Mucha Mkono

Dr. Mucha Mkono is a Senior Lecturer at the University of Queensland Business School, specializing in sustainable and ethical tourism. Her research examines tourism's socio-cultural and environmental dimensions, including wildlife tourism, digital activism, and consumer behavior in travel contexts.

Her work explores tensions between tourism development and conservation, particularly through critical analyses of power dynamics in African contexts and digital engagement with environmental issues. Research interests include:

• Ethical conflicts in wildlife tourism and conservation
• Social media's role in tourism activism and discourse
• Cross-cultural tourist experiences and perceptions
• Psychological barriers to sustainable travel behavior

Publications exhibit consistent focus on tourism ethics and sustainability, evolving from wildlife and cultural studies toward digital activism and behavioral psychology. Methodologically, they demonstrate expertise in qualitative approaches including netnography, discourse analysis, and projective techniques applied to tourism contexts.