Dr. Ulrike Gretzel

Hon'ble Board Member

IJBST Journal Group

Dr. Ulrike Gretzel, Senior Fellow, USC Center for Public Relations, Annenberg School of Communication & Journalism, University of Southern California, 3502 Watt Way, Los Angeles, CA 90089 USA


Hon'ble Editorial Board Member, IJBST Journal Group


Dr. Ulrike Gretzel is currently a Senior Fellow at the Center of Public Relations, Annenberg School of Communication, University of Southern California and serves as the Director of Research at Netnografica, a market research company that extracts insights from online conversations.

Her previous academic appointments include Visiting Professor at the Annenberg School for Communication and Journalism, University of Southern California, Professor of Tourism, UQ Business School, University of Queensland, Associate Professor of Marketing, University of Wollongong, and Associate Professor of Tourism, Texas A&M University. She has also taught social media and research-related courses at Colorado State University, Hong Kong Polytechnic University, IULM in Milan, Italy and MODUL University in Vienna, Austria. She received her Ph.D. in Communications from the University of Illinois at Urbana-Champaign and holds a master’s degree in International Business from the Vienna University of Economics and Business.

Her research focuses on the impact of technology on human experiences and specifically looks at the structure of technology-mediated communication and persuasion in digital media. Her work in tourism has addressed the ways in which tourists engage with each other and with tourism organizations through websites, mobile apps and social media, and has analyzed how tourism experiences are represented and marketed online. She studies social media marketing and destination marketing, influencer marketing and the emerging reputation economy. She has also researched smart tourism development, technology adoption and non-adoption in tourism organizations, tourism in technological dead zones, and the quest for digital detox experiences.

Dr. Gretzel’s research has been funded by the US National Science Foundation, the Australian Research Council, the Hong Kong Research Council, the National Research Foundation of Korea, the US National Endowment for the Humanities, the US National Park Service, Parks Canada, TripAdvisor, the Bush Presidential Library and Museum, and national, regional and local tourism organizations in North America, Europe, Australia and Asia.

She is frequently acknowledged as one of the most cited authors in the fields of tourism and persuasion and her work has been quoted in major news outlets such as the New York Times and The Australian.