Tourism Public Lecture
The lecture will focus on the developments of social media marketing and highlight how these changes affect the tourism industry.
Professor Gretzel will discuss the following points:
- Technological developments - specifically mobile/wearable technology
- Review practices by tourists and address implications for tourism marketing
- Discuss firm-consumer co-creation on social media platforms such as Weibo and Snapchat
Professor Gretzel’s research focuses on technology mediated decision-making and experiences as well as technology adoption and use by tourists and tourism organizations, with a specific emphasis on social media. She also works on topics related to the design and evaluation of intelligent systems, most prominently recommender systems and other forms of persuasive technology. She further studies recreational vehicle travelers (RVers), particularly their technology use, decision-making and environmental attitudes. She serves on the editorial board of over 10 journals. Her research has been funded by the Australian Research Council, the U.S. National Science Foundation and the Korean Social Science Research Council as well as government and industry organisations in North America, Asia, Europe and Australia. She is an active member of the Smart Tourism Research Center at Kyung Hee University and the International Federation for IT in Travel & Tourism (IFITT).