Xuan V. Tran, Ph.D., M.B.A., C.H.A.

Tenured Associate Professor of Hospitality and Tourism

College of Business, University of West Florida

Department of Hospitality, Recreation, and Resort Management

11000 University Parkway, Building 76, Room 211

Pensacola, FL 32514

Telephone: 850-474-2599

Fax: 850-474-2778

Email: xtran@uwf.edu

Web: http://uwf.edu/xtran

 

Academic Background

Ph.D. University of Utah, Salt Lake City, Utah, Hospitality, Recreation and Tourism, 2005

M.B.A. University of Oregon, Eugene, Oregon, Management, 1998

B.S. HoChiMinh City University of Science, HoChiMinh City, Vietnam, Russian language, 1988

B.S. HoChiMinh City University of Economics, HoChiMinh City, Vietnam, Pricing, 1980

Certifications

Certification in Hotel Industry Analytics (C.H.I.A.), 2015 , Lansing, Michigan.

Hospitality Course Awarded Quality Matters Certification, 2014 , Pensacola, Florida.

Certified Hotel Administrator (C.H.A.), 2013 , Orlando, Florida.

 

Work Experience

Academic Experience

Associate Professor, University of West Florida (August, 2015 - Present), Pensacola, Florida. College of Business

Associate Professor, University of West Florida (August, 2011 - July, 2015), Pensacola, Florida. College of Professional Studies

Assistant Professor, University of West Florida (August, 2006 - July, 2011), Pensacola, Florida. College of Professional Studies

Marketing Consultant, Hotel Monaco (2005 - 2006), Salt Lake City, Utah.

Manager, University of Utah Guesthouse (2000 - 2006), Salt Lake City, Utah.

 

Intellectual Contributions

Refereed Articles

Tran, X. V., Dewi, N. P.K., Jenkins, Z., Tran, D., & Vo, N. (2016). APPLYING GAME THEORY AND TIME SERIES IN SMITH TRAVEL ACCOMMODATION REPORT (STAR). Advances in Hospitality and Tourism Research Journal, 4 (2), 22.

Tran, X. V., Barbosa, D., Maisel, J., & Zedonek, J. (2016). Influence of attachment theory on hotel service for specific customers. Anatolia: An International Journal of Tourism and Hospitality Research, 11, doi: http://dx.doi.org/10.1080/13032917.2016.1251951.

Tran, X. V. (2015). Effects of Economic Factors on Demand for Luxury Hotel Rooms in the U.S. Advances in Hospitality and Tourism Research Journal, 3 (1), 17.

Tran, X. V., Dauchez, C., & Szemik, A. (2013). Hotel Brand Personality and Service Quality. Journal of Vacation Marketing, 19 (4), 12, doi: DOI: 10.1177/1356766713481218.

Tran, X. V. (2012). Football Scores on the Big Five Personality Factors Across 50 States in the U.S. Journal of Sports, Medicine & Doping Studies, 2 (6), 5, doi: 10.4172/2161-0673.1000117.

Tran, X. V. (2011). Price Sensitivity of Customers in Luxurious Hotels in U.S. E-Review for Tourism Research, 9 (4), 122-133.

Tran, X. V. & Philipp, S. (2010). Financial Performance and Vision Statements of National Tourism Organization in North East Asia. E-Review for Tourism Research, 8 (3), 57-71.

Bridges, F. S. & Tran, X. V. (2008). Body Max Index, Suicide and Homicide among the Caribbean Islands. Psychological Reports, 106, 650-652.

Tran, X. V., Philipp, S., & Bridges, F. S. (2007). Tourism and Divorce - International Data for 1990-2000. E-Review for Tourism Research, 6 (5), 102-109.

Tran, X. V. & Ralston, L. (2006). Travel Preferences: The Influence of Unconscious Motives. Annals of Tourism Research, 33 (2), 424-441, doi: 10.1016/j.annals.2005.10.014.

Refereed Proceedings

Full Paper

Tran, X. V., Assante, L., & Cao, H. (2015). Effects of extraversion of local residents on tourist destinations – Case of Danang, Vietnam. The 3rd Annual International Conference on Tourism and Hospitality Research.

Tran, X. V., Le, B., & Nguyen, M. (2015). Effects of the Big Five Personality Traits on Recreation Types – The Case of Vietnam. Travel of Tourism Research International Conference, Massachusetts: University of Massachusetts Press, 12 pages.

Tran, X. V. (2014). Ferris Wheels and Tourist Behavior in Vietnam. International Hospitality and Tourism Conference.

