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Florian Zach

Assistant Professor
Florian Zach
355 Wallace Hall, Virginia Tech
295 West Campus Drive
Blacksburg, VA 24061

Florian Zach, PhD is an Assistant Professor in the Howard Feiertag Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, USA. He received his PhD in Business Administration from Temple University, USA and his Master in International Economics and Business Studies from the University of Innsbruck, Austria. He is a management researcher and focuses his research on innovation in tourism and hospitality, mostly on innovation adoption issues. His research interests include drivers of innovation adoption such as interorganizational relationships and impacts of innovation adoption on firm value as well as firm and destination performance. This includes event studies at the firm level and social network analysis studies at the destination level to understand collective innovation development effects among several stakeholders and identifying successful business models that support innovation at tourism and hospitality organizations. As information technology is closely aligned with innovation Dr. Zach often collaborates with information technology scholars on issues such as consumer adoption of and issues regarding new technologies such as robots. To further innovation research in tourism and hospitality he co-founded and currently co-chairs the Alliance for Innovators and Researchers in Tourism and Hospitality (AIRTH; to connect professionals and academics and provide free innovation case studies for teaching. Dr. Zach publishes in internationally top ranked tourism and hospitality journals including Annals of Tourism Research, Journal of Hospitality & Tourism Research, Tourism Management and Journal of Travel Research and often attends key tourism and hospitality conferences, such as ENTER as well as the AIRTH conference and AIRTH innovation tracks at established conferences.

Research Area 

  • Innovation – mostly issues concerning innovation adoption
  • Interorganizational relationships and networks
  • Technology

Research Methods

  • Structural equation modelling
  • Survey design
  • Social network analysis

Publications that best represent my research

  •  Zach, F.J., Schnitzer, M., and Falk, M. (2021). Product diversification and isomorphism: The case of ski resorts and “me-too” innovation. Annals of Tourism Research 90. doi: 10.1016/j.annals.2021.103267 [Publisher – Open Access]*
  • Zach, F.J., Nicolau, J.L., and Sharma, A. (2020). Disruptive innovation, innovation adoption and incumbent market value: The case of Airbnb. Annals of Tourism Research. doi:10.1016/j.annals.2019.102818 [Publisher] [Google Scholar] *
  • Reinhold, S., Zach, F.J., and Krizaj, D. (2018). Business Models in Tourism – State of the Art. Tourism Review 74(6), 1120-1134. doi:10.1108/TR-02-2018-0027 [Publisher] [Google Scholar]
  • Zach, F.J. and Hill, T.L. (2017). Network, knowledge and relationship impacts on innovation in tourism destinations. Tourism Management, 62, 196-207. doi:10.1016/j.tourman.2017.04.001 [Publisher - Open Access] *
  • Zach, F.J., Krizaj, D. and McTier, B. (2017). Learning from press releases: implications for hospitality innovation. International Journal of Contemporary Hospitality Management 30(1), 95-113. doi: 10.1108/IJCHM-04-2016-0218 [Publisher] [Google Scholar]
  • Zach, F. (2012). Partners and Innovation in American Destination Marketing Organizations. Journal of Travel Research 51(4), 412-425. doi:10.1177/0047287511426340 [Publisher] [Google Scholar] *

* Pamplin elite list journal


  • MGT 4394 Strategic Management (capstone course)


Professional Experiences

Visiting Positions


  • PhD in Business Administration, Fox School of Business, Temple University, Philadelphia, PA, 2019
  • MS in International Economics, University of Innsbruck, Austria, 2003

Previous Universities

  • Assistant Clinical Professor, Washington State University, Vancouver, WA, 2013-2018
  • Assistant Professor, University of Southern Denmark, Kolding, Denmark, 2012-2013
  • Non-tenure track Assistant Professor, Temple University, Philadelphia, PA, 2009-2012

Honors and Awards

  • Outstanding Clinical Faculty, Washington State University, 2018


  • Floating two miles on the New River starting at Bisset Park in Radford, VA

Food & Drink

  • Singapore Sling, best to be had at the Long Bar in Singapore where it was invented.