Marianna Sigala

Marianna Sigala is Professor of Marketing at the University of Piraeus, Greece.
She previously hold the position of the Professor of Tourism and the Director of the Centre for Tourism & Leisure Management at the University of South Australia (2015 – 2021).
She has also been an academic staff at the University of Strathclyde and Westminster University (UK), and the University of the Aegean (Greece).
Her academic credentials are combined with her professional experience in the tourism industry. Her interests include services and experience management, Information and Communication Technologies (ICT) in tourism and hospitality, as well as wine tourism.
She is a widely published and multi-awarded authority: eleven books, numerous papers in academic journals, and (keynote) presentations in international conferences.
She has a long record of leadership and participation in international research projects funded by various entities such as the E.U., the Council of Europe and the Department of Foreign Affairs and Trade, Australia.
She is a past President of EuroCHRIE and a past member of the executive board of ICHRIE and IFITT.
She currently serves at the executive board of CAUTHE.
She is the co-editor of the Journal of Service Theory & Practice, and the Editor-In-Chief of the Journal of Hospitality & Tourism Management.
In 2016, she has been awarded the prestigious EuroCHRIE Presidents’ Award for her lifetime contributions and achievements to tourism and hospitality education.
Since 2020, Professor Sigala is also appointed as Research Fellow of CAUTHE.

Specialization in teaching:
Tourism Market Research
Service Marketing
Tourism Destination and Business Branding (Brand Management)



Most significant publications (selected list)

