Matea Hanžek, Ph.D., MBA, is a senior lecturer in tourism and marketing. Her work focuses on tourism destination branding, digitalization, and smart destinations. Matea has extensive experience in advisory roles, including her contributions to the European Commission's efforts to advance sustainable and digital transformations in tourism. She has a strong background in both academic and practical aspects of tourism, having taught a wide range of courses and published numerous research papers in her field. Matea is also a visiting lecturer at several European universities, teaches summer schools, and conducts executive education in hospitality for global hotel brands.
Experience
Dr. Matea Hanžek is a senior lecturer at the Zagreb School of Economics and Management, specializing in tourism and marketing. She has taught various courses at undergraduate and MBA levels and has held advisory positions with the European Commission. Dr. Hanžek also has industry experience, having worked on hotel development projects in London and various marketing roles in Croatia and the UK.
Memberships and Committees
- Individual Expert in the Together for EU Tourism (T4T) Expert Group, European Commission
- Member of the Supervisory Board, Alice in Blockchains
- Member of the Tourism, Hospitality and Events Research and Enterprise Group at the University of Brighton
Education
2024
Doctor of Philosophy
University of Brighton
2015
MSc with Distinction in Heritage and Cultural Tourism Management
Edinburgh Napier University
2014
MBA in Marketing
Zagreb School of Economics and Management
2011
Baccalaureate in Economics and Management
Zagreb School of Economics and Management
Awards
2021
Plautilla Award
Best mentor-student research paper in cultural heritage valorization, Croatian Tourism Board
2016, 2017, 2018, 2019, 2020, 2023
Best Lecturer
Voted by students at the Zagreb School of Economics and Management
2016
Lee Allardyce Trophy
Outstanding and innovative research in semiotics, Edinburgh Napier University
2015
University Medal
Best student in MSc in Heritage and Cultural Tourism Management, Edinburgh Napier University
2008, 2009, 2011
Dean’s Award
Best student in generation, ZSEM
Research
Research interest
Tourism Destination Branding
Sustainable Tourism Practices
Smart Destination
Publications
Hanžek, M., Sušić, G. (2023). Wine Tourism and Winescape Experiences in Croatia: Understanding Motivations of Generation Z Wine Tourists, International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era / Bevanda, Vuk; Štetić, Snežana (ur.). Beograd: Association of Economists and Managers of the Balkans, str. 273-287.
Rakić, T., Hanžek, M. (2021). Promoting Rural Tourism Destinations: an analysis of the official tourism webpage for Croatia. Presented at the RRT 2021 Conference, 24th and 25th November 2021.
Dugandžić I., Hanžek, M. (2021). Co-creating baroque experiences: The case of Poreč historical festival Giostra. International Historic Cities Congress. Book of Proceedings.
Hanžek, M., Biočina, Z., & Pirić, V. (2021). Disruptive times and higher education in economics and management: importance of dual assessment. EMAN 2021. Economics & Management: How to Cope with Disrupted Times, 215
Hanžek, M., Sušić, G. (2020). Gastronomy Tourism and Destination Branding: The Study of Michelin- starred restaurants in Croatia // 5th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era / Bevanda, Vuk ; Štetić, Snežana (ur.). Beograd: Association of Economists and Managers of the Balkans, str. 211
Hanžek, M., Sušić, G. (2019) Croatian Wine Tourism from the Winery Perspective: The Case of the Grand CRO // 4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era / Bevanda, Vuk ; Štetić, Snežana (ur.). Beograd: Association of Economists and Managers of the Balkans, str. 669-684
Hanžek, M. (2019, November). Student study abroad destination branding in the VUCA world: the case of a Private Higher Education Institution in Croatia. International Tourism Conference “Tourism in the VUCA world: Towards the era of (ir)responsibility”. Dubrovnik.
Hanžek, M., Biočina, Z., Martinović, M. and Pirić, V. (2019, September). Dual Assessment in Higher Education: A Critical Analysis of Students Objectiveness, 7th Higher Education Institutions Conference (HEIC), Opatija.
Hanžek, M., Mihaljević, L. (2019, May). Exploring Factors Influencing Student Study Abroad Destination Choice: A Case of Croatia. Communication Management Forum: Finding a Common Denominator – Communication, Tourism, National Culture and Brand, Zagreb: Edeward Bernays.
Hanžek, M. (2019, May). Post-conflict destination branding and national identity construction: a discourse analysis of Croatia's official tourism promotion materials. Poster session presented at the Postgraduate Research Festival, University of Brighton.UK
Hanžek, M. (2019, March). The Role of the Creative Class in Tourism. Lecture at the Torism and Creativity Conference session. Zagreb School of Economics and Management
Hanžek, M. (2019, February). Semiotic Exploration of Croatia's Capital. Science Festival. Zagreb School of Economics and Management.
Hanžek, M. (2019). Principles of Tourism Destination Branding: Theory and Research. A Handbook for Tourism and Marketing Students, Zagreb: MATE, d.o.o
Hanžek, M. (2016). Four Pillars Of Sustainability - Slovenia As A Sustainable Tourism Destination. In: Hanžek et al., Turizam – Studije slučaja Hrvatske i regije, Zagreb: MATE d.o.o., pp.97-109.
Hanžek, M. (2016). Integrated Marketing Communications - Dubrovnik As The Most Famous Croatian Brand. In: Hanžek et al., Turizam – Studije slučaja Hrvatske i regije, Zagreb: MATE d.o.o., pp.167-182.