Tourism Research Archives - Tourism Research Centre Blog

33rd Nordic Symposium on Tourism and Hospitality Research

From the 17^th-19^th September, I had the pleasure of attending the 33^rd Nordic Symposium on Tourism and Hospitality, hosted by the Centre for Regional and Tourism Research (CRT) on the island of Bornholm, Denmark, under the theme “The transformative power and potential of tourism”. The Nordic Society for Tourism and Hospitality Research (Northors), who organise the annual Nordic symposium, provides a platform for the development of hospitality and tourism in Nordic countries- Denmark, Sweden, Finland, Norway and Iceland, and surrounding areas in a European and global context.

I presented findings from a public engagement activity on how making souvenirs at the destination can support visitor environmental education, with Drs. Xinguyu (Chloe) Tao and Sam Vettese from the School of Design at Edinburgh Napier University. I presented a second paper titled seeking public value in the licensing of Edinburgh’s short term lets from my interdisciplinary work with Dr. Janice McMillan, Human Resource Management Group, at Edinburgh Napier University. Both papers were very well received and led to some very engaging conversations about what we truly value in tourism and its transformative potential for destinations, businesses, visitors and individuals. I was able to reconnect with researchers from Denmark and make new connections with participants from Finland, Norway and Scotland!

The island setting was significant for the conference – Anders Wiberg, director of destination Bornholm Forside – Destination Bornholm ApS – vi arbejder for turismen) discussed how the island has positioned itself as a year-round destination for visitors, capitalising on nature, music and the island’s reputation as Denmark’s leading gastronomy destination.

The Green Solution House Hotel (GSH) which was the conference venue, is a global pioneer of sustainable hotel operations and design, named by The Guardian (UK) as one of the most sustainable hotels in Europe in 2021.

One of our evening activities involved setting on an island food tour, where we were lucky to sample locally produced drinks and participate in an interactive session with local entrepreneurs on the future of Bornholm as a food destination.

Additionally, Bornholm is a Maker’s Island. It has a vibrant arts and craft scene and is the first place in Europe and first island in the world to be designated World Craft Region, for producing unique handicrafts.

Edinburgh Napier Visiting Professor, Greg Richards, provided one of the keynote presentations entitled (Transforming Culture In the Curated Countryside) as part of the CROCUS project (www.crocus.europe.eu) around the transformation of tourism and experiences in rural areas through the transfer of gentrification processes usually associated with urban development. Another highlight of the conference was the panel conversation “Enough with the rhetoric: How can we effectively work with tourism’s growth and challenges in the years to come? considered how the work academics can inform broader discussions around the value of tourism and tourism policy priorities.

During the gala dinner, we enjoyed local folklore and storytelling accompanied by traditional Danish bagpipe music. The similarity to Scottish bagpipes was hard to miss and much of the island setting, pride in local food, heritage and cultural tradition, also served to remind us, how tourism can transform places and people if managed thoughtfully and with the local community at the driving seat.

Written by Professor Constantia Anastasiadou

Postgraduate Student Dissertations – Meet Sanjana MSc International Heritage & Cultural Tourism Management

Bridging Nature and Culture in the Western Ghats: Rethinking Mixed Heritage Management

The Western Ghats in India, a UNESCO World Heritage Site, represent a rare case where natural and cultural values overlap. My dissertation examined how these “mixed heritage” landscapes are managed, highlighting the tensions between international conservation frameworks and local traditions of stewardship.

Through interviews with government officials, conservationists, tourism operators, journalists, and community members, I explored different perceptions of the relationship between nature and culture. The findings revealed a disconnect between top-down policies—often rooted in Western conservation thought—and the lived realities of local communities, who view nature and culture as inseparable.

This gap creates challenges in governance, sustainable tourism, and conservation practice. Yet it also opens opportunities: by integrating local voices and indigenous knowledge systems into management strategies, heritage sites like the Western Ghats can move toward more inclusive and resilient futures.
The study contributes to global debates on sustainable heritage management, while offering practical recommendations for India’s conservation and tourism sectors. By rethinking how we bridge global frameworks with local perspectives, mixed heritage sites can be safeguarded not only as ecological treasures but also as living cultural landscapes.

