Dr. Birgit Muskat


E-Mail: b.muskat(at)deakin.edu.au

Birgit Muskat ist Visiting Scholar am Lehrstuhl für Vertrieb und Marketing. Sie ist Senior Research Fellow an der Deakin University, Faculty of Business and Law, Melbourne.

Ansprechpartner für

  • Knowledge Management in Sales and Marketing (Seminar, Sommersemester)


  • Knowledge Management
  • Key Account Management
  • Dienstleistungsmanagement
  • Internationales Marketing

Ausgewählte Publikationen

Peer-reviewed journal articles – published and accepted for publication

  • Muskat, B., & Deery, M. (2017). Knowledge transfer and organizational memory in event organizations. Event Management (in print). ABDC ranked A.
  • Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research 56(1), 41-54. DOI: 10.1177/0047287515620567. ABDC ranked A*.
  • Tan, A. H. T., Muskat, B., & Zehrer, A. (2016). A systematic review of quality of student experience in higher education. International Journal of Quality and Service Sciences, 8(2): 209-228. DOI: 10.1108/IJQSS-08-2015-0058. ABDC ranked C.
  • Muskat B. (2014). Emotions in organization-public relationships: Proposing a new determinant. Public Relations Review. 40(5): 832–834. DOI: 10.1016/j.pubrev.2014.06.004. ABDC ranked A.
  • Zehrer, A., Muskat, B., & Muskat, M. (2014). Services research in tourism: Advocating the integration of the supplier side. Journal of Vacation Marketing, 20(4): 353–363. DOI: 10.1177/1356766714533334. ABDC ranked A.
  • Muskat, B., Muskat, M., & Richardson, A. (2014). How do Europeans travel in Australia? Examining cultural convergence in travel behaviour. Journal of Vacation Marketing, 20(1): 55–64. DOI: 10.1177/1356766713490164. ABDC ranked A.
  • Muskat, B., Muskat, M., & Blackman, D. (2013). Understanding the cultural antecedents of quality management in tourism. Managing Service Quality, 23(2): 131-148. DOI: 10.1108/09604521311303417. ABDC ranked A.
  • Muskat, M., Muskat, B., Zehrer, A. & Johns R. (2013). Generation Y: Evaluating services experiences through mobile ethnography. Tourism Review, 68(3): 55–71. DOI: 10.1108/TR-02-2013-0007. ABDC ranked B.
  • Muskat, M., Blackman, D., & Muskat, B. (2012). Mixed methods: Combining expert interviews, cross-impact analysis and scenario development. Electronic Journal of Business Research Methods, 10(1): 9–21. ABDC ranked C.






Scholarly book chapters

  • Zehrer, A., Muskat, B., & Muskat, M. (2016). Innovation in Tourism Firms. In E. Innerhofer & H. Pechlaner (Eds.), Competence-Based Innovation in Hospitality and Tourism (pp. 81–94). Farnham, Surrey, UK: Gower. ISBN 978-1-4724-6396-8.
  • Muskat, B., & Muskat, M. (2016). Tourism Development in Australia. In H. Siller & A. Zehrer (Eds.), Entrepreneurship und Tourismus: Unternehmerisches Denken und Erfolgskonzepte aus der Praxis (2nd ed.) (pp. 207–218). Vienna, Austria: Linde. ISBN 978-3-7143-0289-9.
  • Zehrer, A., & Muskat, B. (2016). Der Treiber Innovation in touristischen Unternehmen. In H. Siller & A. Zehrer (Eds.), Entrepreneurship und Tourismus: Unternehmerisches Denken und Erfolgskonzepte aus der Praxis (2nd ed.) (pp. 29–46). Vienna, Austria: Linde. ISBN 978-3-7143-0289-9.
  • Muskat, B., Nakanishi, H., & Blackman, D. (2014). Integrating Tourism into Disaster Recovery Management: The Case of the Great East Japan Earthquake and Tsunami 2011. In B. Ritchie & K. Campiranon (Eds), Tourism Crisis and Disaster Management in Asia-Pacific (pp. 97–115). Wallingford, UK: CABI. ISBN 978-1-7806-4325-0.
  • Bouvain, P., Muskat, M., & Muskat, B. (2011). Word-of-mouth amplified – An exploration of hotel customer feedback websites. Dialogmarketing Perspektiven 2010/2011 (pp. 21–52). Wiesbaden, Germany: Gabler. ISBN 978-3-8349-6593-6.

Scholarly book

Muskat, B. (2007). Total Quality Management in Tourism. Wiesbaden, Germany: DUV Gabler. ISBN 3835007807.

Peer-reviewed conference papers and presentations

Muskat, B., Zehrer, A. & Haselwanter, S. (2016). Strategic Planning in micro businesses – Adapting the strategic clock for micro firms. EURAM 2016, Manageable Cooperation? Paris, France, 1–4 June 2016.

Bressan, A., de Burgh-Woodman, H., Muskat, B., & Zehrer, A. (2016). Conceptualising on sustainable-oriented innovation SMEs: A cross-national study. EURAM 2016, Manageable Cooperation? Paris, France, 1–4 June 2016.

Zehrer, A., Muskat, B., & Muskat, M. (2015). Influencing factors of tourism SME innovation. TTRA Conference, Service Innovation and Experiences in Tourism. Innsbruck, Austria, 2224 April 2015.

Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2014). The Relationship between Tourists’ Emotions, Overall Image, Satisfaction and Intention to Recommend: A Case Study of Sardinia. Second Biannual Forum: Advances in Destination Management, Institute for Systemic Management and Public Governance, University of St. Gallen, Switzerland 10–13 June 2014.

Zehrer, A., Muskat, B., Muskat, M., & Peters, M. (2014). Corporate innovation in tourism – A study on enablers of innovation in tourism companies. Conference Proceedings of CAUTHE 2014, Tourism and hospitality in the contemporary world: Trends, changes and complexity (pp. 12381241). Brisbane, Australia, 1013 February 2014.

Deery, M. & Muskat, B. (2014). Strategic Event Manager: Leader and group-oriented practices of knowledge transfer. Conference Proceedings of CAUTHE 2014, Tourism and hospitality in the contemporary world: Trends, changes and complexity (pp. 816819). Brisbane, Australia, 1013 February 2014.

Zehrer, A., Muskat, M., & Muskat, B. (2013). Evaluating service experiences through mobile ethnography: The supplier’s point of view. SDT 2013, Ringling College of Art and Design. Sarasota, FL, 79 November 2013.

Muskat, M., Muskat, B., Zehrer, A., & Johns, R. (2013). Mobile ethnography as an emerging research method. British Academy of Management 2013 Conference, Managing to Make a Difference. University of Liverpool, UK, 1012 September 2013.

Muskat, B., & Nguyen, S. (2013). Knowledge transfer in mega sport event teams. Refereed Proceedings: British Academy of Management 2013, Managing to Make a Difference. Liverpool University, UK 10–12 September.

Johns, R., Muskat, B., & Muskat, M. (2013). Conceptualising Social Media: A new understanding of the literature through the 8Cs of Social Media. In A. M. Doherty (Ed.), Proceedings of the Academy of Marketing UK: Marketing Relevance. University of South Wales, Pontypridd, Wales, 8­11 July 2013.

Muskat, B., Nakanishi, H., & Blackman, D. (2013). Leadership in the Phase of Disaster Recovery & Evidence from Japan. Conference Proceedings of CAUTHE 2013, Tourism and Global Change: On the Edge of Something Big (pp. 541544). Lincoln University, New Zealand 11–14 February, 

Zehrer, A., Muskat, B., Muskat, M., & Johns, R. (2012). Service design in tourism: Examining the museum experience. Service Design in Tourism, 1st International Conference. Innsbruck, Austria, 2324 August 2012.

Muskat, B., Nakanishi, H., & Blackman, D. (2012). Integrating tourism into resilience-oriented adaptation and recovery – The case of Japan after the Tsunami 2011. Conference Proceedings of CAUTHE 2012, The New Golden Age of Tourism and Hospitality (pp. 433–437). La Trobe University, Melbourne, Australia 6­­–9 February.

Bouvain, P., Muskat, M., & Muskat, B. (2011). “There was a cockroach in my room” – An analysis of customer feedback on hotel booking websites as an example of co-creation of meaning. 7th Global Brand Conference of the Academy of Marketing‘s Brand, Corporate Identity and Reputation SIG. Said Business School, University of Oxford, UK, 57 April 2011.

Muskat, B., & Muskat, M. (2010). A comparative study of the inbound Europe international visitor profile in Australia – A mapping analysis of visitor travel profiles. In M. Orams, M. Lück, J. Poulston & S. Race (Eds.), Proceedings of the New Zealand Tourism and Hospitality Research Conference, 2010 (p. 508). Auckland, New Zealand: AUT University, 2426 November 2010.



Riedmair, Ch., & Muskat, B. (2016). Mit Sozialem Gewissen im Tourismus. Tourismus Konkret 03-2016 (p. 7). Vienna, Austria: Österreichischer Wirtschaftsverlag.

Muskat, B. (2013). Book review of J. Bacon’s ‘The Art of Community. Building the new age of participation’. Journal of Consumer Marketing, 30(4): 383384.

Muskat, B. (2013). Book review of G. Ashworth and M. Kavaratzis’ (Eds.) ‘Towards Effective Place Brand Management: Branding European Cities and Regions’, Journal of Product & Brand Management, 22(2): 191192.

Muskat, B. (2012). The challenges of my first job at ASACURA International. In S. McShane, M. Olekalns & A. Travaglione (Eds.), Organisational Behaviour on the Pacific Rim (4th ed.) (pp. 414415). North Ryde, NSW, Australia: McGraw-Hill.

Muskat, B. (2011). Book review of R. Huq’s ‘Employee Empowerment: The Rhetoric and the Reality’. Managing Service Quality, 21(6): 688690.

Baur, N., Volle, B., & Quack, H.D. (2004). Optimierung der Organisationsstrukturen im Destinationsmanagement. Abschlussbericht Forschungsprojekt Fachhochschule Braunschweig /Wolfenbüttel. Arbeitsgruppe Innovative Projekte (AGIP). Hanover, Germany: Niedersächsisches Ministerium für Wissenschaft und Kultur. Fördernummer/grant ID: 2002.486.

Kammel, C., & Volle, B. (1999). Wettbewerb der Destinationen. 4. Tourismus-Magament-Symposium “Visionale 99”. Unijournal. Zeitschrift der Universität Trier, 25(2): 16.