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Josef Mazanec

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Josef Alfred Mazanec (born January 3, 1947 in Vienna) is a Full Professor in the Department of Tourism and Service Management at Modul University Vienna. Prior to this position, Mazanec was a Full Professor at the Vienna University of Economics and Business (Wirtschaftsuniversität Wien, WU) where he headed the Institute for Tourism and Leisure Studies from 1981 to 2010.


After his school leaving examination (Matura,1965), Mazanec studied at the Hochschule für Welthandel. He finished with his first academic degree in 1969 (Diplomkaufmann). His doctoral studies followed immediately. Mazanec finished his studies in 1972, acquiring the second academic title of Dr. rer. comm. His area of specialization focused on marketing, particularly advertising and market research. In 1978, Mazanec published his Habilitation on Strukturmodelle des Konsumverhaltens and was awarded the venia docendi for business administration at WU.


Mazanec was an Assistant Professor at the Institute for Advertising and Market Research of WU (previously named Hochschule für Welthandel until 1975) from 1970 to 1981. From 1971 to 1981, he also served as the Austrian delegate at the European Association of Advertising Agencies (EAAA).

In 1981, Mazanec became a Full Professor and Head of WU’s Institute of Tourism after the retirement of Paul Bernecker who was the former director of the Austrian National Tourism Organization (Österreich Werbung) between 1952 and 1965.

From 1997 to 2002, Mazanec served as the WU Vice-Rector for Research and as the Speaker of the Joint Research Program on Adaptive Systems and Modeling in Economics and Management Science (1997-2000). For many years he was also responsible for WU’s nongraduate university course on tourism.

His personal research focused on consumer behavior in tourism and propagating scientific findings for improving marketing decision making and integrating information technology in the management of tourism businesses and organizations. A well-known project by Mazanec is the development of a budget optimization model for allocating promotional funds in destination management organizations. The methods and data requirements of this project were later culminated in the internationally renowned marketing information system TourMIS.[1]


Among others, Josef Mazanec is a member of the following associations:

  • International Academy for the Study of Tourism (IAST), founding member
  • American Marketing Association (AMA)
  • European Marketing Academy (EMAC)
  • Travel & Tourism Research Association (TTRA)
  • Association Internationale d’Experts Scientifiques du Tourisme (AIEST), board member 1984–1994
  • Österreichische Gesellschaft für Angewandte Forschung in der Tourismus- und Freizeitwirtschaft (ÖGAF), Vice-President 1981–1997


Source: Andreas H. Zins, Sara Dolnicar: Building tourism knowledge through quantitative analysis: the legacy of Josef Mazanec. In: International Journal of Culture, Tourism and Hospitality Research. ISSN 1750-6182, Emerald Group Publishing, Bingley (West Yorkshire), England 2012, Vol. 6, Issue 4

  • J. A. Mazanec: Einstellungsmessung in der Marketingforschung: eindimensional-summativ oder mehrdimensional? In: der markt. Vol. 55 No. 3, 1975, pp. 89–92.
  • W. Ender, R. Fuhri, J. A. Mazanec, M. Steiner: Von der Hotelbetriebslehre zur Management Science des Tourismus? – Zeitgemäße Aufgaben einer Betriebswirtschaftslehre des Fremdenverkehrs. In: der markt. Vol. 85, 1983, pp. 36–46.
  • H. Hruschka, J. A. Mazanec: Computer-assisted travel counseling. In: Annals of Tourism Research. Vol. 7 No. 2, 1990, pp. 208–227.
  • J. A. Mazanec: Classifying tourists into market segments: a neural network approach. In: Journal of Travel and Tourism Marketing. Vol. 1 No. 1, 1992, pp. 39–59.
  • F. Davies, M. Goode, J. A. Mazanec, L. Moutinho: LISREL and neural network modelling: two comparison studies. In: Journal of Retailing and Consumer Services. Vol. 6 No. 4, 1999, pp. 249–261.
  • J. A. Mazanec, H. Strasser: A Nonparametric Approach to Perception-Based Market Segmentation: Foundations. Springer, New York, NY 2000.
  • J. A. Mazanec: Introducing learning and adaptivity into web-based recommender systems for tourism and leisure services. In: Tourism Review / Zeitschrift für Tourismus. Vol. 57 No. 4, 2002, pp. 8–14.
  • N. Franke, J. A. Mazanec: The six scientific identities of marketing: a vector quantization of research approaches. In: European Journal of Marketing. Vol. 40 Nos 5/6, 2006, pp. 634–61.
  • J. A. Mazanec: Zauberlehrlings BeSEM – oder was Anwender über Ge- und Missbrauch des Structural Equation Modeling in der betriebswirtschaftlichen Forschung wissen sollten. In: Werbeforschung and Praxis. Vol. 52 No. 1, 2007, pp. 25–30.
  • J. A. Mazanec, H. Strasser: Perceptions-Based Analysis of Tourism Products and Service Providers. In: Journal of Travel Research. Vol. 45 No. 2, 2007, pp. 387-401.
  • J. A. Mazanec: Exploring tourist satisfaction with nonlinear structural equation modeling and inferred causation analysis. In: Journal of Travel and Tourism Marketing. Vol. 21 No. 4, 2007, pp. 73–90.
  • J. A. Mazanec: New frontiers in tourist behavior research: steps toward causal inference from non-experimental data. In: Asia Pacific Journal of Tourism Research. Vol. 12 No. 3, 2007, pp. 223–235.
  • J. A. Mazanec: Unravelling myths in tourism research. In: Tourism Recreation Research. Vol. 34 No. 3, 2009, pp. 319–323.
  • J. A. Mazanec, A. Ring, B. Stangl, K. Teichmann: Usage patterns of advanced analytical methods in tourism research 1988–2008: a six journal survey. In: Information Technology and Tourism. Vol. 12 No. 1, 2010, pp. 17–46.
  • J. C. Crotts, J. A. Mazanec: Acculturation of Migrant Populations: An Exploratory Study Across Multiple Generations. In: Tourism, Culture & Communication. Vol. 18, 2018, pp. 227-239.



  1. Josef A. Mazanec: A Decision Support System for Optimizing Advertising Policy of a National Tourist Office: Model Outline and Case Study. In: International Journal of Research in Marketing. Elsevier-Verlag, Amsterdam 1986, ISSN 0167-8116, Ausgabe 2, S. 63 ff.

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