Ulrike Gretzel is an Associate Professor for Marketing at the Institute for Innovation in Business & Social Research, University of Wollongong and Director of the Laboratory for Intelligent Systems in Tourism (LIST).
She received her Ph.D. in Communications from the University of Illinois at Urbana-Champaign and holds a Masters degree in International Business from the Vienna University of Economics and Business Administration.
Her research focuses on persuasion in human-technology interaction, information search and processing, adoption and use of social media, inter-organizational information systems, and other issues related to the development and use of intelligent systems in tourism.
It has been funded by the Australian Research Council, the US National Science Foundation, the US National Endowment for the Humanities, the US National Park Service, TripAdvisor, the Bush Presidential Library and Museum, and a number of national, regional and local tourism organizations in North America, Europe, Australia and Asia.
Associate Prof. Gretzel is the editor of the e-Review of Tourism Research and a board member of the International Federation for Information Technology in Travel & Tourism (IFITT).
She has recently co-edited a book on Social Media in Travel, Tourism and Hospitality and has co-authored a book on persuasive recommender systems.