Dr. Hsuan Hsu is an Assistant Professor in the Department of Marketing and Distribution Management at the College of Management, National Kaohsiung University of Science and Technology. He also serves on the editorial board of the Journal of Hospitality Marketing & Management—ranked among the Top 6 SSCI journals in Business and Management and the Top 1 in Hospitality, Leisure, Sport & Tourism. In addition, he leads the SMART Lab, which specializes in integrating smart technologies, AI, and the applications of aesthetics, art, and design across various fields. He is currently developing the Smartness X Aesthetics X Experience Lab within his department—a state-of-the-art facility equipped with high-performance computers and workstations designed for generative AI applications and model training, alongside devices that deliver advanced visual, audio, and olfactory outputs to create immersive multisensory marketing experiences.

Drawing on expertise from computer science, business administration, education, learning science, digital learning, humanities, aesthetics, and management—and supported by hands-on experience in tourism, hospitality, events, cultural and creative industries, consulting, and international marketing—Dr. Hsu has built an impressive interdisciplinary career.

His research and scholarship explore cutting-edge topics including marketing technology (MarTech), smart technology applications, AI, metaverse strategies, digital learning, aesthetics, and experience design. He has led and co-led numerous high-impact research projects funded by the National Science and Technology Council and the Ministry of Education, and his work has been published in several leading SSCI/SCIE journals. As a sought-after session chair, committee member, keynote speaker, panelist, and reviewer at international conferences, he effectively bridges the gap between academic research and practical application.

Beyond his academic achievements, Dr. Hsu brings substantial industry experience from leadership roles in government agencies, corporations, and international exhibitions. His diverse international and domestic certifications enable him to integrate theory and practice from multiple perspectives, fostering strong collaborations between academia and industry.

Recognized for his excellence in teaching and research, Dr. Hsu is highly regarded by his peers, industry leaders, and government bodies alike—making him a dynamic force in connecting theory with real-world application.

For more details, please check his brief CV: Click Here

You can also visit his YouTube channel: https://www.youtube.com/@dr.hsuanhsu

I currently oversee two research and development laboratories. The first is my permanent facility, SMART Lab, and the second is under construction for the Department of Marketing and Distribution Management, named the Smartness X Aesthetics X Experience Lab. Detailed descriptions of each lab are provided below.

1. SMART Lab: Where Artificial Intelligence Meets Aesthetic Intelligence

At SMART Lab, we center our work on seamlessly combining S – Smartness (Intelligence) with A – Aesthetics. By fusing cutting-edge technology with artistic design, we create innovative user experiences that drive our research and development of products, services, and immersive experiences. Our ultimate goals—Memory, Resonance, and Transformation—are what we strive to achieve: lasting emotional impact, deep connections, and meaningful change.

• S – Smartness (Intelligence):
  We harness a broad spectrum of advanced technologies, including IoT, smart technologies, XR, metaverse techniques, AI, and machine learning. For us, smartness isn’t just about numbers and data; it’s about envisioning and designing the future by integrating technology with human needs and sensory experiences. Our goal is to develop solutions that are intuitive, efficient, and tailored to enhance everyday life and service design.
• A – Aesthetics:
  Aesthetics is a vital component in our work. By embracing art, design, and multisensory experiences, we pay attention not only to the form and function of products but also to the details, ambiance, and the interaction between users and objects. Aesthetics serves as a bridge connecting perception, culture, and creativity—infusing our technological innovations with warmth and soul, so that every experience feels both beautiful and emotionally meaningful.

Our Vision – Memory, Resonance, Transformation:

• Memory: We want every experience we create to leave a lasting, memorable impression—not just a fleeting moment of delight, but a cherished memory that endures.
• Resonance: Our designs aim to strike a chord with users, forging emotional bonds that go beyond the visual or functional to touch the heart and mind.
• Transformation: We believe in the power of design and technology to transform lives, redefine learning, and reshape industries. Through our innovative, cross-disciplinary approach, we aim to drive real change and foster a better future.

At SMART Lab, by merging smart technology with aesthetic design, we’re dedicated to crafting experiences that are not only efficient but also deeply engaging—paving the way for a future where technology, art, and humanity converge.

2. Smart x Aesthetics x Experience Lab

For the Marketing Department, we are currently developing a state-of-the-art physical lab—the Smart x Aesthetics x Experience Lab. This facility is equipped with high-end computers and advanced workstations designed for AI content generation, model training, and the production of immersive visual, auditory, and olfactory experiences. In addition, the lab will feature a range of devices that deliver multisensory experiences, enabling users to explore innovative marketing ideas that engage all five senses.

Our goal is to provide a cutting-edge platform where creativity meets technology, allowing for the creation of groundbreaking marketing experiences that set new standards in aesthetics and innovation. The lab is currently under construction, with equipment installation well underway, and will soon serve as a premier hub for pioneering research and development in marketing strategies.