Section: Overview
Overview
Key publications
Research funding
Supervising & teaching
Career

Key details

Areas of expertise

  • Tourism marketing
  • Destination marketing
  • Event Marketing
  • Consumer behaviour
  • Brand Management

Available to supervise research students

Available for media queries

About Anne-Marie Hede

Professor Anne-Marie Hede is an experienced researcher on the consumption, management and branding of authentic cultural experiences within the context of events, museums and tourism. She is currently working on a project on literary marketing, with colleagues from New Zealand and the UK, which is focused on literary tourism and the branding of literary film adaptations.

As an experienced researcher in marketing, Anne-Marie collaborates with researchers from the University of Otago, University of Birmingham, Durham University and Copenhagen Business School. She has conducted research in a number of countries, including Australia, England, New Zealand, Norway, Denmark and Vietnam. Anne-Marie responds to the research problem with appropriate qualitative and/or quantitative methodologies. Her work has been published in top tier journals including the European Journal of Marketing, Journal of Marketing Management and Macromarketing. Anne-Marie is an Editorial Board member of the Journal of Vacation Marketing, Arts Marketing: An International Journal and Tourism, Culture and Communication. She is a foundation board member of Arts Marketing: An International Journal and was a Co-Editor, with Professor Brian King, of Tourism, Culture and Communication. She is Co-Chair of the UK Academy of Marketing Special Interest Group in Arts, Heritage and Tourism. She has also published on The Conversation, in industry publications, and had her research reported on in the media internationally and appeared on national television reporting on her research on the marketing of Anzac Day events.

Anne-Marie has supervised 15 students to completion at Victoria University and Deakin University. She is currently supervising three doctoral degree candidates whose topics are focus on cruise tourism, tourism consumption emotions and brand loyalty in an online environment. Her graduated students are working in various academic and industry roles in, for example, Australia, Vietnam, Indonesia and Bali, Saudi Arabia and Papua New Guinea.

Anne-Marie has had numerous senior leadership roles including Head of School, Associate Dean, Director of Research & Research Training, Dean Graduate Research (since 2017-current). She was seconded to role of Associate to the Deputy Vice-Chancellor Research (July-September 2019). Anne-Marie is an Elected Member of the Australian Council of Graduate Deans and is currently serving as Secretary. In 2019 she received, with colleagues at Victoria University, the ResearchMaster Award for Excellence in Research Management from Australian Tertiary Education Management.

Qualifications

  • PhD (Marketing), Victoria University, Australia, 2004
  • Master of Business, Victoria University, Australia, 1999
  • Diploma of Applied Science, RMIT University, Australia, 1984
  • Graduate Diploma of Tertiary Education, Deakin University, Australia, 2006
  • Graduate, Australian Institute of Company Directors, Australia, 2019

Key publications

Year Citation
2014 Hede, A. M., & Kellett, P. (140101). Design processes around dynamic marketing communications for event organizations (pp. 109-121).
2013 Kellett, P., & Hede, A. (130101). Web 2.0 Innovations in Events: Human resource management issues (pp. 193-206). Emerald Group Publishing Ltd..
2012 Hede, A. M., & Hall, J. (121201). Evoked emotions: Textual analysis within the context of pilgrimage tourism to Gallipoli (pp. 45-60).

doi: 10.1108/S1871-3173(2012)0000006006

Year Citation
2014 HEDE, A. (141027). Sustainable Households in Melbourne's West.

Year Citation
2013 Hede, A. .M., & ALETI, T. (130607). Myths, heroes and folklore: craft breweries delving into place for their brand narratives In Karaosmanolu, E. ;. (Ed.), Paper presented at 42nd annual conference : lost in translation : marketing in an interconnected world Istanbul, June 4-7, 2013 : conference proceedings. Istanbul, Turkey: European marketing Academy.

