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Dr. Ulrike Gretzel


Dr. Ulrike Gretzel is a Senior Fellow at the Center for Public Relations, University of Southern California. Dr. Gretzel’s research spans the design and evaluation of intelligent systems, as well as the development and implications of artificial intelligence. Her work in tourism addresses ways in which tourists engage with each other and with tourism organizations through websites, mobile apps and social media, and has analyzed how tourism experiences are represented and marketed online. She studies social media marketing, influencer marketing and the emerging reputation economy. She has also researched smart tourism development, technology adoption and non-adoption in tourism organizations and the quest for digital detox experiences. Dr. Gretzel has published over 100 peer-reviewed journal articles. She is frequently acknowledged as one of the most cited authors in the fields of tourism and persuasion and is a fellow of the International Academy for the Study of Tourism.