Tran, X. V. (2014). Relationship in the Tourism Network Across 46 Nations. The International Conference: Central Europe and Tourism Competitiveness.

Tran, X. V. (2014). Tourism and Crime with Time Series Analyses. Travel of Tourism Research International Conference.

Tran, X. V. (2013). Average Daily Rate or Occupancy? World Research Summit for Tourism and Hospitality: Crossing the Bridge.

Tran, X. V. & Philipp, S. (2010). Financial Performance and Vision Statements of National Tourism Organizations in North East Asia. International Symposium on Hospitality and Leisure Management Conference.

Tran, X. V. & Woodside, A. (2010). Degrees-of-Freedom Analysis of Motive Imagery in Consumers' Stories Told in Natural Contexts. In William Kehoe and Linda Whitten (Eds.) Society for Marketing Advances Conference, University of South Alabama, Mobile, Alabama, 36688: Society for Marketing Advances Publisher, 161-162.

Tran, X. V. & Holdnak, A. (2007). The Influence of Architecture Design on Hotel Service Expectations. International Council on Hotel, Restaurant, and Institutional Education (ICHRIE).

Tran, X. V. & Ryan, S. (2007). The Influence of Unconscious Needs on College Program Choice. Travel of Tourism Research International Conference.

Tran, X. V. & Ralston, L. (2006). The Influence of Culture and Needs on travel Preferences: A Comparison between American and Chinese Travelers. Annual Travel and Tourism Research Association Conference.

Tran, X. V. & Ralston, L. (2005). The Influence of Unconscious Motives on Leisure Activity Preferences. In the Two Solitudes: Isolation or Impact? In Tom Delamere, Carleigh Randall, and David Robinson (Eds.) Proceedings of the Canadian Congress on Leisure Research, 11, Canada: Malaspina University, British Columbia publishing, Canada, 620-624.

Book

Tran, X. V. (2010). American Needs, Asian Politics, and European Societies in Tourism. Berlin: VDM Verlag Dr. Müller.

Tran, X. V. (2007). Effects of American Travelers Motivations on Their Travel Preferences for Tour Packages -Basics, Concepts, Methods, Applications. Berlin: VDM Verlag Dr. Müller.

Book Chapters

Refereed

Tran, X. V., Nguyen, M., Luu, H., Ngo, N., & Tran, M. (2017). Impact of Advertising and Public Relations on Tourism Development in Da Nang, Vietnam. In Patricia Ordóńez de Pablos (Ed.), Tourism and Opportunities for Economic Development in Asia (pp. 1-16). International Publisher of Information Science and Technology Research.

Tourism and Tran, X. V. (2017). Actor Network Theory in Tourism. In Patricia Ordóńez de Pablos (Ed.), Tourism and Opportunities for Economic Development in Asia (pp. 302-310). International Publisher of Information Science and Technology Research.

Tran, X. V. & Bridges, S. (2010). Crime and Tourism in European Nations. Constructing Central Europe Tourism Competitiveness (pp. 335-347). Hungary: Veszprém : Univ. Press.

Tran, X. V. (2009). The Lodging Industry in the U.S. and Japan. Introduction to the Lodging Industry (pp. 11). Lansing, Michigan: American Hotel Lodging Educational Institute (Educational Institute Customized Textbook).

Tran, X. V. (2009). Marketing Plan for U.S. Hotels in Japan. In Xuan Tran and James Abbey (Eds.), Marketing in the Lodging Industry. Lansing, Michigan: American Hotel Lodging Educational Institute (Educational Institute Customized Textbook).

Tran, X. V. & Woodside, A. (2009). How Unconscious Needs Influence Travelers Interpretations and Preferences of Alternative Tours and Hotels. In Arch Woodside (Ed.), Advances in Culture, Tourism, and Hospitality Research, (pp. 217-310). UK: Emerald Group Publishing.

Presentation of Refereed Papers

International

Tran, X. V., Assante, L., & Cao, H. (2015-2016). Effects of extraversion of local residents on tourist destination – Case of Danang, Vietnam. The 3rd Annual International Conference on Tourism and Hospitality Research, Singapore, Singapore.

Tran, X. V., Le, B., & Nguyen, M. (2014-2015). Effects of the Big Five Personality Traits on Recreation Types – The Case of Vietnam. Travel of Tourism Research International Conference, Portland, Oregon.

Tran, X. V. (2014-2015). Tourism and Crime with Time Series Analyses. Travel of Tourism Research International Conference, Bruges, Belgium.

