Dr. Raksmey Sann is a full-time professor in the Department of Tourism Innovation Management, Faculty of Business Administration and Accountancy at Khon Kaen University, Thailand. He earned his Ph.D. in International Tourism, Hospitality, and Event Management from National Ping-Tung University of Science and Technology, Taiwan. His scholarly pursuits encompass consumer behavior, cross-cultural studies, dark tourism, e-commerce, electronic word-of-mouth (e-WOM), natural language processing, data mining, big data analytics, and service marketing and quality. Dr. Raksmey has contributed over 20 articles to esteemed international peer-reviewed journals, including but not limited to the IJHM, JHTM, JHT, IJQSS, JAMS, JQAHT, JHTI, CBTH, IJERPH, IJCTHR, Leisure Studies, Applied Sciences, Anatolia and so on.