Associate Professor Birgit Muskat

Birgit Muskat


Research School of Management

Associate Professor
Phone number
+61 2 612 54854
Room 1047, PAP Moran Bld (26B)
Research areas

Management; Innovation; Entrepreneurship; Experience management; Tourism.


Birgit Muskat is an Associate Professor in Management at RSM. Her research interests include experience management, entrepreneurship and innovation with a contextual focus on tourism, events and hospitality. Much of Birgit’s research is informed by her previous consulting and strategy work in the private service sector. Birgit’s research has been published in high-quality scholarly journals including Journal of Travel Research, Annals of Tourism Research, Journal of Sustainable Tourism, International Journal of Contemporary Hospitality Management,  Journal of Service Theory and Practice, Human Resource Management Review, and Personnel Review. Birgit currently serves on the editorial boards of Journal of Travel Research and Journal of Vacation Marketing, and is a previous recipient of a Dean’s Award for Research Impact.


Google Scholar



Research publications

Journal Articles

Muskat, B., Prayag, G., Hosany, S., Li, G., Vu, Q., Wagner. S. (2023) The interplay of sensory and non-sensory factors in food tourism experiences, Tourism Review,

Xia, H., Muskat, B., Li, G., & Prayag, G. (2023). Ai-based counterfactual reasoning for tourism research, Annals of Tourism Research, 101, 103617,

Xia, H., Muskat, B., Vu, Q., Law, R., Li. G. (2023) Leveraging Employee Online Reviews for Improving Hotel Competitiveness in the Great Resignation, International Journal of Hospitality Management,

Prayag, G., Muskat, B., & Dassanayake, C. (2023). Leading for Resilience: Fostering Employee and Organizational Resilience in Tourism Firms, Journal of Travel Research,

Vu, H.Q., Miah, S.J., Xia, H., Li, G.; Muskat, B.; Law, R. (2023) Advancing reliability assessment of venue-reference social media data for enhanced domestic tourism development. Information Technology & Tourism,

Min, L., Liu, X., Muskat, B., Leung, X., Liu, S. (2023). Employees’ self-esteem in psychological contract: Workplace ostracism and counterproductive behavior, Tourism Review, https://doi.10.1108/TR-11-2022-0535

Qin, X., Wang, X., Luo, Q., Muskat, B.  (2023). Green innovation in the events industry: Roles of institutional pressures, future orientation, and past experience, Journal of Sustainable Tourism, ahead of print, published online:

Gao, D., Xia, H., Deng, W., Muskat, B., Li, G., & Law, R. (2022). Value creation in wine tourism—an exploration through deep neural networks. Journal of Vacation Marketing, ahead of print, published online:

Anand, A., Shantakumar, V.P., Muskat, B., Singh, S.K., Dumazert, J.-P. & Riahi, Y. (2022). The role of knowledge management in the tourism sector: a synthesis and way forward, Journal of Knowledge Management, Vol. ahead-of-print No. ahead-of-print.

Muskat, B., Anand, A., Contesotto, C., Tan, A. & Park, G. (2022). Team familiarity—boon for routines, bane for innovation? A review and research agenda, Human Resource Management Review, ahead of print, published online,

Taheri, B., Prayag, G., & Muskat, B. (2021).  Introduction to the special issue: Consumer experience management and customer journeys in tourism, hospitality and events, Tourism Management Perspective, 40, 100877,

Zhang, Y., Li, G., Muskat, B., Vu, H. Q., & Law, R. (2021). Predictivity of tourism demand data, Annals of Tourism Research, 89, 103234,

Zhang Y., Li G., Muskat B., Law R. (2021). Tourism Demand Forecasting: A Decomposed Deep Learning Approach. Journal of Travel Research. 60(5), 981-993.

Muskat, B., Hörtnagl, T., Peters, M. & Zehrer, A. (2021). Innovation capability and culture: How time-orientation shapes owner-managers’ perceptions, Journal of Hospitality and Tourism Management, 47, 217–227.

