Priskin Julianna HSLU W

Prof. Dr. Julianna Priskin Julianna Priskin

Lecturer

Priskin Julianna HSLU W

Lucerne School of Business

Room R109
Rösslimatte 48
6002 Luzern


Institute of Tourism and Mobility (ITM)

CC Tourism (ITM Tou)

Lecturer

+41 41 228 42 67

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Biography

Julianna Priskin is an expert in sustainable tourism management, with over 20 years of applied research and consulting experience from Australia, Canada and Switzerland. Her past research work focussed on the environmental impacts of tourism in  coastal regions, managing visitor impacts in protected areas as well as understanding the eco and nature-based visitor experience in national parks.  Julianna Priskin joined the research team at the Tourism Institute of Tourism and Mobility in 2012 where she currently lectures on all aspects of sustainability management. Her recent research relates to effective communication and marketing of sustainability, the demand aspects of responsibly managed products and services, including sustainability and climate reporting. She also works part-time as a sustainability consultant.

Subjects
  • International Tourism Environment: Tourism Markets
  • Sustainable Tourism Management
  • Digital Transformation and Sustainability
  • Sustainability Communication, Reporting and Marketing
Professional competencies
  • Sustainable Development in Tourism
  • CSR, Quality and Environmental Management, Sustainability
  • Digitalisation and Sustainability
  • Sustainable Customer Experience
  • Sustainability Reporting
  • Sustainability Marketing and Communication

Projects

Service projects

  • Tourism Lecturing Education Program for the North Caucasus Federal University, Russia

Research projects

  • Climate Action4 Companies
  • Sustainable River Cruises
  • Swisstainable Kommunikation Toolbox
  • Nachhaltigkeitstransformation der Private Selection Hotels & Tours
  • Sustainable Hotel as a Hub
  • Tourismus Forum Schweiz (TFS)
  • Unbalanced tourism growth at destination level – root causes, impacts, existing solutions and good practices
  • Soziale Aspekte im Tourismus
  • The effect of sustainability ratings on online hotel bookings: an online experiment
  • BEST EN Think Tank 2018
  • Sustainable Tourism Demand Barometer
  • Intention to book sustainable hotels: application and extension of the Theory of Planned Behaviour
  • Tourism destinations under pressure. Challenges and innovative solutions at destinations under pressure.
  • Sustainable tourism destination case study
  • WTFL study 2013: Effective communication of sustainable tourism products to customers

Publications and presentations

Publications and presentations - Book/catalogue

  • Ohnmacht, Timo; Priskin, Julianna & Stettler, Jürg (Hrsg.). (2018). Contemporary Challenges of Climate Change, Sustainable Tourism Consumption, and Destination Competitiveness. Bingley: Emerald Publishing.

Publications and presentations - Article, review; peer reviewed

  • Walsh, R. Philip; Dodds, Rachel; Belozerova, Oxana; Day, Jonathon & Priskin, Julianna (14.04.2021). The Corporate Responsibility Paradox: A Multi-National Investigation of Business Traveller Attitudes and Their Sustainable Travel Behaviour. Sustainability, 2021(13), 4343-4363. doi: https://doi.org/10.3390/su13084343
  • Ponnapureddy, Sindhuri; Priskin, Julianna; Vinzenz, Friederike; Wirth, Werner & Ohnmacht, Timo (2020). The mediating role of perceived benefits on intentions to book a sustainable hotel: a multi-group comparison of the Swiss, German and USA travel markets. Journal of Sustainable Tourism, 1-20.
  • Ponnapureddy, Sindhuri; Priskin, Julianna; Ohnmacht, Timo; Vinzenz, Friederike & Wirth, Werner (2017). The influence of trust perceptions on German tourists’ intention to book a sustainable hotel: a new approach to analysing marketing information. Journal of Sustainable Tourism, 25(7), 970-988. doi: 10.1080/09669582.2016.1270953
  • Ponnapureddy, Sindhuri; Priskin, Julianna; Ohnmacht, Timo; Vinzenz, Friederike & Wirth, Werner (2017). The Effect of Consumer Scepticism on the Perceived Value of a Sustainable Hotel Booking. Journal of Tourism and Hospitality, 6(5), 312-319. doi: 10.4172/2167-0269.1000312
  • Wehrli, Roger; Priskin, Julianna; Schaffner, Dorothea; Schwarz, Jürg & Stettler, Jürg (2014). Do sustainability experienced travellers prefer a more rational communication of the sustainability of a tourism product?. WIT Transactions on Ecology and the Environment, 2014(Vol. 187), 3-14.
  • Wehrli, Roger; Priskin, Julianna; Demarmels, Sascha; Schaffner, Dorothea; Schwarz, Jürg; Truniger, Fred & Stettler, Jürg (2014). How to Communicate Sustainable Tourism Products to Customers: Results from a Choice Experiment. Current Issues in Tourism, 2014(http://dx.doi.org/10.1080/13683500.2014.987732), 1-20.

