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Staff directory

Dr Birgit Muskat

Dr Birgit Muskat

Research School of Management

Senior Lecturer
Email: birgit.muskat@anu.edu.au
Phone: +61 2 612 54854
Office: Room 1047, PAP Moran Bld (26B)

Research areas

Management; Innovation; Entrepreneurship; Experience management; Tourism.


Birgit Muskat is a Senior Lecturer in Management. Her research interests include experience management, entrepreneurship and innovation with a contextual focus on tourism, events and hospitality. Much of Birgit’s research is informed by her previous consulting and strategy work in the private service sector. Birgit’s research has been published in high-quality scholarly journals including Journal of Travel Research, Annals of Tourism Research, Journal of Sustainable Tourism, International Journal of Contemporary Hospitality Management, Journal of Service Theory and Practice, and Personnel Review. Birgit currently serves on the editorial boards of Journal of Travel Research and Journal of Vacation Marketing, and is a previous recipient of a Dean’s Award for Research Impact.

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Research publications

Karl, M., Muskat, B., Ritchie B. (2020). Which travel risks are more salient for destination choice? An examination of the tourist’s decision-making process. Journal of Destination Marketing & Management,


Vu, Q. H., Muskat, B., Li, G. & Law, R. (2020). Improving the resident–tourist relationship in urban hotspots. Journal of Sustainable Tourism, 



Zhang Y., Li G., Muskat B., Law R. (2020). Tourism Demand Forecasting: A Decomposed Deep Learning Approach. Journal of Travel Research,


Prayag, G., Gannon, M.J, Muskat, B., Taheri, B. (2020). A Serious Leisure Perspective of Culinary Tourism Co-Creation: The Influence of Prior Knowledge, Physical Environment and Service Quality. International Journal of Contemporary Hospitality Management,


Zhang Y., Li G., Muskat B., Law R., Yang. Y. (2020). Group Pooling for Deep Tourism Demand Forecasting. Annals of Tourism Research,


Muskat, B., & Reitsamer, B. (2020). Quality of work life and Generation Y: How gender and organizational type moderate job satisfaction. Personnel Review, 49(1), 265–283.


Muskat, B., & Mair, J. (2020). Knowledge sharing and power in the event workforce. Event Management: An International Journal. 24(5), 597-609.


Muskat, B., Lockstone-Binney, L., Ong, F., & Andresen, M. (2019). Talent in Hospitality Entrepreneurship: A conceptualisation and research agenda. International Journal of Contemporary Hospitality Management, 31(10), 3899–3918.


Tan, A., Muskat, B., & Johns, R. (2019). The Role of Empathy in the Service Experience. Journal of Service Theory and Practice29(2), 142-164. 


Muskat, B., Hörtnagl, T., Prayag, G., & Wagner, S. (2019). Tourists’ Dining Experiences and Behavioral Intentions: The Mediating Effects of Customer Satisfaction. Journal of Vacation Marketing, 25(4), 480-498.


Muskat, B., Muskat, M., & Zehrer, A. (2018). Qualitative interpretive mobile ethnography. Anatolia. An International Journal of Tourism and Hospitality Research, 29(1), 98-107, DOI: 10.1080/13032917.2017.1396482.


Goh, E., Muskat, B., & Tan, A. (2017). The Nexus between Sustainable Practices in Hotels and Future Gen Y Hospitality Students’ Career Path Decisions. Journal of Teaching in Travel & Tourism,17 (4) 237-253.


Muskat, B., & Deery, M. (2017). Knowledge transfer and organizational memory: An events perspective. Event Management 21(4), 431–447.


Muskat, B., & Zehrer, A. (2017). A power perspective on knowledge transfer in internal succession of small family businesses. Journal of Small Business and Entrepreneurship 29(5), 333–350.


Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41–54.


Tan, A. H. T., Muskat, B., & Zehrer, A. (2016). A systematic review of quality of student experience in higher education. International Journal of Quality and Service Sciences, 8(2): 209–228.


Muskat, B. (2014). Emotions in organization–public relationships: Proposing a new determinant. Public Relations Review, 40(5), 832-834.


Zehrer, A., Muskat, B., & Muskat, M. (2014). Services research in tourism: Advocating the integration of the supplier side. Journal of Vacation Marketing, 20(4): 353–363.


Muskat, B., Muskat, M., & Richardson, A. (2014). How do Europeans travel in Australia? Examining cultural convergence in travel behaviour. Journal of Vacation Marketing, 20(1): 55–64.


Muskat, M., Muskat, B., Zehrer, A. & Johns R. (2013). Generation Y: Evaluating services experiences through mobile ethnography. Tourism Review, 68(3): 55–71.


Muskat, B. Muskat, M., Blackman, D. (2013). Understanding the Cultural Antecedents of Quality Management in Tourism. Managing Service Quality, 23 (2), pp.131-148.


Muskat, M., Blackman, D., & Muskat, B. (2012). Mixed methods: Combining expert interviews, cross-impact analysis and scenario development. Electronic Journal of Business Research Methods, 10(1): 9–21.



Research grants and awards

Dean’s Award of Research Impact, University of Canberra, 2013

Vice Chancellor's Award of Teaching Excellence (Student Satisfaction), University of Canberra, 2013


Research engagement and outreach

Editorial Roles

Journal of Travel Research, Editorial Board, since 2018

Journal of Vacation Marketing, Editorial Board, since 2018

Tourism Management Perspectives, Special Issue Editor in 2019

Event Management: An International Journal, Editorial Board, 2015-2018



MGMT 8172 

Birgit has been teaching at undergraduate and postgraduate levels in management and tourism and was awarded the Vice Chancellor’s award for teaching. Overall, she supervised 42 HDR students to completion, in Germany, Austria, Australia and Singapore.


Updated:   1 March 2017 / Responsible Officer:  CBE Communications and Outreach / Page Contact:  College Web Team