Dr Aaron Tkaczynski
Senior Lecturer
School of Business
+61 7 334 67093
Room 432, General Purpose North 3 (39A), St. Lucia Campus
Researcher biography
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 and he publishes within this field in journals such as Tourism Management and the Journal of Travel Research. Dr Tkaczynski is also very interested in tourism seasonality, 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). Whilst now a full-time Senior Lecturer, Aaron consults for local government and in 2021 will be part of a research team that will co-design and implement a community engagement and threat mitigation initiatives in partnership with local governments to support Koala Conservation in South East Queensland.
Book Chapters
Cordova, Luisa Lopez, Xi, Yue, Rundle-Thiele, Sharyn, Anibaldi, Renata, Tkaczynski, Aaron, Pham, Cuong and Salamone, Vanessa (2023). Leaf collective. Social Marketing. (pp. 249-265) London: Routledge. doi: 10.4324/9781003200086-21
Ye, Qing and Tkaczynski, Aaron (2017). Environmental-focused events: saving tourism landmarks for future generations. Advances in hospitality and leisure. (pp. 155-163) edited by Joseph S. Chen. Bingley, United Kingdom: Emerald Publishing. doi: 10.1108/S1745-354220170000013013
Tkaczynski, Aaron (2017). Segmentation using two-step cluster analysis. Segmentation in social marketing: process, methods and application. (pp. 109-125) edited by Timo Dietrich, Sharyn Rundle-Thiele and Krzysztof Kubacki. Singapore, Singapore: Springer. doi: 10.1007/978-981-10-1835-0_8
Journal Articles
Tkaczynski, Aaron (2023). Religiosity: what does it mean to Christian conference attendees?. Event Management, 27 (7), 1121-1126. doi: 10.3727/152599523x16847420514755
McKercher, Bob and Tkaczynski, Aaron (2023). Valuation of travel time. Annals of Tourism Research, 100 103573, 103573. doi: 10.1016/j.annals.2023.103573
Tkaczynski, Aaron and Rundle-Thiele, Sharyn (2023). Koala conservation in South East Queensland: a shared responsibility. Australasian Journal of Environmental Management, 30 (1), 48-67. doi: 10.1080/14486563.2023.2173320
Tkaczynski, Aaron and Rundle‐Thiele, Sharyn (2023). Koala conservation in South East Queensland: A grey literature review analysis. Conservation Science and Practice, 5 (3) e12874. doi: 10.1111/csp2.12874
Tkaczynski, Aaron and Arli, Denni (2023). Intrinsic motivations and religiosity of Christian conference attendees. Event Management. doi: 10.3727/152599523x16847420514773
Tkaczynski, Aaron, Knox, Kathy and Rundle-Thiele, Sharyn (2022). A small-scale festival as a catalyst for individual and community change. Event Management, 26 (8), 1833-1848. doi: 10.3727/152599522x16419948391249
Posetti, Ben, Hurlimann, Anna, Tkaczynski, Aaron, Randle, Melanie and Dolnicar, Sara (2022). Delivery or desirability of benefits? Predicting the effectiveness of egoistic and altruistic message appeals for recycled water use. Australasian Journal of Environmental Management, 29 (2), 1-18. doi: 10.1080/14486563.2022.2028686
Tkaczynski, Aaron, Xie, Jinghua and Rundle-Thiele, Sharyn R. (2022). The role of environmental knowledge and interest on perceived value and satisfaction. Journal of Vacation Marketing, 29 (3), 135676672210999-444. doi: 10.1177/13567667221099953
Tkaczynski, Aaron, Rundle-Thiele, Sharyn, Arli, Denni and Gill, Chelsea (2022). Going…Going…Going…not yet gone! Enhancing small-scale festival survival. Event Management, 26 (3), 513-529. doi: 10.3727/152599521x16288665119422
Tkaczynski, Aaron (2021). I can't get no satisfaction: or can I? satisfying australian whale-watching tourists. Tourism in Marine Environments, 16 (3), 153-165. doi: 10.3727/154427321x16268695372998
