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Personal profile

Research interests

I am a Professor of Marketing in Edinburgh Business School at Heriot-Watt University, Edinburgh, UK. I have an established reputation in the marketing field with a specific reputation in marketing management, consumer behaviour and tourism, leisure and cultural consumption. The innovative nature of my research traces to multi-disciplinary work and to methodologically robust measurement and assessment of key marketing concepts.


In recent years, I have over 100 academic publications, a significant number of which are in 3* and 4* ABS-listed journals with high impact factors. I am the co-chairman of tourism marketing special interest group in Academy of Marketing, UK. I am Senior Editor for Tourism Management Perspectives [ABS 2*, impact factor: 2.485] and Associate Editor of two journals: The Service Industries Journal [ABS 2*, impact factor: 2.381] and International Journal of Contemporary Hospitality Management [ABS 3*, impact factor: 5.667]. I serve on the editorial review board of several social science journals, such as the Journal of Business Research [ABS 3*, impact factor: 4.874] and Journal of Travel Research [ABS 4*; Impact factor: 7.027].I am in the process of editing 5 special issues including:


  1. ‘Scale Development in Tourism and Leisure Research: New Approaches, Theoretical and Methodological Issues’, Journal of Business Research, [ABS 3*, impact factor: 4.874]
  2. ‘Responding to Crisis in Industry 4.0: Sustainable Marketing Innovation in Uncertain Times’, Sustainability, [impact factor: 2.592]
  3. ‘Contemporary issues and future trends in food tourism’, International Journal of Tourism Research, [ABS 2*, impact factor: 2.585]
  4. ‘Nature-based Solutions in Hospitality and Tourism Management’, Journal of Hospitality and Tourism Research, [ABS 2*, impact factor: 3.816]
  5.  ‘Consumer experience management and customer journeys in tourism, hospitality and events’, Tourism Management Perspectives, [ABS 2*, impact factor: 3.648]


I have given keynotes at several academic conferences and workshops in USA, Middle East and UK. I have organised and hosted the 12th International Colloquium on Arts, Heritage, Non-profit and Social Marketing Conference (Academy of Marketing) in Heriot-Watt University in September 2013 and also hosted Tourism Marketing special interest group conference (Academy of Marketing) in Heriot-Watt University in December 2017. I am also keynote speaker and panellist at several academic and non-academic conferences and workshops.


At an institutional level, I have provided academic leadership for over several academic colleagues, supervised and graduated several PhD students. I have also secured over £2.5m in funding (including Horizon 2020 and KTP). From a teaching and learning perspective, I have taught at different university levels including BSc, MSc, MBA and MRes. I use interactive, experiential and engaging learning methods in my teaching.

Roles & Responsibilities


Teaching 2020/21

+ Communications and Branding (PG)

+ Issues and Trends in Tourism (PG)

+ Communications and Branding in Fashion (PG)

+ Leisure Marketing (UG) 






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