Kyung Hee University and University of Portsmouth Identify Impact of 'Social Jetlag' on Travel Behavior

New Insights into Tourism Psychology Through International Joint Research

The research team led by Dr. Kim Jooyoung at Kyung Hee University's College of Hotel & Tourism Management announced on September 20 that, through a joint study with the University of Portsmouth in the United Kingdom, they have scientifically confirmed that the more severe the social jetlag, the more likely travelers are to reduce their participation in tourism activities.

An image visually representing the impact of Social Jetlag on human sleep patterns and brain health. Kyung Hee University

This study found that not only travel jetlag, but also 'social jetlag'-which arises from the mismatch between an individual's biological clock (chronotype) and their travel schedule-affects tourists' engagement in travel activities.

According to the research, individuals with eveningness chronotypes experienced greater fatigue due to social jetlag when participating in early morning activities, resulting in lower motivation to engage. In contrast, those with morningness chronotypes were relatively less affected by the misalignment between their travel schedule and biological clock.

This finding differs from the general view in previous studies that fatigue leads to impulsive behavior, showing instead that, in travel situations, people tend to strategically conserve their energy considering limited time and resources.

This research offers practical implications for both travelers and the tourism industry. Travelers can enhance their satisfaction by planning itineraries aligned with their biological clock or by taking strategic rest, while the tourism industry can improve customer satisfaction by developing customized products tailored to different traveler types.

The results of this study were published in 'Tourism Management' (Impact Factor 12.4), a leading academic journal in the field of tourism.

Dr. Kim Jooyoung is a researcher who developed international expertise by earning dual degrees from Kyung Hee University and the University of Houston as an undergraduate. After gaining practical experience in global hotel chains, Dr. Kim entered graduate school at Kyung Hee University, focusing on empirical methodologies through experimental research in tourism and hospitality. Dr. Kim has conducted research on tourist behavior and psychology at both individual and group levels, as well as on the adoption of new technologies such as artificial intelligence and smart technologies. Currently, with support from the BK program, Dr. Kim is conducting overseas training at the University of Portsmouth in the United Kingdom.