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Nguyen (Beo) Thai

Nguyen (Beo) Thai

BCom(Hons) Melb; CertGlobalIssues U21; PhD Sydney
Associate Lecturer

Rm 4106
H70 - Abercrombie Building
The University of Sydney
NSW 2006 Australia

Telephone +61 2 8627 5869
nguyen.thai@sydney.edu.au
LinkedIn LinkedIn profile

Bio

Dr Nguyen (Beo) Thai is Associate Lecturer in the Discipline of International Business at the University of Sydney Business School. Beo obtained his Honours degree in Marketing in 2011 from The University of Melbourne, and his PhD in Marketing in 2016 from The University of Sydney. His research interests include decision making, assortment size effect, and tourism marketing. His research has been published in well-regarded journals such as Annals of Tourism Research (A*, ABDC Journal Quality List 2016). As a teacher, Beo believes that excellence in teaching means connecting with students – understanding students’ learning difficulties and communicating with them via a very empathetic approach. Beo's commitment to student learning and his own teaching practice over time has been recognised with both Dean's Citations for Tutoring (2013-2017) and the Business School Excellence in Tutoring Award (2017).

Awards and Honours

Excellence in Tutoring Award, The University of Sydney Business School, 2017

Best Paper Award, 9th Consumer Behaviour in Tourism Symposium (CBTS), Bruneck/Brunico, Italy, 2016

Arch G. Woodside Best Paper Award, 9th Consumer Psychology of Tourism, Hospitality & Leisure (CPTHL) Symposium, Namur, Belgium, 2015

Dean’s Citation for Tutoring, The University of Sydney Business School, 2013-2017

Postgraduate Research Support Scheme (PRSS), The University of Sydney Business School, 2013-2015

47th Academy of Marketing Doctoral Colloquium Bursaries, 2014

St. Gallen Wings of Excellence Award, St. Gallen Symposium, University of St. Gallen, 2011

Summer Research Scholarship, Australian National University, 2010

Melbourne Global Scholarship, The University of Melbourne, 2009

Research Interests

Dr Nguyen (Beo) Thai began his research career by studying the choice overload phenomenon. His PhD thesis completed in 2016, examined the role of self-threat, power, and haptics in mitigating negative choice overload effects. His research aims to provide businesses with practical solutions to mitigate negative effects on consumers’ choices when they face an overwhelming number of options. Beo has also studied tourist behaviour. More specifically, he investigated factors that affect travellers’ destination choices. Beo’s research is published in the Annals of Tourism Research and the International Journal of Culture, Tourism and Hospitality Research, and featured in the Sydney Morning Herald.

2017

2
Book Section/s

Thai N and Yuksel U 2017 'What can Tourists and Travel Advisors Learn from Choice Overload Research?' in Consumer Behavior in Tourism and Hospitality Research, ed. A Woodside and A Decrop, Emerald Group Publishing Limited, Bingley, United Kingdom, pp. 1-26 [Link]

4
Journal Article/s

Thai N and Yuksel U 2017 'Too many destinations to visit: Tourists' dilemma?', Annals of Tourism Research, vol.62, pp. 38-53 [Link]

Thai N and Yuksel U 2017 'Choice Overload in Holiday Destination Choices', International Journal of Culture, Tourism and Hospitality Research, vol.11:1, pp. 53-66 [Link]

2016

5
Conference Paper/s

Thai N and Yuksel U 2016 'Is having many travel destinations a good thing?', 15th International Marketing Trends Conference, Venice, Italy, 23rd January 2016

6
Conference Proceeding/s

Thai N and Yuksel U 2016 'The Effect of Self-perception of Choice Overload in Tourists' Destination Decisions', Book of Abstracts Consumer Behavior in Tourism Symposium 2016 Experiences, Emotions and Memories: New Directions in Tourism Research, Bruneck, Italy, 17th December 2016

2015

2
Book Section/s

Thai N 2015 'Corporate Responsibility Index (CRI)' in Dictionary of Corporate Social Responsibility, ed. S. O. Idowu, N. Capaldi, M. Fifka, L. Zu and R. Schmidpeter, Springer, London, United Kingdom, pp. 123-24 [Link]

