Mandy Claudia tom Dieck

Dr. Mandy Claudia tom Dieck is an Associate Professor (Reader) in XR and Doctoral College Deputy Head for Business & Law at Manchester Metropolitan University's Business School. She co-founded the International XR-Metaverse Conference and leads research at the Creative AR VR Hub. Her work focuses on augmented/virtual reality impacts across tourism, hospitality, and event management sectors.

Her research examines how immersive technologies transform user experiences in tourism, events, and business environments. Key interests include digital transformation strategies and the societal implications of extended reality (XR) technologies.

Publications demonstrate consistent focus on XR applications in experiential contexts, particularly analyzing user engagement patterns and technology adoption drivers in festival and tourism settings. Recent work investigates usability metrics and behavioral psychology in VR environments.

• Outstanding Paper Award (Journal of Marketing Theory and Practice 2022)
• IFITT Journal Paper of the Year (2019)
• Emerald Literati Outstanding Paper Award (2018)
• Korean Hospitality & Tourism Academe Paper Award
• Institute of Hospitality Education Research Runner-up (2014)
• ATHE Student Prize (2010)

As Doctoral College Deputy Head, she oversees PhD supervision in XR/digital transformation topics and has managed multiple funded projects including Manchester Art Gallery Google Glass and Heritage Lottery-funded AR initiatives. Leads the Creative AR VR Hub research team exploring immersive technology applications.