Marcjanna Augustyn

Professor Marcjanna Augustyn

  • Professor of Management
  • Dorset House D141, Talbot Campus, Fern Barrow, Poole, BH12 5BB
UN SDGs:
Back to top

Biography

Professor Marcjanna Augustyn, PhD, MSc, is Head of Centre for Sustainable Business Transformations and Professor of Management at Bournemouth University Business School.

Professor Augustyn is a distinguished scholar and established thought leader in business management, strategy and business performance. Professor Augustyn’s work has been published extensively, disseminated internationally and regularly cited. She has acted as an ESRC Scientific Rapporteur and as an assessor for the Irish Research Council for Humanities and Social Sciences.

Professor Augustyn has led successful high impact externally funded interdisciplinary research projects, involving diverse stakeholders from the public, private and non-profit making organizations. She has advised various organisations on competitive management strategies and practices.

Professor Augustyn is a member of Editorial Review Boards for several academic journals and a member of the British Academy of Management (UK), the Strategic Management Society (USA), the Institute for Small Business and Entrepreneurship (UK), and the International Association of Scientific Experts in Tourism (Switzerland)...

more

Research

Professor Marcjanna Augustyn is a distinguished scholar and established thought leader in business management, strategy and performance. She specializes in researching impacts of management strategies, systems and practices on organizational performance and sustainable competitive advantage. Professor Augustyn’s work has been published extensively, disseminated internationally and regularly cited by leading scholars. Much of her research has been carried out in the context of tourism and hospitality industries and tourism SMEs. Professor Augustyn has acted as an ESRC Scientific Rapporteur and as an assessor for the Irish Research Council for Humanities and Social Sciences.

Professor Augustyn is co-author of a book “Tourism Destination Quality: Attributes and Dimensions (with Arthur Seakhoa-King and Peter Mason, 2020), co-editor of a book "How to use Mixed Methods in Tourism Research" (with Peter Mason and Arthur Seakhoa-King, 2024) and co-editor of a book “Tourism in the New Europe: Perspectives on SME Policies and Practices” (with Rhodri Thomas, 2006).

Professor Augustyn won several awards for her research work, including the Outstanding Paper Award in the 2017 Emerald Literati Network Awards for Excellence for a journal article "Direct effects of quality management on competitive advantage" as well as the Folia Turistica “Article of the Year 2020-21” for a journal article "Mixed Method Research in Tourism: A Systematic Sequential Approach”.

Professor Augustyn has led successful high impact externally funded interdisciplinary research projects, involving diverse stakeholders from the public, private and non-profit making organizations...

more

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person's work contributes towards the following SDGs:

Decent work and economic growth

"Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all"

more information

Industry, innovation and infrastructure

"Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation"

more information

Sustainable cities and communities

"Make cities and human settlements inclusive, safe, resilient and sustainable"

more information

Responsible consumption and production

"Ensure sustainable consumption and production patterns"

more information

Partnership for the Goals

"Strengthen the means of implementation and revitalize the Global Partnership for Sustainable Development"

