Dario tom Dieck

Dr. Dario tom Dieck is a full-time academic at Manchester Metropolitan University's Business School, serving as Deputy Head of Department and International Lead for the Operations, Technology, Events and Hospitality Management (OTEHM) Department. With a background in hospitality management from a leading Swiss institution, he bridges technology and hospitality in both teaching and research. He has been instrumental in strengthening Manchester Met's international partnerships, particularly with IMI Switzerland, and contributed to the university's triple accreditation (AMBA, AACSB, EQUIS).

His research focuses on immersive technologies like augmented and virtual reality, with a particular interest in their application in tourism, art galleries, and events. He co-founded the Creative Augmented and Virtual Reality Hub and has explored usability, gratifications, and behavioral intentions in VR contexts. His teaching spans entrepreneurship, technology modules (Industry 4.0, AI), leadership, and economics.

Scientific Contributions & Awards:

• Fellow of the Higher Education Academy (FHEA)
• Co-founder of Creative Augmented and Virtual Reality Hub
• Key research on VR/AR adoption in tourism, events, and education

He also contributes to academic service as a member of the Business Transformation Research Centre and as a representative in the AACSB UK & Ireland Network.