Asst. Prof. Philipp Wegerer, PhD

Leave of Absence +43 512 2070 - 3328 philipp.wegerer@mci.edu

Berufliche Erfahrung

02/2018 - 03/2019
Research Associate (post-doc) - Institut für Strategisches Management, Marketing & Tourismus, Universität Innsbruck
Forschung im Bereich Brand Management, Digitalisierung und Consumer Research Leitung von Studenten-, und Markforschungsprojekten Lehre im Bereich Brand Management und Marketing
01/2014 - 02/2018
Research Assistant (pre-doc) - Institut für Strategisches Management, Marketing und Tourismus, Universität Innsbruck
Kumulative Dissertation "Brands as Mediators" Lehre und Forschung im Bereich Branding und Consumer Research Vorträge auf Interationen Kongressen Lobbyarbeit zum Thema Radmobilität

Ausbildung

08/2013 - 02/2018
PhD - Universität Innsbruck
PhD Management
10/2010 - 02/2013
MSc - Universität Innsbruck
Organization Studies
08/2006 - 08/2010
BA - Universität Innsbruck
Politikwissenschaft

Veröffentlichungen in Fachzeitschriften (peer reviewed)

Stadler, R., Wegerer, P., & Nadegger, M. (2025, in press). The Potential of Collaborative Autoethnography for Event Research. Event Management
Nadegger, M. & Wegerer, P.K. (2024). Rhythms of repetition and disturbance: Reimagining business-as-usual in the Antropocene. Organization (online first). http://doi.org/10.1177/13505084241303098
Volo, S. & Wegerer, P.K. (2023). Assemblage theory in tourism. Annals of Tourism Research. 100, 103567.
Wegerer, P. K. & Nadegger, M. (2020). It’s time to act! Understanding online resistance against tourism development projects, Journal of Sustainable Tourism, DOI: 10.1080/09669582.2020.1853761
Wegerer, P.K. (2021). Doing Van Life: A Social Practice Perspective on Traveling with a Camper Van. NA - Advances in Consumer Research, 49, 51-54.
Wegerer, P. (2020). Understanding Consumer Activism in Digital Environments. NA - Advances in Consumer Research, 48, 164-167.
Wegerer, P., & Munro, I. (2018). Ethics of ambivalence in corporate branding. Organization, 25(6), 695–709.
Wegerer, P. K. (2018). Ethical branding as a discoursive resource for employee identity work: A case study. German Journal of Human Resource Management, 32(2), 102–119.
Schöps, J. , Wegerer, P., & Hemetsberger, A. (2017) Brand-Mediated Ideological Edgework: Negotiating the Aestheticized Human Body on Instagram - the Case of American Apparel. NA - Advances in Consumer Research Volume 45, 474-478. http://www.acrwebsite.org/volumes/1024479/volumes/v45/NA-45
Botschen, G. & Wegerer. P. K., (2017) Brand-driven retail format innovation: a conceptual framework. International Journal of Retail & Distribution Management, 45(7/8), 874-891.

Veröffentlichungen in Fachzeitschriften (editorial reviewed)

Nadegger, M., Bosio, B., Wegerer, P. K., Haselwanter, S., Untersteiner, J. (2020). #mitabstandnah – Eine Hashtag-Analyse der Tiroler Tourismusverbände in Corona-Zeiten. Tourismus Wissen Quarterly, 21(6), 222-227.

Monographien

Wegerer, P. (2017) Brands as Mediators: A Differentiated View on Brand-Mediation Processes [Dissertation]. Innsbruck. University of Innsbruck.