Read the full dissertation by Sanjana Simha Chennarayapatna Umesha, MSc International Heritage & Cultural Tourism Management

Meet the Visiting Professor – Dr Greg Richards

Travel is part of my DNA. I started travelling at a time when Brits still looked at you strangely if you had a suntan. As tourism became a mass phenomenon, I also took full advantage, travelling around Europe and kicking off my career as a research assistant on a PhD project with Chris Devereaux in the Algarve. I went on to work in the industry with my father, who had worked in airlines and hotels, and had set up a tourism research and marketing consultancy (TRAM), which I am still running today.

I was also lucky enough to start my academic career at a time when the EU was beginning to support Erasmus exchanges. That allowed me to meet lots of researchers from different countries and backgrounds, which eventually took me to the Netherlands to work at Tilburg University. In those days, teaching was still in Dutch, so of course I had to learn the language as well. That was my gateway into the culture, and an important basis for learning other languages later on. I set up the Association for Tourism and Leisure Education and Research (ATLAS), which generated yet more international contacts. ATLAS also brought me in touch with Napier, who has been a key member of the network for almost 20 years now. Napier staff were active participants in the ATLAS Cultural Tourism Research Project, and it was cultural tourism that took me to Spain in 2003, with a Marie Curie Post-Doc on festivals in Catalunya. I worked at the Interarts Foundation in Barcelona for a few years and also moved TRAM to Spain.

Coming back to the Netherlands a few years later, I had more contact with Napier, via events research. As my work developed around ‘eventful cities’, Edinburgh became a natural focus for collaboration. From Breda University, we sent groups of students (178 in 2012!) to Edinburgh, where they were ably hosted by Napier staff. The events’ connection with Napier continued through the ATLAS Events Special Interest Group, for which Napier organised a meeting in 2020. Unfortunately, this was during Covid, so I didn’t actually get to Edinburgh! But I did supervise David Jarman’s PhD thesis on Social network analysis and festival relationships together with Jane Ali-Knight. One thing I love about being linked to Napier is catching up with other old friends. These include fellow Visiting Professor Brian King on many research projects over the years, Angela Chu, who worked with Brian and I on cultural tourism and placemaking in the Greater Bay Area of China, and Afiya Holder, who I collaborated with at the UNWTO.

Written by: Professor Greg Richards

44th International Society of Travel & Tourism Educators (ISTTE) annual conference, “Tailored experiences: The future of hospitality and tourism industry and education” Recap

The 44^th Annual Conference of the International Society of Travel and Tourism Educators (ISTTE) was held from October 22-24, 2025, at The Business School at Edinburgh Napier University. The event was in-person; there was no virtual component. This delivery modality allowed 46 registered participants worldwide to connect and share research and best practices in travel and tourism education.

The theme for the two-and-a-half-day conference was “Tailored Experiences: The Future of Hospitality and Tourism Industry and Education.” The conference featured a range of engaging sessions and events. To open the conference, attendees networked at a welcoming reception and facilitated group dinners nightly throughout Edinburgh. The following day began with welcoming remarks from the host institution’s leadership, Deputy Dean Paul Barron and ISTTE President Nicholas Thomas, followed by a keynote session by Dr. Gary Kerr (Atlantic Technological University), who provided insights into creativity and innovation in tourism and events education. Day two ended with an engaging special feature session with JTTT providing a practical guide for authors, reviewers, and academic contributors. The final day provided a unique backdrop overlooking Arthur’s Seat with engaging presentations from keynote Murat Kizildag (University of Central Florida), who discussed a financial dotplot of investing in experiences, as well as a special feature session with Timothy Flohr (University of Memphis), who provided a strategic approach to realigning industry and academia.

The program included 22 stand-up presentations covering a variety of pedagogical topics as well as five workshops designed to enhance participant knowledge across other topics relevant to our membership. All presentations were face-to-face, and this modality will continue until further notice

A unique feature of the ISTTE conference is its attendee workshops. This year, participants were able to participate in engaging workshops related to, among other things: (a) expanding access to the industry, (b) flipped and experiential classrooms, (c) team-based learning approaches, (d) designing ELITE experiences for career-ready graduates, and (e) post-graduate students and sustainability.

The conference recognized several outstanding contributions to advancing the goals of ISTTE. Kara Wolfe (Missouri State University) won the Martin Oppermann Lifetime Achievement Award, and Edmund Goh (Les Roches) won the Heidi Sung Achievement Award. Additionally, Les Roches received the Institutional Achievement Award. Two deserving students were presented with scholarships to support student educational endeavors: graduate student Nikol Lopez Llantuy from Iowa State University and undergraduate student Liraysa Ponson from Breda University of Applied Sciences.