more information

Journal Articles

Books

Chapters

  • Shang, K., Buhalis, D., Fan, D.X.F. and Augustyn, M., 2024. Customer-to-Customer Real-Time Value Co-creation in Tourism Live Streaming: A Live Streamer Perspective. 175-179.
  • Mason, P., Augustyn, M. and Seakhoa-King, A., 2024. Phases of systematic sequential mixed methods: the tourism destination quality study. How to Use Mixed Methods in Tourism Research. 57-72.
  • Mason, P., Augustyn, M. and Seakhoa-King, A., 2024. Conclusions: mixed methods research in tourism. How to Use Mixed Methods in Tourism Research. 175-183.
  • Mason, P., Augustyn, M. and Seakhoa-King, A., 2024. The nature of mixed methods and tourism. How to Use Mixed Methods in Tourism Research. 2-15.
  • Mason, P., Augustyn, M. and Seakhoa-King, A., 2024. Preparing to conduct exploratory mixed methods research in tourism. How to Use Mixed Methods in Tourism Research. 32-56.
  • Augustyn, M.M., Seakhoa-King, A. and Mason, P., 2022. Destination Quality. Encyclopedia of Tourism Management and Marketing: Volumes 1-4. 897-900.
  • Augustyn, M.M., Seakhoa-King, A. and Mason, P., 2022. Quality. Encyclopedia of Tourism Management and Marketing: Volume 1-4. 601-604.
  • Augustyn, M.M., Seakhoa-King, A. and Mason, P., 2022. Quality Management. Encyclopedia of Tourism Management and Marketing: Volume 1-4. 607-610.
  • Augustyn, M.M., Seakhoa-King, A. and Mason, P., 2022. SERVQUAL Scale. Encyclopedia of Tourism Management and Marketing: Volume 1-4. 65-68.
  • Mason, P., Augustyn, M.M. and Seakhoa-King, A., 2022. Exploratory Research. Encyclopedia of Tourism Management and Marketing: Volume 1-4. 192-195.
  • Mason, P., Augustyn, M.M. and Seakhoa-King, A., 2022. Research Philosophy. Encyclopedia of Tourism Management and Marketing: Volume 1-4. 684-687.
  • Seakhoa-King, A., Mason, P. and Augustyn, M.M., 2022. Research Methodology. Encyclopedia of Tourism Management and Marketing: Volume 1-4. 681-684.
  • Seakhoa-King, A., Mason, P. and Augustyn, M.M., 2022. Quantitative Research. Encyclopedia of Tourism Management and Marketing: Volume 1-4. 610-613.
  • Seakhoa-King, A., Mason, P. and Augustyn, M.M., 2022. Questionnaire. Encyclopedia of Tourism Management and Marketing: Volume 1-4. 618-621.
  • Augustyn, M.M., 2013. Coping with resource scarcity: The experience of U.K. tourism SMEs. Small Firms In Tourism: International Perspectives. 257-275.
  • Augustyn, M.M., 2013. Coping with Resource Scarcity: The Experience of U.K. Tourism SMEs. Small Firms In Tourism: International Perspectives. 257-276.
  • Augustyn, M.M., 2012. “Tourism Strategy”. In: Robinson, P., ed. Tourism, The Key Concepts. Routledge.
  • Augustyn, M., 2012. “Tourist Experience”. In: Robinson, P., ed. Tourism, The Key Concepts. Routledge.
  • Dewhurst, P.D. and Augustyn, M., 2009. “La calidad y la gestión del rendimiento en las empresas turísticas”. In: Beech, J. and Chadwick, S, eds. Modernización y calidad en la administración del turimo. Editorial Sintesis, 221-240.
  • Augustyn, M. and Thomas, R., 2007. Preface. xiii-xiv.
  • Augustyn, M. and Thomas, R., 2007. Small Firms in the New Europe: An Overview. Tourism In He New Europe: Perspectives On Sme Policies And Practices. 1-8.
  • Augustyn, M. and Thomas, R., 2007. Small Firms in the New Europe: Key Issues, Conclusions and Recommendations. Tourism In He New Europe: Perspectives On Sme Policies And Practices. 227-236.
  • Augustyn, M. and Thomas, R., 2006. Small firms in the New Europe: An overview. Tourism in the New Europe: Perspectives on SME Policies and Practices. 1-8.
  • Augustyn, M. and Thomas, R., 2006. Small firms in the New Europe: Key issues, conclusions and recommendations. Tourism in the New Europe: Perspectives on SME Policies and Practices. Elsevier, 227-236.
  • Dewhurst, P.D. and Augustyn, M., 2006. "Quality and Yield Management". In: Beech J. and Chadwick S., eds. The Business of Tourism Management. FT Prentice Hall, 227-245.
  • Augustyn, M.M. and Pheby, J., 2005. Capability-based growth: The case of UK tourism SMES. Tourism SMES, Service Quality and Destination Competitiveness. 87-107.
  • Augustyn, M.M. and Seakhoa-King, A., 2004. IS THE SERVQUAL SCALE AN ADEQUATE MEASURE OF QUALITY IN LEISURE, TOURISM AND HOSPITALITY? 3-24.
  • Augustyn, M., 2002. "Can Local Tourism Destinations Benefit From Employing the ISO 9000:2000 Quality Management System?". In: Andrews, N., Flanagan, S. and Ruddy, J., ed. Tourism Destination Planning. Dublin Institute of Technology, 330-345.
  • Augustyn, M.M., 2000. “The Euro: Strategic Implications for UK Small Tourism Enterprises”. In: Robinson, M., Evans, N., Long, P., Sharpley, R., Swarbrooke, J., ed. Reflections on International Tourism: Management, Marketing and the Political Economy of Travel and Tourism. Sunderland: Centre for Travel and Tourism, 381-387.
  • Augustyn, M.M., 1998. “ISO 9000: A Tool for Closing the Tourism Quality Control Gap?”. In: Ho S., ed. TQM and Innovation: Proceedings of the 4th International Conference on ISO 9000 and TQM. Hong Kong Baptist University, 88-95.
  • Augustyn, M.M., 1997. “Total Quality Tourism Consortia as a Vehicle for Implementing TQM Concepts Within Tourism Destination Areas”. In: Ho S., ed. Proceedings of the 2nd International Conference on ISO 9000 and Total Quality Management. University of Luton, 449-456.
  • Augustyn, M.M., 1996. “Marketing Tourism Regions: Effectiveness through Co-operation”. In: Richards, G., ed. Tourism in Central and Eastern Europe: Education for Quality. Tilburg University Press, 261-274.
  • Augustyn, M.M., 1996. “Opportunities for Co-operative Sport Tourism Marketing”. In: Pigeassou, Ch., Ferguson, R., ed. The World of Sport Management and Sport Management throughout the World. European Association of Sport Management, 436-454.
  • Augustyn, M.M. and Klisinski, J. and Marciszewska, B., 1996. “The Place of Sporting Events as a Component of the Marketing-Mix in Sport”. In: Pigeassou, Ch., Ferguson, R., ed. The World of Sport Management and Sport Management throughout the World. European Association of Sport Management, 436-454.
  • Augustyn, M.M. and Klisinski J., 1995. “Corporate Sport Sponsorship in Poland - Objectives, Strategies and Forms”. European Association of Sport Management Congress Official Proceedings. European Association of Sport Management, 205-212.
  • Augustyn, M.M. and Klisinski, J. and Sulkowska, A., 1995. “Sport Sponsorship Benefits: the Opinions of South Poland Sports Clubs’ Managers”. European Association of Sport Management Congress Official Proceedings. European Association of Sport Management, 302-305.

