Jennifer (Jiyoon) Han : Isenberg School of Management : UMass Amherst

Dr. Jennifer (Jiyoon) Han is an assistant professor of hospitality and tourism management at the Isenberg School of Management, University of Massachusetts Amherst. She holds a PhD in Business Administration from Washington State University, with advanced training in quantitative methods and hospitality management. Her research examines technology–human interactions in service settings, spanning robotics/automation, VR/AR/MR, and AI-enabled technologies. She has particular expertise in experimental methods, including psychophysiological and neuromarketing approaches, to better understand human behavior and sustainability in service operations. Dr. Han conducts interdisciplinary research through collaborations with engineering and science fields and actively engages in externally funded research initiatives. Her work has been published in leading journals, including the International Journal of Hospitality Management and the International Journal of Contemporary Hospitality Management.

Education

BA in Hospitality Business Management, Sookmyung Women's University, Seoul, Korea

BBus in International Hospitality Business Management, Le Cordon Bleu Paris-Korea

MS in Hospitality Management, Sookmyung Women's University, Seoul, Korea

MS in Business Administration, Washington State University

PhD in Business Administration, Washington State University

Academic Appointments

Assistant Professor of HTM, Isenberg School of Management, UMass Amherst

Instructor, Carson College of Business, Washington State University

Research Interests

Human-technology interaction

Neuromarketing/psychophysiological approaches

Sustainability and well-being

Teaching Interests

Human Resources Management

Customer Experience Management

Food Service Management

Awards

- Institute of Diversity Sciences Seed Grant (PI), Designing A Robotic Guide Dog for Inclusive Tourism, UMass Amherst, 2026

Three-Minute Thesis Runner-up, Carson College of Business, Washington State University, 2025

SHBM Summer Research Scholarship, Washington State University, 2022, 2023, 2024

Carson College of Business Travel Scholarship, Washington State University, 2023, 2024

GPSA Research Exposition Award, Washington State University, 2023

Finalist, Chosen Coug, BECU Sponsored, Washington State University, 2023

Korean American Scholarship Foundation Scholarship, KASF Western Chapter, 2022

Alumni Award for Outstanding Professional Students, Sookmyung Women’s University, 2022

Selected Working Papers/Current ResearchHow Tranquility and Scent Congruency Drive Emotional and Restorative Responses in VR Hospitality Environments: Neuromarketing and Quantitative Evidence, Interna

Selected Working Papers/Current Research

How Tranquility and Scent Congruency Drive Emotional and Restorative Responses in VR Hospitality Environments: Neuromarketing and Quantitative Evidence, International Journal of Hospitality Management

Vertical Farming as a Techno-Biophilic Cue: Exploring the Effect on Consumer Restoration, Stress Reduction, and Cue Diagnosticity in Dining Environments, Journal of Service Research

Media, Industry, and Public ImpactUMass (July 10, 2026), Designing A Robotic Guide Dog for Inclusive Tourism, https://www.umass.edu/diversitysciences/designing-robotic-guide-dog-inclusive-tourism

Media, Industry, and Public Impact

UMass (July 10, 2026), Designing A Robotic Guide Dog for Inclusive Tourism, https://www.umass.edu/diversitysciences/designing-robotic-guide-dog-inclusive-tourism

Professional LinksLinkedIn: https://www.linkedin.com/in/jyjenniferhan/ORCID: https://orcid.org/0000-0002-1107-4502Google Scholar: https://scholar.google.com/citations?user=EobzACkAAAAJ&hl=en

Professional Links

LinkedIn: https://www.linkedin.com/in/jyjenniferhan/
ORCID: https://orcid.org/0000-0002-1107-4502
Google Scholar: https://scholar.google.com/citations?user=EobzACkAAAAJ&hl=en

Selected Publications

Han, J. J., Seo, S., & Howlett, E. A. (2026). Can Augmented Reality (AR) enhance how restaurants present Farm-to-Table information? The role of cognitive absorption, learning gains, and brand image congruence. International Journal of Hospitality Management, 132, 104340. https://www.sciencedirect.com/science/article/pii/S0278431925002634

Han, J., Han, J.J, & Lee, Y. J. (2025). Avoidance to acceptance: augmented reality infographics for low-acceptance sustainable foods. The Service Industries Journal, 1-24. https://www.tandfonline.com/doi/full/10.1080/02642069.2025.2589317

Han, J. J., Seo, S., & Kim, H. J. (2024). Autonomous delivery robots on the rise: How can I cut carbon footprint for restaurant food deliveries?. International Journal of Hospitality Management, 121, 103804.https://www.sciencedirect.com/science/article/pii/S0278431924001166