Andreas Liebrich

Prof. Andreas Liebrich is a Senior Lecturer in Digital Tourism at the Lucerne School of Business (Institute of Tourism and Mobility, ITM) and Deputy Head of the International Office. He holds a lic. oec. from the University of St. Gallen (2001) and a Dr. oec. (2006). His career spans academic roles, industry leadership at hotelguide.com AG, and international accreditation work as Head of AACSB Accreditation since 2013.

His research focuses on digitalization in tourism, including online marketing, data management, and social media strategies. He teaches courses on digital business in tourism and qualitative research methods. Liebrich has contributed to over 28 research projects and authored numerous publications on topics like visitor tracking incentives, regional data collaboration, and personalized tourism recommendations.

• Education:
  • 2001: lic. oec. (MSc equivalent), University of St. Gallen
  • 2006: Dr. oec. (PhD), University of St. Gallen
• Key Roles:
  • Head of International AACSB Accreditation
  • Deputy Head, International Office
• Expertise:
  • Tableau Data Visualization
  • Qualitative Research Methods

His publications analyze digital transformation in Swiss tourism, ROI of social media investments, and millennial travel behavior. He serves as a reviewer for tourism journals and lectures internationally.