Tran, X. V. (2014-2015). Ferris Wheels and Tourist Behavior in Vietnam. International Hospitality and Tourism Conference, Danang, Viet Nam.

Tran, X. V. (2013-2014). Average Daily Rate or Occupancy? World Research Summit for Tourism and Hospitality: Crossing the Bridge, Orlando, Florida.

Tran, X. V. & Philipp, S. (2010-2011). Financial Performance and Vision Statements of National Tourism Organizations in North East Asia. International Symposium on Hospitality and Leisure Management Conference, Taipei, Taiwan.

Tran, X. V. & Van, Q. (2010-2011). Visions Statements and Financial Performance of Tourism in the Greater Mekong Sub-Region. European Association for South East Asian Studies Conference, Gothenburg, Germany.

Tran, X. V. & Bridges, S. (2010-2011). Tourism and Crime in the European Nations. Hawaii International Conference on Social Science, Honolulu, Hawaii.

Tran, X. V. & Woodside, A. (2010-2011). Degrees-of-Freedom Analysis of Motive Imaginary in Consumers Stories Told in Natural Contexts. Society for Marketing Advances Conference, Tokyo, Japan.

Tran, X. V. & Bridges, S. (2009-2010). Relationship in the Tourism Network Across 46 Nations. The International Conference: Central Europe and Tourism Competitiveness, Veszprem, Hungary.

Tran, X. V. & Ralston, L. (2006-2007). The Influence of Culture and Needs on travel Preferences: A Comparison between American and Chinese Travelers. Annual Travel and Tourism Research Association Conference, Dublin, Ireland.

Tran, X. V. & Ralston, L. (2005-2006). The Influence of Unconscious Motives on Leisure Activity Preferences. In the Two Solitudes: Isolation or Impact? Canadian Congress on Leisure Research, Nanaimo, Canada-British Columbia.

National

Tran, X. V. (2012-2013). Foreign Tourist Arrivals in Sustainable Tourism. Harvard University, Boston, Massachusetts.

Research Grants

Funded

2017-2018: Tran, X. V. Effects of Facility on Students' Satisfaction - Presidents Hall, Principal Investigator, UWF Quality Enhancement Plan.

2016-2017: Tran, X. V. Effects of Facility on Student Satisfaction, Co-Principal Investigator, UWF Office of Undergraduate Research. The purpose of this paper is to explore the challenges with price and occupancy at Presidents Hall. The team working on this project will utilize rooms in Presidents Hall to make choices and develop strategies to enhance the perceived value resulting in higher occupancy. Various methods for collecting data will be explained. This data will help solidify decisions for enhancements to add value to Presidents Hall. This paper will also show how Actor-Network Theory(ANT) can be applied to this situation making Presidents Hall a part of social networks. Finally, the budget for the project will be detailed. The goal is to increase occupancy while remaining profitable.

Papers Under Review

Tran, X. V. (2017). "Using Partial Least Squares Regression to examine the relationships of Culture, Motives and Tourism” (JHTT-ACCEPT) accepted on July 7, 2017. Journal of Hospitality and Tourism Technology. The journal is selected by Cabell’s Scholarly Analytics and ranked as top 20 as a fully peer reviewed international journal that is the only journal dedicated solely for research in technology and e-business in tourism and hospitality with acceptance rate of 34%, double blind, and plagiarism screen check. The journal impact factor is 1.46 (Scimago Journal & Country Rank).

Tran, X. V., Williams, J., Carter, K., Joosten, V., & Mitre, B. (2017). "Effects of Learning Styles and Motivation on Career Choice using the Linguistic Inquiry and Word Count," (WTIB-2017-0003.R1) accepted with minor revision on June 14, 2017. Journal of Teaching in International Business. The journal is selected by Cabell’s Scholarly Analytics as a fully peer reviewed international journal that publishes original research on insights and perspectives to international business educators and practitioners to share concerns, problems, opportunities, and solutions to the teaching and learning of international business subjects with acceptance rate of 10%, double blind, and plagiarism screen check. The journal impact factor is 0.97 (Scimago Journal & Country Rank).

Tran, X. V. (2017). "Effects of Leadership Styles on Hotel Financial Performance," (THM-2017-0005.R1) accepted with minor revision on May 30, 2017. Tourism and Hospitality Management. The journal is selected by Cabell’s Scholarly Analytics and ranked as top 71 as a fully peer reviewed international, multidisciplinary journal aiming to promote and enhance research in all fields of tourism and hospitality industry, with a significant contribution to the development of the tourism with acceptance rate of 33%, double blind, and plagiarism screen check. The journal impact factor is 0.42 (Scimago Journal & Country Rank).

