Dr Mucha Mkono
Senior Lecturer
School of Business
+61 7 336 56580
+61 7 334 68054
Room 450, General Purpose North 3 (39A), St Lucia Campus
Researcher biography
My research focuses on sustainable tourism and ethical tourism. I have published on a wide range of themes in these areas, including wildlife tourism, environmentalism, tourism impacts, and air travel. I believe research should serve society and strive to tackle real world questions.
Book Chapters
Mkono, Mucha (2019). The 'Afro-positive turn': Undermining Afro-pessimism through Afro-positive digital counter-narratives. Positive Tourism in Africa. (pp. 67-78) edited by Mucha Mkono. London, United Kingdom: Taylor and Francis. doi: 10.4324/9780429428685-6
Mkono, Mucha (2019). The trophy hunting controversy: How hunters rationalise their pastime in social media. Positive Tourism in Africa. (pp. 211-229) edited by Mucha Mkono. London, United Kingdom: Taylor and Francis. doi: 10.4324/9780429428685-18
Mkono, Mucha (2019). The future of tourism in Africa: Optimism in a changing environment. Positive Tourism in Africa. (pp. 245-251) edited by Mucha Mkono. London, United Kingdom: Taylor and Francis. doi: 10.4324/9780429428685-20
Mkono, Mucha (2019). Positive tourism in Africa: resisting Afro-pessimism. Positive tourism in Africa. (pp. 1-8) edited by Mucha Mkono. London, United Kingdom: Taylor and Francis. doi: 10.4324/9780429428685-1
Jenkins, John M. and Mkono, Mucha (2015). Sustainable tourism legislation and regulation. The Routledge Handbook of Tourism and Sustainability. (pp. 234-245) edited by Hall, Michael, Gossling, Stefan and Scott, Daniel. Abingdon, Oxon, United Kingdom: Routledge.
Mkono, Muchazondida (2015). Eating the animals you come to see: tourists' meat-eating discourses in online communicative texts. Animals and tourism: understanding diverse relationships. (pp. 211-228) edited by Kevin Markwell. Bristol, United Kingdom: Channel View Publications. doi: 10.21832/9781845415051-017
Jenkins, John M., Hall, C. Michael and Mkono, Muchazondida (2014). Tourism and public policy. The Wiley Blackwell companion to tourism. (pp. 542-555) edited by Alan A. Lew, C. Michael Hall and Allan M. Williams. Oxford, United Kingdom: John Wiley & Sons. doi: 10.1002/9781118474648.ch43
Journal Articles
Li, Yao-Tai, Cheng, Mingming and Mkono, Muchazondida (2024). Information diffusion or deviation? An exponential random graph model of activism against discrimination on Airbnb. Journal of Hospitality and Tourism Research, 48 (7), 1253-1266. doi: 10.1177/10963480221143911
Mkono, Mucha and Hughes, Karen (2024). A state-of-the-art-review of animals in tourism: key debates and future directions. Tourism Geographies, 27 (3-4), 1-13. doi: 10.1080/14616688.2024.2342462
Fennell, David A., Kline, Carol, Mkono, Mucha, Grimwood, Bryan S. R., Sheppard, Valerie A., Dashper, Katherine, Rickly, Jillian, Burns, Georgette Leah, Bertella, Giovanna, von Essen, Erica, García-Rosell, José-Carlos, Guo, Yulei, Hoarau-Heemstra, Hin, López, Álvaro López, Venegas, Gino Jafet Quintero, Holladay, Patrick J., Cavaliere, Christina T., Copeland, Kellen, Danley, Brian, Rizzolo, Jessica Bell, Hurst, Chris E., Usui, Rie, Äijälä, Mikko, Crossley, Émilie, Hill, Kristine, Szydlowski, Michelle, Bisgrove, Daniel, Blythe, Samuel, Fennell, Samuel R. ... Madrid, Rebecca (2024). Tourism, animals and the vacant niche: a scoping review and pedagogical agenda. Current Issues in Tourism, 27 (22), 3820-3848. doi: 10.1080/13683500.2023.2280704
Mkono, Mucha, Tham, Aaron, Hughes, Karen and Echentille, Stella (2023). Horse racing and the growth of hashtag activism. Leisure Studies, 43 (5), 1-16. doi: 10.1080/02614367.2023.2271182
Holder, Afiya, Ruhanen, Lisa, Walters, Gabrielle and Mkono, Mucha (2023). “I think … I feel …”: using projective techniques to explore socio-cultural aversions towards Indigenous tourism. Tourism Management, 98 104778, 104778. doi: 10.1016/j.tourman.2023.104778
