Prof Raksmey Sann, Khon Kaen university, Thailand
Dr. Raksmey Sann is an accomplished academic specializing in International Tourism, Hospitality, and Events Management. He earned his Ph.D. from the National Pingtung University of Science and Technology, Taiwan, with First-Rank Honor and a dissertation on cross-cultural online complaining behavior in the hospitality industry 📚. Dr. Sann is currently a faculty member at Khon Kaen University, Thailand, where he teaches research methodology, tourism management, and sustainable event management 🌏. His research focuses on service marketing, data mining, and consumer behavior, with numerous publications in top-tier journals. He has received multiple scholarships and research grants for his outstanding work in the field 🎓.
Publication profile
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Education
I hold a distinguished academic background in International Tourism, Hospitality, and Events Management, having earned a degree with First-Rank Honor from the National Pingtung University of Science and Technology, Taiwan, in September 2020 🎓. His dissertation, “Investigating Cross-Cultural Online Complaining Behavior in the Hospitality Industry,” was guided by a notable committee, including Professor Li, Yi-Ming (chair). I was awarded the Excellent Foreign Student Scholarship 🏆. His MSc, also from the same university, focused on “Cross-Cultural Tourist Online Hotel Booking Behaviour” and received Second-Rank Honor. I previously graduated with a BA from Mahasarakham University, Thailand, with First-Class Honor, supported by the Princess Maha Chakri Sirindhorn Scholarship 👑. My academic journey began with a BS Ed in TEFL from the Royal University of Phnom Penh, Cambodia 📚.
Honors and Awards
During my academic journey, I was honored to receive multiple prestigious scholarships. From 2018 to 2020, I was awarded the Excellent Foreign Student Scholarship, a full government scholarship by the Ministry of Education, Taiwan 🇹🇼. Similarly, from 2016 to 2018, I received the same distinguished scholarship 🇹🇼. Earlier, I was privileged to earn the Her Royal Highness Princess Maha Chakri Sirindhorn Scholarship from 2011 to 2015, a full government scholarship by the Ministry of Education, Thailand 🇹🇭. My academic excellence was also recognized in Cambodia 🇰🇭, where I received the National Excellent Student Scholarship from 2009 to 2011.
Research Experience
In 2020, at the National Pingtung University of Science and Technology, Taiwan, I completed my dissertation titled “Investigating Cross-Cultural Online Complaining Behavior in the Hospitality Industry: An Application of Content Analysis and Data Mining Approach,” under the guidance of Professor Pei-Chun Lai. This research delved into service marketing, service quality, and online consumer behavior, employing natural language processing, data mining, and big data analytics to uncover insights 📊. Previously, in 2018, I conducted exploratory research on cross-cultural tourist online hotel booking behavior, focusing on the impact of electronic word-of-mouth (eWOM). This thesis, also advised by Professor Lai, encompassed e-commerce, cross-cultural studies, and eWOM, using multivariate analysis, qualitative methods, and content analysis to draw its conclusions 🌐.
Teaching Experience
Since December 2021, I have been a faculty member at Khon Kaen University’s Faculty of Business Administration and Accountancy in the Department of Tourism Innovation Management. I teach courses such as Research Methodology, Research Project, English for Tourism Business, and Sustainable Event Management, engaging with 120 undergraduate students each semester. For graduate students (MSc. & PhD), I cover Qualitative Research Methodology, Multivariate Analysis, and other advanced topics with over 20 students per semester. Previously, I taught various hospitality and tourism management courses at Khon Kaen University International College (Dec 2020 – Nov 2021). My teaching career began as a teaching assistant at National Pingtung University of Science and Technology (2016-2020) and teaching English to orphaned children in Phnom Penh (2009-2011). 📚🌍🎓
Recognition 🏅
His accolades include the Best Outstanding PhD Research Performance (2021) from NPUST, Taiwan, and the Distinguished Master Thesis Award (2018) from the TSC Thesis Symposium, Taiwan. He has also won several presentation and competition awards throughout his academic career. 🥇
Research focus
R. Sann’s research primarily focuses on the hospitality industry, particularly on online customer behavior and sentiment analysis using advanced data analytics techniques. Key areas of interest include understanding online complaining behavior, the impact of cultural backgrounds on service perceptions, and the application of big data analytics to online reviews. Sann’s work also explores the effects of service quality, guest experiences, and health-related concerns on consumer behavior, integrating theories like the theory of planned behavior. This multidisciplinary approach leverages tools like NLP and machine learning to derive insights from large datasets, aiming to enhance service quality and customer satisfaction in hospitality. 🏨📊🧠💬
Publication top notes
Understanding homophily of service failure within the hotel guest cycle: Applying NLP-aspect-based sentiment analysis to the hospitality industry
Predicting Online Complaining Behavior in the Hospitality Industry: Application of Big Data Analytics to Online Reviews
Online complaining behavior: Does cultural background and hotel class matter?
Modelling theory of planned behavior on health concern and health knowledge towards purchase intention on organic products
Review papers on eWOM: prospects for hospitality industry
Analysis of online customer complaint behavior in Vietnam’s hotel industry
Crisis Adaptation in a Thai Community-Based Tourism Setting during the COVID-19 Pandemic: A Qualitative Phenomenological Approach
An extension of the theory of planned behaviour in Thailand cycling tourism: The mediating role of attractiveness of sustainable alternatives
Multidimensional scale development and validation: university service quality (UNIQUAL)
Topic modeling of the quality of guest’s experience using latent Dirichlet allocation: Western versus eastern perspectives