Ahn Young-joo, a professor in the College of Hospitality and Tourism at Sejong University, received the best paper award at the sixth International Conference on Responsible Tourism and Hospitality, held in Miri, Sarawak, Malaysia, from July 7 to 11, 2026.

According to the university, Ahn's study analyzed online reviews submitted by tourists who visited Bukchon Hanok Village in central Seoul. The historic neighborhood, known for its traditional Korean hanok houses and proximity to major palace complexes, has drawn surging visitor numbers in recent years, making it a focal point of South Korea's efforts to manage tourism impacts in residential areas. The research examined shifts in visitor experiences and evaluated the effectiveness of policies designed to address overtourism there.

The study found that measures introduced to mitigate overtourism had a measurable impact on tourists' perceptions and overall experiences. The Seoul Metropolitan Government has previously rolled out initiatives such as restricting tourist access during certain hours and promoting visitor etiquette guidelines in Bukchon, part of a broader global push by cities from Barcelona to Kyoto to balance tourism growth with residents' quality of life. The conference committee recognized the work for its originality and academic contributions, with particular praise for its application of big data to assess the effectiveness of sustainable tourism policies.

"I sought to objectively assess the sustainability of tourist destinations and the effectiveness of tourism policies using data that captures tourists' actual experiences," Ahn said. She added, "I will continue to conduct research on responsible tourism using digital data and propose sustainable tourism development strategies that enable local communities and tourists to coexist."

The International Conference on Responsible Tourism and Hospitality brought together researchers, industry professionals, and students from across Asia. The event serves as a leading forum for discussing the values and practices of responsible tourism, sharing research findings, and presenting industry cases aimed at advancing sustainable tourism development.

Sejong University noted that its College of Hospitality and Tourism conducts research in emerging areas of the tourism industry, including sustainable tourism, digital tourism, and tourism data analytics. The college has ranked first in Korea for six consecutive years in the hospitality and leisure management category of the 2026 QS World University Rankings by subject.