Introducing Florian Zach, Ph.D.
Meet Florian Zach, Ph.D., Associate Professor at Virginia Tech and SETTRA Board Member nearing the end of his first term. Florian brings a research-driven lens to real-world destination challenges, studying strategic decision-making across hotels, short-term rentals, and DMOs, and translating those insights into meaningful conversations for our industry.
What is your current role with your organization?
My research focuses on strategic decision-making and patterns among destination stakeholders, such as hotels and short-term rental operators, to understand which decisions provide firms an advantage in the marketplace. In addition, I teach the Strategic Management Capstone course for senior business students across all majors.
Where It All Started
What initially drew you to the travel and tourism research field?
I was working in hotels while pursuing my Master’s degree, and was offered an assistantship and the opportunity to earn a PhD in Business. Given my hotel background, I researched innovation and collaboration within DMOs. This evolved into consulting work helping destinations visualize and better understand their partnership networks, and later to research on short-term rentals, including projects with municipalities seeking to understand the challenges surrounding that industry. My academic journey has taken me from Temple University in Philadelphia, to the University of Southern Denmark in Kolding, to Washington State University in Vancouver, and ultimately to my current role at Virginia Tech in Blacksburg, Virginia.
What inspired you to get involved with the SETTRA board – OR – What have you enjoyed most about serving on the SETTRA board?
I am excited to serve on the SETTRA board and truly appreciative of the opportunity. As academics, we are – despite our best efforts – at times feel removed from day-to-day challenges faced by tourism stakeholders. Engaging with the board and the various stakeholders they represent has been refreshing and has sparked ideas for new research projects. I trust the academic input is valuable to the board’s work and has led to meaningful conversations around current industry issues.
Advice & Outlook
What advice would you give to emerging professionals interested in research or data in travel and tourism?
Curiosity is key. Search for answers and do not hesitate to reach out to academics with questions. We enjoy being sounding boards and eager to collaborate on research.
Fun & Personality
What’s one surprising fact about you?
I do not enjoy flying.
Outside of research and data, what’s your favorite way to recharge?
I enjoy hiking and skiing… essentially anything that allows me to go up and down mountains, preferably with good company to enjoy the views.
What destination is currently at the top of your must-visit list?
Any place with unique landscapes, stunning views, and good food.
Get In Touch
TTRA is a highly respected and established organization dedicated to advancing the standards of travel and tourism research and analysis. With its focus on excellence, professionalism, quality, and inclusivity, TTRA is the go-to source for professionals in the industry seeking to stay ahead in their field.