Kapitel in Fachbüchern

Stadler, R. & Wegerer, P. (2024). Becoming, being… belonging? – Using collaborative autoethnography to explore community events and festivals. In A. Jepson, R. Stadler, & T. Walters (Eds.), Reimagining Community Festivals and Events: Critical and Interdisciplinary Perspectives (pp. 183-203). Routledge.
Wegerer, P.K. & Nadegger, M. (2021). Zeit zu handeln - Digitaler Widerstand gegen touristische Entwicklungsprojekte. In: U. Rußmann, et al. (Hrsg.). Zukunft Verantwortungsvoll gestalten. Springer. 10.1007/978-3-658-36861-6
Nadegger, M., Bosio, B., Haselwanter, S., Untersteiner, J. & Wegerer., P. (2021). Social-Media-Kommunikation in der Covid-19-Krise. Eine Instagram-Analyse der Tiroler Tourismusverbände. In: Bieger, T., Beritelli, P., & Laesser, C. (Hrsg.). Krisenmanagement und Zukunftsstrategien für den alpinen Tourismus. Schweizer Jahrbuch für Tourismus 2020/21. Berlin: ESV
Wegerer, P. K. (2015). Bicycling in Urban Landscape: Exploring Discursive, Cultural and Spatial Dynamics. In C. Antenhofer, Bischof, G., Dupont R. L., Leitner, U., (Eds.), Cities as Multiple Landscapes (1st ed., pp.251-277). Campus Verlag.

Beitrag in Konferenzband (peer reviewed)

Wegerer, P. et al. (2018, October 19- 24). Brands as Mediators [paper presentation & special session chair]. NA - Advances in Consumer Research 46, 352 - 356. https://bit.ly/2SNbQiU
Wegerer, P. (2017) Corporate Branding as a Source For Employees' Moral Identity Work. NA - Advances in Consumer Research Volume 45, 489-492.

Präsentation eines Artikels auf einer Konferenz, Workshop, Seminar

Wegerer, P. (2024). Understanding Van Life: A Social Practice Perspective. Consumer Culture Theory Conference. 12. July 2024. San Diego. (Working Paper)
Stadler, R., Wegerer, P., & Nadegger, M. (2024, June 17-20). “I need to just keep running” - navigating the field in collaborative autoethnographic event research [Conference presentation]. Event Management Conference, Orlando, Florida, USA.
Nadegger, M. & Wegerer, P. (2024). Locked-in repetition and fleeting moments of difference. A rhythmanalytical perspective on business-as-usual in the Anthropocene. Paper presented at the VHB Jahrestagung 2024 "Entrepreneurship. Digitalisierung. Nachhaltigkeit. BWL im Dreiklang der gesellschaftlichen Transformation". Mar 6-8, 24. Lüneburg, Germany.
Wegerer, P (2023). Full-time Van Life: A Practice Theory Perspective [Poster Presentation). DGT Jahrestagung, Innsbruck. https://www.dgt.de/veranstaltungen/dgt-jahrestagung-2023/
Wegerer, P.K. (2023, July 13). Compositional Analysis: The Visual Representation of Social Categories in Advertising. Tourism Research Methods Summer School. Italy.
Stadler, R., Wegerer, P., & Siller, H. (2023, July 11-13). Experiencing sport, nature and culture together – The impact of trail running events upon community wellbeing and place identity [Conference presentation]. LSA Conference, Bournemouth, U.K.
Wegerer, P.K. (2022, Mai 16). Visual Content Analysis: How to study brands on Instagram [Workshop]. ISCONTOUR. Innsbruck Austria.
Wegerer, P.K., Mitterer-Leitner, T. & Siller, H. (2022). The Tyrolian Way: A Framework For Developing A Sustainable Tourism Policy. FFH Forum. Villach, Austria.
Wegerer, P.K. (2021, October 31). Doing Van Life: A Social Practice Perspective on Traveling with a Camper Van [Paper Presentation]. ACR Conference, Seattle, USA.
Wegerer, P.K. & Volo, S. (2021, May 14-16). Visual Content Analysis of Instagram Posts: The Case of Tyrol. TTRA International Conference. San Diego, United States.
Wegerer, P.K. & Nadegger, M. (2021, April 7).It's time to act! Understanding Consumer Activism in Digital Environments [Conference Presentation]. FFH Forum. Wien, Österreich.
Wegerer, P.K. (2020, October 1). Understanding Consumer Activism in Digital Environments [Paper Presentation]. ACR Conference. Paris, France.
Wegerer, P. K. & Petry, T. (2020, September 27 -30). Managing local authenticity in Alpine Hospitality Organizations [Paper Presentation]. TTRA Europe Chapter Conference, Innsbruck, Austria.
Wegerer, P. K. (2020, May 27). Studying Brands on Instagram [Invited Talk]. University of Innsbruck, Innsbruck.
Schöps, J. D., & Wegerer, P. K. (2017). Market-mediated ideological edge-work: The visual representation of gender by the fashion brand American Apparel [Conference Presentation]. FAG Workshop, Vienna, Austria.
Botschen, G., & Wegerer, P. K. (2016) Drivers of Brand Resonance (DBR): A Practical Tool for Governing Enduring Brand- Stakeholder Relationships. 11th Workshop on Organizational Change and Development, Vienna. http://www.eiasm.org/frontoffice/event_announcement.asp?event_id=1180
Wegerer, P.K. (2016, July 6-9). Revolution on our Streets: Re-claiming Space for Bicycling [Conference Presentation]. CCT Conference, Lille, France.
Wegerer, P. (2015) The spatial transformation of cities: The case of Innsbruck [Paper Presentation]. Velocity Conference, Nantes, France.
Wegerer, P. K. (2015) The Visual Mode of Meaning Construction: Stakeholder Framing of the Bicycle Discourse in Austrian Cities [Conference Presentation]. Brand Camp, Obergurgel, Austria.
Wegerer, P. K. (2013, July 4-6). Exploring the unconscious Dynamics between Corporate Brands and Organizational Identity: A case study on the Austrian Chocolatier ZOTTER [Paper Presentation]. EGOS Conference, Montreal, Canada.

