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


Dr Pandora Kay is a Lecturer in the Department of Marketing in Deakin Business School. Pandora has received awards for both her teaching and research and has experience in many industries including tourism, arts, cultural and creative industries, and local government. Her teaching experience at the undergraduate and postgraduate level in Australia and overseas includes Services Marketing, Marketing Management, International Marketing, and Strategic Marketing.

Her work has been presented and published at conferences on Services in Washington DC, Travel and Tourism Research Association in the USA, Academy of Marketing in the UK, Asia Pacific Tourism Association in Japan and locally. She has also published in various journals including the Journal of Nonprofit and Public Sector Marketing, Tourism Analysis, Australasian Marketing Journal, Journal of Hospitality Marketing and Management, Marketing Intelligence and Planning, and Event Management. Her current research examines managing creativity, innovation and strategy within the circus arts (Australia and Canada) and an international project with UK research partners on brandscaping in contemporary art. Pandora is also a member of the editorial board for Tourism Analysis, one of the leading tourism journals. Her current service to the University includes her sixth year as a member of the Faculty Human Ethics Group and 2018 is her first year as a Faculty of Business and Law elected member of Academic Board.

Pandora is also part of the Faculty of Business and Law's Human Ethics Advisory Group. She is an occasional Reviewer for Tourism Analysis, Annals of Tourism Research, Marketing Intelligence and Planning, 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, and Journal of Tourism and Cultural Change.

Read more on Pandora's profile

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


  • Member, Australia and New Zealand Marketing Academy (ANZMAC).
  • Certified Practicing Marketer (CPM), Fellow (FAMI), Australian Marketing Institute of Australia (AMI).
  • Editorial Board Member, Tourism Analysis.

Teaching interests

  • Strategic Marketing
  • Services Marketing
  • Marketing Management


  • Vice-Chancellor's Awards, Citation for Excellence in Teaching and Learning (Higher Education), Victoria University, 2008.
  • Faculty of Business and Law Staff Awards, Teaching Excellence Award (School of Hospitality, Tourism and Marketing) Research and Research Training award for Research Degree, Victoria University, 2008.


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

journal article

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

book chapter

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, C1

journal article

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, C1

journal article

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, C1

journal article

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

journal article

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


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

book chapter



(2004), Vol. 8, pp. 191-202, Event Management, C1-1

journal article

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


Funded Projects at Deakin

No Funded Projects at Deakin found


Associate Supervisor

Paul Saintilan

Thesis entitled: Managerial Orientations and Beliefs in Large Music Organisations

Doctor of Philosophy, Department of Management