Mouda, Y., Du., T., Hansen, P., Ashman, H., SIGALA, M. & Huang, S. (2021). Understanding roles in collaborative information behaviour: a case of Chinese group travelling. Information Processing and Management, 58, 4, article no. 102581, pp. 1-16
Cham Tat-Huei (Jayson), Lim Yet Mee & SIGALA, M. (in press). Marketing and Social Influences, Hospital Branding, and Medical Tourists’ Behavioural Intention: Before- and After-Service Consumption Perspective. International Journal of Tourism Research
Dwivedi, Y.K., Hughes, L., Cheung, C.M.K., Conboy, K., Duan, Y., Dubey, R., Janssen, M., Jones, P., SIGALA, M. & Viglia, G. (2021). Editorial: How to develop a quality research article and avoid a journal desk rejection. International Journal of Information Management
SIGALA, M. (2020). Tourism and COVID-19: impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117, pp. 312 – 321
Bagherzadeh, S., Shokouhyar, S., Jahani, H. & SIGALA, M. (2021). A generalizable sentiment analysis method for creating a hotel dictionary: Using big data on TripAdvisor hotel reviews. Journal of Hospitality and Tourism Technology, Vol. 12, No. 12, pp. 210 – 238
Albayrak, T., Baber, M. & SIGALA, M. (2021). A Quality Measurement Proposal for Corporate Social Network Sites: The Case of Hotel Facebook Page. Current Issues in Tourism, pp. 1 – 16
Junaid, I., SIGALA, M. & Banchit, A. (2021). Implementing community-based tourism (CBT): Lessons learnt and implications by involving students in a CBT project in Laelae island, Indonesia. Journal of Hospitality, Leisure, Sport & Tourism Education,
SIGALA, M. (2021). Re-thinking of tourism and hospitality education when nothing is normal: restart, recover or rebuild. Journal of Hospitality & Tourism Research, Vol. 45, No. 5, pp. 920 – 923
SIGALA, M., Kumar, S., Donthu, N., Sureka, R., & Joshi, Y. (2021). A bibliometric overview of the Journal of Hospitality and Tourism Management: research contributions and influence. Journal of Hospitality and Tourism Management
Kim, J., Park, J., Kim, S., Lee, D. C., & SIGALA, M. (2021). COVID-19 Restrictions and Variety-Seeking in Travel Choices and Actions: The Moderating Effects of Previous Experience and Crowding. Journal of Travel Research
Chulmo, K., Xiang, Z., Gretzel, U. & SIGALA M. (2021). Artificial Intelligence (AI) and Robotics in Travel, Hospitality and Leisure. Electronic Markets: The International Journal of Networked Markets,
Goh, E. & SIGALA, M. (2020). Integrating Information & Communication Technologies (ICT) into classroom instruction: teaching tips for hospitality educators from a diffusion of innovation approach. Journal of Teaching in Travel & Tourism (WTTT), Vol. 20, 2, pp. 156 – 165
SIGALA, M. (2020). 共享经济对旅游经济中人本因素影响的批判性思考. Tourism Tribune, 35, pp. 3 – 5
Tham, A. & SIGALA, M. (2020). Road Block(chain): Bit(coin)s for Tourism Sustainable Development Goals? Journal of Hospitality and Tourism Technology. Vol. 11 No. 2, pp. 203-222
Ivanov. S., Gretzel, U., Berezina, K., SIGALA, M. & Webster, C. (2019). Progress on robotics in hospitality and tourism: a review of the literature. Journal of Hospitality and Tourism Technology, Vol. 10 No. 4, pp. 489-521
SIGALA, M. (2019). A market approach to social value co-creation: findings and implications from ‘Mageires’ the social restaurant. Marketing Theory, Vol. 19, pp. 27 – 45
SIGALA, M. (2018). Social Customer Relationship Management: approaches, applications and implications in tourism and hospitality. International Journal of Contemporary Hospitality Management, Vol. 30, No. 7, pp. 2698 – 2726
Sultan, P., Wong, H. Y. & SIGALA, M. (2018). Segmenting the Australian organic food consumer market. Asia Pacific Journal of Marketing and Logistics, Vol. 30., No. 1, p. 163 – 181
SIGALA, M. (2018). New technologies in Tourism: from multi-disciplinary to anti-disciplinary advances and trajectories. Tourism Management Perspectives, 21, pp. 151 – 155
Knuz, W., Aksoy, L., Bart, Y., Heinonen, K., Kabadayi, S., Ordenes F.V., SIGALA, M., Diaz, D. & Theodoulidis, B. (2017). Customer engagement in a big data world. Journal of Services Marketing, Vol. 31, No. 2, pp. 161 – 171
SIGALA, M. (2016). Learning with the market: a market approach and framework for developing social entrepreneurship in tourism and hospitality. International Journal of Contemporary Hospitality Management, Vol. 28 Iss 6 pp. 1245 – 1286
Altinay, L., SIGALA, M. and Waligo, V. (2016). Social value creation through social tourism entrepreneurship. Tourism Management, Volume 54, pp. 404–417
SIGALA, M. & Chalkiti, K. (2015). Knowledge management, social media and employee creativity. International Journal of Hospitality Management, Vol. 45, pp. 44 – 58
Fotiadis, A. K. & SIGALA, M. (2015). Developing a framework for designing an Events Management Training Simulation (EMTS). Journal of Hospitality, Leisure, Sport & Tourism Education, Vol. 16, pp. 59 – 71
SIGALA, M. (2015). The application and impact of gamification on trip planning and experiences: the case of TripAdvisor’s funware. Electronic Markets: The International Journal of Networked Markets, Vol. 25, No. 3, pp. 189-209
SIGALA, M. (2015). From demand elasticity to market plasticity: a market approach for developing revenue management strategies in tourism. Journal of Travel and Tourism Marketing, Vol. 32, No. 7, pp. 812-834.
Lagos, E., Harris, A. & SIGALA, M. (2015). Emotional language for image formation and market segmentation in dark tourism destinations: findings from tour operators’ websites promoting Gallipoli. TOURISMOS, an International Multidisciplinary Journal of Tourism, Vol. 10, Iss. 2, pp. 153 – 170
SIGALA, M. (2015). Applying gamification and assessing its effectiveness in a tourism context: behavioural and psychological outcomes of the TripAdvisor’s gamification users. Asia Pacific Journal of Information Systems, Vol. 25, No. 1, pp. 179 – 210
Gretzel, U., SIGALA, M., Xiang, Z. & Koo, C. (2015). Smart tourism: foundations and developments. Electronic Markets: The International Journal of Networked Markets, Vol. 25, No. 3, pp. 179 – 188
SIGALA, M. (2014). Customer involvement and role in sustainable supply chain management: a model and implications in tourism. Cornell Hospitality Quarterly, Vol. 55, No. 1, pp. 76 – 88
SIGALA, M. & Chalkiti, K. (2014). Investigating the exploitation of web 2.0 for knowledge management in the Greek tourism industry: an utilisation – importance analysis. Computers in Human Behavior, Vol. 30, pp. 800 – 812
SIGALA, M. (2014). Evaluating the Performance of Destination Marketing Systems (DMS): stakeholder perspective. Marketing Intelligence & Planning, Vol. 32, No. 2, pp. 208 – 231
SIGALA, M. (2014). Collaborative commerce in tourism: implications for research and industry. Current Issues in Tourism, 1 – 10
SIGALA, M. (2013). Using and measuring the impacts of geovisualisation on tourism education: the case of teaching a service management course. Journal of Hospitality, Leisure, Sports and Tourism Education, Vol. 12, pp. 85 – 98
SIGALA, M. (2013). A framework for designing and implementing effective online coupons in tourism and hospitality. Journal of Vacation Marketing, Vol. 19, No. 2, pp. 165 – 180
SIGALA, M. (2013). Examining the adoption of Destination Management Systems: an Inter-Organizational Information Systems approach. Management Decision, Vol. 51, No. 5, pp. 1011 – 1036
SIGALA, M. & Marinidis, D. (2012). Web Map Services in Tourism: A Framework Exploring The Organisational Transformations and Implications on Business Operations and Models. International Journal of Business Information Systems, Vol. 9, No. 4, pp. 415 – 434
SIGALA, M. (2012). The impact of geocollaborative portals on group decision making for trip planning. European Journal of Information Systems, Vol. 21, N. 4, pp. 404 – 426
SIGALA, M. (2012). Investigating the role and impact of geovisualisation and geocollaborative portals on collaborative e-learning in tourism education. Journal of Hospitality, Leisure, Sports and Tourism Education, Vol. 11, pp. 50 – 66
SIGALA, M. (2012). Social networks and customer involvement in New Service Development (NSD): the case of International Journal of Contemporary Hospitality Management, Vol. 24, No. 7, pp. 966 – 990
SIGALA, M. (2012). Social media and crisis management in tourism: applications and implications for research. Information Technology and Tourism, Vol. 13, No. 4, pp. 269 – 283
SIGALA, M. (2010). Mass Customisation models for travel and tourism information e-services: interrelationships between system design and customer value. International Journal of Information Systems in the Service Sector, Vol. 2, No. 2, pp. 48 – 69
SIGALA, M. (2010). Measuring customer value in online collaborative trip planning processes. Marketing Intelligence and Planning, Vol. 28, No.4, pp. 418 – 443
SIGALA, M. & Marinidis, D. (2012). e-Democracy and web 2.0: a framework enabling DMOs to engage stakeholders in collaborative destination management. Tourism Analysis, Vol. 17, Iss. 2, pp. 105 – 120
SIGALA, M. (2012). Exploiting web 2.0 for New Service Development: findings and implications from the Greek tourism industry. International Journal of Tourism Research, Vol. 14, pp. 551 – 566
SIGALA, M. (2011). eCRM 2.0 applications and trends: The use and perceptions of Greek tourism firms of social networks and intelligence. Computers in Human Behavior, Vol. 27, pp. 655 – 661
NUMEROUS BOOK CHAPTERS (Full list upon request).


