Professor Róbert Kiss: The Hungarian Brochures And Taiwanese Mochi In a room piled high with papers, books, and souvenirs, Professor Róbert Kiss sat in the same chair he had occupied for nine years. When we arrived, his office door was wide open. He paused from writing in his planner to welcome us with Taiwanese mochi he had bought on a trip, while we stood in amazement at the souvenirs neatly arranged on his floor-to-ceiling shelves. Replying to all the curious questions with a smile, he began to recount his story, the path that led him from a Head Teacher in Budapest to an Intelligent Tourism and Hospitality Management Assistant Professor at I-Shou University, Taiwan. Sidebar — Dr. Róbert Kiss RK Dr. Róbert Kiss Department of Intelligent Tourism and Hospitality Management, I-Shou University Fields of Interest Leisure Industry Recreation Sport & Golf Tourism Consumer Behaviour Experience 1996–2002 Destination (DMO) Manager, Tourinform Baranya 2009–2014 Assistant Professor, Kodolányi János University of Applied Sciences 2014–2016 Associate Professor, then Head of School, Budapest Metropolitan University 2016–present Assistant Professor, I-Shou University Life Is Full of Turns And Twists If you asked the younger version of Professor Kiss if he wanted to be a teacher, he would say “no”. Back then, he was busy climbing up the ladder toward becoming a DMO Manager in Hungary. But once he reached that position, he decided: “Well, that’s it.” He took a turn and got his joint Master of Education at Glion Institute of Higher Education with Endicott College in Beverly, Massachusetts. He also pursued a Ph.D. in Tourism Geography – Golf Tourism at University of Pécs (Hungary). After that, he taught at Kodolanyi Janos University of Applied Sciences and then at Budapest Metropolitan University (Hungary), where he later became Head of School, School of Tourism, Leisure and Hospitality. While working in Hungary, he was introduced to I-Shou University in Taiwan by a friend. “I know about Taiwan: the OEM factories and the Taiwan Miracle… I have met classmates coming from East Asia. So I was curious and I wanted to explore the region deeper than just its economy.” He explained the reason why he accepted the job offer. Then, he beamed and revealed the twist: “But by the time I arrived, my friend had already left.” We all laughed along. At that time, Professor Róbert Kiss was no different from us, the “lonely” international newcomers. Making Taiwan “The Second Home” Adapting to a new place was definitely not easy. Professor Róbert Kiss’s first year was far from smooth; he struggled to adjust to Taiwan’s education system and students’ learning styles. But once the difficult stage passed, he began to find comfort and peace. He grew to love his teaching life. “This is from the coffee class.” He stood up just to show us the pictures. “And that is the graduation photo of my students.” Next to them were gifts and souvenirs from all over the world. Some are from his business trips, others are given by students. Outside of teaching, he also spent time exploring Taiwan. “There was a time I traveled with Dr. Patev one day after a typhoon. I was impressed by how well-organized this country was,” he recalled. “Just after the typhoon, transportation and tourism were already back to normal.” The city was cleaning up, while people and tourists filled the streets as if nothing had happened. Not only how Taiwanese people handled the typhoon impressed him, but also how calmly they reacted to the pandemic. These experiences deepened his admiration for Taiwan’s adaptability, which later became one of the inspirations for his research on how this island’s tourism industry was transformed by COVID-19. Taiwan’s Tourism As A Subject Of Research Since moving to Taiwan, Professor Róbert Kiss has collaborated with both Taiwanese and international scholars, producing research that examines this island’s tourism industry. One study, “Quarantine Hotel Experience: Travel Diaries of Confinement,” explored how mandatory 14-day hotel quarantines in 2021 affected travelers’ emotional, psychological, and physical well-being. He also co-authored a book chapter, “Taiwanese Hazard Management of Typhoons and Their Impact on Tourism,” which looked at how Taiwan’s tourism system responded to natural disasters More recently, with Dr. Plamen Patev and Dr. Kou Wei Lan, he published “The Impact of COVID-19 on Domestic Travel: The Spatial Changes in Taiwan.” The research analyzed five years of tourism data, revealing that domestic trips initially dropped sharply in early 2020. Yet during the Bubble period (May 1, 2020 – April 30, 2021), strict border controls and a virus-free domestic environment allowed life to continue mostly normally, and domestic travel rose 16% above pre-COVID levels. Nature spots and lively cities became popular again, while Taipei, New Taipei, and industrial areas saw fewer visitors. Later, when outbreaks hit, tourism dropped sharply by 60%, but it bounced back quickly. By 2023, tourism’s revenue was more than pre-COVID-19, even though there were still fewer travelers overall. “The Hungarian Ambassador” Sitting back in his chair, Professor Kiss looked around the room, which was over 5000 miles away from his home country. “I’m going to celebrate my 10th year here,” he said, while his eyes were drifting as if looking into the past. Still, his thoughts often returned to his beloved Hungary. As our interview came to an end, he handed us a stack of brochures about Hungarian tourism and education. It is a small reminder of the home he carried with him, jokingly earning him the title “Hungarian Ambassador”. (He also generously gave us all the Taiwanese mochi.) And in that moment, it was clear that his life had become a bridge between two worlds, two cultures. Years of challenges, discoveries, and connections had woven together into a story of growth and exploration, of a man who had ventured beyond familiar borders and, along the way, left a mark on the people around him. Taiwan became my second home. It challenged me, shaped me, and gave me a new purpose. Dr. Róbert Kiss

