Encourages independent and critical thought.
Associate Professor Andrea Insch is a faculty member in the Business & Economics discipline at the University of Otago, serving in the Department of Marketing within the Otago Business School. She earned a Bachelor of Business (Honours) from Queensland University of Technology and a PhD from Griffith University. Insch's research specializations centre on place-based marketing, encompassing the wellbeing and resilience of people and places via marketing and urban studies perspectives. Her academic interests include the interplay of city branding and urban development, resident engagement with place brands, and strategies for building resilience among people, brands, and places during and beyond the COVID-19 pandemic. Additional expertise areas cover place branding, city branding, nation branding, and tourism.
In her career at the University of Otago, Insch chairs the Departmental Learning and Teaching Team, acts as Director of Undergraduate Studies, and represents the Marketing Department on the Commerce Divisional Board and Teaching and Learning Committee. She supervises postgraduate students at Master's and PhD levels and convenes PhD examinations. Teaching responsibilities include MART 112 Marketing, MART 306 Market-Led Innovation, MART 310 Current Issues in International Branding, and MART 461 Marketing Theory. Notable publications feature "Voices behind destination boycotts: an ecofeminist perspective" with Shaheer and Carr (2024, Tourism Recreation Research), "Modified inverse propensity weighting method to alleviate estimation errors in the model with multiple endogenous variables" with Dhakal et al. (2024, MethodsX), and highly cited works such as "A great place to live, work and play: Conceptualising place satisfaction in the case of a city's residents" with Florek (2008, Journal of Place Management and Development), "Food miles: do UK consumers actually care?" with Kemp et al. (2010, Food Policy), and "The challenges of over-tourism facing New Zealand: Risks and responses" (2020, Journal of Destination Marketing & Management). Her research has received over 3,700 citations on Google Scholar, reflecting substantial influence in place marketing and branding.