SIGALA, Μ. & Leslie, D. (Eds). (2005). International Cultural Tourism: management, implications and cases” Butterworth Heinemann, Elsevier Science. ISBN: 075066312X.
Hitz, M. SIGALA, M. & Murphy, J. (Eds.) (2006). Information & Communication Technologies in Tourism 2006, Springer Computer Science, Wien, ISBN: 3-211-30987-X
SIGALA, M., Mich, L. & Murphy, J. (Eds.) (2007). Information & Communication Technologies in Tourism 2007, Springer Computer Science, Wien, ISBN: 978-3-211-69564-7
SIGALA, M., Christou, E. & Gretzel, U. (2012). Web 2.0 in Travel, Tourism and Hospitality: theory, practice and cases. Ashgate Publishers. ISBN 978-1-4094-2091-0.
SIGALA, M. & Gretzel, U. (2018). Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases. Routledge
SIGALA, M. & Robertson, R. (2019). Management and Marketing of wine tourism businesses: Theory, practice and cases. Palgrave, ISBN: 978-3-319-75461-1
SIGALA, M. & Robertson, R. (2019). Management & Marketing of Wine Destinations. Theory, practice and cases. Palgrave
SIGALA, M., Rahimi, R. & Thelwall, M. (2019). Big Data and Innovation in Tourism, Travel, and Hospitality: Managerial Approaches, Technologies and Applications. Springer
SIGALA, M., Yeark, A., Presbury, R., Fang, M. & Smith, K. (2021). Case Based Research in Tourism, Travel, Hospitality and Events. Springer Verlag. ISBN 978-981-16-4670-6
Yeoman, I., McMahon-Beattie, U. and SIGALA, M. (2022). Science Finction, Disruption and Tourism. Multilingual Matters, Channel View Publications

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