Arli, Denni, Tjiptono, Fandy, Tkaczynski, Aaron and Bakpayev, Marat (2021). Grit: the good, the bad and the ugly. Asia Pacific Journal of Marketing and Logistics, 33 (5), 1270-1285. doi: 10.1108/apjml-04-2020-0271
Van Dyk, Anja, Slabbert, Elmarie and Tkaczynski, Aaron (2020). Segmenting tourists based on traditional versus social media usage and destination image perception. Tourism, Culture and Communication, 20 (4), 189-206. doi: 10.3727/194341420X15905692660247
Tkaczynski, Aaron, Rundle-Thiele, Sharyn and Truong, V. Dao (2020). Influencing tourists' pro-environmental behaviours: a social marketing application. Tourism Management Perspectives, 36 100740, 100740. doi: 10.1016/j.tmp.2020.100740
Xie, Jinghua, Tkaczynski, Aaron and Prebensen, Nina K. (2020). Human value co-creation behavior in tourism: insight from an Australian whale watching experience. Tourism Management Perspectives, 35 100709, 100709. doi: 10.1016/j.tmp.2020.100709
Nagai, Hayato, Tkaczynski, Aaron and Benckendorff, Pierre J. (2020). Exploring the role of language proficiency and cultural adaptation in travel risk perception: a study of Asian working holiday makers in Australia. Journal of Vacation Marketing, 26 (2), 135676671988024-181. doi: 10.1177/1356766719880249
Tkaczynski, Aaron and Rundle-Thiele, Sharyn (2020). Event market segmentation – a review update and research agenda. Event Management, 24 (2-3) 5913, 277-295. doi: 10.3727/152599519x15506259855913
Van Dyk, Anja, Tkaczynski, Aaron and Slabbert, Elmarie (2019). Repeat tourism, destination image and behavioural intentions: implications for sustainable development in South Africa. Tourism Recreation Research, 44 (3), 1-7. doi: 10.1080/02508281.2019.1637610
Tkaczynski, Aaron and Rundle-Thiele, Sharyn (2019). Identifying whale-watching tourist differences to maximize return on investment. Journal of Vacation Marketing, 25 (3), 390-402. doi: 10.1177/1356766718814083
Tkaczynski, Aaron and Rundle-Thiele, Sharyn (2019). Is destination marketing missing the mark? A Fraser Coast segmentation analysis. Journal of Destination Marketing and Management, 12, 12-14. doi: 10.1016/j.jdmm.2019.02.001
Tkaczynski, Aaron, Gill, Chelsea and Van Winkle, Christine M. (2019). Target marketing of small-scale festival attendees: a scoping study. Event Management, 23 (3), 483-490. doi: 10.3727/152599518x15403853721420
Arli, Denni, Tkaczynski, Aaron and Anandya, Dudi (2019). Are religious consumers more ethical and less Machiavellian? A segmentation study of Millennials. International Journal of Consumer Studies, 43 (3), 263-276. doi: 10.1111/ijcs.12507
Hasham, Nik Alif Amri, Ritchie, Brent W. and Tkaczynski, Aaron (2018). Prospective tourists’ cognitive image prone to safety and security destination: the case of Sabah, Malaysia. International Journal of Academic Research in Business and Social Sciences, 8 (16), 163-177. doi: 10.6007/IJARBSS/v8-i16/5126
Arli, Denni, Kim, Jeawon, Rundle-Thiele, Sharyn and Tkaczynski, Aaron (2018). Australian migrants’ social cultural adaptation and consumption behavior toward food and alcohol. International Journal of Consumer Studies, 43 (1), 2-13. doi: 10.1111/ijcs.12439
Tkaczynski, Aaron and Arli, Denni (2018). Religious tourism and spiritual leadership development: Christian leadership conferences. Journal of Hospitality and Tourism Management, 35 (June), 75-84. doi: 10.1016/j.jhtm.2018.03.004
Nagai, Hayato, Benckendorff, Pierre and Tkaczynski, Aaron (2018). Differentiating Asian working holiday makers from traditional backpackers on the basis of accommodation preferences. Journal of Hospitality and Tourism Management, 35, 66-74. doi: 10.1016/j.jhtm.2018.03.003
Nagai, Hayato, Benckendorff, Pierre and Tkaczynski, Aaron (2018). Exploring the motivations of Asian working holiday makers travelling to Australia. Tourism Studies, 18, 43-53.
