Ulrike Gretzel

Dr. Ulrike Gretzel is a Senior Fellow at the Center for Public Relations, University of Southern California and Director of Research at Netnografica. She received her PhD in Communications from the University of Illinois at Urbana-Champaign. Her research spans the design, use, and implications of emerging technologies, ranging from mobile applications to smart cities, robots, and the metaverse. She has over 20 years of experience conducting academic and practice-focused research. Dr. Gretzel has published over 100 peer-reviewed journal articles. Her research has been funded by the US National Science Foundation, the Australian Research Council, the Hong Kong Research Council, the National Research Foundation of Korea, the US National Endowment for the Humanities, the US National Park Service, Parks Canada, TripAdvisor, and national, regional and local tourism organizations around the globe. She is frequently acknowledged as one of the most cited authors in the fields of tourism and persuasion and is an elected fellow of the International Academy for the Study of Tourism. Her work has been quoted in major news outlets such as the New York Times and The Australian.