Anand, A., Muskat, B., Creed, A., Zutshi, A., & Csepregi, A. (2021). Knowledge Sharing, Knowledge Transfer and SMEs: Evolution, Antecedents, Outcomes and Directions, Personnel Review, 50(9), 1873-1893.

Vu, Q. H., Muskat, B., Li, G. & Law, R. (2021). Improving the resident–tourist relationship in urban hotspots. Journal of Sustainable Tourism. 29(4), 595-615.

Zhang Y., Li G., Muskat B., Law R., Yang. Y. (2021). Group Pooling for Deep Tourism Demand Forecasting. Annals of Tourism Research, 89, 103234,

Karl, M., Muskat, B., Ritchie B. (2020). Which travel risks are more salient for destination choice? An examination of the tourist’s decision-making process. Journal of Destination Marketing & Management.

Muskat, B., & Mair, J. (2020). Knowledge sharing and power in the event workforce. Event Management: An International Journal. 24(5), 597-609.

Prayag, G., Gannon, M.J, Muskat, B., Taheri, B. (2020). A Serious Leisure Perspective of Culinary Tourism Co-Creation: The Influence of Prior Knowledge, Physical Environment and Service Quality. International Journal of Contemporary Hospitality Management, 32(7), 2453-2472.

Muskat, B., & Reitsamer, B. (2020). Quality of work life and Generation Y: How gender and organizational type moderate job satisfaction. Personnel Review, 49(1), 265–283.

Muskat, B., Lockstone-Binney, L., Ong, F., & Andresen, M. (2019). Talent in Hospitality Entrepreneurship: A conceptualisation and research agenda. International Journal of Contemporary Hospitality Management, 31(10), 3899–3918.

Tan, A., Muskat, B., & Johns, R. (2019). The Role of Empathy in the Service Experience. Journal of Service Theory and Practice29(2), 142-164.

Muskat, B., Hörtnagl, T., Prayag, G., & Wagner, S. (2019). Tourists’ Dining Experiences and Behavioral Intentions: The Mediating Effects of Customer Satisfaction. Journal of Vacation Marketing, 25(4), 480-498.

Muskat, B., Muskat, M., & Zehrer, A. (2018). Qualitative interpretive mobile ethnography. Anatolia. An International Journal of Tourism and Hospitality Research, 29(1), 98-107.

Goh, E., Muskat, B., & Tan, A. (2017). The Nexus between Sustainable Practices in Hotels and Future Gen Y Hospitality Students’ Career Path Decisions. Journal of Teaching in Travel & Tourism,17 (4) 237-253.

Muskat, B., & Deery, M. (2017). Knowledge transfer and organizational memory: An events perspective. Event Management 21(4), 431–447.

Muskat, B., & Zehrer, A. (2017). A power perspective on knowledge transfer in internal succession of small family businesses. Journal of Small Business and Entrepreneurship 29(5), 333–350.

Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41–54.

 Tan, A. H. T., Muskat, B., & Zehrer, A. (2016). A systematic review of quality of student experience in higher education. International Journal of Quality and Service Sciences, 8(2): 209–228.

 Muskat, B. (2014). Emotions in organization–public relationships: Proposing a new determinant. Public Relations Review, 40(5), 832-834.

Zehrer, A., Muskat, B., & Muskat, M. (2014). Services research in tourism: Advocating the integration of the supplier side. Journal of Vacation Marketing, 20(4): 353–363.

Muskat, B., Muskat, M., & Richardson, A. (2014). How do Europeans travel in Australia? Examining cultural convergence in travel behaviour. Journal of Vacation Marketing, 20(1): 55–64.

Muskat, M., Muskat, B., Zehrer, A. & Johns R. (2013). Generation Y: Evaluating services experiences through mobile ethnography. Tourism Review, 68(3): 55–71.

