34.6.7A study on visitor's exhibition information search behavior using elaboration likelihood model : focusing on the moderation effect of involvement - an analysis of the moderating effect of involvement
Zheng, J., Kim, B.S. and Park, C.W. 2018. A study on visitor's exhibition information search behavior using elaboration likelihood model : focusing on the moderation effect of involvement - an analysis of the moderating effect of involvement. Korea Trade Exhibition Review. 13 (1), pp. 23-46. https://doi.org/10.16938/ijtfs.2018.13.1.023The critical consideration of the role of the ‘Business Associations by industry’ as a trade show organizer in Korea - focusing on the comparison with the trade show organizer in Germany
Park, C.W. and Kim, B.S. 2017. The critical consideration of the role of the ‘Business Associations by industry’ as a trade show organizer in Korea - focusing on the comparison with the trade show organizer in Germany. Korea Trade Exhibition Review. 12(1) (26), pp. 25-46. https://doi.org/10.16938/ijtfs.2017.12.1.025A study on relationship among rational actor, organizational behavior and governmental politics in the making process of ‘act on the development of exhibition industry’: an Allison Model approach
Park, C.W. and Kim, B.S. 2016. A study on relationship among rational actor, organizational behavior and governmental politics in the making process of ‘act on the development of exhibition industry’: an Allison Model approach. Ordo Economics Journal. 19 (3), pp. 97-116. https://doi.org/10.20436/OEJ.19.3.097164
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