Sonstige Publikationen

Wegerer, P.K. (2022, Mai 24). Iscontour 2022: Ein Rückblick. TTR Tirol. https://www.ttr.tirol/innovation-und-inspiration/iscontour-2022-0
Bartos, M & Wegerer, P. (2015) Nicht ohne Mein Rad. Wissenswert: Magazin der Leopold Franzens Universität, Innsbruck.
Wegerer, P. K., Stöckl, V., & Gabl, S. (2015). Contesting Space [Videography]. NA- Advances in Consumer Research, 43, 755. https://bit.ly/33OkxQ7

Betreute Bachelorarbeiten

Costa Vera (2025): Local Food als zentraler Bestandteil der Reiseerfahrung
Lindsberger Luana (2025): Utilizing Emotional Social Media Strategies in the Hospitality Industry: How to Enhance Brand Awareness and Loyalty?
Holzkämper Lina (2025): From Urban Stress to Mountain Bliss: Strategic Recommendations for Alpine Wellness Tourism
Hambrecht Laura (2025): Abenteuertourismus im Alpenraum: Wenn Flow zum Motiv wird
Rogg Franziska (2025): Sustainable Development in Mountain Tourism: Mitigating Socio-Economic Challenges
Tipotsch Sarah (2024): Koexistenz zwischen Almwirtschaft und Tourismus
Lindenbauer Sabine (2024): Auswirkungen des Bauernsterbens auf den ländlichen Tourismus
Elenz Luise (2024): Technology in Hospitality Organizations along the Customer Journey
Gamper Christoph (2024): Markenmanagement in der KMU-Hotellerie
March Anna Elena (2024): Globale Trends im Wellnesstourismus: Analyse und Handlungsempfehlungen für zukünftige Tourismusangebote
Raggl Sarah (2023): Das touristische Phänomen der Backpacker/innen - Eine Potentialanalyse für den alpinen Tourismus
Wierer Martina (2023): Aroma, Atmosphäre, Anreiz - Olfaktorisches Marketing in der familiengeführten Hotellerie
Campana Isabelle (2023): Kognitive Dissonanz als Einflussfaktor auf die Nachhaltigkeit bei Kaufentscheidungen
Müllauer Ina (2023): Customer Experience Management im Tourismus
Glaser Antonia (2023): Das touristische Zukunftspotential Slow Tourism
Bösch Simone Franziska (2022): Auf der Suche nach Authentizität: Die Wahrnehmung von Authentizität im Kulturtourismus
Bolter Johanna (2022): Digitale Nomadinnen und Nomaden als neue Zielgruppe alpiner Destinationen
Janzen Fabian (2022): Chancen & Risiken des sozio-demographischen Wandels für touristische Destinationen und Dienstleister
Süßl Tiziana (2021): Die Social Media Nutzung von Destinations Management Organisationen
Eder Theresa Christine (2021): Möglichkeiten und Grenzen des multisensorischen Marketings in alpinen Destinationen
Gassner Anna-Maria (2021): Strategische Ansätze zum Markenmanagement klein- und mittelständischer Tourismusunternehmen
Steininger Vanessa (2020): Social Media als Instrument zur Beeinflussung des Destinationsimages während und nach Krisen
Überbacher Laura (2020): Die Entwicklung von der Destination zur Brand durch die Integration von Events
Grätz Johanna (2020): Veränderungen des Storytellings in der Markenführung durch das digitale Zeitalter
Pecher Anne (2020): Von der Destination zur Marke. Entwicklung eines internen Markenführungsmodells für Destinationen am Beispiel der Erlebnisregion Ochsenkopf

