Dr Monica Chien
Monica Chien
Senior Lecturer
  • PhD, Marketing (University of Queensland)
  • Master of Business, Marketing (Queensland University of Technology)
  • Bachelor of Business (with Distinction), Marketing (Queensland University of Technology)
  • Diploma, Spanish (with Honour), Spanish (Wen Tzao Ursuline College of Languages, Kaohsiung, Taiwan)
+61 7 336 56720
Room 452, GP North Building, St. Lucia Campus

    Dr Monica Chien has multidisciplinary training in marketing, psychology and tourism, and has an extensive background in hospitality. She has won multiple awards for her teaching and research, and has been invited as a visiting scholar to universities in Japan.

    Dr Chien’s scholarly interest and expertise lie in the field of Consumer Behaviour, and she is an active researcher in the associated fields of traveller behaviour, sports fan behaviour, resident study, branding and marketing communications with demonstrated research impact on industry, government and policy both within Australia and internationally. She has particular expertise and interest in experimental studies, and has published in leading international marketing and tourism journals.

    Dr Chien has conducted research and consultancy with industry and government, leading several international and national projects. She is currently investigating how sport scandals affect sponsoring brands and stakeholders in sport. Her recent projects also examine the nexus between international education and tourism, as well as residents’ response to tourism and mega-event development.

    Research interests

    Branding and brand management
    Marketing communication effects, celebrity endorsement, cause-related marketing, destination brand equity
    Sponsorship and sports marketing
    Sponsorship portfolio management, sponsorship strategy, ambush marketing and its impact, sport scandal impact, sport fan behaviour
    Traveller behaviour
    Travel risk perception and protective behaviour, traveller information processing


    View full publications list


    • American Academy of Advertising (AAA)
    • European Advertising Academy (EAA)
    • European Academy of Marketing (EMAC)
    • Australian and New Zealand Marketing Academy (ANZMAC)
    • Australian and New Zealand Academy of Advertising (ANZAA)


    2018 - Showa Women's University Mariko Bando Research Fellowship
    2015 - Outstanding Author Contribution, Emerald Literati Network Awards for Excellence
    2013 - Arch G. Woodside Best Paper Award, the 8th Consumer Psychology of Tourism, Hospitality and Leisure Symposium, Istanbul
    2012 - School of Tourism Student’s Choice Award – Best Course for Semester Two
    2011 - Winner of the American Academy of Advertising (AAA) Research Fellowship
    2006-2009 - Australian Postgraduate Award (APA), The University of Queensland
    2004 - Commendation - Vice-Chancellor’s Distinguished Teaching Award Scheme, Queensland University of Technology
    2003 - Excellence in Teaching Award – Casual Academic Category, Faculty of Business, Queensland University of Technology
    2002 - Dean’s Award for Excellence, Queensland University of Technology
    2000 - Dean’s List (GPA over 6.5), Queensland University of Technology

    Major research grants

    Title Agency Year Amount
    Non-host residents' perceptions of mega-events and their impacts on regional revitalization Wakayama University Center for Tourism Research 2018 $6,336
    A Destination Marketing Plan for Kobe City City of Kobe International Sports Promotion Office (Japan) 2018 $14,103
    The Rising Tension: Understanding Intergroup Dynamics between Residents and Tourists UQ Early Career Researcher Grant 2018 $12,000
    Destination Analysis and Market Potential for Kobe, Positioning Kobe as a Sporting Destination City of Kobe International Sports Promotion Office (Japan) 2017 $11,750
    Travel Preferences and Behaviours of Australia's International Student Market Tourism and Events Queensland 2017 $31,900
    Travel Preferences and Behaviours of Chinese Students Studying in Queensland. Tourism and Events Queensland 2016 $19,522
    Sponsorship Portfolio Adjustments: Managing Corporate Social Responsibility Perceptions and an Integrated Brand Image The University of Queensland New Staff Start-Up Research Grant 2012 $12,000
    When Sponsors Should Jump Ship: An Investigation of the Impact of Sports Scandals upon Sponsoring Brands and Sport The American Academy of Advertising Research Fellowship Award 2011-2014 $2,500
    Health and Safety Perceptions, Attitudes and Behaviour of Australian Outbound Travellers UQ Collaboration and Industry Engagement Fund 2011 $45,000