Overview
Background
Dr Aaron Tkaczynski is a Senior Lecturer in both tourism and events in the School of Business in the Faculty of Business, Economics & Law. He has been employed at the University of Queensland in a research capacity since 2009. Since 2021 he has also had an extra-ordinary Associate Professor position in the Tourism Research in Economics, Environs and Society (TREES) department at North-West University in Potchefstroom in South Africa. Aaron's research expertise and experience stems from market segmentation modelling. He publishes within journals such as Tourism Management, Journal of Sustainable Tourism, Annals of Tourism Research and the Journal of Travel Research. Dr Tkaczynski is also very interested in tourism seasonality, eco-certification, nature-based tourism, social marketing and small-scale festivals. Aaron is also a Christian and actively researches and volunteers for many Christian orientated events such as festivals and leadership conferences. Prior to academia, Aaron was employed in local government (Hervey Bay City Council, Redland Shire Council and the Local Government Association of Queensland).
Availability
- Dr Aaron Tkaczynski is:
- Available for supervision
- Media expert
Fields of research
Qualifications
- Doctor of Philosophy, University of Southern Queensland
Research interests
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Nature-based tourism
Understanding the motivations and behaviour of tourists seeking to experience activities in a nature-based context.
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Eco-certification
Understanding tourists' understanding and willingness to pay fore eco-certified nature-based programs.
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Christian events
Identifying how togetherness and spiritual encouragement can be used to drive attendance to Christian retreats or Christian conferences.
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Social marketing
Influencing individual behaviour for common good.
Research impacts
Dr Tkaczynski’s research in events and tourism has been of interest to the wider community. He has delivered segmentation solutions for organisations as diverse as Easterfest (Australia), the Winnipeg Fringe Festival (Canada) and Johannesburg International Mozart Festival (South Africa). This research has used both on-line and in-person surveys to identify attendee’s motivations and behaviour (e.g. satisfaction) of attendees. Aaron has debriefed research committees on how event organisers can best use the results to inform future marketing and communication plans. These results have been used by the event organisers in their future marketing strategies (e.g. targeting a regional socially-focused segment). Aaron has been interviewed by industry personnel (e.g. South African Broadcasting Corporation and Australian Broadcasting Corporation Radio) relating to insight from his projects. He is also very active in the religious community. For example, he has conducted in-kind research into the market segmentation of attendees to a Queensland Baptist conference (NeoLeaders) over a four year (2013-2016) period. He is actively involved in a koala conservation research and has consulted for local organsations on ways that residents and tourists can change their behaviour to increase the likelihood of koalas surviving in the wild on Queensland.
Works
Search Professor Aaron Tkaczynski’s works on UQ eSpace
2012
Conference Publication
Key characteristics of green festivals: A critical review of the music and arts festival
Alonso-Vazquez, M., Lee, T. J. and Tkaczynski, A. (2012). Key characteristics of green festivals: A critical review of the music and arts festival. 2nd International Tourism Conference, St Augustine, Trinidad & Tobago, 8-21 January 2012.
2012
Conference Publication
Tourism in the new golden age: an application of twostep cluster analysis to French residents’ interest in Norwegian nature-based tourism
Tkaczynski, Aaron and Prebensen, Nina K. (2012). Tourism in the new golden age: an application of twostep cluster analysis to French residents’ interest in Norwegian nature-based tourism. 22nd Annual CAUTHE Conference 2012, Melbourne, Australia, 6-9 February 2012. Melbourne, Australia: CAUTHE.
2012
Conference Publication
A clarification of the concept of tourism governance
Scott, N., Ruhanen, L., Ritchie, B. and Tkaczynski, A. (2012). A clarification of the concept of tourism governance. 1st Biannual Forum Advances in Destination Management, St Gallen, Switzerland, 5-9 June 2012. St Gallen, Switzerland: University of St Gallen.
2011
Journal Article
Event segmentation: A review and research agenda
Tkaczynski, Aaron and Rundle-Thiele, Sharyn R. (2011). Event segmentation: A review and research agenda. Tourism Management, 32 (2), 426-434. doi: 10.1016/j.tourman.2010.03.010
2011
Journal Article
Segmenting destinations: In the eyes of the stakeholders
Tkaczynski, Aaron and Rundle-Thiele, Sharyn (2011). Segmenting destinations: In the eyes of the stakeholders. International Journal of Culture, Tourism and Hospitality Research, 5 (3), 255-268. doi: 10.1108/17506181111156952
2011
Journal Article
Impediments to tourism investment in Australia: A scoping study
Tkaczynski, Aaron, Driml, Sally, Robinson, Jacqueline and Dwyer, Larry (2011). Impediments to tourism investment in Australia: A scoping study. Tourism Review International, 14 (2-3), 117-128. doi: 10.3727/154427211X13044361606414
2010
Journal Article
Governance: a review and synthesis of the literature
Ruhanen, Lisa, Scott, Noel, Ritchie, Brent and Tkaczynski, Aaron (2010). Governance: a review and synthesis of the literature. Tourism Review, 65 (4), 4-16. doi: 10.1108/16605371011093836
2010
Journal Article
Understanding the motivation and travel behavior of cycle tourists using involvement profiles
Ritchie, Brent W., Tkaczynski, Aaron and Faulks, Pam (2010). Understanding the motivation and travel behavior of cycle tourists using involvement profiles. Journal of Travel and Tourism Marketing, 27 (4), 409-425. doi: 10.1080/10548408.2010.481582
2010
Conference Publication
Impediments to tourism investment: An Australian scoping study
Tkaczynski, Aaron, Driml, Sally, Robinson, Jacqueline and Dwyer, Larry (2010). Impediments to tourism investment: An Australian scoping study. New Zealand Tourism and Hospitality Research Conference, Auckland, New Zealand, 24-26 November 2010. Auckland, Aotearoa, N.Z.: School of Hospitality and Tourism and New Zealand Tourism Research Institute.
