Brigitte Stangl

Dr. Brigitte Stangl is a Senior Lecturer in Tourism and Director of the Centre for Digital Transformation in the Visitor Economy at the University of Surrey, within the Faculty of Arts, Business and Social Sciences. She holds a doctorate (2010) and two master’s degrees (2006, 2007) from the Vienna University of Economics and Business (WU Vienna), specializing in Tourism & Leisure Studies and Small Business & Entrepreneurship.

• Doctorate in Tourism & Leisure Studies (WU Vienna, 2010)
• Master’s in Tourism & Leisure Studies (WU Vienna, 2006)
• Master’s in Small Business & Entrepreneurship (WU Vienna, 2007)

Her research focuses on e-tourism, digital marketing, online distribution, and innovative pricing strategies. She employs mixed-method approaches, including advanced statistical techniques like CBSEM, PLS-SEM, and Typology Representing Network Analysis. Recent studies have explored the role of shared outdoor leisure spaces for dog guardians during the pandemic, phygital marketing to stimulate travel intentions, and the digitalization challenges in the Vietnamese Mekong Delta’s tourism sector.

Her publications span interdisciplinary topics, including:

• Augmented reality experiences linked to sensation-seeking behavior
• Internet addiction continua and their impact on technology usability
• Dog-friendly accommodation decision-making via specialty OTAs
• Behavioral consequences of tourism website performance
• Co-creation in the experience economy
• Pay-What-You-Want pricing in tourism

She has collaborated with institutions like the Institute for Tourism & Leisure Research (HTW Chur, Switzerland) and contributed to frameworks for destination website evaluation and social media investment returns. Her work emphasizes practical implications for stakeholders in tourism, hospitality, and digital innovation.