Para Anna HSLU W

Dr. Anna Para Anna Para

Lecturer

Para Anna HSLU W

Lucerne School of Business

Room 2. Stock, ITM
Walter-von-Moos-Promenade 1
6005 Luzern


Institute of Tourism and Mobility (ITM)

CC Tourism (ITM Tou)

Lecturer

+41 41 228 41 57

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Biography

Education 

2022 - 2024  CAS Hochschuldidaktik, The Centre for Learning, Teaching and Research ZLLF, Lucerne University of Applied Sciences and Arts

2012 – 2019 SGH Warsaw School of Economics, Warsaw, PL – PhD in Management

2011 – 2013 SGH Warsaw School of Economics, Warsaw, PL – Master studies in Management

2010 – 2011 Johannes Gutenberg Universität Mainz, DE – Erasmus (Economics) 

2006 – 2011 SGH Warsaw School of Economics, Warsaw , PL – Bachelor and Master studies in International Economics

 

Professional life 

From March 2026 Head of International Tourism Management Major, in the MSc Business Administration Programme, Lucerne University of Applied Sciences and Arts t - Hochschule Luzern 

From September 2024 Lecturer, Project Manager  Lucerne University of Applied Sciences and Arts 

2021 – 2024 Senior Research Associate,   Lucerne University of Applied Sciences and Arts 

2019 – 2021 Assistant Professor, SGH Warsaw School of Economics, Warsaw, PL

2017 – 2019 Market Research Analyst, Kross S.A., Warsaw, PL 

2012 – 2016  Export Analyst, Sotres sp. z o.o., Warsaw, PL

2011 – 2012 Assistant Intern at Development Department, Louvre Hotels Group, Warsaw, PL

Subjects
  • Digital Tourism
  • Tourism Marketing in a Digital Age
  • Event Management
  • Applied Research Project
Professional competencies
  • Digitalization in Tourism
  • Strategic Management and Marketing
  • Betreuung Bachelor, Master und Seminararbeiten
  • Online Marketing in Tourism (esp. Social Media and Mobile Tourism)
  • International Management

Projects

Service projects

  • Kooperative Aktualisierung von Points of Interests für den Tourismus

Research projects

  • Swiss AI Ready Tourism Data (SwissAIRTD)
  • National Data Infrastructure for Tourism (NaDIT)
  • National Data Infrastructure for Tourism (NaDIT)
  • Digital Storytelling Lab: Selfguided AR and AI-powered Tourism Experience Platform
  • Entgegenwirken des Arbeitskräftemangels durch Steigerung der Arbeitszufriedenheit im Tourismussektor
  • Data Content Hub - Begleitgruppe
  • VR in Sport
  • Virtual influencers in tourism
  • Micromate - chatbots as learning support

Publications and presentations

Publications and presentations - Article, review; peer reviewed

  • Para, Anna; Geyer, Carolin; Jäger-Wyss, Melanie & Müller, Meike (08.01.2026). The rise of virtual influencers in tourism marketing: Analysing Esther Olofsson’s visual branding on Instagram. Journal of Marketing and Market Studies, 2025(10), 36-52.
  • Kuster, Simon; Laesser, Christian; Liebrich, Andreas & Para, Anna (28.05.2025). Incentives for Visitor Tracking: Is Gamification the Way to Go?. Proceedings of the ENTER 2025 eTourism Conference, Wroclaw, Poland, February 17–21, 2025, 301-312.
  • Kachniewska, Magdalena & Para, Anna (05.07.2023). Feminine vs. Masculine: Expectations of Leadership Styles in Hotels during the COVID-19 Pandemic. Sustainability, 2023(15, 1060), 1-24. doi: https://doi.org/10.3390/ su151310602
  • Para, Anna & Ohnmacht, Timo (11.05.2023). From Over-Tourism to Zero Tourism: Opportunities for a New Beginning? Sustainability, 15(10), 1-2.

Publications and presentations - Article, review; not peer reviewed

  • Heilingloh, Josephine & Para, Anna (28.08.2024). Immersive Technologien im marketing. Organisator: das Magazin für KMU, 60-63.