Reports

  • Ford, T. and Augustyn, M., 2022. BCP Bounce Back Challenge Fund: An Exploratory Evaluation. Bournemouth University.
  • Pownall I., Augustyn, M. and Graley, K., Munro, J., Andrews, R., and Leach, K., 2013. "Stakeholder Perceptions of the Competitiveness of the Borough of Scarborough". University of Hull.

PhD Students

  • Fachri Eka Saputra. : “Value Co-creation and Co-destruction in the Service Ecosystem of Robot-serviced Restaurants”, (In progress)
  • Kaiti Shang. The Influence of Live Streaming on the Live Streamer's Travel Behaviour, (In progress)
  • Kamonpa Wangkuanklang. : “Developing Smart Agritourism Ecosystems: Towards Improving Local Communities’ Quality of Life from the Perspective of Agritourism Stakeholders”, (In progress)
  • Arthur Seakhoa-King, 2007. Conceptualising quality of a tourism destination: an investigation of the attributes and dimensions of quality of a tourism destination, (Completed)
  • Marwa M. G. Abdal-Fadeel, 2011. Destination management systems: towards holistic effectiveness evaluation”)., (Completed)
  • Victoria Goossens, 2011. “Power, stakeholders and the theory of planned behaviour: understanding stakeholder engagement in an English seaside context, (Completed)
  • Ibrahim Elshaer, 2012. The relationship between quality management and competitive advantage. An empirical study of the Egyptian hotel industry, (Completed)
  • Sharmaine Saki Anantha, 2014. A study of the competencies and personality traits of successful leaders in the Malaysian banking industry and recommendations for averting a capacity gap, (Completed)
  • Ramon E Arroyo Gamez, 2015. The social construction of University brand meanings: conceptualizing the employees' brand meaning experiential cycles model, (Completed)
  • Witchulada Vetchagool, 2017. The impact of the extent of activity-based costing use and the extent of ISO 9000 implementation on organisational performance, (Completed)
  • Hind Saleh Ben-Mozeil, 2019. Challenges facing female entrepreneurs: the case of female entrepreneurs in the Kingdom of Saudi Arabia, (Completed)
  • Atinuke Ololade Muraina, 2024. “Factors that influence strategic alignment of Information Technology for Supply Chain Integration: Perceptions of Nigerian Medium-sized Manufacturing Enterprises and their suppliers”, (Completed)

Profile of Teaching PG

  • MSc International Management Dissertation - supervisor

Internal Responsibilities

  • Head of Centre for Sustainable Business Transformations, Bournemouth University
  • Strategy and Entrepreneurship Research Theme Lead, Bournemouth University Business School

