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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) 





Expertise related to UN Sustainable Devlopment Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 8 - Decent Work and Economic Growth
  • SDG 12 - Responsible Consumption and Production


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