SUKJOON (SJ) YOON Department of Recreation, Park & Tourism Sciences Agriculture and Life Sciences Building #122 600 John Kimbrough Boulevard College Station, TX 77843College Station, Texas 77843-2261 Mobile : 864-986-2444 / E-mail : sukjoon@tamu.edu / beckhamysj@gmail.com EDUCATION Texas A&M University (Ph.D.) College Station, TX, U.S - Major: Recreation, Park and Tourism Sciences (RPTS) 2013 ~ Present - Research Interest: Sport Tourism, Sport Marketing, and Sport Communication - Dissertation Graduate Advisory Committee Dr. James F. Petrick: Committee Chair- Professor Tourism in RPTS Clemson University (M.S.): GPA - 3.6/4.0 Clemson, SC, U.S - Major: Parks, Recreation and Tourism Management (PRTM) 2011 ~ 2013 - Research Interest: Sport Tourism, Sport Management, and Sport Communication - Thesis Topic: An Examination of Twitter s Role in the Formation of Collegiate Sport Fans Allegiance Using the Revised Psychological Continuum Model (PCM) - Thesis Graduate Advisory Committee Dr. Sheila J. Backman: Committee Chair- Professor Sport Tourism and Sport Marketing in PRTM Dr. Gregory Ramshaw: Assistant Professor Sport Tourism in PRTM Dr. Bryan E. Denham: Professor Sport Communication in Communication Studies Dr. Jimmy Sanderson: Professor Spors Communication in Communication Studies Kyung-Hee University (B.A.) : GPA - 3.8/4.3 (3.7/4.0) Seoul, South Korea - Major : Golf Management 2004 ~ 2010 - Major(Dual) :Global Management (Business) MAIN AREAS OF RESEARCH INTEREST The focus of my research is Sport Tourism, Sport Marketing, and Sport Communication. Research related to Sport tourists/ fans behavior such as sport fans/ tourists satisfaction, loyalty, and perceived value My research has inspired me to examine a new and niche segment of the sports consumer / tourist behavior landscape. My research interest is to examine and understand internal and external factors of sports consumer / tourist behavior that impact the sport tourism or sports industry. Specifically, my research related to thesis was to investigate the Twitter s role on the formation of fan allegiance toward a team through the revised Psychological Continuum Model (PCM, Funk & James, 2006) as a conceptual and analytical framework. The primary focus was to analyze how individuals interact with a sports team via Twitter and how those interactions form allegiance. Not only do the implications of this research provide sport tourism and sport marketing solutions to business, community and government dedicated to the delivery of sport, tourism, event and recreation services and products, but it also contributes to bridge the gap between academic research and the industry by researching the area of sport consumer / tourist behavior in the United States and South Korea.
SCHOLARLY WORK a. Research Projects 2014 Tourism Destination Website / Effectiveness Conversion Report (October, 2014)- Western New York : Conducted by ebrains inc., James F. Petrick, Ph.D., & Sukjoon Yoon in the Department of RPTS at Texas A&M University 2014 Tourism Destination Website / Effectiveness Conversion Report (September, 2014)- Virginia's Blue Ridge : Conducted by ebrains inc., James F. Petrick, Ph.D., & Sukjoon Yoon in the Department of RPTS at Texas A&M University 2014 Tourism Destination Website / Effectiveness Conversion Report (April, 2014)- Buffalo Niagara: Conducted by ebrains inc., James F. Petrick, Ph.D., & Sukjoon Yoon in the Department of RPTS at Texas A&M University 2014 Tourism Advertising Effectiveness and Conversion Report (March, 2014)- Georgetown County Tourism Management Commission, South Carolina: Conducted by ebrains inc., James F. Petrick, Ph.D., & Sukjoon Yoon in the Department of RPTS at Texas A&M University 2014 Tourism Destination Website / Effectiveness Conversion Report (March, 2014)- Fairfax County Visitor and Convention Corporation (FXCVC): Conducted by ebrains inc., James F. Petrick, Ph.D., & Sukjoon Yoon in the Department of RPTS at Texas A&M University 2013 Texas Association of Convention and Visitors Bureau (TACVB) Members Report (January, 2014): Conducted by ebrains inc., James F. Petrick, Ph.D., & Sukjoon Yoon in the Department of RPTS at Texas A&M University Florida Keys & Key West (November, 2013)- An Analysis of Advertising and Pricing Effectiveness by Monroe County Tourist Development Council: Conducted by James F. Petrick, Ph.D. & Sukjoon Yoon in the Department of RPTS at Texas A&M University Thesis: Yoon, S.J., Backman, S.J (Chair), Ramshaw, G, Denham, B.E, & Sanderson, J. (2013) An Examination of Twitter s Role in the Formation of Collegiate Sport Fans Allegiance Using the Revised Psychological Continuum Model (PCM) b. International Conference Presentation Yoon, S.J., Petrick, J.F. (Chair), (June, 2015) (Under review). Does Disappointment in the Evaluation of a Sporting Event Reduce Sport Consumption? 