2025 KAHTEA Research Bootcamp

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Experimental Design and Analysis Workshop: Theoretical and Practical Guide for Experimental Research

July (TBA), 2025

Dr. Jungkeun Kim
Department of Hospitality, Hotel Management, and Tourism at Texas A&M University

Boost Your Research Skills in Three Days

Online (Zoom), July (TBA) , 8-11 PM (EST, USA)

Sharpen your research design, analysis, and publishing strategies in just three days. The KAHTEA Summer Research Method Bootcamp “Experimental Design and Analysis Workshop: Theoretical and Practical Guide for Experimental Research” is designed to help faculty, graduate students, and early-career researchers in hospitality and tourism enhance the rigor and impact of their scholarly work.

Led by experienced research faculty, Dr. Jungkeun Kim (Texas A&M), this intensive bootcamp goes beyond theory, offering hands-on instruction in experimental design and analysis. Participants will leave with advanced knowledge, practical tools, and Dr. Kim’s advice on their ongoing or future projects.

Registration: TBA

Course Objectives

Experimental methods have recently gained considerable attention across various disciplines, including tourism and hospitality. These methods are frequently employed in academic research to provide stronger empirical evidence of causal relationships between constructs. Establishing causality between independent variables (IVs) and dependent variables (DVs) in experiments relies on the manipulation of IVs and the random assignment of participants.

The purpose of this short workshop is to help postgraduate students and early-career researchers develop a solid understanding of experimental design and analysis, and to build practical skills for conducting effective experiments. The workshop will cover the following topics:

  1. The rationale for using experimental methods in academic research;
  2. Key components of experimental design, including IVs, DVs, moderators, and mediators;
  3. Strategies for designing and executing multiple experiments effectively;
  4. Techniques for analyzing mediators and moderators, with a focus on Hayes’ Process methodology;
  5. Recent developments and trends in experimental design and analysis; and
  6. Guidance on developing academic research using experimental methods.

Teaching & Learning Methods

  • The course is based on the textbook:
    • Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.
  • Presentations: The session will cover theory and its application.
  • Computer exercises using the latest Hayes’ macro with hypothetical experimental data sets.

Preparation

  • Bring your laptop computer with SPSS installed.
  • Download and install Hayes’ Process Macro from http://www.processmacro.org/ before coming to the workshop. Participants will receive detailed instructions during the workshop.

Schedule & Agenda: July (TBA), 8-11 PM (EST, USA)

Day 1

  • Introduction to experiments and key elements of experiments
  • Moderation and analysis exercise using Hayes’ method

Day 2

  • Mediation and analysis exercise using Hayes’ method
  • Strategies for designing and executing multiple experiments Recent developments and trends in experimental design and analysis

Day 3

  • Research idea presentation and feedback
  • Other issues regarding experimental design

Program Fee

Registration deadline: Friday, June 20, 2025

  • Student: $150
  • Faculty: $300

Registration: TBA

About Dr. Jungkeun Kim

Jungkeun Kim (Ph.D. in Marketing, University of Minnesota) is an Associate Professor of Hospitality, Hotel Management, and Tourism at Texas A&M University. Prior to joining Texas A&M, he was an Associate Professor of Marketing at Auckland University of Technology, New Zealand.

His research focuses on consumer decision-making and judgment in marketing, tourism, and hospiality, drawing from behavioral decision theory and nudging theory. He applies these concepts across various consumption contexts, including marketing, advertising, communications, and ethical consumption. Grounded in psychological theories of human behavior, his research predominantly employs experimental methods.

Kim’s work on consumer behavior, comprising over 100 journal articles utilizing experimental methods, has been published in top-tier marketing journals such as the Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology. His research is also featured in leading tourism and hospitality journals, including the Journal of Travel Research, Tourism Management, Annals of Tourism Research, International Journal of Hospitality Management, and more.

He has led workshops and presentations on experimental methods, focusing on design, analysis, and practical applications in academic research. He has worked with organizations such as the GAMMA Global Marketing Conference, ANZMAC Doctoral Colloquium, Korean Marketing Association, and Japan Society for Distributive Science, with participants from the U.S., Hong Kong, Korea, Japan, the U.K., and Spain. Additionally, he has delivered keynote speeches and provided expert guidance on conducting experiments and publishing research in leading international journals.

Any Inquires

Dr. Seunghyun Park (KAHTEA President, parks2@stjohns.edu)

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