Tran, X. V. (2016). "Revenue Management Illustrated," Revised and resubmitted to American Hotel Lodging Association is one of the largest academic hospitality publishers distributing hotel textbooks to the universities in the US and the world.

Service

Service to the University

University of West Florida

College Assignments

Member:

2017-2018: College of Business Council: Member

2016-2017: Business College Council

2015-2016 – 2016-2017: Personnel Committee

2014-2015: COEPS Academic Standards and Review Committee

2014-2015: COEPS Program Review Committee

2014-2015: COEPS Personnel Committee

2014-2015: College of Education and Professional Studies Council

2008-2009: Strategy Committee: Dean Office of College of Professional Studies

University Assignments

Faculty Advisor:

2017-2018: Office of Undergraduate Research Advisory Board: Advisory Board member

Member:

2011-2012: Office of Undergraduate Research Committee

2010-2011: Manager Search Committee, Housing

2010-2011: Growth and Development Committee

2009-2010: Professional Education Committee

2007-2008: Manager Search Committee: Pensacola Historic Village

Student Placements:

2016-2017: Interviewing candidates for President Competition Scholarships Jan 20, 2017: The Office of Undergraduate Admissions hosted another President's Scholarship Competition on Friday, January 20th. Students were judged on an essay, interview with a faculty member, and their high school academic record.

State-wide Assignments

Member:

2017: United Faculty of Florida

2008-2009: United Faculty of Florida: Treasurer

Service to the Profession

Reviewer - Article / Manuscript

2017-2018: Annals of Tourism Research. I reviewed the full length article: “Sustainable tourism; Green innovation; Green preference; Government regulation; Evolutionary game” (Manuscript: ATR-D-17-00319) on July 31, 2017.The journal is selected by Cabell’s Scholarly Analytics and ranked as top 3 as a fully peer reviewed international journal that publishes original research on topics relating to social sciences journal focusing upon the academic perspectives of tourism. While striving for a balance of theory and application, Annals is ultimately dedicated to developing theoretical constructs with acceptance rate of 10%, double blind, and plagiarism screen check. The journal impact factor is 3.194 (Scimago Journal & Country Rank).

2015-2016: Tourism Analysis: An Interdisciplinary Journal, Charlotte, North Carolina. I reviewed the article ID TA-2015-0170 entitled "Green Tourism Industry Development Pattern Based on Game Theory" for Tourism Analysis: An Interdisciplinary Journal on Jan 04, 2016.

2015-2016: African Journal of Marketing Management, Logos, Nigeria. I reviewed the article for the African Journal of Marketing Management entitled: "The Impact of Sales Promotion on Brand Equity: The Case of Brewery Industry" (AJMM: 03.04.16-0495) on April 11, 2016.

2014-2015: Annual Travel and Tourism Research Association Conference, Amherst, Massachusetts. I have reviewed two articles for Travel and Tourism Research Association joined with Journal of Travel Research. The first article entitled "Revisiting the influence of emotion on tourism advertising effectiveness using psychophysiological methods" (MS#1168) was assigned on February 3, 2015 and the second one entitled, "Tourist Destination Image: improving and testing a scale of measurement" (MS#1026) was assigned on February 16, 2015.

Editor: Conference Proceedings

2017-2018: National Council on Undergraduate Research (NCUR), Memphis, Tennessee.

Reviewer: Conference Paper

2017-2018: The International Academic Forum (IAFOR) International Conference on the Social Sciences.

Reviewer: PRJ Editorial Board

2016-2017: e-Review of Tourism Research, College Station, Texas. I reviewed the article for eReview for Tourism Research entitled: "Forecasting of Tourism Demand for Cyprus: Generalized Method of Moments" (#112) on January 22, 2016.

