Dr Pandora Kay





Faculty of Business and Law


BL Deakin Business School


Melbourne Burwood Campus


+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


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

Dr Pandora Kay

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


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

Prof Michael Polonsky, Dr Pandora Kay, Dr Allison 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

Dr Pandora Kay, Denny 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

Dr Pandora Kay, A/Prof Marc 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

Dr Pandora Kay, Emma Wong, Prof Michael Polonsky

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


Cultural experience tourist motives dimensionality : a cross-cultural study

Dr Pandora Kay

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


Modelling motivation and consumption for cultural experiences

Dr Pandora Kay, Denny Meyer

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


Marketing cultural attractions : understanding non-attendance and visitation barriers

Dr Pandora Kay, Emma Wong, Prof Michael Polonsky

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


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

Dr Pandora Kay, Emma Wong, Prof Michael Polonsky

(2008), pp. 1-7, ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : Shifting the Focus from Mainstream to Offbeat, Canning Bridge, W.A., E1


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

Dr Pandora Kay, Denny Meyer

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


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

Dr Pandora Kay, Dr Anne-Marie Hede, Dr Judi Inglis, Prof Michael Polonsky

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


Modelling dimensionality of cultural experience attitudes for international tourists

Dr Pandora 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

Dr Pandora 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

Dr Pandora 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


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

Dr Pandora 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


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

Dr Pandora Kay

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


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

Dr Pandora Kay

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


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

Dr Pandora Kay

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


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

Dr Pandora 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, S. Aust., E1-1



No grants found


No completed student supervisions to report