Dr Monica Chien

Senior Lecturer in Events Mgmt

School of Business
Faculty of Business, Economics and Law
+61 7 336 56720


Dr Monica Chien has multidisciplinary training in marketing, psychology and tourism, and has an extensive background in hospitality. She has won multiple awards for her teaching and research, and has been invited as a visiting scholar to universities in Japan.

Dr Chien’s scholarly interest and expertise lie in the field of Consumer Behaviour, and she is an active researcher in the associated fields of traveller behaviour, sports fan behaviour, resident study, branding and marketing communications with demonstrated research impact on industry, government and policy both within Australia and internationally. She has particular expertise and interest in experimental studies, and has published in leading international marketing and tourism journals.

Dr Chien has conducted research and consultancy with industry and government, leading several international and national projects. She is currently investigating how sport scandals affect sponsoring brands and stakeholders in sport. Her recent projects also examine the nexus between international education and tourism, as well as residents’ response to tourism and mega-event development.


  • Bachelor of Business, Queensland University of Technology
  • PhD Philosophy, The University of Queensland
  • Master of Business (Marketing), Queensland University of Technology


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  • Doctor Philosophy

  • Doctor Philosophy

  • Doctor Philosophy

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Book Chapter

  • Chien, P. Monica and Sun, Wanting (2022). Explaining intergroup and intragroup dynamics in tourism: a social identity approach. Routledge handbook of social psychology of tourism . (pp. - ) edited by Dogan Gursoy and Sedat Çelik. London, United Kingdom: Routledge. doi: 10.4324/9781003161868-12

  • Spence, Jacqualine , Benckendorff, Pierre and Chien, P. Monica (2022). Sustainable high yield luxury tourism experiences. The Emerald handbook of luxury management for hospitality and tourism. (pp. 403-424) edited by Anupama S. Kotur and Saurabh Kumar Dixit . Bingley, United Kingdom: Emerald Publishing .

  • Xing, Ye, Fairley, Sheranne, Wang, Yan and Chien, P. Monica (2018). China. Sports volunteers around the globe: Meaning and understanding of volunteering and its societal impact. (pp. 69-79) edited by Kirstin Hallmann and Sheranne Fairley. Cham, Switzerland: Springer. doi: 10.1007/978-3-030-02354-6_7

  • Ritchie, Brent W., Chien, P. Monica and Watson, Bernadette (2014). It can't happen to me: travel risk perceptions. Tourists' behaviors and evaluations. (pp. 65-73) edited by Metin Kozak and Arch G. Woodside. Bingley, United Kingdom: Emerald Group Publishing Limited. doi: 10.1108/S1871-317320140000009008

  • Chien, P. Monica, Cornwell, T. Bettina and Pappu, Ravi (2008). A theoretical framework for analysis of multiple sponsorship effects on consumer responses. New Trends in Advertising Research. (pp. 189-206) edited by Francisco Costa Pereira, Jorge Veríssimo and Peter C. Neijens. Lisbon, Portugal: Edicoes Silabo.

Journal Article

Conference Publication

Edited Outputs

Other Outputs

Grants (Administered at UQ)

PhD and MPhil Supervision

Current Supervision