Public Engagement & Outreach Activities

  • Panelist “In Solidarity for a Green Textile and Clothing Industry” (29 Nov 2024)
  • Keynote “Sustainable Fashion Consumption" (29 Nov 2024)
  • Invited Speaker “Tourism Destination Quality and Sustainability: A Framework for Development” (31 Oct 2024)
  • Chair, Speaker and Panelist at the Annual CSBT Sustainability Expo (17 Jul 2024)
  • Chair, Speaker and Panelist at the CSBT Executive Education event on "Sustainable Business Transformations: What it means for your business and how you can improve your business" (12 Jun 2024)
  • Chair, Speaker and Panelist at the CSBT interdisciplinary “Sustainability Reporting Masterclass: Challenges, Motivations, and Enabling Technologies” (15 May 2024)
  • Chair, Speaker and Panelist at the CSBT Powering Innovation event (21 Feb 2024)
  • Invited Keynote Speaker at The Tourism Society Annual Prospects Event 2023, “Tourism Destination Quality and the UN Sustainable Development Goals: Tourism Agenda 2030", London (31 Jan 2023)
  • Chair, Speaker and Panelist at the CSBT Launch event (17 Nov 2022)
  • Invited Speaker “Industry 4.0 and Sustainability” (13 Oct 2022)

Conference Presentations

  • ENTER eTourism 2025 conference, Saputra, F., Buhalis, D., Augustyn M., and Marangos, S., “Anthropomorphism-Based AI Robots in Tourism and Hospitality: Themes, Theories, and Future Research Agenda”, 17 Feb 2025, Wroclaw, Poland
  • ENTER eTourism 2025 conference, Saputra, F., Buhalis, D., Augustyn M., and Marangos, S., “Exploring Guest Experiences with Service Robots in Tourism and Hospitality”, 17 Feb 2025, Wroclaw, Poland
  • ENTER eTourism 2025 conference, Shang, K., Buhalis, D., Fan, D., and Augustyn, M., “The Influence of Live Streaming on Live Streamers’ Travel Behavior”, 17 Feb 2025, Wroclaw, Poland
  • ENTER eTourism 2025 conference, Wangkuanklang, K., Augustyn, M., Buhalis, D., “A Smart Agritourism Ecosystems Framework: to Improve Local Communities’ Quality of Life”, 17 Feb 2025, Wroclaw, Poland
  • ENTER eTourism 2025 conference, Wangkuanklang, K., Augustyn, M., Buhalis, D., “Smart Agritourism Ecosystems to Improve Local Communities’ Quality of Life: Results from a pilot study in Thailand”, 17 Feb 2025, Wroclaw, Poland
  • ENTER eTourism 2025 conference, Wangkuanklang, K., Augustyn, M., Buhalis, D., “Smart Agritourism Ecosystems to Improve Local Communities’ Quality of Life: Results from a pilot study in Thailand”, 17 Feb 2025, Wroclaw, Poland
  • ENTER eTourism 2025 conference, Shang, K., Buhalis, D., Fan, D., and Augustyn, M., “A Typology of Live Streamers in Tourism”, 17 Feb 2025, Wroclaw, Poland
  • International Symposium on "Sustainable Development in Business Education Programmes", Shrivastava, M., Roushan, G., Betts, L., Augustyn, M., “Integrating Sustainable Development into Business and Management Curriculum in UK Higher Education” KEYNOTE, 23 Jan 2025, Bournemouth University
  • International Symposium on "Sustainable Development in Business Education Programmes", Abdelkareem, R.S., Augustyn, M., Ford, T., “The Impact of Promoting Sustainable Development in Business Education and Student Engagement in Fostering Student Commitment to the SDGs: A Conceptual Model, 23 Jan 2025, Bournemouth University
  • ICTHR Research Excellence seminar, Mason, P., Augustyn, M. and Seakhoa-King, A., “Sequential and Concurrent Mixed Methods Research: The Pros and Cons”, 11 Dec 2024, Bournemouth University
  • The 8th Edition of the Laboratory LIGUE International Conference, Augustyn,M. and Kooli, K, “Sustainable Fashion Consumption” KEYNOTE, 28 Nov 2024, Gammarth, Tunisia
  • TMI Annual Convention, Augustyn M., Mason, P., Seakhoa-King, A., “Tourism Destination Quality and Sustainability: A Framework for Development” INVITED SPEAKER, 30 Oct 2024, Birmingham, UK
  • International Conference THE INC 2024 (Tourism, Hospitality & Events INternational Conference), Bakarim, T., Fan, D., Augustyn, M., Blaer, M., “Exploring the Impact of Unfamiliar Destinations Image on Tourists' Perception and Travel Experience: Case Study of Saudi Arabia", 05 Jun 2024, Amsterdam, the Netherlands
  • The 53rd Annual Conference of The European Marketing Academy, Shang,K., Buhalis, D., Fan, D., Augustyn, M., “Real-time Value Co-creation in Tourism Live Streaming: A Live Streamer Perspective”, 26 May 2024, Bucharest, Romania
  • The 7th Edition of the Laboratory LIGUE International Conference "Embracing inclusive-circular and technological transitions: Challenges and opportunities for organizations and their stakeholders", Smart, Inclusive, Sustainable Destinations: A Framework for Development, 15 Dec 2023, Tunis, Tunisia
  • The 7th Edition of the Laboratory LIGUE International Conference, Kooli, K. and Augustyn, M. “The Research Ethic Committee (REC) in Humanities and Social Sciences system at the University of Manouba”. KEYNOTE, 15 Dec 2023, Tunis, Tunisia
  • 72nd AIEST Conference "Transiting towards future tourism destinations through smart and green development", Smartness as a catalyst for improving tourism destination quality, sustainability and competitiveness, 27 Aug 2023, Madrid, Spain
  • The Tourism Society Annual Prospects Event 2023, Augustyn. M.M., Mason, P., Seakhoa-King, A. “Tourism Destination Quality and the UN Sustainable Development Goals: Tourism Agenda 2030” INVITED SPEAKER, 31 Jan 2023, London
  • The 6th Edition of the Laboratory Ligue International Conference, Kooli, K., Beer, S., Augustyn, M., Skandrani, H., Cherif, A., & Ben Boubaker, J. (2022). Enhancing research governance in humanities and social sciences : Establishing a REC at the UMA, 08 Dec 2022, Manouba, Tunisia
  • AIEST Jubilee Conference: Shaping tourism futures – acknowledging learnings from the past, The tourists’ perspective on destination quality: implications for research and practice (online), 29 Aug 2021, Lucerne, Switzerland
  • International Human Resource Management Conference,, Talent Management in Small and Medium Enterprises: A Review and Research Agenda, 13 Jun 2018, Madrid, Spain
  • Days of Sport Business and Sport Marketing, Key Trends in European Sport Tourism Marketing, 13 Jun 2007, Zakopane, Poland
  • International Conference on Networking and Partnerships in Destination and Development Management, Advantage West Midlands Tourism and Leisure Cluster as a Strategy for Sustainable Development, 03 Mar 2004, Naples, Italy

