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 | Dr. Ulrike Gretzel Education |
Specialty
Tourism & Technology
Other Professional Experience
External Lecturer, MBA Program, MODUL University (2008)
Visiting Scholar, Department of Leisure Studies, UIUC (1999-2000)
Research Assistant, National Laboratory for Tourism & eCommerce (2000-2004)
Visiting Lecturer, Institute for Tourism and Leisure Studies, Vienna University of Economics and Business Administration (2003)
Research Direction
1. 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 conceptualization as well as memory of online pre-, during, and post-consumption experiences in the mind of the consumer and the design of electronic decision aids.
2. Technology Adpotion and Use: Impact of contextual factors on the likelihood of adoption and effectiveness of use of new technologies; stages models of technology use; emergent properties of technologies; user-technology relationships; interorganizational systems.
Dr. Gretzel is the Director of the Laboratory for Intelligent Systems in Tourism (LIST). List is a research laboratory that focuses on building the theoretical foundations for intelligent, immersive and inspirational systems in tourism. To learn more about LIST personnel, research and projects, visit the LIST Website: http://list.rpts.tamu.edu
Dr. Gretzel is also a team member of Sustainable Tourism Systems , a laboratory of the RPTS department. STS serves as an international center for excellence in educational training and research in sustainable development.