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Maree Thyne image 2021 1xBA, BTour, DipGrad, PhD (Otago)

Room 4.08 Otago Business School
Tel +64 3 479 8162

Maree is the PVC Commerce and Dean of the School of Business.

Maree's research focus is consumer behaviour, in particular tourist behaviour. She has over 20 years' experience in examining tourists' needs and wants, determining how we can best meet these to provide a satisfying experience. Encompassing an extensive global network, Maree has led international research projects into several areas including examining the impact of tourists interacting with other tourists; the changing nature of cultural tourists; and understanding cruise tourist motivations.

Working closely with businesses, Maree has led significant curriculum development around ensuring students are able to apply marketing theory to real business problems. Maree supervises graduate students at the Masters and PhD level and is on the editorial board of numerous international journals including Journal of Travel Research, Tourism Management Perspectives and Australasian Marketing Journal.

Maree is also a member of Food Waste Innovation, a University of Otago Research Theme which measures food waste, develops reduction strategies, applies innovative technology, and works to modify producer and consumer behaviour.

Teaching responsibilities

Maree's teaching responsibilities include:


Kerrigan, F., Hede, A.-M., & Thyne, M. (2023). Adapting brand extension for a distributed world. In M. Thyne & S. Biggemann (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing for Good. (pp. 171). [Abstract]

Thyne, M. (2023, October). The meaning of ‘social distance’ in tourism research - before COVID-19. University of Otago, Dunedin, New Zealand. [Inaugural Professorial Lecture].

Osborne, O., Thyne, M., Robertson, K., & Davey, J. (2023). Social capital and gambling risk perception 'a social marketing dilemma'. Proceedings of the 18th International Conference on Gambling & Risk Taking. Retrieved from

Hede, A.-M., Kerrigan, F., & Thyne, M. (2023). Re-thinking brand extension theory: Parents, siblings and off-spring or landlords and tenants? Marketing Theory, 23(2), 249-265. doi: 10.1177/14705931221116404

Robertson, K. J., Thyne, M., & Matheson, I. (2022). Barriers and facilitators of using dementia community support services provided by an Alzheimers organisation: Perceptions of informal caregivers receiving services. Health & Social Care in the Community, 30, 2353-2361. doi: 10.1111/hsc.13796

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