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Olivia Su image 2020Doctoral research abstract

This research investigates the effect of loyalty programmes (LPs) categorized into agency and communion domains in the contexts of tourism (i.e., airline and hotel) on reported satisfaction and preference by consumers who can be distinguished in terms of agentic and communal orientation by the virtue of their gender, cultural and social components.


M.A. Cultural and Social Psychology, Korea University, South Korea, 2014
B.A. Foreign-Oriented Secretarial Studies, Capital Normal University, China, 2009

Scholarships & Awards

University of Otago Doctoral Scholarship, University of Otago, New Zealand (2018)
Foreign Students Scholarship B granted by the Graduate School, Korea University, South Korea, 2011-2014

Primary Research Interests

Tourist psychology

Profiles of tourist populations, Tourist attitudinal and behavioural studies, Tourist decision-making, Market segmentation, Tourist attitudinal measure development

Hotel Management

Customer relationship management, Strategic Brand Management, Marketing Communication, International Hospitality Business

Application of psychology

Use of scientific methods and findings from cultural, social, personality psychology to address business-related issues, including customer cognition, brand personality; advertising effect; altruism behaviours etc.

Teaching Experience

Interpreting Business Data (2019-2020)
Introduction to Tourism (2020)

Guest Lecturer

Tourism Methods and Analysis (2020)
Advanced Tourism Concepts (2020)
Advanced Tourism Concepts (2019)

Industry Experience

Hotel Sales Manager (2017-2018)