2015 Travel and Tourism Research Association (TTRA) International Conference, Portland, Oregon Yoon, S.J. & Petrick, J.F. (Chair) (June, 2014). An Examination of the Relationship between Sport Tourists Involvement with a Sport Event Destination and their Twitter Usage. 2014 Travel and Tourism Research Association (TTRA) International Conference, Bruges, Belgium. Yoon, S.J., Backman, S.J (Chair), Petrick, J.F. (Chair), Ramshaw, G, Denham, B.E, & Sanderson, J. (May, 2014). Collegiate Sport Fans Allegiance: The Mediating Effects of Twitter Usage. 2014 North America Society for Sport Management (NASSM) Conference, Pittsburgh, PA. Yoon, S.J., Backman, S.J (Chair), Ramshaw, G, Denham, B.E, & Sanderson, J. (May, 2013). Using the Revised Psychological Continuum Model (PCM) to Examine the Role of Twitter in Allegiance to an NCAA Division I Men s Basketball Team. 2013 North America Society for Sport Management (NASSM) Conference, Austin, TX. Yoon, S.J., Backman, S.J (Chair), & Denham, B.E. (November, 2012). A conceptual study for understanding social media and their effects on the Psychological Continuum Model. 2012 Sport, Entertainment & Venues Tomorrow (SEVT), Columbia, SC. C. College Conference Presentation Yoon, S.J., Backman, S.J (Chair), Ramshaw, G, Denham, B.E, & Sanderson, J. (April, 2013). An Examination of Twitter s Role in Sports Allegiance Formation Using the Revised Psychological Continuum Model (PCM). Clemson Graduate Student Government's First Annual Poster Forum, Clemson, SC.
PROFESSIONAL EXPERIENCE Student Technician II / Research Assistant at Texas A&M University / Working with Dr. James Petrick, and Dr. John Crompton Sep. 2013 ~ Present Private Golf Lessons - Teach golf skills and knowledge Aug. 2013 ~ Present Clemson University Leisure Skills Instructor (LS 204-001 / 002) - Instruct weekly soccer course as a leisure skill to undergraduate students Jan. 2013 ~ May. 2013 Clemson University Leisure Skills Instructor (LS 204) - Instruct weekly soccer course as a leisure skill to undergraduate students Aug. 2012 ~ Dec. 2012 Private Golf Lessons Clemson, SC, U.S - Teach golf skills and knowledge Sep, 2011 ~ July, 2013 Kyung-Hee University- Internship (Spring ~ Winter, 2010) Yongin, South Korea - Worked with administration assistance in the school subject office May ~ Dec. 2010 Han Yang Indoor Driving Range- Internship (Fall, 2009) Pusan, South Korea - Taught golf skills and knowledge Sep ~ Nov, 2009 Golf Training Session in United States (Winter, 2009) Arizona, U.S. - Learned golf skills and knowledge with KPGA professional players Feb, 2009 Golf Training Session in Thailand (Winter, 2008) Chiang Mai, Thailand - Learned golf skills and knowledge with KPGA professional players Feb, 2008 Military Service, Republic of Korea Army Sacheon, South Korea - Information Specialist (Operation Staff): Infantry Fighters (Number of specialty : #1511) Mar, 2005 ~ Mar, 2007 SMS (Sports Marketing Surveys) Part-Time Job Seoul, South Korea - Sports sponsorship & compliance monitoring: Sponsor Exposure Analysis: measurement of brand exposure May ~ Sep 2004 EXTRACURRICULAR ACTIVITIES GRE Team Study Group Team Leader Mar ~ May 2010 - Study GRE (5 days a week) ibt TOEFL Team Study Group Team Leader 2008 ~ 2009 - Study ibt TOEFL (5 days a week) Sports Marketing Study Club 2004 ~ 2010 - DREPOS (Dreaming people of Sports Marketer-4 hrs a week): Studied & Tutored current sport marketing issues and news) Golf Management Study Club 2008 ~ 2010 - Kyung Hee C.C. (2 hrs a week): Studied &Tutored golf-related news and knowledge SPORTS AND VOLUNTEER EXPERIENCE Sports 28 th Annual Conference of the NASSM (North American Society for Sport Management) 2013 Participant May, 2013 - Place: Austin, TX The 60th PGA Merchandise Show 2013: Attendee Jan. 2013 10th Annual Conference of the SMA Conference 2012: Participant Oct. 2012 Clemson Intramural Fall 2012: Flag Football League Sept. 2012 The 2012 TOSOK International Tourism Conference: Participant July 2012 27 th Annual Conference of the NASSM (North American Society for Sport Management) 2012 Participant May, 2012 - Place: Seattle, WA Spring 2012 7v7 Soccer Outdoor Soccer League Feb ~ Apr, 2012 - Place: Lower Fields in Clemson University Palmetto Cup Qualifier Fall 2011 Indoor Soccer League Oct ~ Present, 2011 - Place: Fike Recreation Center in Clemson University The 2009 4 th Kyung Hee University Sports Marketing Seminar Main Sponsor & Staff Nov, 2009 - Topic: Sports and Mega-Event / Place: Kyung Hee Univ. Central Library The 2008~2009 KPGA Tour Meritz-Solmoro Open (2times) Caddy Participant Oct, 2008 ~ 2009 - Solmoro CC
