Ulrike Gretzel


Ulrike Gretzel is a Professor of Tourism in the Business School at the University of Queensland and a member of the Smart Tourism Research Center at Kyung Hee University, South Korea.   She held previous appointments at the University of Wollongong and Texas A&M University. She received her Ph.D. in Communications from the University of Illinois at Urbana-Champaign  and holds a Masters degree in International Business from the Vienna University of Economics  and Business Administration.

Her 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 travellers (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).

Further information can be found at https://www.business.uq.edu.au/staff/ulrike-gretzel.