Sara Thaichon

Assoc Prof Sara Thaichon is an Associate Professor in the Department of Tourism and Marketing at Griffith University, Australia. She holds affiliations with the Griffith Asia Institute and Griffith Institute for Tourism. A recognized expert in customer behavior, relationship management, and marketing technology, her work bridges academia and industry through collaborations with governments, NGOs, and enterprises. Dr. Thaichon has secured over $4 million in research funding and published over 80 peer-reviewed articles in top-tier journals like the Journal of the Academy of Marketing Science and Journal of Retailing. Her research focuses on digital marketing, AI ethics, consumer behavior, and VR/AR applications in retail.

Education:
PhD in Marketing, Swinburne University of Technology (Melbourne, Australia)

Research Interests:
Marketing technology, AI in consumer behavior, VR/AR retail applications, consumer trust, and sustainable marketing practices.

Awards & Honors:

• ANZMAC Emerging Marketing Researcher of the Year Award (2022)
• GBS PVC's Research Excellence Award (2022, 2024)
• Rising Star (Early Achievers Leaderboard) by The Australian (2020)

Grants & Collaborations:

• Australia-ASEAN Tourism Forum (2021-2022)
• AI Marketplace Project (CSIRO collaboration)
• SMART CEM: AI in hospitality customer experience (2024-2026)

Labs & Teams:

• Griffith Asia Institute
• Griffith Institute for Tourism