2012-2013: Journal of Sports, Medicine & Doping Studies. Editorial Board

Service to the Community

Member of a Committee

2009-2010: Professional Education Committee, University of West Florida, Professional Education Committee, University of West Florida, 2009-2010

Other Community Service Activities

2009-2010: Pensacola News Journal on May 1, 2010, Pensacola News Journal, Hampton Treats, May 1, 2010

2009-2010: Visit of AHLA President and CEO, Joseph McInerney, Host guest speaker for students at the University of West Florida Oct. 2010; Joseph A. McInerney, president & CEO of the American Hotel Lodging Association

2008-2009: Sankei Shinbun Sunday Newspaper on June 28, 2009, Sankei Shinbun Sunday Newspaper, Tokyo, Japan. American Students Experience Japanese Culture: Students Exchange Program, Jun. 28, 2009

2008-2009: Pensacola News Journal on December 8, 2009, Pensacola News Journal, Students Promote Gas for Milton, Dec. 8, 2009

2006-2007: Santa Rosa Press Gazette on October 20, 2007, Santa Rosa Press Gazette, Milton, Florida. Class Project Could Benefit City Future: UWF students will report on future needs they feel could impact Milton in years ahead, Oct. 20, 2007

Memberships

Florida Restaurant & Lodging Association, 2015

Honors-Awards-Grants

Other

1995-1996: Fulbright Scholarship, Institute of International Education. Fulbright Scholarship, University of Oregon, 1995

1992-1993: Marketing Management Award, Westvlaams Ekonomisch Studiebureau. Marketing Management, Westvlaams Ekonomisch Studiebureau, Brugge, Belgium. 1992

Research

2015-2016: Sabbatical, University of West Florida. Sabbatical award for writing a book: "Revenue Management Illustrated" by the University of West Florida for Spring 2016.

2014-2015: Distinguished Ressearch Award, University of West Florida. Distinguished Research Award Nominee

Service-Community

2009-2010: Distinguished Faculty Service Award, University of West Florida. Distinguished Faculty Service Award Nominee, University of West Florida 2009

Teaching

2009-2010: Summer Semester Teaching in Japan, Japan House at the University of West Florida. Teaching two classes Introduction to Hospitality HFT2000 and Marketing Essentials for Hospitality Management

HFT4503 at the College of Jikei in Tokyo, Japan. 2007-2008: Distinguished Teaching Award, University of West Florida. Distinguished Teaching Award Nominee, 2008

2003-2004: Summer Semester Teaching in Shanghai, East China Normal University & University of Utah. Summer Semester Teaching in Shanghai, East China Normal University, 2003-2004

Teaching-Research-Service

2016-2017: Sustained Performance Evaluation, University of West Florida.

Faculty Development

Other Professional Development

2014-2015: International Hospitality and Tourism Conference, Danang, Viet Nam. The International Hospitality and Tourism Conference was organized at the Duy Tan University in Danang, Vietnam on December 13, 2014. I was invited as a special guest speaker at the conference. I have presented the topic "Ferris Wheels and Tourist Behavior in Vietnam" at the conference since the international groups invested in development of recreation activities in Danang including the Ferris Wheels. Using historical data of tourist arrivals, I found the key target market for tourism in Vietnam is the domestic travelers and suggested the marketing strategies based on tourist demand and economic environment.

Courses Taught

Courses from the Teaching Schedule:

Financial Decision Making and Revenue Management for the Hospitality Industry

Introduction to the Hospitality Industry

Marketing Essentials for Hospitality Management

Service Experience Marketing for Hospitality Management

Spa Management

Courses taught, but not in the Schedule:

University of Utah (2002-2006)

PRT 3203: Financial Accounting in Hospitality

PRT 3211: Sales and Marketing in Hospitality

PRT 3206: Hospitality Law

PRT 6480: Hospitality Cost Control (Graduate level)

PRT 5960: Budgeting (Graduate level)

Other Teaching Activities

Student Assign-Supervised Thesis (UG Seniors)

2012-2013 - Advisor. 1 student. Jordan Moss - Apr 15, 2013. (Spring)

Student Collabor: Co-Presenter at Prof Meeting

2016-2017 - Effects of Service Quality on Hotel Class. 5 students. Victoria Joosten , Aug 30, 2016 - Nov 30,  2016. (Fall)

2016-2017 - Hotel Price Competition between Fort Walton and Pensacola. 5 students. Rachel Anderson , Aug 30, 2016 - Nov 30, 2016. (Fall)

2015-2016 - Advisor. 4 students. Zach Jenkins, Ni Putu Kumala Dewi, Duy Tran, & Ngoc Vo , Aug 10, 2015 - Nov 08, 2015.

Thesis / Dissertation Committee - Member

2016-2017 - Entity/Incremental Theory and its Efficacy on Multicultural Competence. 1 student. Rachel Errington , Sep 19, 2016 - Sep 30, 2018.

Mentoring Students

2017-2018 - Mentor. 2 students. Council on Undergraduate Research, Apr 05, 2017 - Apr 08, 2017. (Spring)