Muskat, B. Muskat, M., Blackman, D. (2013). Understanding the Cultural Antecedents of Quality Management in Tourism. Managing Service Quality, 23 (2), pp.131-148.

Muskat, M., Blackman, D., & Muskat, B. (2012). Mixed methods: Combining expert interviews, cross-impact analysis and scenario development. Electronic Journal of Business Research Methods, 10(1): 9–21.


Book Chapters

Muskat, B. (2021). Online Ethnography and Social Phenomena on the Move: Time Construction in Netnography and Mobile Ethnography. In Kozinets, R.V., & Gambetti, R. (Eds.) Netnography Unlimited: Understanding Technoculture using Qualitative Social Media Research (pp. 268–277). Routledge. ISBN 9781000317770.

Muskat, B., & Mair, J. (2020). Managing the event workforce: analysing the heterogeneity of job experiences. In Cuffy, V.V., Bakas, F.E.& Coetzee, W.J.L.(Eds.), Events Tourism: Critical Insights and Contemporary Perspectives (pp. 33–46). Routledge. ISBN 9780367361679.

Andresen, M., & Muskat, B. (2020). Cultural distance and Self-Initiated Expatriate’s willingness to relocate – A research agenda. In Andresen, M., Brewster, C. & Suutari, V. (Eds.), Self-Initiated Expatriates in Context. Recognizing Space, Time and Institutions (pp. 55–71). New York: Routledge. ISBN 9780429352690.

Zehrer, A., Muskat, B., & Muskat, M. (2016). Innovation in Tourism Firms. In E. Innerhofer, & H. Pechlaner (Eds.), Competence-Based Innovation in Hospitality and Tourism (pp. 81–94). Farnham, Surrey, UK: Gower. ISBN 978-1-4724-6396-8.

Muskat, B., & Muskat, M. (2016). Tourism Development in Australia. In H. Siller, & A. Zehrer (Eds.), Entrepreneurship und Tourismus: Unternehmerisches Denken und Erfolgskonzepte aus der Praxis (2nd ed.) (pp. 207–218). Vienna, Austria: Linde. ISBN 978-3-7143-0289-9.

Zehrer, A., & Muskat, B. (2016). Der Treiber Innovation in touristischen Unternehmen. In H. Siller & A. Zehrer (Eds.), Entrepreneurship und Tourismus: Unternehmerisches Denken und Erfolgskonzepte aus der Praxis (2nd ed.) (pp. 29–46). Vienna, Austria: Linde. ISBN 978-3-7143-0289-9.

Muskat, B., Nakanishi, H., & Blackman, D. (2014). Integrating Tourism into Disaster Recovery Management: The Case of the Great East Japan Earthquake and Tsunami 2011. In B. Ritchie, & K. Campiranon (Eds.), Tourism Crisis and Disaster Management in Asia-Pacific (pp. 97–115). Wallingford, UK: CABI. ISBN 978-1-7806-4325-0.

Research grants and awards

ANU Supervisor of the Month Award (June), 2021

Dean’s Award of Research Impact, University of Canberra, 2013

Vice Chancellor's Award of Teaching Excellence (Student Satisfaction), University of Canberra, 2013

Research engagement and outreach

Editorial Roles

Journal of Travel Research, Editorial Board, since 2018

Journal of Vacation Marketing, Editorial Board, since 2018

Tourism Management Perspectives, Special Issue Editor in 2019

Event Management: An International Journal, Editorial Board, 2015-2018


MGMT 8172 Managing Organisational Knowledge (ANU-Tshingua UniversityMBA Executive )

MGMT 8015 Entrepreneurship and Innovation (PG)

Birgit has been teaching at undergraduate and postgraduate levels with in-person, online, and hybrid delivery modes. Birgit holds a Graduate Certificate in Higher Education and was awarded the Vice Chancellor’s award for teaching excellence.