Dr Thomas Magor

Lecturer in Marketing (Teaching Foc

School of Business
Faculty of Business, Economics and Law


I'm interested in modelling consumer choice to uncover the hidden patterns in our decision making. I am passionate about public transport, sustainable travel/tourism, mobility in cities, consumers use of technology and societal wellbeing. I've published in the Journal of Choice Modelling, Frontiers in Psychology, and the Annals of Tourism Research, as well as presented at international conferences in Japan, USA and Australia. In my PhD I studied complex decision making in public transport and air travel by using latent variable structural choice models to find patterns in consumer heterogeneity attributable to the choice context and account for these patterns using behavioural decision theory. After graduating I worked at the Japanese International Cooperation Agency Research Institute (JICA-RI) in Tokyo, Japan as a behavioural economist. I have since returned to the UQ Business Schools where I am now focussed on developing the new business analytics major as part of the new Bachelor of Advanced Business (Honours) program.


  • Doctor of Philosophy, The University of Queensland
  • Bachelor (Honours), The University of Queensland
  • Bachelor of Arts, The University of Queensland
  • Bachelor of Business Management, The University of Queensland


  • Xie-Carson, Li, Magor, Thomas, Benckendorff, Pierre and Hughes, Karen (2023). All hype or the real deal? Investigating user engagement with virtual influencers in tourism. Tourism Management, 99 104779, 104779. doi: 10.1016/j.tourman.2023.104779

  • Andreassen, Tor W., Archibald, Gordon, Beekhuyzen, Jenine, Bongiovanni, Ivano, Brea, Edgar, Breidbach, Christoph, Burchill, Keith, Burgers, Henri, Cao, Selina, Coote, Len, Coram, Brendan, Cunningham, Claire, Feast, George, Field, Mitch, Ford, Jerad, Fouche, Leon, Gain, Alexandria, Gooding, Glen, Goyeneche Ramirez, David, Green, Teegan, Gschwind, Daniel, Hall, Thomas, Hartley, Nicole, Heinz, Daniel, Hine, Damian, Indulska, Marta, Kapernick, Brett, Kastelle, Tim, Ko, Ryan ... Zhang, Wenlu (2023). Digital Service Transformation: Pathways to human and economic wellbeing White Paper. Brisbane, QLD Australia: The University of Queensland Business School - Service Innovation Alliance. doi: 10.14264/aed4918

  • Walters, Gabby, Magor, Thomas, Kelly, Sarah and Wallin, Ann (2022). Cruising through a pandemic: or not?. Annals of Tourism Research, 97 103499, 1-13. doi: 10.1016/j.annals.2022.103499

View all Publications


Journal Article

Other Outputs

PhD and MPhil Supervision