Dr Jaeyeon Choe obtained her PhD in Tourism Management & Cultural Anthropology from The Pennsylvania State University in 2012. She worked as Senior Lecturer at Bournemouth University for five years and currently works as a Lecturer in the Glasgow School for Business and Society at GCU. As an international educator, she has been invited as a visiting scholar to Belgium, Canada, Indonesia, Finland, Germany, Thailand, Vietnam and Malaysia.

With a passion for knowledge co-creation, she actively works with ASEAN academic communities and has served as a Visiting Professor at Hue University, Vietnam, since 2020. Her research areas revolve around religious/pilgrimage/spiritual/wellness tourism, social sustainability and the well-being of marginalised communities. In the past 13 years, she has published more than 30 articles, two books and several special issues. She has delivered multiple keynotes at tourism and geography and industry conferences in Asia and Europe. She has also organised several international conferences in Vietnam and Ireland.

She contributes to the field by serving as an Associate Editor for the Tourism Geographies journal, as a member of the editorial board for the International Journal of Religious Tourism and Pilgrimage, and as a Fellow of the Royal Geographical Society. She actively works with government and community organisations: she co-founded the Refugee and Migrant Leisure Network with community organisations and local councils in Southern England. She also serves as a Board Member for the Glasgow Tourism Advisory Forum, influencing policy-making in tourism for Scotland.

She also actively engages with media, publishing multiple articles in The Conversation UK and has spoken on BBC Scotland Radio.