Tkaczynski, Aaron, Rundle-Thiele, Sharyn R. and Prebensen, Nina Katrine (2018). To segment or not? That is the question. Journal of Vacation Marketing, 24 (1), 16-28. doi: 10.1177/1356766716679482
Tkaczynski, Aaron, Nagai, Hayato and Rundle-Thiele, Sharyn R. (2017). Australian students’ activity preferences, perceived physical risk and interest in vacationing in Japan. Journal of Vacation Marketing, 24 (4), 135676671773634-370. doi: 10.1177/1356766717736348
Lim, Sherwin Shenwei and Tkaczynski, Aaron (2017). Origin and money matter: the airline service quality expectations of international students. Journal of Hospitality and Tourism Management, 31, 244-252. doi: 10.1016/j.jhtm.2017.03.001
Tkaczynski, Aaron (2017). Take me to church: what ministries are of perceived value for attendees from a nonprofit marketing perspective?. International Journal of Nonprofit and Voluntary Sector Marketing, 22 (3) e1581, e1581. doi: 10.1002/nvsm.1581
Arli, Denni , Dietrich, Timo , Tkaczynski, Aaron and Rundle-Thiele, Sharyn (2017). Indonesian healthy living intentions: Segmentation study insights. International Journal of Nonprofit and Voluntary Sector Marketing, 22 (2) e1574, 1-9. doi: 10.1002/nvsm.1574
Tkaczynski, Aaron, Arli, Denni and Hussey, Ian (2016). Learning to lead: segmentation of attendees to a Christian leadership conference. International Journal of Nonprofit and Voluntary Sector Marketing, 22 (1) e1567, e1567. doi: 10.1002/nvsm.1567
Ring, Amata, Tkaczynski, Aaron and Dolnicar, Sara (2016). Word-of-mouth segments: online, offline, visual or verbal?. Journal of Travel Research, 55 (4), 481-492. doi: 10.1177/0047287514563165
Arli, Denni, Kubacki, Krzysztof, Rundle-Thiele, Sharyn, Pekerti, Andre A. and Tkaczynski, Aaron (2015). No pain, no gain: insights into changing individual volitional behaviour. International Journal of Nonprofit and Voluntary Sector Marketing, 20 (2), 170-187. doi: 10.1002/nvsm.1524
Tkaczynski, Aaron, Rundle-Thiele, Sharyn R. and Cretchley, Julia (2015). A vacationer-driven approach to understand destination image: a Leximancer study. Journal of Vacation Marketing, 21 (2), 151-162. doi: 10.1177/1356766714567796
Tkaczynski, Aaron, Rundle-Thiele, Sharyn R. and Prebensen, Nina K. (2015). Segmenting potential nature-based tourists based on temporal factors: the case of Norway. Journal of Travel Research, 54 (2), 251-265. doi: 10.1177/0047287513514296
Rundle-Thiele, Sharyn, Kubacki, Krzysztof, Tkaczynski, Aaron and Parkinson, Joy (2015). Using two-step cluster analysis to identify homogeneous physical activity groups. Marketing Intelligence and Planning, 33 (4), 522-537. doi: 10.1108/MIP-03-2014-0050
Hussey, Ian and Tkaczynski, Aaron (2014). Leadership development in Queensland Baptist churches. Crucible, 6 (1), 1-25.
