Associate Professor Ulrike Gretzel

Associate Professor in Marketing

Director of the Laboratory for Intelligent Systems in Tourism (LIST) 

Institute for Innovation in Business and Social Research (IIBSoR) University of Wollongong, Australia NSW 2522 E-mail: ugretzel@uow.edu.au Telephone: +61 2 4221 4823 Fax: +61 2 4221 4210 Location: Building 40 Room G13

Qualifications

PhD in Communications, 2004, Institute of Communications Research, University of Illinois at Urbana-Champaign

Masters in International Business, 1998, Vienna University of Economics and Business Administration,  Vienna, Austria

Research Interests

Ulrike’s research focuses on persuasion in human-technology interaction, the representation of sensory and emotional aspects of tourism experiences, and issues related to the development and use of intelligent systems in tourism. 

This includes:

• E-Commerce: Use of experiential marketing, emotional computing, and narrative design to represent, communicate and/or recommend affective and sensory components of tourism experiences; special focus on the design of electronic decision aids and the conceptualisation as well as memory of online pre-, during, and post-consumption experiences in the mind of the consumer.
• Technology Adoption and Use: Impact of contextual factors on the likelihood of adoption and effectiveness of use of new technologies; stages models of technology use; innovation in tourism organisations, emergent properties of technologies; user-technology relationships; inter-organisational systems; recommendation systems; influence of technology use on travel planning; technology use by RV travelers.
• Research Methods: social network analysis; text mining

Background

Over the past 10 years, Ulrike has been involved in tourism-related research projects funded by the European Union, NSF, the Canadian Tourism Commission, the Korea Tourism Organization, the US Travel Association, the National Endowment for Humanities, Hong Kong Polytechnic University, the K. Wah Group Foundation, Padre Island National Seashore, TripAdvisor, the states of California, Illinois and New Hampshire, as well as several local destination marketing organisations. 

She has been awarded with the 2011 Emerging Scholars of Distinction Award by the International Academy for the Study of Tourism.   She also serves as a member of the board on the International Federation for Information Technologies in Travel and Tourism.

Publications

Ulrike has published over 30 refereed journal articles, 20 book chapters, and 100 conference papers and has edited 3 books.

She is also a member of the editorial board of major tourism journals and currently serves as the editor of the e-Review of Tourism Research.

For more information please see Ulrike's RIS (research information system) page