My teaching in Oxford Brookes Business School focuses on Marketing (traditional and digital), Entrepreneurship and Innovation in the services context. I lead a number of modules on undergraduate and postgraduate levels which include 'Digital Marketing for Service Industries' , 'Entrepreneurship and Creativity in Tourism and Hospitality' and more focused modules such as the 'Tourism Digital Distribution Strategies'. This includes supervision of dissertations on undergraduate, masters, and PhD level.
I am also actively engaged in research and currently pursue a number of projects internally and with external collaborators. I also sit on the editorial panel of the Journal of Vacation Marketing and I am a member of the International Council on Hotel, Restaurant, and Institutional Education (ICHRIE).
Teaching and supervision
- International Hotel and Tourism Management (MSc)
- International Hospitality, Events and Tourism Management (MSc)
- Events Management BSc (Hons) (BSc (Hons))
- Digital Marketing for Service Industries
- Business Planning for Innovation in Tourism and Hospitality
- Entrepreneurship and Creativity in Tourism and Hospitality
- Tourism Digital Distribution Strategies
I supervise MSc dissertations and currently two PhD projects.
My research outputs to date focus on the issue of travel behaviour, perceived risk and media studies. Beyond this, my research interests include digital marketing, media effects, disaster and crisis management. Specific areas of interest include hospitality, tourism, and retail marketing and consumer behaviour.
Currently working on a number of project related to consumer behaviour and organisational practice. Below are two examples of most recent research.
First of examples is a project which focuses on the resilience of the service industries in response to human made and natural disasters. The project focuses on the small and medium sized enterprises (SMEs) in tourism and hospitality to assess the ways in which such businesses respond to, adapt, and innovate in response to adversity.
The second example is a project concerning social media crisis communication strategies. The specific interest is around ways in which employer and consumer brands can effectively manage their reputation by providing appropriate responses to emerging crises.
The academic impact regarding the practice of reputation management on social media in service industries.
Centres and institutes
Kapuscinski G, Zhang N, Wang R, 'What makes hospitality employers attractive to Gen Z? A means-end-chain perspective.'
Journal of Vacation Marketing 29 (4) (2022) pp.602-616
ISSN: 1356-7667 eISSN: 1479-1870Abstract Published here Open Access on RADAR
Kapuscinski G, Zhang N, Zeng L, Cao A, 'Effects of Crisis Response Tone and Spokesperson's Gender on Employer Attractiveness '
International Journal of Hospitality Management 94 (2021)
ISSN: 0278-4319 eISSN: 1873-4693Abstract Published here Open Access on RADAR
Mehran J, Olya HGT, Han H, Kapuscinski G, 'Determinants of canal boat tour participant behaviours: an explanatory mixed-method approach'
Journal of Travel and Tourism Marketing 37 (1) (2020) pp.112-127
ISSN: 1054-8408Abstract Published here Open Access on RADAR
Bray J, Hartwell H, Price S, Viglia G, Kapuscinski G, Appleton K, Saulais L, Perez-Cueto F.J.A, Mavridis J, 'Food information presentation: consumer preferences when eating out'
British Food Journal 121 (8) (2019) pp.1744-1762
ISSN: 0007-070XAbstract Published here Open Access on RADAR
Kapuściński G, Richards B, 'Destination risk news framing effects: The power of audiences'
The Service Industries Journal 42 (1/2) (2018) pp.107-130
ISSN: 0264-2069 eISSN: 1743-9507Abstract Published here Open Access on RADAR
Kapuściński G, Richards B, 'News framing effects on destination risk perception'
Tourism Management 57 (2016) pp.234-244
ISSN: 0261-5177 eISSN: 1879-3193Abstract Published here
Morakabati Y, Kapuściński G, 'Personality, risk perception, benefit sought and terrorism effect'
International Journal of Tourism Research 18 (5) (2016) pp.506-514
ISSN: 1099-2340 eISSN: 1522-1970Abstract Published here
Memberships of professional bodies
- International Council on Hotel, Restaurant, and Institutional Education (ICHRIE)
- 2019 APacCHRIE & EuroCHRIE Joint Conference (22-25 May, Hong Kong)
- 2018 Council for Hospitality Management Education (22-25 May, Bournemouth)