Rambe, Patient, Mkono, Mucha and Meda, Lawrence (2023). Whatsapp adoption for the honing of university students’ career management competencies: a netnograghic approach. Education and Information Technologies, 29 (3), 2645-2677. doi: 10.1007/s10639-023-11922-2
McKercher, Bob, Hughes, Karen and Mkono, Mucha (2023). Food preferences as a proxy for adventurousness. Tourism Management, 95 104682, 1-4. doi: 10.1016/j.tourman.2022.104682
Mkono, Mucha (2022). How we can make the trophy hunting debate less fraught. Nature Human Behaviour, 7 (1), 1-3. doi: 10.1038/s41562-022-01488-3
Mkono, Mucha, Hughes, Karen and McKercher, Bob (2022). Does the environment matter in the ‘new normal’?. Annals of Tourism Research Empirical Insights, 3 (2) 100060, 1-3. doi: 10.1016/j.annale.2022.100060
Lu, Siqi, Hughes, Karen and Mkono, Mucha (2022). The fluid touristic lens: young Chinese adults’ interpretive preferences in nature-based attractions. Journal of Interpretation Research, 27 (2), 74-92. doi: 10.1177/10925872221121078
McKercher, Bob, Hughes, Karen and Mkono, Mucha (2022). Unpacking the disinterested tourist. Tourism Management Perspectives, 44 101021, 1-8. doi: 10.1016/j.tmp.2022.101021
Holder, Afiya, Walters, Gabrielle, Ruhanen, Lisa and Mkono, Mucha (2022). Exploring tourist’s socio-cultural aversions, self-congruity bias, attitudes and willingness to participate in indigenous tourism. Journal of Vacation Marketing, 30 (2), 135676672211243-224. doi: 10.1177/13567667221124343
Mkono, Mucha and Hughes, Karen (2022). Sustainability paralysis in travel consumption: a reddit study. Tourism and Hospitality Research, 23 (4), 146735842211103-516. doi: 10.1177/14673584221110370
Mkono, Mucha (2022). How people resist flight shame: a Reddit perspective. Annals of Tourism Research Empirical Insights, 3 (1) 100044, 1-3. doi: 10.1016/j.annale.2022.100044
Holder, Afiya, Ruhanen, Lisa, Mkono, Mucha and Walters, Gabrielle (2021). Tourist socio-cultural aversions: a holistic conceptual framework. Journal of Hospitality and Tourism Management, 49, 439-450. doi: 10.1016/j.jhtm.2021.09.025
Mkono, Mucha, Rastegar, Raymond and Ruhanen, Lisa (2021). Empowering women to protect wildlife in former hunting tourism zones: a political ecology of Akashinga, Zimbabwe. Journal of Sustainable Tourism, 31 (5), 1-21. doi: 10.1080/09669582.2021.1900205
Hughes, Karen, Mkono, Mucha, Myers, David and Echentille, Stella (2021). Are you for real?! Tourists' reactions to four replica cave sites in Europe. Tourism Management Perspectives, 37 100780, 1-10. doi: 10.1016/j.tmp.2020.100780
Mkono, Mucha (2020). Eco-hypocrisy and inauthenticity: criticisms and confessions of the eco-conscious tourist/traveller. Annals of Tourism Research, 84 102967, 102967. doi: 10.1016/j.annals.2020.102967
Mkono, Mucha and Hughes, Karen (2020). Eco-guilt and eco-shame in tourism consumption contexts: understanding the triggers and responses. Journal of Sustainable Tourism, 28 (8), 1223-1244. doi: 10.1080/09669582.2020.1730388
Mkono, Mucha (2020). Eco-anxiety and the flight shaming movement: implications for tourism. Journal of Tourism Futures, 6 (3), 223-226. doi: 10.1108/JTF-10-2019-0093
Ye, Isabella Qing, Hughes, Karen, Walters, Gabby and Mkono, Mucha (2020). Up close and personal: using high engagement techniques to study Chinese visitors' landscape perceptions. Tourism Management Perspectives, 33 100629, 1-9. doi: 10.1016/j.tmp.2019.100629
Mkono, Mucha, Hughes, Karen and Echentille, Stella (2020). Hero or villain? Responses to Greta Thunberg’s activism and the implications for travel and tourism. Journal of Sustainable Tourism, 28 (12), 1-18. doi: 10.1080/09669582.2020.1789157
Nowak, Katarzyna, Lee, Phyllis C., Marino, Jorgelina, Mkono, Mucha, Mumby, Hannah, Dobson, Andrew, Harvey, Ross, Lindsay, Keith, Lusseau, David and Sillero-Zubiri, Claudio (2019). Trophy hunting: bans create opening for change. Science, 366 (6464), 434-435. doi: 10.1126/science.aaz4135
Furunes, Trude and Mkono, Muchazondida (2019). Service-delivery success and failure under the sharing economy. International Journal of Contemporary Hospitality Management, 31 (8) IJCHM-06-2018-0532, 3352-3370. doi: 10.1108/IJCHM-06-2018-0532