Professor Behzad Foroughi: Marketing for a Better World Stepping into a person’s room tells you more than a conversation ever could. After five years at I-Shou University, you might expect Professor Behzad Foroughi’s workspace to be overflowing with papers. Instead, you find clear shelves and quiet order. This minimalist mirrors the way he thinks: focused, intentional and devoted to what truly matters. This discipline shows in his work, which has been widely published over the years. In 2025, his dedication earned him a major distinction: Named among the World’s Top 2% Scientists by Stanford University. “Being recognised is an honour,” he said, “but more importantly, it motivates me to keep working to create positive change.” Sidebar — Dr. Behzad Foroughi BF Dr. Behzad Foroughi Department of International Business Administration, I‑Shou University Fields of Interest Consumer Behaviour Services Marketing Information Technologies Tourism & Hospitality AI in Marketing Experience 2018–2019 Teaching Fellow, Universiti Sains Malaysia 2020–present Assistant Professor, I‑Shou University 2020–present Associate Editor, Asia‑Pacific Journal of Business Administration Top 2% Scientists Stanford University, 2025 The Students’ Favourite Professor Ask students at the International College who their favourite professor is, many will give the same name: Professor Behzad. Ask any IBA senior about choosing courses, their advice comes immediately: “Take Professor Behzad’s Marketing class.” Semester after semester, his classes are always full. There have even been moments when a larger room had to be requested because too many students wanted to join his class. His popularity is not about easy grades or flashy lectures. It is the energy he brings, the sincerity he teaches with, and the way he makes every student feel seen. “Teaching is my favourite hobby,” he once said. The students believe him because they feel it. Marketing, AI, and Sustainability: Research That Shapes the Future Behind the vibrant classes and crowded lecture halls is a quiet thinker with questions far bigger than any single course. In recent years, professor Behzad Foroughi devoted his research to understanding how technology, especially, artificial intelligence shapes human behaviour, sustainability, and even everyday choices. One of his important publications in 2025, “Determinants of Generative AI in Promoting Green Purchasing Behaviour: A Hybrid Partial Least Squares – Artificial Neural Network Approach” (Business Strategy and the Environment, Q1), explores how AI can encourage consumers to choose environmentally friendly products. The findings highlight that interactive, responsive AI improves environmental awareness and creates a stronger sense of personal responsibility. He also examined how people interact with AI chatbots in “Why Users Continue E-Commerce Chatbots? Insights from PLS-fsQCA-NCA Approach” (Service Industries Journal, Q1). The findings reveal that system quality, usefulness, and ease of use matter deeply. At the same time, personal traits like social avoidance can surprisingly enhance positive experiences. His research extends even further, covering: How university students adopt virtual reality in higher education What motivates academic staff to use ChatGPT and AI tools in teaching How emerging technologies influence long-term learning and social sustainability Across all his papers runs a single, consistent message: technology does more than change what we do, it quietly shapes who we become. It guides us toward wiser decisions, better habits, and more sustainable values. Impact Through Research and Teaching In 2025, Professor Behzad Foroughi published 65 publications and accumulated 572 citations (Elsevier Data Repository). He currently serves as Associate Editor of the Asia-Pacific Journal of Business Administration and continues to research the intersection of marketing, AI, and sustainability. But numbers, titles, and distinctions only tell part of the story. What truly drives him forward is something far simpler but deeper: the hope of leaving something impactful behind, for both his students and the world. Marketing is not a mere academic field, nor are AI and sustainability just another trend. “See every purchase as a vote,” he reminded us. A vote for the future. A vote for the better world we choose to build through marketing and AI. And as our professor Behzad returns to his work, quietly connecting ideas and life purpose, you realise that his greatest impact lives in the students he inspires, the values he nurtures, and the belief he spreads that thoughtful choices, even the smallest ones, can change the world. “Each choice supports certain values and pushes companies to do better. If we choose responsibly, we create a ripple effect that influences businesses, society, and the planet.” Dr. Behzad Foroughi