Rate My Professor Margarida Abreu Novais

Dr. Margarida Abreu Novais is a Senior Lecturer in the Department of Tourism, Sport and Hotel Management at Griffith Business School, Griffith University. She leads the Visitor Economy Data Analytics lab. Abreu Novais earned her PhD in Tourism Management from the University of Queensland. Her academic interests encompass event management, destination marketing, tourist behaviour, and big data analytics in tourism. She has contributed to advancing knowledge in these areas through empirical research on topics such as authenticity in events and dining experiences, patterns of tourist movement, disaster recovery in tourism, and social media applications in crisis communication.

Abreu Novais has an active publication record in leading journals. Notable publications include 'How authenticity in events fosters social sustainability' (Tourism Management Perspectives, 2024), 'Investigating patterns of tourist movement using multiple data sources' (Journal of Vacation Marketing, 2025), 'Disaster recovery as disorientation and reorientation' (2024), 'Commensal scenes: Problematizing presence in hospitality commensality' (2024), 'Analyzing and Leveraging Social Media Disaster Communications' (2023), 'Exploring the multi-dimensionality of authenticity in dining experiences' (2021), and 'Music festival motivators for attendance' (2013). She has secured competitive grant funding from the Australian Research Council. Abreu Novais has collaborated on projects supporting Tourism Research Australia and received recognition for excellence in research group efforts alongside colleagues. Her work influences tourism policy and practice by providing data-driven insights into visitor economies, event impacts, and recovery strategies post-disasters. At Griffith University, she engages in teaching and supervision of postgraduate students in tourism-related fields.