Profile image of Pandora Kay

Dr Pandora Kay





Faculty of Business and Law


BL Deakin Business School


Melbourne Burwood Campus


Doctor of Philosophy, Victoria Univ. of Technology, 2007
Master of Arts, James Cook University, 1996
Bachelor of Education, State College of Victoria, 1980

+61 3 924 46591

Research interests

  • Marketing creative industries and experiences, including music, circus, and the arts (performing arts, visual arts, galleries and museums)
  • Tourist and visitor motivation, behaviour and barriers to attending cultural attractions and experiences, including the Queen Victoria Market
  • Destination marketing for sub-metropolitan regions including destination image and attractiveness perceptions of residents and visitors
  • Non-profit marketing, especially volunteerism in community-based cultural organisations and events, including Open Gardens Australia


Australia and New Zealand Marketing Academy and Conference (ANZMAC), Individual Member (2003-present)


Australian Marketing Institute of Australia, Fellow, Certified Practicing Marketer (FAMI CPM) (1988-present)

Teaching interests

  • Strategic Marketing
  • Services Marketing
  • Marketing Management

Professional activities

Ethics Committee

Deakin University, Faculty of Business and Law, Human Ethics Advisory Group, School of Management and Marketing research member, Jan 2013-present.

Occasional Reviewer

Manuscripts for Tourism Analysis; Annals of Tourism Research; Marketing Intelligence and Planning; Journal of Travel and Tourism Marketing; Journal of Travel and Tourism Marketing; Asia Pacific Journal of Marketing and Logistics; International Journal of Event and Festival Management; Event Management; Tourism Geographies; Tourism, Culture and Communication; Journal of Tourism and Cultural Change


Awards and Prizes (2008-)

Victoria University, Vice-Chancellor's Awards 2008

Citation for Excellence in Teaching and Learning (Higher Education). For dedication to creating learning environments and teaching materials that inspire students to apply marketing theory and practice in non-traditional, dynamic and diverse contexts.

Victoria University, Faculty of Business and Law Staff Awards 2008

Teaching Excellence Award (School of Hospitality, Tourism and Marketing)

Research and Research Training award for Research Degree


Filter by


Understanding managerial perspectives of volunteering at nonprofit leisure events: a comparison of typologies within Open Gardens Australia

P Kay, M Polonsky, J Inglis

(2017), Vol. 29, pp. 64-97, Journal of nonprofit & public sector marketing, Abingdon, Eng., C1


Consumer motivation and the arts: conceptualizing a motivation-benefit model for understanding tourists as audiences

P Kay

(2014), pp. 214-232, The Routledge companion to arts marketing, Abingdon, England, B1


A review of the first twenty years of the Australasian Marketing Journal

M Polonsky, P Kay, A Ringer

(2013), Vol. 21, pp. 176-186, Australasian marketing journal, Amsterdam, The Netherlands, C1


Do they all speak the same language? A motivation-benefit model toward cultural experiences for English-speaking tourists

P Kay, D Meyer

(2013), Vol. 18, pp. 385-398, Tourism analysis, Putnam Valley, N. Y., C1


Entrepreneurship and innovation on stage : building a preliminary conceptual framework for determining creativity in the performing arts

P Kay, M Jones

(2011), pp. 1-9, ANZMAC 2011 conference proceedings : Marketing in the Age of Consumerism : Jekyll or Hyde?, Perth, W.A., E1


Barriers to attending arts and cultural institutions : a cross-cultural comparison of English and Vietnamese speaking Australian residents

P Kay, E Wong, M Polonsky

(2010), AM 2010 : Transformational Marketing : Proceedings of Academy of Marketing Conference, Coventry, England., E1


Marketing cultural attractions : understanding non-attendance and visitation barriers

P Kay, E Wong, M Polonsky

(2009), Vol. 27, pp. 833-854, Marketing intelligence and planning, Bingley, England, C1


Modelling motivation and consumption for cultural experiences

P Kay, D Meyer

(2009), pp. 1-1, Putting Marketing in its Place : Proceedings of Academy of Marketing Annual Conference 2009, Leeds, U.K., E1-1


Cultural experience tourist motives dimensionality : a cross-cultural study

P Kay

(2009), Vol. 18, pp. 329-371, Journal of hospitality marketing and management, Philadelphia, P.A., C1-1


Understanding barriers to attendance and non-attendance at Arts and Cultural Institutions: A Conceptual Framework

P Kay, E Wong, M Polonsky

(2008), pp. 1-7, ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : Shifting the Focus from Mainstream to Offbeat, Olympic Park, Sydney, N.S.W., E1


Applicability of leisure theory in managerial views on volunteerism in a volunteer managed nonprofit organisation : some preliminary findings

P Kay, A Hede, J Inglis, M Polonsky

(2008), pp. 1-8, ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : Shifting the Focus from Mainstream to Offbeat, Sydney, N.S.W., E1


Americans really are different : modelling the visitor experience for cultural attractions and testing for cultural differences between Western tourists

P Kay, D Meyer

(2008), pp. 343-352, 39th Annual Conference Proceedings Travel and Tourism Research Association, Philadelphia, P.A., E1-1


Modelling dimensionality of cultural experience attitudes for international tourists

P Kay

(2006), pp. 1-21, ACSPRI : Proceedings of the Social Science Methodology Conference, Sydney, N.S.W., E1-1


Understanding tourists' cultural experiences : benefits and satisfaction at the Queen Victoria Market, Melbourne

P Kay

(2006), pp. 1-6, ANZMAC 2006 : Advancing theory, maintaining relevance : Proceedings of the ANZMAC 2006 conference, Brisbane, Qld., E1-1


Tourist benefits research : old and new issues and uses in a cultural tourism context

P Kay

(2006), pp. 809-824, CAUTHE 2006 : To the City and Beyond : Proceedings of the 16th Council for Hospitality and Tourism Educators Conference, Melbourne, Vic., E1-1


Cultural event tourism : modelling performing arts tourism events and effective marketing strategies

P Kay

(2004), pp. 15-31, Festivals and tourism : marketing, management and evaluation, Sunderland, England, B1-1


Conceptualising the measurement and analysis of authenticity and cultural tourist motivation : an under-researched issue

P Kay

(2004), Proceedings of Tourism: State of the Art II, Glasgow, Scotland, E1-1


Conceptualising the role of hedonism and authenticity in attracting international tourists to cultural attractions in the new tourism economy.

P Kay

(2004), pp. 1106-1116, APTA 2004 : Globalisation and tourism research : east meets west : Proceedings of the 10th Asia Pacific Tourism Association Annual Conference 2004, Nagasaki, Japan, E1-1


Consumer motivation in a tourism context : continuing the work of Maslow, Rokeach, Vroom, Deci, Haley and others

P Kay

(2003), pp. 600-614, ANZMAC 2003 : A celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution : Proceedings of the 2003 Australian and New Zealand Marketing Academy conference, Adelaide, South Australia, E1-1


Cross-cultural research issues in developing international tourist markets for cultural events

P Kay

(2003), Vol. 8, pp. 191-202, Event management, Putnam Valley, N.Y., C1-1


Funded Projects at Deakin

No Funded Projects at Deakin found


No completed student supervisions to report