Let’s talk Research.

Our researchers are working to answer questions in the industry through a number of outlets. Below, please explore some of our recent research projects.


EFTI White Papers

We are strong believers of conducting research focusing on the meaningful impacts of the findings to the industry. With this in mind, we are launching a series of white papers! They are written by faculty and PhD students, and explain insights and tools for industry practitioners, based on research findings in trend tourism topics. If you want to learn more, become a partner!

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Immersive Technologies in Tourism

Larissa Neuburger and Lori Pennington-Gray, PhD

“Travelling to real places is now enriched by virtuality that blurs the lines between these two worlds.” (Neuburger, Beck & Egger, 2018, p. 196)

The use of Augmented Reality (AR) and Virtual Reality (VR) is growing in many industries, and tourism is one of them. This paper explains the differences between AR and VR as well as its applicability on the tourism industry before, during, and after the trip.


Research Publications

Comparison between projected and perceived destination image through social media analysis

“Projected and Perceived Destination Image on Social Media: Comparing Perception of Destination Image between Official DMO in South Korea and Chinese Travelers” - Yyejin Park, Ying Qiu, Yun Liang

July 2019 - “Best Paper Award”, China Tourism Forum 2019, US (Temple University)

The group conducted an extensive content analysis of photos from the official Korean Tourism Organization (KTO) and the website Mafengwo, a Chinese travel website where travelers post their own pictures, testimonials and experiences about a destination. From the analysis, the study examined the differences between Chinese tourists’ perceptions and interests compared to what the KTO uses to market the destination. While destination marketing organizations focus on highlighting attractions, landscapes, historic buildings and people, the preferences of Chinese tourists were food, people, and nature. The findings provide meaningful insights for DMOs not just in Korea but around the world, highlighting the need to understand better the preferences of travelers to achieve a more successful marketing campaign.


Public Safety influence on performance of peer-to-peer lodging

“The Sharing Economy: A Geographically weighted Regression Approach to Examine Crime and the Shared Lodging Sector” - Yu-Hua Xu, Lori Pennington-Gray, and Jin-Won Kim

June 2019- “Best Paper”, TTRA 50th Annual International Conference

Peer-to-peer lodging is becoming indispensable piece of the tourism industry in the past decade. Reports of crimes associated with the trend are also on the rise. The study analyzed the city of Orlando with the purpose of examining the spatial effects of crime on P2P lodging performance based on revenue per available room (RevPAR). Destination, community and individual property levels were analyzed as well as different types of crimes and types of accommodation. The results show community safety is more influential than individual property level crimes. To the tourism industry, the study provides meaningful insights for destination planning and P2P businesses: indispensable collaboration between government and community to create a safe environment, improving businesses and tourism.


Relationship between Airbnb locations and crime

“Exploring the Spatial Relationship between Airbnb Rental and Crime” - Yu-Hua Xu, Jin-Won Kim, and Lori Pennington-Gray

June 2017 - “Best Graduate Colloquium Paper”, TTRA 48th Annual International Conference




Stay tuned for more publications and white papers coming soon. Become a Partner for full access!