Publications and presentations - Chapter/legal commentary/lexicon article

  • Correia, Antonia; Dolnicar, Sara & Priskin, Julianna (2021). Sustainable Tourism Knowledge and Letter. In University of Queensland (Hrsg.), Women's Voices in Tourism Research. Contributions to Knowledge and Letters to Future Generations (S. 367-368). Brisbane, Australia: Creative Commons.
  • Ponnapureddy, Sindhuri; Priskin, Julianna; Ohnmacht, Timo; Vinzenz, Friederike & Wirth, Werner (2018). The influence of trust perceptions on German tourists’ intention to book a sustainable hotel: a new approach to analysing marketing information. In Xaver Font ; Scott McCabe (Hrsg.), Marketing for Sustainable Tourism (S. x-x). London: Taylor & Francis Books.
  • Vinzenz, Friederike; Wirth, Werner; Priskin, Julianna; Ponnapureddy, Sindhuri & Ohnmacht, Timo (2018). Chapter 3 Perceived Social–Environmental and Emotional Well-Being as a Benefit of Sustainable Tourism Products and Services. In Ohnmacht, Timo; Priskin, Julianna; Stettler, Jürg (Hrsg.) (Hrsg.), Contemporary Challenges of Climate Change, Sustainable Tourism Consumption, and Destination Competitiveness (S. 49-65). Bingley: Emerald Publishing.
  • Ohnmacht, Timo; Priskin, Julianna & Stettler, Jürg (2018). Editorial: Contemporary Challenges of Climate Change, Sustainable Tourism Consumption, and Destination Competitiveness. In Timo Ohnmacht ; Julianna Priskin ; Jürg Stettler (Hrsg.), Contemporary Challenges of Climate Change, Sustainable Tourism Consumption, and Destination Competitiveness (S. 1-6). Bingley: Emerald Publishing.
  • Wehrli, Roger; Priskin, Julianna; Stettler, Jürg & Amstad, Olivia (2013). Wie werden nachhaltige Tourismusangebote am effektivsten dem Kunden kommuniziert? Erkenntnisse einer wissenschaftlichen Literaturanalyse. Jahrbuch für Tourismus 2013 (S. 1-15). St. Gallen: Erich Schmidt Verlag.
  • Priskin, Julianna & Sarrasin, Bruno (2010). Facilitating positive relationship between tourism and conservation in France and Francophone countries. In Buckley, Ralf (Hrsg.), Tourism and conservation (S. 110-124). Oxford: CAB International.

Publications and presentations - Report/working paper

  • Arnold, Tobias; Oechslin, Lukas; Weber, Fabian & Priskin, Julianna (2024). Chancen des Velo-Booms: Synthesepapier zu den Aktivitäten rund um das Schwerpunktthema am Tourismus Forum Schweiz 2023 (Bericht).
  • Arnold, Tobias; Oechslin, Lukuas; Priskin, Julianna; Weber, Fabian & Balthasar, Noah (2024). Mobilität als touristisches Erlebnis in der Schweiz: Entwicklungen und Beispiele (Bericht).
  • Strasdas, Wolfgang; Lund-Durlacher, Dagmar; Wolf-Gorny, Louisa; Schuh, Bernd; Badouix, Manon; Gaugitsch, Roland; Gorny, Helene; Münch, Arndt; Weber, Fabian; Priskin, Julianna & Wyss, Melanie (2022). Unbalanced tourism growth at destination level – root causes, impacts, existing solutions and good practices (Bericht). European Commission. European Innovation Council and SMEs Executive Agency (EISMEA), Brussels.
  • Durrer Eggerschwiler, Beatrice; Priskin, Julianna; Huck, Lukas & Stadler, Franziska (2021). Soziale Aspekte in der Tourismusentwicklung: Eine Vorstudie (Bericht). Hochschule Luzern. ITC, Luzern.
  • Priskin, Julianna & Ponnapureddy, Sindhuri (2019). A Barometer for Sustainable Travel and Tourism to track responsible consumer behaviour. Insights from Canada, Russia, Switzerland, and the USA travel markets (Bericht). Lucerne School of Business, Institute of Tourism, Lucerne.
  • Weber, Fabian; Stettler, Jürg; Priskin, Julianna; Rosenberg-Taufer, Barbara; Ponnapureddy, Sindhuri; Fux, Sarah; Camp, Marc-Antoine & Barth, Martin (2017). Tourism destinations under pressure: Challenges and innovative solutions (Bericht). Lucerne University of Applied Sciences and Arts, Luzern.
  • Priskin, Julianna & Wirth, Werner (2015). Identification of common sustainable hotel attributes and corresponding guest perceived personal benefits. Qualitative research results for the project “Intention to book sustainable hotels: application and extension of the Theory of Planned Behaviour_ (Bericht). SNF, Luzern.
  • Wehrli, Roger; Demarmels, Sascha; Priskin, Julianna; Schaffner, Dorothea; Schwarz, Jürg & Stettler, Jürg (2013). Effective communications of sustainable tourism products to guests (ITW Working Paper Series No. 001/2013). Hochschule Luzern, Luzern.
  • Wehrli, Roger; Priskin, Julianna; Demarmels, Sascha; Kolberg, Sonja; Schaffner, Dorothea; Schwarz, Jürg; Truniger, Fred & Stettler, Jürg (2013). How to communicate sustainable tourism products effectively to customers An explorative study presented at the World Tourism Forum Lucerne 2013: Summary of selected results (Bericht).

