Associate Professor Birgit Muskat

Qualifications

Publications

Journal Articles

Muskat, B., Xia, H., Anand, A., Li, G., Tan, A.H.T., & Karpen, I. O. (2026). Aesthetic signals in organizational space: AI-driven visual contrast analysis of coworking and open-plan offices. Journal of Management and Organization, https://doi.org/10.1017/jmo.2025.10061, ABDC: A

Qin, X., Muskat, B., Ambrosini, A., Mair, J., & Chih, Y.-Y. (2026). Green innovation implementation: A systematic review and research directions. Journal of Management,https://journals.sagepub.com/doi/10.1177/01492063241312656 FT50, ABDC: A*

Prayag, G., Chowdhury, M., Muskat, B., Qin, X., & Patwardhan, V. (2026). Internal social capital in restaurants: when close relationships become a barrier to knowledge sharing and product enhancement. Tourism Recreation Research,51(1), 16–35, https://doi.org/ 10.1080/02508281.2025.2449626 ABDC: A

Xia, H., Muskat, B., Karl, M., Li, Q., & Li, G. (2025). Destination Competitiveness Improvement: Insights from Causal Counterfactual AI Analysis. Journal of Travel Research, https://doi.org/10.1177/00472875251322512 ABDC: A*

Lenz, A.-K., Muskat, B., & De Brito, R. (2025). Peer Support and Value Creation among Women Entrepreneurs, Small Business Economics, https://doi.org/10.1007/s11187-025-01074-7 ABDC: A

Xia, H., Muskat, B., Karl, M., Li, G., & Law, R. (2024). Destination competitiveness research over the past three decades: A computational literature review using topic modelling. Journal of Travel and Tourism Marketing, 41(5), 726-742. https://doi.org/10.1080/10548408.2024.2332278 ABDC: A

Song, B., Xia, H., Law, R., Muskat, B., & Li, G. (2024). Discovery of smart hotels' competitiveness based on online reviews.International Journal of Hospitality Management, 123, 103926. https://doi.org/10.1016/j.ijhm.2024.103926 ABDC: A*

Qin, X., Muskat, B., Xia, H., Mair, J., & Li, G. (2024). Communicating green innovation to online communities: Evidence from sports mega events. Journal of Travel Research,https://doi.org/10.1177/00472875241260327 ABDC: A*

Qin, X., Luo, Q., Wang, X., & Muskat, B. (2024). Green innovation in events: The role of institutional pressures, future orientation, and past experience. Journal of Sustainable Tourism, 32(4), 753-772. https://doi.org/10.1080/09669582.2023.2168008 ABDC: A*

Prayag, G., Muskat, B., & Dassanayake, C. (2024). Leading for resilience: Fostering employee and organizational resilience in tourism firms. Journal of Travel Research, 63(3), 659-680. https://doi.org/10.1177/00472875231164984 ABDC: A*

Muskat, B., Prayag, G., Hosany, S., Li, G., Vu, Q., & Wagner, S. (2024). The interplay of sensory and non-sensory factors in food tourism experiences. Tourism Review, 79(3), 658-670. https://doi.org/10.1108/TR-12-2022-0627 ABDC: A

Liu, M., Liu, X., Muskat, B., Leung, X., Liu, S. (2024). Employees' self-esteem in psychological contract: Workplace ostracism and counterproductive behavior. Tourism Review, 79(1), 152-166. https://doi.org/10.1108/TR-11-2022-0535 ABDC: A

Gao, D., Xia, H., Deng, W., Muskat, B., Li, G., & Law, R. (2024). Value creation in wine tourism – An exploration through deep neural networks. Journal of Vacation Marketing, 30(3), 376-391. https://doi.org/10.1177/13567667221140605 ABDC: A

Xia, H., Muskat, B., Vu, H. Q., Law, R., & Li, G. (2023). Leveraging employee online reviews for improving hotel competitiveness in the great resignation. International Journal of Hospitality Management, 113, 103529. https://doi.org/10.1016/j.ijhm.2023.103529 ABDC: A*

Xia, H., Muskat, B., Li, G., & Prayag, G. (2023). AI-based counterfactual reasoning for tourism research. Annals of Tourism Research, 101, 103617. https://doi.org/10.1016/j.annals.2023.103617 ABDC: A*

Vu, H. Q., Miah, S. J., Xia, H., Li, G., Muskat, B., & Law, R. (2023). Advancing reliability assessment of venue-reference social media data for enhanced domestic tourism development. Information Technology & Tourism, 25, 433-451. https://doi.org/10.1007/s40558-023-00259-8 ABDC: A

