Florian Zach
Associate Professor · Pamplin College of Business · Virginia Tech
⭐ Information for Ph.D. applicants: Please reach out if you are interested in my research and research methods. A background in quantitative analysis or programming is preferred. VT offers several courses to learn and improve quantitative research methods.
Research interests
Innovation adoption, Market entry, Positioning strategies
Selected publications (since 2023)
Zhang, H., Bianco, S., Zach, F.J., & Xiang, Z. (2026). Survival of the fittest: Standardization by professional short-term rental hosts under severe uncertainty. Tourism Management, 111. doi: 10.1016/j.tourman.2025.105249 [Publisher] [Google Scholar] [Open Access – VTechWorks] (P) (ABDC list: A*)
Jiang, J., Zach, F.J., & Bruce, N.I. (2025). Impact of Recreational Marijuana Legalization on Hotel Performance and Operations: A Bayesian Causal Inference Approach. Production and Operations Management. doi:10.1177/10591478251345522 [Publisher] [Google Scholar] (P) (ABDC list: A*)
Zhang, H., Xiang, Z., & Zach, F.J. (2025). Generative AI vs. Humans in Online Hotel Review Management: A Task-Technology Fit Perspective. Tourism Management, 110. doi:10.1016/j.tourman.2025.105187 [Publisher] [Google
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