Publications and presentations - Chapter/legal commentary/lexicon article

  • Liebrich, Andreas; Golliez, André & Para, Anna (2025). Daten und Dateninformationssysteme. Tourismusforschung. Handbuch für Wissenschaft und Praxis (S. 781-786). Baden-Baden: Nomos.
  • Para, Anna; Stuber-Berries, Nicole & Wyss, Lucienne (2023). Bedeutung des Metaverse für den Tourismus - Chancen und Herausforderungen. Alpiner Tourismus in disruptiven Zeiten. Schweizer Jahrnuch für Tourismus 2022/2023 (S. 229-248). Berlin: Erich Schmidt Verlag.
  • Para, Anna & Stuber-Berries, Nicole (2023). Understanding the metaverse and its potential for events. Virtual Events Management. Theory and Methods for Event Management and Tourism (S. 138-154). Oxford: Goodfellow Publishers Limited.
  • Para, Anna (2021). The Role of Managerial Competencies in Foreign Direct Investments. 21st International Joint Conference Central and Eastern Europe in Changing Business Environment: Proceedings (S. 183-190). Bratislava (Slovakia): Vydavateľstvo EKONÓM, University of Economics in Bratislava.
  • Kachniewska, Magdalena & Para, Anna (2017). Hospitality employers' expectations towards the higher education system in Poland. Handbook of Teaching and Learning in Tourism (S. 17-30). Cheltenham (UK): Edward Elgar Publishing.
  • Kachniewska, Magdalena & Para, Anna (2014). Determinants of Convention & Conference Site Selection: the Polish Events Planners' Perspective. New Trends in Tourism Research - a Polish Perspevtive (S. 150-162). Leira (Portugal): GITUR - Tourism Research Group of Polytechnic Institute of Leira.

Publications and presentations - Report/working paper

  • Para, Anna & Schär, Zeliya (2024). Wegleitung zur Optimierung der Aktualisierung von POI: Pilot-Projekt des Destination Lab (Bericht).

Publications and presentations - Other publication formats

  • Hellingloh , Josephine & Para, Anna (01.04.2024). Immersive Customer Experience Immersive Technologien, ihre Anwendungen und Potentiale mit Beispielen aus der Sportindustrie.
  • Basel, Jörn & Para, Anna (22.02.2024). Micromate – Lernförderung durch einen digitalen Lernassistenten - Ergebnisse für Industrie Partners.

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

  • Geyer, Carolin & Para, Anna (09.10.2024). Die Rolle virtueller Influencer im Kulturbereich - Eine Analyse der visuellen Präsentationsstrategien virtueller Influencer am Beispiel von Esther Olofsson auf Instagram. 15. Jahrestagung 2024 - Analog, digital oder irgendwo dazwischen – die zukünftigen Räume der Kultur, Max-Planck-Institut für empirische Ästhetik.
  • Hilgers, Constanze & Para, Anna (11.06.2024). Social Media Outlook 2024: KI-Influencer - Neue Stars im Netz. DZT Knowledge Days, Esslingen (Deutschland).
  • Para, Anna; Geyer, Carolin; Wyss, Melanie & Müller, Meike (05.06.2024). The rise of virtual influencers in marketing: investigating the potential of virtual influencers in tourism marketing. Advances in Destination Management Forum - ADM 2024, Lucerne.
  • Basel, Jörn; Para, Anna & Schäfer, Wolfgang (14.06.2023). Trust in a smart chatbot assistant – Insights from a practitioner-oriented research project. 12th workshop on Trust within and between organizations (FINT), Helsinki.
  • Para, Anna (24.02.2023). How to categorize data in Swiss Tourism and How to Create an Overview. Resilient Tourism - Flagship Annual Conference, Lausanne.
  • Para, Anna (19.10.2022). Tourism data landscape and inventories. International Federation for IT and Travel & Tourism Talk (IFITT Talk), Tshwane University of Technology, South Africa (online).
  • Para, Anna (26.08.2022). Tourism data lanscapes and inventories – comparison of approaches in selected countries. International Conference on Tourism and Business ICTB 2022, Luzern.
  • Para, Anna (27.09.2021). Promoting Poland as an attractive tourist destination. The 1st Polish economic forum in Switzerland, Bern.

Achievements

    • Para, Anna. Scientific and Organizing Committe Member - Advances in Destination Management Forum. Development of conference main topics and sessions focus, reviewing submissions, moderation of thematic session. Lucerne University of Applied Sciences and Arts, St. Gallen University, Linnaeus University.

    • Para, Anna. Gutachter / Member of Advisory Board. Gutachter / Member of Academic Board. Journal: Women & Business.

    • Para, Anna. Member of Scientific Commitee - International Conference of Tourism and Business. Development of conference theme and call for papers, promoting the conference and call for papers among researchers.. Lucerne University of Applied Sciences and Arts, Mahidol University International College, Edinburgh Napier University.

Achievements - Other achievements

  • Para, Anna. Scientific and Organizing Committe Member - Advances in Destination Management Forum. Development of conference main topics and sessions focus, reviewing submissions, moderation of thematic session. Lucerne University of Applied Sciences and Arts, St. Gallen University, Linnaeus University.
  • Para, Anna. Gutachter / Member of Advisory Board. Gutachter / Member of Academic Board. Journal: Women & Business.
  • Para, Anna. Member of Scientific Commitee - International Conference of Tourism and Business. Development of conference theme and call for papers, promoting the conference and call for papers among researchers.. Lucerne University of Applied Sciences and Arts, Mahidol University International College, Edinburgh Napier University.