Anand, A., Shantakumar, V., Muskat, B., Singh, S., Dumazert, J.-P., & Riahi, Y. (2023). The role of knowledge management in the tourism sector: A synthesis and way forward. Journal of Knowledge Management, 27(5), 1319-1342. https://doi.org/10.1108/JKM-02-2022-0083 ABDC: A

Muskat, B., Anand, A., Contessotto, C., Tan, A. H. T., & Park, G. (2022). Team familiarity—Boon for routines, bane for innovation? A review and future research agenda. Human Resource Management Review, 32(4), 100892. https://doi.org/10.1016/j.hrmr.2021.100892 ABDC: A

Zhang, Y., Li, G., Muskat, B., Vu, H. Q., & Law, R. (2021). Predictivity of tourism demand data. Annals of Tourism Research, 89, 103234. https://doi.org/10.1016/j.annals.2021.103234, ABDC: A*

Zhang, Y., Li, G., Muskat, B., & Law, R. (2021). Tourism demand forecasting: A decomposed deep learning approach. Journal of Travel Research, 60(5), 981-997. https://doi.org/10.1177/0047287520919522 ABDC: A*

Vu, H. Q., Muskat, B., Li, G., & Law, R. (2021). Improving the resident–tourist relationship in urban hotspots. Journal of Sustainable Tourism, 29(4), 595-615. https://doi.org/10.1080/09669582.2020.1818087 ABDC: A*

Taheri, B., Prayag, G., & Muskat, B. (2021). Introduction to the special issue: Consumer experience management and customer journeys in tourism, hospitality and events. Tourism Management Perspectives, 40. https://doi.org/10.1016/j.tmp.2021.100877 ABDC: A*

Muskat, B., Hörtnagl, T., Peters, M., & Zehrer, A. (2021). Innovation capability and culture: How time-orientation shapes owner-managers' perceptions. Journal of Hospitality and Tourism Management, 47, 217-227. https://doi.org/10.1016/j.jhtm.2021.03.018 ABDC: A*

Anand, A., Muskat, B., Creed, A., Zutshi, A., & Csepregi, A. (2021). Knowledge sharing, knowledge transfer and SMEs: Evolution, antecedents, outcomes and directions. Personnel Review, 50(9), 1873-1893. https://doi.org/10.1108/PR-05-2020-0372 ABDC: A

Zhang, Y., Li, G., Muskat, B., Law, R., & Yang, Y. (2020). Group pooling for deep tourism demand forecasting. Annals of Tourism Research, 82, 102899. https://doi.org/10.1016/j.annals.2020.102899 ABDC: A*

Prayag, G., Gannon, M. J., Muskat, B., & Taheri, B. (2020). A serious leisure perspective of culinary tourism co-creation: The influence of prior knowledge, physical environment and service quality. International Journal of Contemporary Hospitality Management, 32(7), 2453-2472. https://doi.org/10.1108/IJCHM-10-2019-0897 ABDC: A

Muskat, B., & Reitsamer, B.F. (2020). Quality of work life and Generation Y: How gender and organizational type moderate job satisfaction. Personnel Review, 49(1), 265-283. https://doi.org/10.1108/PR-11-2018-0448 ABDC: A

Muskat, B., & Mair, J. (2020). Knowledge sharing and power in the event workforce. Event Management, 24(5), 597-609. https://doi.org/10.3727/152599519X15506259856228 ABDC: A

Karl, M., Muskat, B., & Ritchie, B. W. (2020). Which travel risks are more salient for destination choice? An examination of the tourist's decision-making process. Journal of Destination Marketing & Management, 18, 100487. https://doi.org/10.1016/j.jdmm.2020.100487 ABDC: A

Tan, A. H. T., Muskat, B., & Johns, R. (2019). The role of empathy in the service experience. J of Service Theory and Practice, 29(2), 142-164. https://doi.org/10.1108/JSTP-10-2018-0221 ABDC: A

Muskat, B., Lockstone-Binney, L., Ong, F., & Andresen, M. (2019). Talent in hospitality entrepreneurship. International J of Contemporary Hospitality Management, 31(10), 3899-3918. https://doi.org/10.1108/IJCHM-10-2018-0867 ABDC: A

Muskat, B., Hörtnagl, T., Prayag, G., & Wagner, S. (2019). Perceived quality, authenticity, and price in tourists' dining experiences: Testing competing models of satisfaction and behavioral intentions. J of Vacation Marketing, 25(4), 480-498. https://doi.org/10.1177/1356766718822675 ABDC: A

Muskat, B., Muskat, M., & Zehrer, A. (2018). Qualitative interpretive mobile ethnography. Anatolia: An International J of Tourism and Hospitality Research, 29(1), 98-107. https://doi.org/10.1080/13032917.2017.1396482 ABDC: B

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. https://doi.org/10.1177/0047287515620567 ABDC: A*