Mkono, Mucha (2019). Neo-colonialism and greed: Africans’ views on trophy hunting in social media. Journal of Sustainable Tourism, 27 (5), 689-704. doi: 10.1080/09669582.2019.1604719
Mkono, Mucha and Holder, Afiya (2019). The future of animals in tourism recreation: social media as spaces of collective moral reflexivity. Tourism Management Perspectives, 29, 1-8. doi: 10.1016/j.tmp.2018.10.002
Rambe, Patient and Mkono, Muchazondida (2018). Appropriating WhatsApp-mediated postgraduate supervision to negotiate “relational authenticity” in resource-constrained environments. British Journal of Educational Technology, 50 (2), 702-734. doi: 10.1111/bjet.12688
Mkono, Muchazondida (2018). The age of digital activism in tourism: evaluating the legacy and limitations of the Cecil anti-trophy hunting movement. Journal of Sustainable Tourism, 26 (9), 1-17. doi: 10.1080/09669582.2018.1489399
Tribe, John and Mkono, Muchazondida (2017). Not such smart tourism? The concept of e-lienation. Annals of Tourism Research, 66, 105-115. doi: 10.1016/j.annals.2017.07.001
Mkono, Muchazondida (2017). Netnography: redefined. Tourism Management, 59, 106-107. doi: 10.1016/j.tourman.2016.07.016
Mkono, Muchazondida (2016). Sustainability and Indigenous tourism insights from social media: worldview differences, cultural friction and negotiation. Journal of Sustainable Tourism, 24 (8-9), 1315-1330. doi: 10.1080/09669582.2016.1177066
Mkono, Muchazondida and Tribe, John (2016). Beyond reviewing: uncovering the multiple roles of tourism social media users. Journal of Travel Research, 56 (3), 287-298. doi: 10.1177/0047287516636236
Mkono, Muchazondida (2016). The reflexive tourist. Annals of Tourism Research, 57, 206-219. doi: 10.1016/j.annals.2016.01.004
Mkono, Muchazondida (2015). ‘Troll alert!’: provocation and harassment in tourism and hospitality social media. Current Issues in Tourism, 21 (7), 1-14. doi: 10.1080/13683500.2015.1106447
Mkono, Muchazondida, Ruhanen, Lisa and Markwell, Kevin (2015). From netnography to autonetnography in tourism studies. Annals of Tourism Research, 52, 167-169. doi: 10.1016/j.annals.2015.03.002
Mkono, Muchazondida and Markwell, Kevin (2014). The application of netnography in tourism studies. Annals of Tourism Research, 48, 289-291. doi: 10.1016/j.annals.2014.07.005
Mkono, Muchazondida (2013). Existential authenticity in cultural restaurant experiences in Victoria Falls, Zimbabwe: a netnographic analysis. International Journal of Culture, Tourism, and Hospitality Research, 7 (4), 353-363. doi: 10.1108/IJCTHR-03-2013-0010
Mkono, Muchazondida (2013). African and Western tourists: object authenticity quest?. Annals of Tourism Research, 41, 195-214. doi: 10.1016/j.annals.2013.01.002
Mkono, Muchazondida (2013). Augmenting foodservice experiences through cultural eatertainment at tourist destinations. Journal of Foodservice Business Research, 16 (1), 40-51. doi: 10.1080/15378020.2013.761019
Mkono, Muchazondida (2013). Using Net-Based Ethnography (Netnography) to Understand the Staging and Marketing of "Authentic African" Dining Experiences to Tourists at Victoria Falls. Journal of Hospitality and Tourism Research, 37 (2), 184-198. doi: 10.1177/1096348011425502
Mkono, Muchazondida, Markwell, Kevin and Wilson, Erica (2013). Applying Quan and Wang's structural model of the tourist experience: A Zimbabwean netnography of food tourism. Tourism Management Perspectives, 5, 68-74. doi: 10.1016/j.tmp.2012.10.007
Mkono, Muchazondida (2013). Hot and cool authentication: A netnographic illustration. Annals of Tourism Research, 41 (1), 215-218. doi: 10.1016/j.annals.2013.01.014
Mkono, Muchazondida (2012). Netnographic tourist research: the internet as a virtual fieldwork site. Tourism Analysis, 17 (4), 553-555. doi: 10.3727/108354212X13473157390966
Mkono, Muchazondida (2012). Women in hotel management in Zimbabwe: career ambitions, progression tactics, and career challenges. Tourismos, 7 (2), 165-182.