Qualifications

  • PhD in Economics (University of Economics, Katowice, Poland, 1996)
  • MSc in Economics (University of Economics, Katowice, Poland, 1992)

Honours

  • IFITT “Journal Paper of the Year” Award, 2nd place, International Federation for IT and Travel and Tourism (IFITT) for paper ", Saptura, F.E., Buhalis, D., Augustyn M.M. and Marangos, S. (2024). Anthropomorphism-based Artificial Intelligence (AI) Robots’ Typology in Hospitality and Tourism, Journal of Hospitality and Tourism Technology, 15(5):790-807. (International Federation for IT and Travel and Tourism (IFITT), 2025)
  • Folia Turistica “Article of the Year 2020-21” Award for paper Mason, P., Augustyn, M.M. and Seakhoa-King, A. (2021). “Mixed Method Research in Tourism: A Systematic Sequential Approach”. Folia Turistica, 56, 9-34. (Folia Turistica Scientific Committee, 2021)
  • “Outstanding Paper” Award in the 2017 “Emerald Literati Network Awards for Excellence” for paper Elshaer, I. and Augustyn, M.M. (2016). “Direct Effects of Quality Management on Competitive Advantage”, International Journal of Quality & Reliability Management, 33 (9), pp.1286 – 1310. (Emerald Literati Network Awards for Excellence, 2017)
  • Nominee for an Employee Excellence Award for “Excellence in Research”, University of Hull. (University of Hull, 2017)
  • Academic award of the Rector of the Katowice Academy of Physical Education for ‘‘Important and creative academic achievements''. (Academy of Physical Education, Katowice, Poland, 1996)
  • Academic award of the Rector of the Katowice Academy of Physical Education for ''An outstanding doctoral dissertation''. (Academy of Physical Education, Katowice, Poland, 1996)

Memberships