Muskat, B., & Zehrer, A. (2017). A power perspective on knowledge transfer in internal succession of small family businesses. Journal of Small Business & Entrepreneurship, 29(5), 333-350. https://doi.org/10.1080/08276331.2017.1345208 ABDC: B

Muskat, B., & Deery, M. (2017). Knowledge transfer and organizational memory: An events perspective. Event Management, 21(4), 431-447. https://doi.org/10.3727/152599517X14998876105765 ABDC: A

Goh, E., Muskat, B., & Tan, A. H. T. (2017). The nexus between sustainable practices in hotels and future Gen Y hospitality students' career path decisions. Journal of Teaching in Travel & Tourism, 17(4), 237-253. https://doi.org/10.1080/15313220.2017.1362971 ABDC: B

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. https://doi.org/10.1108/IJQSS-08-2015-0058 

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Book Chapters

Muskat, B., Abhayarathne, R., Xia, H., Qin, X., & Waters, C. (2026). Social innovation through experiential cultural learning: The role of indigenous entrepreneurs. In Erich Schwarz & David B. Audretsch (Eds), Handbook of Teaching and Learning in Social Innovation. Edward Elgar Publishing, https://www.elgaronline.com/edcollchap/book/9781035318308/chapter11.xml

Ning, Y., Zwikael, O., Muskat, B. (2026) Knowledge Sharing in Inter-organizational Project Teams. In Angelina Zubac, Ofer Zwikael, Danielle Tucker, Elizabeth More, Zhou Jiang, Shelley Kirkpatrick (Eds), The Palgrave Handbook of Strategy, Change and Transformational Project Leadership, (pp. 353-375), https://doi.org/10.1007/978-981-95-3588-0_15

Xia, H., Muskat, B., Karl, M., & Li, G. (2024). Destination Competitiveness and AI-based Methods. In Pillmayer, M., Karl M.& Hansen M., (Eds), Tourism Destination Development: A Geographic Perspective on Destination Management and Tourist Demand, Berlin, Boston: (pp. 33-54) De Gruyter, https://doi.org/10.1515/9783110794090-003

Muskat, B., Reichenberger, I., Muskat, M., & Aigner, A.E. (2022). Sustainable Tourism Development – The Mountaineering Village Initiative. In Tourism Cases, Wallingford, UK: CABI, https://doi.org/10.1079/tourism.2022.0021

Muskat, B. (2021). Online Ethnography and Social Phenomena on the Move: Time Construction in Netnography and Mobile Ethnography. In Kozinets, R.V, & Gambetti, R (Eds) Netnography Unlimited: Understanding Technoculture using Qualitative Social Media Research (pp. 268–277) Routledge. ISBN 9781000317770

Muskat, B. & Mair, J. (2020). Managing the event workforce: analysing the heterogeneity of job experiences. In Cuffy, V.V, Bakas, F.E.& Coetzee, W.J.L (Eds), Events Tourism: Critical Insights and Contemporary Perspectives (pp. 33–46) Routledge. ISBN 9780367361679. 

Andresen, M. & Muskat, B. (2020). Cultural distance and Self-Initiated Expatriate’s willingness to relocate – A research agenda. In Andresen, M, Brewster, C. & Suutari, V (Eds.), Self-Initiated Expatriates in Context. Recognizing Space, Time and Institutions (pp. 55–71) New York: Routledge. ISBN 9780429352690. 

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.

Research engagement

Editorial Roles

Journal of Tourism and Hospitality Research, Editorial Board, since 2022

Journal of Travel Research, Editorial Board, since 2018

Journal of Vacation Marketing, Editorial Board, since 2018

Tourism Management Perspectives, Special Issue Editor in 2019

Event Management: An International Journal, Editorial Board, 2015-2018
 

Teaching at ANU

MGMT 3027 Entrepreneurship and Innovation (UG), 2024, 2025, 2026

MGMT 8015 Entrepreneurship and Innovation (PG), 2022, 2023, 2024, 2025, 2026

MGMT 8172 Managing Organisational Knowledge (ANU-Tshingua University, MBA Executive), 2020,2021, 2022

Research Student Supervision

Currently, I am the Primary Supervisor and Chair for 2 PhD students

Ravini Abhayarathne, Entrepreneurial Resilience (Primary Supervisor and Chair)

Han Dong, Entrepreneurial Narratives (Associate Supervisor)

Zhiwen Zheng, Stakeholder Theory and Project Management (Chair), completed 2026

Xiangru Qin, Green Innovation in Services (Primary Supervisor and Chair), completed 2026

Haiyang Xia, Tourist Destination Competitiveness (Primary Supervisor and Chair), completed 2025

Yingnan Shi, Online Knowledge Platforms (Associate Supervisor), completed 2024