The Journal of Teaching in Travel and Tourism (JTTT) 2024 Best Paper Award went to Drs. Feri Ferdian, (Universitas Negeri Pedang), Mohd Salehuddin Mohd Zahari, Mohd Onn Rashdi Abd Fatah, Zuraini Mat Issa, and Mohd Hafiz Hanafiah (Universiti Teknologi MARA) for their paper entitled “Investigating the Effectiveness of Conventional Hosptality Education Curriculum in Shaping Millennials’ Career Commitment: An Empirical Inquiry.” The JTTT 2024 best reviewer award went to Dr. Elizabeth Whalen (Middle Tennessee State University). The conference also featured several notable paper awards:

Best Paper: “Beyond the Plate: Cultivating Work-Life Balance in the Hospitality Industry” by Sasi Gangiah
Best Workshop Paper: “Beyond Internships: Designing ELITE Experiences for Career-Ready Graduates in Hospitality, Tourism, and Culinary Education” by Timothy Flohr and William Mullins
Best Working Paper: “Visualizing the Sequence of Service AI-Generated Flowcharts” by Sarah Belanger and Edmund Goh
Best Pecha Kucha Paper: “AI in Hospitality and Tourism: Rewriting the Customer Journey” by Annamarie Sisson, Rui Costa, Minwoo Lee, and Billy Bai

The 44^th ISTTE Conference continued the return of exclusively in-person gatherings for the travel and tourism education community. A resounding success, the conference showcased innovative research and teaching practices through insightful sessions, valuable networking opportunities, and a celebration of excellence with the awards ceremony. As always, the hallmark of an ISTTE conference, the strong sense of community, fostered a ‘family and friends’ atmosphere throughout the event. Attendees left feeling energized and inspired to continue pushing the boundaries of tourism education.

I am especially grateful for the efforts of the ISTTE Board of Directors in planning this conference. Special mention goes to Dr. Annamarie Sisson (Edinburgh Napier University) and Dr. Cora Wong (Macao Polytechnic University). Dr. Sisson tirelessly executed the logistics of hosting the conference at Edinburgh Napier University, while Dr. Cora Wong was responsible for the conference paper review process.

The 45^th annual ISTTE conference will take place in mid-October at Breda University of Applied Sciences. The theme for this year is yet to be determined. As always, travel, tourism, and hospitality educators, researchers, graduate students, and destination and industry practitioners are welcome to join us in Breda, Netherlands. We are open to a variety of contributions, including research papers, case studies, curriculum modules, teaching methods, and other original work about the theme. There will be four award categories: Best Paper, Best Working Paper or Poster, Best Case Study, and Best Workshop. Authors of exceptional papers will be invited to submit their work to the Journal of Teaching in Travel and Tourism. On behalf of the entire ISTTE board, I look forward to seeing you in Breda. For more details on the conference, including the Call for Papers and program information, please visit: https://istte.org/

Disclosure statement: No potential conflict of interest was reported by the author(s).

Written by: Dr. Annamarie Sisson (they/them), Lecturer

Postgraduate Student Dissertations – Meet Christy MSc Marketing with Festival and Event Management

Beyond the contract: Edinburgh festival fringe performers and their relationships with key stakeholders

“It becomes quite difficult to capture the Edinburgh Festival Fringe in a single sentence. With a programme that includes everything from theatre, comedy, and dance to music, cabaret, and spoken word, the options are seemingly endless. As the Edinburgh Fringe Society likes to illustrate, the festival plays host to the world’s greatest platform for creative freedom.

My dissertation examines the intricate relationships between performers and key stakeholders at the Edinburgh Festival Fringe, beyond the contract. With the use of a qualitative research approach, I was able to interview an array of key festival stakeholders to critically explore how these connections influence artists’ campaigns and the overall festival experience.

The findings uncovered the strategic use of power within the festival’s social structures and highlighted a collective objective among stakeholders to enhance the creative development for visiting companies and all artists venturing to the Edinburgh Fringe. The festival should be used as an inclusive development platform as opposed to a performance space for favored or polished productions. There is immense risk involved for all contributing stakeholders across the entire ecosystem in which the most damage falls on the financial. This paper takes a valuable look into the importance of stakeholder connections for the longevity of the festival. It also provides insights for both artists and key festival stakeholders on how to leverage these vital networks that inevitably elevates the performing arts and culture escapade.”

