Faculty/Staff

Oleksandra Hanchukova

Oleksandra Hanchukova

Assistant Professor of Instruction
hanchukova@usf.edu 
Campus: Sarasota-Manatee
Room: A313

Oleksandra (Sasha) Hanchukova is an assistant professor of instruction in the School of Hospitality and Tourism Management on USF’s Sarasota-Manatee campus. Hanchukova holds a PhD in Hospitality, Tourism, and Retail Management from Texas Tech University (2024). Her academic journey also includes master’s degrees from Taras Shevchenko National University of Kyiv, Ukraine (2020) and the University of Camerino, Italy (2019), as well as an undergraduate degree from Taras Shevchenko National University of Kyiv, Ukraine (2018).

Before pursuing her doctorate, Hanchukova gained industry experience as a marketing and event manager at a leading Ukrainian winery. Her passion for the wine industry continued to flourish during her doctoral studies, where she served as a research assistant at the Texas Wine Marketing Research Institute (Lubbock, Texas). This combination of academic and industry experience equips her with a unique ability to bridge the gap between theory and practice. As a member of the Academy of Wine Business Research, Hanchukova is actively involved in wine industry research. Her commitment to wine knowledge is further evidenced by her Wine & Spirit Education Trust Award in Wines (Level 2 with distinction).

Hanchukova’s research focuses on the intersection of hospitality marketing and consumer behavior, with a particular emphasis on the wine industry. Her interest spans a wide range of topics, including consumer attitudes and preferences, brand perceptions, event management, digitalization, and strategic planning. By employing both quantitative and qualitative methodologies, she seeks to generate actionable insights for marketing professionals, especially in emerging markets. Her doctoral dissertation made a significant contribution to the field of crisis management in hospitality and tourism by examining the impact of solidarity with a country in crisis on consumer behavior.

Teaching

  • HFT 3868 - International Wine & Culture
  • HMG 6296 - Graduate Strategic Management

Research

  • Hanchukova, O., Velikova, N., & Koo, B. (2024; advanced online publication). Cheers to Local! Exploring Consumer Ethnocentrism in the Context of Regional Wines. British Food Journal.
  • Hanchukova, O., Velikova, N., & Motuzenko, O. (2024). A toast to emerging terroir: Exploring consumer attitudes toward local wine in Ukraine. International Journal of Wine Business Research, 36(1), 141-159.
  • Velikova, N., Hanchukova, O., Olevskyi, B., & D'Camp, H. (2021). The effect of COVID-19 on U.S. wine consumption: Six months after the original lockdown. Texas Wine Marketing Research Institute.