Eun-Kyong (Cindy) Choi, PhD, CHE, CHIA, is a certified hospitality educator and has earned the designation of Certified Hospitality Industry Analytics. Dr. Choi completed her doctoral studies at Texas Tech University, Lubbock, Texas. Building upon about 6 years of hospitality industry experience working at Mandarin Oriental Hotel in Miami, Florida, the Ritz-Carlton Hotel in Seoul, South Korea, the COEX InterContinental Hotel in Seoul, South Korea, and Laforet Zao Resort & Spa in Sendai, Japan, her research focuses on social media marketing, service quality management, and environmentally friendly hotels. Exploring the impact of social media on consumer decision making process and on behavioral intentions are of particular interest.