Betreute Masterarbeiten

Weißwange Vera Dorothee (2025): Exploring identity conflicts at the workplace: Foreign employees in the Tyrolean hospitality industry
Donkova Tsveta (2025): Journey within: Understanding yoga retreat offerings through experiential design principles
Schwärzler Theresa (2025): Seeing - Feeling - Doing: Exploring Tourists' and Locals' Responses to Instagram Images of the Bregenzerwald
Broschinski Tanya (2025): Fields of Ambition: Exploring the Entrepreneurial Motivations of Ontario Agritourism Farmers
Schopf Sophie (2025): Exploring the Dynamics of Digital Nomadism on Local Communities in the Canary Islands
Müller Sophie (2025): Shaping Destination Image through Instagram: A Case Study of Lake Achensee
Boian Olga (2025): Dracula Myth, Marketing, and Tourist Expectations: How Narratives Shape First-Time Visitors in Dark Tourism
Huben Laura (2024): Career intentions and influence factors on job satisfaction of tourism graduates in Tyrol
Tódor Kitti (2024): Trail preferences of enduro mountain bikers in Innsbruck, Austria: Understanding affective ride experiences
Knour Kim (2024): Digitalization along the Via Francigena Pilgrimage: Exploring the Impact of Technology Use on Consumer Deceleration
Leifeld Jaqueline (2024): Markenimage in ländergrenzüberschreitenden Tourismusgebieten am Beispiel der internationalen Bodenseeregion
Biondani Giosuè (2024): Authenticity in rural tourism: Suppliers' and customers' perception in the Italian region of Veneto
Kollár Dorottya (2024): Experiential Marketing: The Quality Evaluation of Hospitality Websites through the Eyes of Prospective Customers
Geyer Anne (2024): Reisezielauswahl der Generation Z
Endres Maurice (2023): Authentizität im Tourismus - Authentische touristische Erlebnisse anhand von "Airbnb Entdeckungen"
Sachs Luisa (2023): Working Vacationers. The challenge of working remotely in paradise
Slagman Feya (2023): Full-time Van Life: A Home away from Home
Stanger Daniela (2023): Action research: Investigating on strategizing routines in a strategic context
Krall Tobias (2022): A Picture Says More Than a thousand Words: The Visual Co-Creation of Tyrolean Destination Brands on Instagram
Gabl Theresa (2022): The influence of DMOs firm-generated content on tourist's destination awareness, destination loyalty and booking intention
Winkler Tamara (2022): Digital Nomadism - Wie die Work-Life-Balance erlebt und erhalten wird, wenn die Arbeit ein ständiger Begleiter auf Reisen ist
Roth Katja (2022): Visual Voyage - The Destination Image of Cape Town on Instagram
Jagersberger Hannah Lena (2022): The Perception of Slowness: Consumer Deceleration among Young Adults during a Holiday on the Beach
Bögelein Christina Rebekka (2022): Consumer Behavior in Alpine Tourism: How Does Today's Generation Experience Consumer Deceleration During the Practice of Ski Touring
Endlicher Mira (2021): Constructing authenticity in the east Tyrolean holiday destination Obertilliach: A case study
Rief Lisa-Maria (2021): Ko-Kreation von Destinationsmarken
Lodge Julia (2021): Understanding the tourists' perspective of destination card systems. A case study approach
Taxis Franziska (2021): Destination Cards als Instrument des Destinationsmanagements: Analyse der Tiroler Destination Cards
Bürgler Eva-Maria (2021): The co-occurrences and differences of the destination brand image projected by DMOs and perceived by tourists
Mezger Nadine (2020): Specialties of climbing tourism: an investigation of risk perception, travel behaviour and destination attribute preferences
Podhraski Jana (2020): Risk perception and risk reduction strategies of female solo travellers