Rate My Professor Marianna Sigala

Professor Marianna Sigala is Professor of Marketing at the University of Newcastle, Australia, within the Newcastle Business School, and serves as Director of the International Hotel School. She possesses a PhD, a Master of Science, and a Post Graduate Diploma in Business Analysis. Her international academic career includes prior appointments as Professor of Tourism and Director of the Centre for Tourism & Leisure Management at the University of South Australia from 2015 to 2021, Professor of Digital Transformation & Tourism at Sheffield Hallam University in the UK, Professor of Marketing at the University of Piraeus and the University of the Aegean in Greece, and roles at the University of Strathclyde and Westminster University in the UK. With a family background in hospitality, Sigala combines professional industry experience with her academic expertise. Her research specializations encompass digital technologies and their applications and impacts in tourism and hospitality, services and experience management, and wine tourism. She investigates how tourism professionals and policymakers can utilize digital tools to enhance performance, competitiveness, and stakeholder quality of life, while holistically considering socio-cultural, environmental, political, privacy, psychological, security, legal, and moral implications. Key research areas include social media strategies for destination marketing, technology-driven sustainable destination management, and experience design in wine tourism integrating culture, heritage, and art.