Mkono, Muchazondida (2012). Investigating hospitality consumers through netnographic methods. Advances in Hospitality and Leisure, 8, 235-246. doi: 10.1108/S1745-3542(2012)0000008016
Mkono, Muchazondida (2012). Slow food versus fast food: a Zimbabwean case study of hotelier perspectives. Tourism and Hospitality Research, 12 (3), 147-154. doi: 10.1177/1467358412470556
Mkono, Muchazondida (2012). A netnographic examination of constructive authenticity in Victoria Falls tourist (restaurant) experiences. International Journal of Hospitality Management, 31 (2), 387-394. doi: 10.1016/j.ijhm.2011.06.013
Mkono, Muchazondida (2012). Zimbabwe's tourism woes in the last decade: hindsight lessons for African tourism planners and managers. Tourism Planning and Development, 9 (2), 205-210. doi: 10.1080/21568316.2011.630749
Mkono, Muchazondida (2012). Authenticity does matter. Annals of Tourism Research, 39 (1), 480-483. doi: 10.1016/j.annals.2011.06.004
Kiteresi, L. I., Okuku, E. O., Mwangi, S. N., Ohowa, B., Wanjeri, V. O., Okumu, S. and Mkono, M. (2012). The influence of land based activities on the phytoplankton communities of Shimoni-Vanga system, Kenya. International Journal of Environmental Research, 6 (1), 151-162.
Mkono, Muchazondida (2011). Tipping practices and policies in Zimbabwe's hotel industry: impacts on restaurant waiters' service delivery and work relationships. Journal of Foodservice Business Research, 14 (4), 414-425. doi: 10.1080/15378020.2011.624054
Mkono, Muchazondida (2011). Sociocultural strategies for stress reduction among hospitality workers in developing contexts: the case of Zimbabwean chefs. Tourism Analysis, 16 (3), 361-365. doi: 10.3727/108354211X13110944387329
Mkono, Muchazondida (2011). African as tourist. Tourism Analysis, 16 (6), 709-713. doi: 10.3727/108354211X13228713394840
Mkono, Muchazondida (2011). The othering of food in touristic eatertainment: a netnography. Tourist Studies, 11 (3), 253-270. doi: 10.1177/1468797611431502
Mkono, Muchazondida (2010). Zimbabwean hospitality students' experiences of sexual harassment in the hotel industry. International Journal of Hospitality Management, 29 (4), 729-735. doi: 10.1016/j.ijhm.2010.03.002
Mkono, Muchazondida (2010). In defence of hospitality careers: Perspectives of Zimbabwean hotel managers. International Journal of Contemporary Hospitality Management, 22 (6), 857-870. doi: 10.1108/09596111011063124
Mkono, Muchazondida (2010). Cultural awareness and the global hospitality business. Tourism Analysis, 15 (2), 273-278. doi: 10.3727/108354210X12724863553686
Mkono, Muchazondida (2010). An Analysis of Zimbabwean Hotel Managers' Perspectives on Workforce Diversity. Tourism and Hospitality Research, 10 (4), 301-310. doi: 10.1057/thr.2010.18
Mkono, Muchazondida (2010). The future of tourism in Zimbabwe: Towards sustainability?. Tourism Analysis, 15 (3), 387-391. doi: 10.3727/108354210X12801550666349
Conference Paper
Ye, Isabella Qing, Hughes, Karen, Walters, Gabby and Mkono, Mucha (2021). Interpreting landscapes and landscape interpretation Insights from Chinese visitors’ encounters with Uluru. CAUTHE2021, Virtual, 9-12 Feb 2021. Australia: Council for Australasian Tourism and Hospitality Education.