Year Citation
2016 Thyne, M., & Hede, A. M. (161012). Approaches to managing co-production for the co-creation of value in a museum setting: when authenticity matters. Journal of Marketing Management, 32(15-16), (1478-1493).

doi: 10.1080/0267257X.2016.1198824

2015 Cheok, J., Hede, A. M., & Watne, T. A. (150603). Explaining cross-cultural service interactions in tourism with Shenkar's cultural friction. Current Issues in Tourism, 18(6), (539-560).

doi: 10.1080/13683500.2013.860955

2014 Hede, A. M., Garma, R., Josiassen, A., & Thyne, M. (140101). Perceived authenticity of the visitor experience in museums: Conceptualization and initial empirical findings. European Journal of Marketing, 48(7-8), (1395-1412).

doi: 10.1108/EJM-12-2011-0771

2013 Cheok, J., Hede, A. -M., & Aleti, Watne. (130101). Explaining cross-cultural service interactions in tourism with Shenkar's cultural friction. Current Issues in Tourism,

doi: 10.1080/13683500.2013.860955

2013 Hede, A. M., & Watne, T. (130101). Leveraging the human side of the brand using a sense of place: Case studies of craft breweries. Journal of Marketing Management, 29(1-2), (207-224).

doi: 10.1080/0267257X.2012.762422

Research funding for the past 5 years

Funding details for this researcher are currently unavailable.

Acknowledgements

Many thanks to the following organisations for their support and essential contributions to my research:

  • VU Research

Supervision of research students at VU

Available to supervise research students

Available for media queries

Currently supervised research students at VU

No. of students Study level Role
2 PhD Associate supervisor
3 PhD Principal supervisor

Currently supervised research students at VU

Students & level Role
PhD (2) Associate supervisor
PhD (3) Principal supervisor

Completed supervision of research students at VU

No. of students Study level Role
4 PhD Principal supervisor
3 PhD Associate supervisor

Completed supervision of research students at VU

Students & level Role
PhD (4) Principal supervisor
PhD (3) Associate supervisor

Other supervision of research students

Deakin University - PhD to completion.

Key academic roles

Dates Role Department / Organisation
Dec 2017 - Oct 2019
Dean, Graduate Research
Victoria University
Jan 2013 - Oct 2019
Professor, Marketing
Victoria University
Jul 2007 - Jan 2013
Associate Professor, Marketing
Victoria Universiy
Feb 2013 - Dec 2016
Director, Research and Research Training (College of Business)
Victoria University
Feb 2011 - Dec 2012
Associate Dean (Research and Research Training)
Victoria University
Show more academic roles
Dates Role & Department/Organisation
Dec 2017 -
Oct 2019
Dean, Graduate Research
Victoria University
Jan 2013 -
Oct 2019
Professor, Marketing
Victoria University
Jul 2007 -
Jan 2013
Associate Professor, Marketing
Victoria Universiy
Feb 2013 -
Dec 2016
Director, Research and Research Training (College of Business)
Victoria University
Feb 2011 -
Dec 2012
Associate Dean (Research and Research Training)
Victoria University
Show more academic roles

Key industry, community & government roles

Dates Role Department/Organisation
Jan 2015 - Oct 2019
Co-Chair, Heritage and Tourism Special Interest Group
U.K. Academy of Arts
Jan 2015 - Oct 2019
Editorial Board Member
Journal of Tourism Culture and Communcation
Jan 2015 - Oct 2019
Foundation Board Member
Arts Marketing: An International Journal
Mar 2015 - Oct 2019
Member and Secretary
Australian Council of Graduate Deans
Dates Role & Department/Organisation
Jan 2015 - Oct 2019
Co-Chair, Heritage and Tourism Special Interest Group
U.K. Academy of Arts
Jan 2015 - Oct 2019
Editorial Board Member
Journal of Tourism Culture and Communcation
Jan 2015 - Oct 2019
Foundation Board Member
Arts Marketing: An International Journal
Mar 2015 - Oct 2019
Member and Secretary
Australian Council of Graduate Deans

Awards

Year Award
2019

ResearchMaster Award for Excellence in Research Management - Australian Tertiary Education Management

2009

Award for Research and Research Training - Victoria University

Professional memberships

  • Professional member, Australian Market and Social Research Society
  • Professional member, Australia and New Zealand Marketing Society
  • Professional member, U.K. Academy of Marketing