Read the full dissertation by Christy Tukalo, MSc Marketing with Festival and Event Management

How the Edinburgh Festivals make the city a better place to live, work and play in

The World Leisure community gathered in Breda for the 18th World Leisure Congress: Leisure for a Better Society, held from August 25-28, 2025, bringing together over 400 participants and experts in the field from 40 countries. With a full program of inspiring sessions, vibrant poster presentations by emerging scholars, and the World Leisure Awards Ceremony, the event celebrated individuals and organizations driving leisure as a force for inclusion, human growth, and social transformation.

Professor Jane Ali-Knight sat on a panel discussing ‘The role of leisure in creating livable and lovable places’; participated in a WLJ Podcast and delivered one of the conferences keynote sessions titled: Fringe benefits: how the Edinburgh Festivals make the city a better place to live, work and play in. Drawing on recent research, examining Fringe Festival Networks in Perth, Adelaide and Edinburgh, Jane has been involved in with ENU colleague David Jarman and other academic collaborators from Australia, she delivered an interactive and informative presentation highlighting how the festivals contribute to the wellbeing of the city.

There is little doubt that the festivals significantly contribute to making Edinburgh a better place to live, both culturally and economically. They bring in visitors, boost local businesses, create jobs, and enhance the city’s global reputation which in turn generates soft power. The festivals also offer residents a variety of cultural experiences and contribute to their quality of life. Festivals also have a positive social impact on local communities: building community cohesion, offering positive emotions and shared connections, promoting social interaction and cultural exchange, and contributing to a general sense of wellbeing, especially in turbulent times (Yolal et al. 2016). The 2025 Edinburgh Fringe sold over 2.6m tickets featured 3,893 shows across 301 venues, and hosted performers from over 60 countries.

It is a myth that Edinburgh’s residents are anti the festivals. More residents support than oppose them with large numbers actively participating in and/or attending events. The latest study by BOP Consulting (2023), which surveyed 22,000 people – shows that the Edinburgh Festivals continue to be Scotland’s world-leading cultural brands. Recent studies show that a substantial percentage of residents believe the festivals make Edinburgh a better place to live and are ‘Loved by locals’. Around 1.5m festival attendances are local residents (that is c50% of total audience) while 89% of Edinburgh residents say that the festivals increase local pride in their home city.

Beyond direct employment, festivals play a critical role creating work and supporting many thousands of jobs for wider service businesses and local traders. The festivals alone create the full-time equivalent of 5,850 jobs in Edinburgh. This sector together with arts, entertainment, recreation and other services are significant employers in the city, accounting for 44,000 jobs between them. (Edinburgh Festival City, 2022).

Finally, festivals are playful…. one month of the year the city takes on a joyous carnival atmosphere which tens of thousands of locals join in. They are escapist and bring joy and laughter to communities, and the places in which they reside. It’s a privilege having so much world class, innovative art on our doorstep.

So, as the planning cycle begins for the 2026 festivals, amid a background of public funding cuts and drops in sponsorship revenue, rising inflation and production costs, cost-of-living challenges, and shortages of skilled labour and materials, the organisers of Edinburgh’s world leading events will have to assert the contribution of its festivals make to Edinburgh making it a better place to live. Echoing a Guardian writers’ opinion…’Cultural institutions like the fringe are about more than making money and stars. In our age of disinformation, artificial intelligence and alienation, such gatherings of people, talent and ideas are more vital than ever’ (2025).

Note: The 2025 Best Poster Award was presented to Dr. Afiya Holder for her outstanding presentation on Reimagining Leisure as a Tool for Inclusivity and Social Cohesion: The Transformative Potential of African-Caribbean-Scottish Shared Cultural Heritage Tourism.