2010
Journal Article
Festperf: A service quality measurement scale for festivals
Tkaczynski, Aaron and Stokes, Robyn (2010). Festperf: A service quality measurement scale for festivals. Event Management, 14 (1), 69-82. doi: 10.3727/152599510X12724735767679
2010
Conference Publication
Event segmentation: A research agenda
Tkaczynski, Aaron and Rundle-Thiele, Sharyn (2010). Event segmentation: A research agenda. 20th Annual CAUTHE 2010 conference, Hobart, Tas., Australia, 9-11 February 2010. Hobart, Tas., Australia: University of Tasmania.
2010
Journal Article
Destination segmentation: A recommended two-step approach
Tkaczynski, Aaron, Rundle-Thiele, Sharyn and Beaumont, Narelle (2010). Destination segmentation: A recommended two-step approach. Journal of Travel Research, 49 (2), 139-152. doi: 10.1177/0047287509336470
2010
Book
Tourism investment in Australia: A scoping study
Driml, Sally, Robinson, Jacqui, Tkaczynski, Aaron and Dwyer, Larry (2010). Tourism investment in Australia: A scoping study. CRC for Sustainable Tourism. Monograph series Gold Coast, Australia: CRC For Sustainable Tourism.
2009
Journal Article
Segmentation: a tourism stakeholder view
Tkaczynski, Aaron, Rundle-Thiele, Sharyn R. and Beaumont, Narelle (2009). Segmentation: a tourism stakeholder view. Tourism Management, 30 (2), 169-175. doi: 10.1016/j.tourman.2008.05.010
2009
Conference Publication
Segmenting destinations: In the eyes of the stakeholders
Tkaczynski, Aaron and Rundle-Thiele, Sharyn (2009). Segmenting destinations: In the eyes of the stakeholders. 3rd International Conference on Destination Branding and Marketing, Macao SAR, China, 2-4 December 2009. Macao SAR, China: Institute for Tourism Studies, Macao.
2008
Journal Article
Insights into how regional tourism operators view their markets
Tkaczynski, Aaron, Rundle-Thiele, Sharyn R. and Beaumont, Narelle (2008). Insights into how regional tourism operators view their markets. International Journal of Organizational Behaviour, 13 (1), 16-27.
2008
Conference Publication
Tourism community views on destination positioning: a case study
Tkaczynski, Aaron, Rundle-Thiele, Sharyn and Beaumont, Narelle (2008). Tourism community views on destination positioning: a case study. 18th Annual Council for Australian University Tourism and Hospitality Education (CAUTHE) Conference, Gold Coast, Australia, 11-14 February, 2008. Gold Coast, Australia: Griffith University.
2006
Conference Publication
Factors influencing repositioning of a tourism destination
Tkaczynski, Aaron, Hastings, Kathy and Beaumont, Narelle (2006). Factors influencing repositioning of a tourism destination. Australian and New Zealand Marketing Academy Conference ( ANZMAC 2006), Brisbane, Australia, 4-6 December 2006. Brisbane, Australia: School of Advertising, Marketing and Public Relations, Queensland University of Technology.
2005
Conference Publication
All that jazz! Festival-specific predictors of service, quality, satisfaction and repurchase intentions
Tkaczynski, Aaron and Stokes, Robyn (2005). All that jazz! Festival-specific predictors of service, quality, satisfaction and repurchase intentions. Australia and New Zealand Marketing Academy Conference (ANZMAC, 2005), Fremantle, WA, Australia, 5-7 December 2005. Perth, Australia: University of Western Australia.
Funding
Past funding
Supervision
Availability
- Dr Aaron Tkaczynski is:
- Available for supervision
Before you email them, read our advice on how to contact a supervisor.
Supervision history
Completed supervision
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2021
Doctor Philosophy
Data quality in online surveys: Essays on improving respondent participation and response effort
Associate Advisor
Other advisors: Professor Sara Dolnicar
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2020
Doctor Philosophy
The Determinants of Tourist Travel Intention in Malaysia: The Role of Perceived Risk and Destination Image
Associate Advisor
Other advisors: Professor Brent Ritchie
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2016
Doctor Philosophy
The Role of Language Proficiency and Cultural Adaptation in Travel Risk Perception: A Study of Asian Working Holiday Makers in Australia
Associate Advisor
Other advisors: Professor Pierre Benckendorff
Media
Enquiries
Contact Dr Aaron Tkaczynski directly for media enquiries about:
- Christian events
- koalas
- seasonality
- small-scale festivals
- social marketing
- tourism
- whale watching
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