The Future Innovation Tourism Lab of the Department of Tourism at Hanyang University, led by Professor Shin Hak-seung, won the Best Paper Award at the 2025 Asia Pacific Tourism Association (APTA) International Conference, held from July 7 to 9 in Busan.

Founded in 1995, APTA is one of the most prestigious academic associations in the field of tourism and hospitality in the Asia-Pacific region. This year’s conference marked its 30th anniversary, attracting approximately 350 scholars from 15 countries, including South Korea, the United States, China, Japan, Canada, Thailand, and India. Over 200 papers were presented during the event.

The award-winning paper, titled “Consumer inference of ulterior motives and its effect on hotel sustainability initiatives,” was co-presented by graduate researcher Lee Seul-gi and Professor Shin Hak-seung. The study examines how consumers perceive hotels’ eco-friendly practices—whether they are viewed as genuine efforts toward environmental protection (Green) or as profit-driven strategies (Greedy).

The research received high praise for its sophisticated analysis of consumer perceptions using various psychological cues. It was recognized for providing both theoretical and practical insights into enhancing sustainability and transparency in the hotel industry.

In addition to the award-winning paper, the lab presented five other papers at the conference, covering key topics such as ESG, artificial intelligence (AI), sustainable tourism, and regional tourism development, garnering attention from the academic community.

Professor Shin stated, “This conference was a meaningful opportunity to showcase our lab’s research capabilities on the international stage. Winning the Best Paper Award is a significant acknowledgment of the team’s academic dedication.” He added, “We will continue to lead research efforts that promote sustainable development and technology-driven innovation in the tourism industry.”

This recognition demonstrates Hanyang University’s growing international research competitiveness in the field of tourism and raises expectations for future research and global collaboration by the Future Innovation Tourism Lab.