Written by Dr Jane Ali-Knight

Undergraduate Student Dissertations – Meet Natasha BA (Hons) International Business Management

Culture shocks encountered by Spanish expatriates in UK Hotels: Adapting to British working culture

“My dissertation explores the culture shocks experienced by Spanish expatriates working in UK hotels, focusing on how they adapt to British workplace culture. This research is fundamental as the hospitality industry heavily relies on international staff, particularly in the hotel industry. Understanding these cultural dynamics can improve employee integration, satisfaction, and retention. The findings offer practical insights for HR teams and hotel managers to create an inclusive and supportive work environment in a multicultural setting, in addition to providing Spanish expatriates planning to work or currently working in a British hotel with information regarding the cultural differences they may experience and how best to navigate them. Through qualitative interviews, key differences between British and Spanish working culture in the hotel industry were identified, including communication barriers, differences in management styles, and contrasting attitudes towards hierarchy and formality. This research also contributes to the understanding of different methods hotels may use to support Spanish expatriates in adjusting to their new work environment.”

Read the full dissertation by Natasha Anderson, BA (Hons) International Business Management

Behind Bars: Memory, Justice, and the Future of Penal Heritage Symposium

The “Behind Bars: Memory, Justice, and the Future of Penal Heritage” symposium took place on 21–22 August 2025 at Shrewsbury Prison. The event, led by Dr Brianna Wyatt (Oxford Brookes), Dr Rachael Ironside (RGU), and Professor Craig Wight (ENU) and hosted by Joel Campbell of the Cove Group drew an international audience of academics, practitioners, and museum professionals. The symposium represented a unique forum for cross-disciplinary debate on how penal heritage intersects with memory, justice, ethics, and dark tourism.

The setting itself was significant and helped to shape the discussion. Shrewsbury Prison, known as “The Dana,” first opened in 1793. It was rebuilt in the Victorian era before finally closing in 2013. Over its long history, it housed debtors, witnessed public and private executions, and served as a Category B men’s prison. It now operates as a heritage attraction, managed by the Cove Group. It serves as an events venue, where tours, education programmes, and commercial uses highlight the tensions between punishment, memory, and reuse. Presenting and debating inside a decommissioned prison served as a reminder to delegates that penal heritage is not abstract. Rather, it is embodied, emotional, and tied in with the stories that such institutions have often rendered invisible.

Keynote contributions by Dr Justin Piché (University of Ottawa) and Bev Baker (National Justice Museum) anchored the symposium. Justin Piché interrogated the ways prison narratives are constructed and consumed, while Bev Baker offered a critically-informed curatorial perspective on the balance between commemoration and commodification. Delegates repeatedly pointed to the value of such talks, and as one put it, “it was great to see some really excellent, critically-informed curatorial practice.”

The programme featured parallel panels on themes ranging from penal heritage in the experience economy to the ethics of repurposing decommissioned prisons, and from punishment exhibitions to prison narratives on screen. The mix of papers gave participants space to consider both theoretical insights and practical challenges, with one attendee noting, “the most valuable takeaway is the recognition that narratives—whose voices are included, how stories are told, and for whom, are central to every form of prison reuse.”

Delegates valued the opportunity to network and collaborate, and they welcomed the diversity of perspectives. Others emphasised the personal inspiration gained, noting that even without presenting they left inspired and with new points of contact.

Feedback highlighted the event’s influence on future practice. For museum professionals, it sharpened their awareness of the ethics of penal heritage interpretation, and the risks of reducing complex histories to tourism products. For academics, it reinforced the need to bridge disciplinary divides, connect with practitioners, and confront tensions between profit, ethics, and participation.

Looking ahead, the symposium is expected to generate an edited volume of contributions, and to provide the foundation for a collaborative funding bid, ensuring that the conversations sparked in Shrewsbury carry forward.

Delegates left with stronger networks and sharper insights, but with a collective recognition: whilst penal heritage will always be about buildings and history, it is also about memory, justice, silences, and how we choose to remember, interpret, and engage with difficult pasts.

Written by Professor Craig Wright

Evolving Landscapes: 33 Years of Transformation in Tourism, Hospitality, and Festival Management Research during my time at Edinburgh Napier

“Over the past three decades, the fields of tourism, hospitality, and festival management have undergone significant transformation—mirroring the shifting priorities of society, global economies, and technological innovation. When I started at Napier Polytechnic in 1991, research was a relatively small part of an academic’s role. The research was often descriptive and focused on basic destination marketing, seasonal trends and economic impact. Today research is integral to our role as academics, involving engagement in quality, impactful research that is increasingly important to the university for teaching, income, recruitment and reputation.

