Nuri Choi

Overall Experience

Participating in the research abroad program in Malaysia has been a transformative experience, contributing to both my academic growth and cultural understanding. The program facilitated not only the advancement of my research skills but also the acquisition of profound insights into the vibrant cultural heritage of Malaysia.

Learning experience

One of the most impactful experiences was attending the 7th International Hospitality and Tourism Conference (IHTC) 2024, hosted by Universiti Teknologi MARA (UiTM). The conference provided a comprehensive understanding of the current research trends in Malaysia, particularly in the fields of hospitality and tourism. I was able to observe the types of research being conducted and gain valuable insights into the areas of focus within the Malaysian academic community. At the conference, I had the opportunity to present my research, entitled "Enhancing Marketing Strategies in Malaysia's Medical Tourism." "A Celebrity Endorsement Approach for Market Expansion." This study examined the efficacy of celebrity endorsement as a promotional strategy for Malaysia's high-cost medical tourism. Specifically, the research examined which types of celebrities are best suited for certain treatment types, thereby providing a research proposal that aligns with Malaysia's efforts to attract medical tourists. The preparation for this presentation spanned the entirety of a single semester and was supported by two professors and a group of three doctoral students, including myself. The provision of weekly reviews and constructive feedback from the team proved instrumental in the refinement of the research. Moreover, presenting the study at UPM and Sunway University facilitated further enhancements to the strategic direction of my research on medical tourism. These presentations provided an opportunity to engage with experts in the field, facilitating the refinement and strengthening of my ideas. In addition to my individual research, I contributed to a group project that proposed the use of virtual reality (VR) technology to reduce constraints for senior medical tourists. It is noteworthy that this research direction is aligned with Sunway University's recently inaugurated facility, Sunway Sanctuary, which caters to elderly medical tourists. The process of sharing our ideas and capturing the facility through the use of 360-degree camera technology proved to be an inspiring and rewarding experience. Among the various activities scheduled over the 14-day period, this group project proved to be the most enjoyable and thought-provoking, affording me the opportunity to engage with a range of research directions.

Memorable experience

While the program had a strong academic focus, interactions with alumni of Iowa State University (ISU) in Malaysia served to reinforce the global influence of ISU and provided invaluable networking opportunities. Such interactions fostered a sense of pride and confidence, thereby motivating me to strive further as a member of ISU. The program has demonstrated the broader global context of academia and research, thereby reinforcing my conviction to pursue my goals on a global scale.

What did you not expect?

Malaysia's culinary traditions, religious practices, and attire were presented in a manner that was both instructive and immersive. To illustrate, the theme of the IHTC 2024 conference, "Guardians of Culture," The theme of the IHTC 2024 conference, "Commitment to Heritage Sustainability in Hospitality and Tourism," was particularly resonant with the program itself. In my estimation, the term "Guardians of Culture" most accurately encapsulates the essence of this program. A firsthand experience of Malaysia's culture, encompassing the intricate and vibrant batik patterns of traditional clothing and the unique blend of spices in Malaysian cuisine, proved to be a profound journey for me. Initially, I experienced a sense of unfamiliarity and hesitation when confronted with the vibrant and diverse cultural elements. However, as I became more open to these novel experiences, my perspective shifted, and I began to recognize the beauty and richness of Malaysian heritage. This transformation from initial discomfort to admiration served as a compelling illustration of the significance of cultural exposure and comprehension. The program encouraged me to embrace and appreciate Malaysian culture while also prompting reflection on my identity as a researcher. By observing Malaysia's endeavors to safeguard its heritage while concurrently embracing progress, I was motivated to contemplate the potential for research to facilitate the preservation of cultural identity in the context of a rapidly evolving global landscape.

What advice would you give?

The opportunity to conduct research abroad in Malaysia proved to be an exceptional chance to enhance my academic abilities and gain a more profound grasp of cultural nuances. The combination of research collaboration, impactful presentations, and cultural immersion resulted in a comprehensive and enriching experience. I would strongly encourage fellow researchers to consider undertaking this program, which offers the opportunity to expand one's academic horizons while developing a deeper appreciation for cultural diversity. The insights and experiences gained from this program will continue to inform my professional development as a researcher and contribute to my understanding of global citizenship.

How has this experience impacted your life?

This experience has profoundly impacted my life, education, and long-term career goals in several ways. Participating in the research program in Malaysia expanded my worldview and significantly enhanced my cultural sensitivity and openness. Adapting to unfamiliar traditions and practices initially presented a challenge, but it ultimately strengthened my ability to approach new environments with flexibility and positivity. These experiences boosted my confidence and played a pivotal role in shaping my identity as a global citizen. The program elevated my research skills to a new level. Presenting my study at an international conference and receiving constructive feedback significantly improved the quality and depth of my research. My focus on Malaysia's medical tourism industry not only refined my academic interests but also helped me develop the ability to analyze research questions from a global perspective. Additionally, participating in the group project on using virtual reality technology in medical tourism taught me how to integrate cutting-edge technology into research projects effectively. This experience solidified my aspiration to contribute as a researcher on a global platform. The academic networking opportunities in Malaysia, coupled with meaningful interactions with Iowa State University alumni, motivated me to broaden my career goals within an international framework. Observing Malaysia's efforts to balance cultural heritage preservation with modernization inspired me to explore how research can support societal and cultural sustainability. Moving forward, I aim to pursue research that respects regional uniqueness while addressing global challenges. This experience has been more than an academic milestone—it is a transformative journey that will continue to inform my personal and professional growth for years to come.

How did you learn about this experience?

I first learned about this international opportunity through my university's academic programs and research abroad initiatives. Specifically, information was shared via email announcements from the International Programs Office at Iowa State University (ISU) and through conversations with faculty members who encouraged me to apply. Additionally, details about the program, including the collaboration with Malaysian universities and the focus on hospitality and tourism research, were highlighted in departmental meetings and research seminars. These sources collectively inspired me to pursue this enriching experience.

International Connections