Thai N 2015 'Legitimacy Theory' in Dictionary of Corporate Social Responsibility, ed. S. O. Idowu, N. Capaldi, M. Fifka, L. Zu and R. Schmidpeter, Springer, London, United Kingdom, pp. 362-63 [Link]

5
Conference Paper/s

Yuksel U and Thai N 2015 'Construal Level Theory Explains the Occurrence of Choice Overload Effects', Association for Consumer Research North American Conference ACR 2015, New Orleans, United States, 4th October 2015

Yuksel U and Thai N 2015 'Choice Overload in Holiday Destination Choices (Winner of the Arch G. Woodside Best Paper Award)', 9th Consumer Psychology for Tourism, Hospitality, and Leisure CPTHL Symposium, Namur, Belgium, 4th July 2015

Yuksel U and Thai N 2015 'Construal Level Theory Explains the Occurrence of Choice Overload Effects', Association for Consumer Research Asia-Pacific Conference, Hong Kong, (China), 21st June 2015

2014

6
Conference Proceeding/s

Thai N and Yuksel U 2014 'Choice Overload during Travel Decision Making for Self versus Other', Proceedings of the 47th Academy of Marketing Conference AM2014 – “Marketing Dimensions: People, places, and spaces”, Bournemouth, United Kingdom, 10th July 2014

Thai N and Yuksel U 2014 'Choosing a Vacation Destination for Myself vs. for Other', Proceedings of the 7th World Conference for Graduate Research in Tourism, Hospitality and Leisure, Istanbul, Turkey, 8th June 2014

2013

2
Book Section/s

Yuksel U and Thai N 2013 'Turkey: Industry Profile - Travel and Tourism' in Encyclopedia of Emerging Markets, Gale/Cengage Learning, Detroit, United States, pp. 388-93

6
Conference Proceeding/s

Thai N and Yuksel U 2013 'How do the number of choices and prior knowledge affect travellers’ satisfaction of destination selection?', Proceedings of the 2nd World Research Summit for Tourism and Hospitality – “Crossing the Bridge”, Orlando, United States, 17th December 2013

Thai N and Yuksel U 2013 'Choice Overload in Tourism and the Moderating Role of Travellers' Prior Knowledge', Proceedings of the Australia & New Zealand Marketing Academy Conference ANZMAC 2013 - "Engaging With Our Future", Auckland, New Zealand, 4th December 2013

2011

5
Conference Paper/s

Thai N 2011 'Vietnamese "Bia Hoi" - The World's Cheapest Beer!', Australia & New Zealand Marketing Academy Conference - Marketing in the age of Consumerism: Jekyll or Hyde?, Perth, Australia, 30th November 2011

Recent Units Taught

  • BUSS1000 Future of Business

    2017: S1,

  • BUSS1002 The Business Environment

    2016: S1, S2,
    2015: S1,

  • MKTG1001 Marketing Principles

    2017: S2,
    2015: S1,

  • MKTG3114 New Products Marketing

    2017: S2,

Newsroom articles

  • Expert opinion: Travellers and their decision-making 28 May 2017

    Traveller

    Traveller interviewed Dr Nguyen Thai and Dr Ulku Yuksel about their research on the decision-making processes of travellers.

  • Kirstie Bedford Travel News 02 May 2017

    JAIR 87.8 FM

    JAIR 87.8 FM Melbourne mentioned research by Dr Ulku Yuksel and Dr Nguyen Thai which found that travellers are more likely to be dissatisfied with their choice of holiday if they have multiple destination options.

  • Overwhelming destination choice leaves travellers disappointed 27 Apr 2017

    Time to Roam

    Time to Roam published an article about research by Dr Ulku Yuksel and Dr Nguyen Thai which found that travellers are more likely to be dissatisfied with their choice of holiday if they have multiple destination options.

  • Can too many options annoy guests? 23 Apr 2017

    AccomNews and TravelTalk

    AccomNews and TravelTalk published articles about research by Dr Ulku Yuksel and Dr Nguyen Thai (International Business) which found that travellers are more likely to be dissatisfied with their choice of holiday if they have multiple destination options.

See all Newsroom items for Nguyen (Beo) Thai