Back in the early 1990s, tourism was an emerging subject at universities. It was often squeezed into geography or business departments, with researchers mostly working with theories borrowed from other subjects and a lack of quality journals dedicated to the field. The big change came as tourism exploded globally and became impossible to ignore economically. Universities started creating dedicated tourism courses and departments. Suddenly, there were academics whose full-time job was to understand how tourism actually works, to contribute to the positive development of tourism, and to develop robust research to inform the quality of our teaching.

This is where institutions like Edinburgh Napier University made a real difference. We set up the first Scottish undergraduate degree in Tourism Management and worked directly with the tourism industry. We showed that we could do serious research that was both intellectually rigorous and genuinely useful to people running visitor attractions, planning festivals and managing destinations. Our commitment to applied research has helped policymakers, destination management organisations and event organisers adapt to real-world problems. During the COVID-19 pandemic, for example, we helped inform recovery strategies that balanced public health with the survival of cultural festivals, tourism and hospitality businesses.

The way researchers gather information has changed dramatically during the past 33 years. In the 1990s, it was mostly based on surveys – I recall posting hundreds of paper surveys to participants in visitor attractions in New Zealand, Australia and Canada – and requesting endless interlibrary loans. Now, technology provides us with instant access to a wealth of sources (perhaps too many!) and allows us to access to thousands of online reviews instantly and predict tourism patterns with sophisticated computer models. That said, I’m not sure much beats the delight we had when hundreds of those international visitor attractions sent back their completed paper surveys!

What’s really exciting is how the field has become genuinely interdisciplinary in a way that makes the research richer and more relevant. In my recent work, I’ve seen this shift in action. I’ve worked with psychologists, economists and HR experts to investigate the complex questions that visitor attraction managers face every day. How do you keep visitors happy while protecting historic buildings? How do you balance tourism income with community needs? How do you recruit and retain a range of employees plus attract a diverse range of audiences? My research aims to gives managers practical tools that they can actually use.

The launch of the Tourism Research Centre (TRC) in 2022 built on our existing research approach and expertise, demonstrating how university research can evolve to meet real-world needs. Tourism research today doesn’t just describe what’s happening – it actively helps shape better experiences for visitors and more sustainable outcomes for attractions and destinations. As TRC Lead, I’m immensely proud of what we’ve achieved in the last 3 years, the networks we’ve developed, and the relevant, impactful work that we’ve undertaken.

After over 33 years at Edinburgh Napier, I’ve decided to retire and will hand over the reins of the TRC to Professor Louise Todd. I’m hugely confident that Louise and the team will continue to develop the TRC and contribute to an even greater understanding of tourism as both an economic driver and a social force for good. I will still be involved in my new role as Professor Emerita and look forward to seeing how the tourism, hospitality and festivals management research arena develops in the coming years.”

Written by: Professor Anna Leask

Undergraduate Student Dissertations – Meet Ewa BA (Hons) International Festival and Event Management

Is the Future of Sobriety Event-Full? A Critical Investigation of the Potential Effectiveness of Sober Events as Alcohol Consumption Reduction Initiatives for Gen Z Adults in Scotland

“As the alcohol consumption rates are declining more than ever, this dissertation explores the reasons behind so many Generation Z adults choosing sobriety or moderate drinking. Little academic research has been conducted on this topic considering the recency of this phenomenon. This work examines Gen Z adults’ views on alcohol consumption and the current legislations aimed at alcohol consumption and harm reduction in Scotland. Through in-depth qualitative research, this social group was found to be discouraged by excessive drinking habits and perceived current policies as ineffective. After exploring Gen Z adults’ experiences attending sober events, it has been proven that drinking alternatives target this social group more effectively than a limitation-focused strategy. More sober spaces and evens are highly desired and have a potential of being an encouraging initiative for alcohol consumption reduction. The findings of this study are unique, covering many undiscovered academic fields. Reviewing current policies and exploring young adults’ attitudes, they can serve as a guide for governmental bodies on how to improve the effectiveness of their campaigns. Generation Z is extremely different from previous generations and this study explores some aspects that might be crucial to understanding it better. Distrust towards the government, attitude influences, and the need to ‘save the world’ are just some of them examined by the author. Due to the recency of this academic field and the uniqueness of findings, it is believed this study can contribute to the governmental campaigns planning and an overall improvement of Gen Z adults’ quality of life.”

Read the full dissertation by Ewa Miko, BA (Hons) International Festival and Event Management