Nagai, Hayato and Tkaczynski, Aaron (2014). Understanding perceived physical risk: the case of Japan. Tourism Analysis, 19 (2), 249-253. doi: 10.3727/108354214X13963557455928
Tkaczynski, Aaron and Toh, Zhi Hong (2014). Segmentation of visitors attending a multicultural festival: an Australian scoping study. Scandinavian Journal of Hospitality and Tourism, 14 (3), 296-314. doi: 10.1080/15022250.2014.946231
Tkaczynski, Aaron (2013). Festival performance (FESTPERF) revisited: service quality and special events. Advances in Hospitality and Leisure, 9, 227-235. doi: 10.1108/S1745-3542(2013)0000009015
Tkaczynski, Aaron (2013). A stakeholder approach to attendee segmentation: a case study on an Australian Christian music festival. Event Management, 17 (3), 283-298. doi: 10.3727/152599513X13708863377999
Tkaczynski, Aaron and Rundle-Thiele, Sharyn (2013). Understanding what really motivates attendance: a music festival segmentation study. Journal of Travel and Tourism Marketing, 30 (6), 610-623. doi: 10.1080/10548408.2013.810998
Tkaczynski, Aaron (2013). Flower power? Activity preferences of residents and tourists to an australian flower festival. Tourism Analysis, 18 (5), 607-613. doi: 10.3727/108354213X13782245307993
Prebensen, Nina K and Tkaczynski, Aaron (2012). Domestic nature-based tourism: a case study of Norway. Tourism Analysis, 17 (6), 733-745.
Tkaczynski, Aaron and Prebensen, Nina K. (2012). French nature-based tourist potentials to Norway: Who are they?. Tourism Analysis, 17 (2), 181-193. doi: 10.3727/108354212X13388995267869
Tkaczynski, Aaron and Rundle-Thiele, Sharyn (2012). Onsite or online? A comparison of event segmentation data collection methods. Advances in Hospitality and Leisure, 8, 247-256. doi: 10.1108/S1745-3542(2012)0000008017
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
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
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
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
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
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
Tkaczynski, Aaron and Stokes, Robyn (2010). Festperf: A service quality measurement scale for festivals. Event Management, 14 (1), 69-82. doi: 10.3727/152599510X12724735767679
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
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.
Conference Papers
Tkaczynski, Aaron (2023). I Am Woman, Hear Me Roar: Women’s Christian Conferences as an Emerging Market. CAUTHE 2023 Conference: 'West, East, South, North: Redirecting research in tourism, hospitality and events’, Fremantle, WA Australia, 7-9 February 2023. Fremantle, WA Australia: Council for Australasian University Tourism and Hospitality Education (CAUTHE).
Hashim, Nik, Tkaczynski, Aaron and Ritchie, Brent W. (2022). Adapting to the next normal: The role of destination image and perceived risk in tourist travel intention in Malaysia. CAUTHE 2022, Online, 7-9 February 2022. Sydney, NSW Australia: Council for Australasian Tourism and Hospitality Education.
Nagai, Hayato, Benckendorff, Pierre and Tkaczynski, Aaron (2014). Exploring language and communication problems among Asian working holiday makers in Australia. The 13th Asia Pacific Forum for Graduate Students Research in Tourism, Kaohsiung, Taiwan, 14-16 May 2014. Kaohsiung City, Taiwan: National Kaohsiung University of Hospitality and Tourism.
Nagai, Hayato, Benckendorff, Pierre and Tkaczynski, Aaron (2014). Exploring travel risk perceptions among Asian working holiday makers in Australia: a qualitative approach. CAUTHE Conference 2014, Brisbane, Australia, 10-13 February 2014. Brisbane, Australia: School of Tourism, The University of Queensland.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Research Report
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.