KBL Pro Sports Marketing on-site experience study program Participant Mar, 2008-2008 KBL All-stars game/ Seoul Student Gymnasium The 2007 3 rd Kyung Hee University Sports Marketing Seminar Main Sponsor & Staff Nov, 2007 - Topic: Sports and Media / Place: Kyung Hee Univ. College of Physical Education Kyung Hee University International Conference - Participant Nov, 2007 - Topic: Vision of Sports Industry and Exercise Science / Place: Kyung Hee Univ. College of Physical Education The 2007 Korean Society of Golf Studies International Conference Participant Nov, 2007 - Topic: Conditions and Tasks for Development of Korea Golf / Place : Kyung Hee Univ. College of Physical Education BMW Golf Cup International 2007 Final - Staff Oct, 2007 - Prepared the tournament as a member of Tee Golf Studio The 2004 2 nd Kyung Hee University Sports Marketing Seminar Staff Dec, 2004 - Topic: Olympic and Sports Marketing/ Place: Kyung Hee Univ. Central Library Interview experiences with the below companies in order to prepare research presentations 2004-2009 - Sports TOTO(04) /GMI(07)/Nikegolf(08)/The Faceshop (08)/Meritzfire(08)/ KBL(08)/SK Broadband(09) Volunteer Service Green Office of Seoul 32hrs Mar ~ Apr, 2008 - Responsibility: Managed the plants, landscaping, and maintained cleanliness of the park The 2004 Kyeong Gi Ilbo Marathon Tournament 32hrs Oct ~ Nov, 2004 - Culture Volunteerism: Volunteered as a Security Guard for tournament player SCHOLARSHIP and HONORS Grant RPTS Graduate Student Travel Grants (Fall, 2014) College Station, SC, U.S. - Travel to support conference, Grant Funded ($1000) September 2014 HEHD Graduate Student Travel Grants (Fall, 2012) - Travel to support conference, Grant Funded ($1000) Oct. 2012 Professional Enrichment Grant Application Service (PEGAS) (Fall, 2012) - SEVT conference: Columbia, South Carolina, Grant Funded ($444) Oct. 2012 Dr. Robert Brookover IV s Project - McCormick Gold Rush festival ($100) Sept. 2012 Scholarship John Crompton Scholarship - Academic Scholarship for a year by 2014 ~ 2015 Marguerite Van Dyke Scholarship - Academic Scholarship for a year by 2013 ~ 2014 Geum Saem Scholarship 2004 ~ 2009 - Academic Excellence Scholarship for every year, including an all tuition grant / by Kum Kang Kind CO.LTD Meritz Scholarship 2004 ~ 2009 - Academic Excellence Scholarship for every year, including an all tuition grant / by Meritzfire CO.LTD Undergraduate Scholarship for Academic Excellence (merit-based scholarship) 2004/ 2006 - Kyung Hee Univ. Tuition Grant Society-related The 2009 LG Global Challenger Participant Jul ~ Aug, 2009 - Topic: Two outs in the bottom of the ninth - A study on the development of university sports in Korea through advanced cases The 2008 SPORTS TOTO Undergraduate & Graduate Competition Participant/ Bronze Award May, 2008 - Topic: Let Young Generation : On and off line marketing strategy for the vitality of Spotainment corporate image The 2007 KBOAT (Motorboat Racing) Idea & Poster Competition Participant/Advanced Dec, 2007 - Topic: A study on Analysis of the Improvement and Problem for KBOAT Corporate Social Responsibility
The 2007 GMI Golf Thesis Competition Participant/ 3 rd Award Aug ~ Sep, 2007 - Topic: A study on the revitalization of Parkgolf in Korea The 2006 LG Global Challenger Participant Jul ~ Aug, 2006 - Topic: Soccer, beyond the sports - A proposal of developed model through root soccer trip of England Awards during Army service Took initiative and set an example as a representative soldier Sep, 2005 Classroom beautification contest Sep, 2005 The 2005 UFL (Ulchi-Focus Lens) Training Sep, 2005 The 2005 ADU-95 Competition the grand prize Jun, 2005 - Korea 118 regimental commander medal The View of Antagonism contest - description of my impressions the grand prize Apr, 2005 - Korea 39 division commander medal Skills and Certificates Sports Golf - Korea Golf Instructors Fitting Association Class C Jun, 2009 - Korea Golf Lesson Teacher`s License (by KGCA) May, 2009 - USGTF (United States Golf Teachers Federation) License Teaching Professional Apr, 2009 Taekwondo Have attained the level of Dan 1 2007 Windsurfing Have attained the level of Grade 3 2004 Kendo (Japanese fencing) - Have attained the level of Grade 6 2004 Go (Baduk) Have attained the level of Grade 5 2004 Computer SPSS 2010 Microsoft Office Specialist XP Master/ MS Access/ MS PowerPoint/ MS Excel/ MS Word 2007 Practical Computer Competency - Have attained the level of Grade 1 2007 Word Processer - Have attained the level of Grade 1 2006