Publications and presentations - Presentation (conference/report/lectures)

  • Priskin, Julianna (04.12.2025). Durabilité et planification de voyage. CSS Webinarserie sur la durabilité, Luzern.
  • Priskin, Julianna (24.11.2025). Oups, est-ce du greenwashing ? Talentis Lab Webinar Serie, Luzern.
  • Priskin, Julianna (11.11.2025). Nachhaltigkeit Kommunikation in Schweizer Pärke. Wirksame Strategien für Stakeholderkommunikation. ERFA Kommunikation & Marketing, Bern.
  • Priskin, Julianna (21.10.2025). Webinar: Wie KMUs Greenwashing vermeiden können. IKM Impulsreferat, Online.
  • Julianna, Priskin & Priskin, Julianna (21.08.2025). Nachhaltigkeit Kommunikation und Marketing: wie können Tourismusdestinationen bestmöglich auf regulatorische Veränderungen vorbereiten? Made in Bern. Destination Marketing Tag, Adelboden.
  • Priskin, Julianna (03.06.2025). Geschäftsmöglichkeiten für mehr Klimaschutz: Zukunftsszenarien für den SchweizerTourismus. Myblueplanet 2025 Erfa Day, Bern.
  • Priskin, Julianna (23.11.2023). Effizient und attraktive Erschliessung von Destination. Tourismus Forum Schweiz, Luzern.
  • Priskin, Julianna (06.06.2023). Employee Engagement für Klimaprojekte im Tourismus. Myblueplanet Erfa Day 2023, Rorschacherberg.
  • Priskin, Julianna (24.03.2022). Klimaschutz in der Hotellerie. Wege zur Erfolg. Myblueplanet Erfa Day 2022, Weggis.
  • Vinzenz, Friederike; Wirth, Werner; Priskin, Julianna; Ponnapureddy, Sindhuri & Ohnmacht, Timo (31.08.2017). Perceived Social–Environmental and Emotional Well-Being as a Benefit of Sustainable Tourism Products and Services. 2nd International Conference on Tourism and Buisness - ICTB 2017, Luzern.
  • Ponnapureddy, Sindhuri; Priskin, Julianna; Ohnmacht, Timo; Vinzenz, Friederike & Wirth, Werner (03.07.2017). The effect of consumer scepticism on the perceived value of a sustainable hotel booking. 50th Academy of Marketing Conference (AM2017), Hull, United Kingdom.
  • Vinzenz, Friederike; Wirth, Werner; Priskin, Julianna; Ponnapureddy, Sindhuri & Ohnmacht, Timo (25.05.2017). Marketing Sustainable Tourism: The Role of Value Orientation, Well-being, and Credibility. 67th Annual Conference ICA 2017, San Fransico, USA.
  • Vinzenz, Friederike; Wirth, Werner; Priskin, Julianna; Ponnapureddy, Sindhuri & Ohnmacht, Timo (30.03.2016). Kommunizierter und Wahrgenommener Nutzen Von Nachhaltigem Konsumentenverhalten. DGPuk 2015, Leipzig, Deutschland.
  • Stettler, Jürg; Wehrli, Roger; Priskin, Julianna & Schwarz, Jürg (25.08.2013). Effective Communication of Sustainable Tourism Products to Influence Purchase Intentions. 63rd AIEST Congress 2013, Izmir/Turkey.

Achievements - Commissions, memberships and external activities

  • Priskin, Julianna. Vize-Präsidentin. (2013-2017). Interessegemeinschaft für nachhaltige Touren Schweiz.

Achievements - Awards and honours

  • Vinzenz, Friederike; Wirth, Werner; Ponnapureddy, Sindhuri; Priskin, Julianna & Ohnmacht, Timo (01.09.2017). Best PhD Student Paper für Publikation Preis.
  • Priskin, Julianna (20.01.2016). UNWTO Innovations in Enterprise für First 100% electric tourbus (Switzerland Explorer).
  • Demarmels, Sascha; Kolberg, Sonja; Priskin, Julianna; Schaffner, Dorothea; Schwarz, Jürg; Stettler, Jürg; Truniger, Fred & Wehrli, Roger (11.03.2014). Publikationspreis der Hochschule Luzern – Wirtschaft 2014 für den Artikel "How to communicate sustainable tourism products effectively to customers" Summary of selected results for the World Tourism Forum Lucerne 2013 (10.1080/13683500.2014.987732).