ronaitken, Author at Tourism Research Centre Blog

PhD Stories – Judith Spaargaren

Welcome to “PhD Stories”, a section where our PhD candidates tell you more about their research, and what they aim to achieve and discover.

Today, we have Judith Spaargaren, who started her PhD in 2023, and whose title is “The Role of Prison Museums in Public Culture: The Case of Peterhead Prison Museum”, with supervisors Dr. Craig Wight, Prof. Anne Schwan, and Dr. Renata Osowska.

If you would like to know more about Judith’s research or if you have any questions, you can contact Judith here: judith.spaargaren@napier.ac.uk.

If you’re interested in undertaking a PhD with us, please email the Tourism Research Centre Lead, Prof. Anna Leask – a.leask@napier.ac.uk

When planning your holidays, have you ever thought of putting a prison visit on your itinerary? More people than you think would answer yes. It might not be everyone’s cup of tea, but prison tourism has become increasingly popular over the past few decades. In Peterhead, Aberdeenshire, the Peterhead Prison Museum has become one such popular visitor attraction.

When HMP Peterhead closed down in 2013, a community effort allowed for the building to reopen as a museum in 2016, which has since become a major tourist draw to the area. The museum aims to tell the stories of the prison’s 125 year long operation, and show visitors “what real prison life was like”. Unlike visiting an active prison, where the visit is rarely for leisure, prison museums allow for visitors to explore what the prison system is like with their freedom kept intact. But how do you do that?

My academic background lies in heritage studies, and I have a particular interest in how the stories we do and do not tell about our past affect our present and future. My PhD research focuses on the opportunities and challenges that prisons museum face in telling their stories. Prisons, in particular, are places of difficult and sometimes painful histories. This means there are opportunities to educate and inform visitors about prison life and the justice system, but also challenges we must face: which stories do we tell, and how? How can we allow for everyone’s voice to be heard, even when some of those voices belong to those we morally disagree with? What do visitors want to hear, and should that matter? Where do we draw the line between prison museum exhibit and gratuitous tableau of human suffering?

I am not the first person to ask questions like these, but there is a real lack of a Scottish perspective in this discussion, which I hope to contribute through my research. I am privileged to be carrying out this research in direct partnership with the Peterhead Prison Museum. In working directly with the museum, I hope to not only identify what visitors want, but also what the community of Peterhead might need from a prison museum as a visitor attraction. The story of the prison is tied directly to the story of Peterhead itself, and acknowledging this connection is not only important to the museum, but also to my research, which would be incomplete if it left out the town of Peterhead and its community.

This will not be an easy task, as I spent my first year of PhD research discovering. I’ve spent most of my time compiling and creating a framework of academic concerns about, and solutions to, issues that prison museums face. Next year, I’ll be heading up to Peterhead to gather specific visitor and Scottish perspectives to add to this framework. At the end of this PhD, I hope to develop a set of strategies to tell the stories of Peterhead Prison to as many visitors as possible.

Meet the TRC Alumni – Dr Shemroy

Welcome to “Meet the TRC Alumni”, a section dedicated to finding out what our TRC PhDs are doing after successfully completing their PhD. This is an opportunity to learning more about the multiple careers offered after doing a PhD with us, as well as catching up with our brilliant researchers.

Today, Dr Shemroy Roberts talks about his PhD journey and his career after successfully discussing his PhD in November 2023. From St. Vincent and the Grenadines to Scotland, let’s find out about Shemroy Roberts’ Journey of growth, and resilience.

Dr Roberts is also organizing together with ENU colleagues “Roots Revived: Memory, Legacy, Heritage and Tourism Conference”, taking place on October 17, 2024, at our Craiglockhart Campus. The conference provides a platform for exploring the complex dynamics of difficult and dissonant heritage within the broader context of memory, legacy, heritage, and tourism. Recognising the lasting impact of historical traumas, contested narratives, and marginalised voices, this conference seeks to promote dialogue, understanding, and reconciliation. The conference also seeks to explore the ethical, social, and cultural complexities involved in commemorating and engaging with painful histories. If you would like to know more, and send an abstract, please visit the following webpage: https://lnkd.in/eDCFVkJb

“I am Shemroy Roberts, hailing from the Caribbean nation of St. Vincent and the Grenadines—a chain of islands covering 150 square miles and home to approximately 104,000 people. I come from a very large family, with seven siblings on my mother’s side and twelve on my father’s, as far as I am aware. My mother was a shopkeeper, while my father was a politician, drove delivery trucks, tilled the soil, cultivated fruits and vegetables, and raised pigs. I am the only one of my mother’s children to have attended university—a milestone made possible by the unwavering support of my parents. Their influence has been instrumental in my educational journey and subsequent successes, and I am grateful for their contributions.

In 2012, I earned an Associate’s Degree in Hospitality Studies from the St. Vincent and the Grenadines Community College. This achievement was just the beginning of a journey that would take me far beyond the shores of my homeland. I went on to pursue a Bachelor of Science in Tourism and Hospitality Management from the University of the West Indies, graduating in 2018. It was during my time in this programme that I stumbled upon Scotland—quite serendipitously—while writing a paper on sustainable tourism practices. Intrigued by Scotland’s approach to tourism and its rich history, I was able to visit the country. What I discovered completely captured my heart.

My interest in Scotland led me to research universities offering advanced tourism programmes, and I discovered Edinburgh Napier University through a YouTube video featuring Dr. Ross Tinsley discussing International Tourism and Destination Marketing. That same year, I embarked on a Master of Science in International Tourism Marketing at Edinburgh Napier University. I knew immediately that this was the place for me. The programme offered everything I was looking for—the tools and resources to help me understand how to develop tourism products and services that could elevate my home country, St. Vincent and the Grenadines, as a premier destination in the Caribbean.

My academic interests have always been driven by a desire to contribute meaningfully to my home country’s development, to educate visitors about our destination and its culture and history, and to enhance the socio-economic well-being of local communities. I began my PhD at the start of the COVID-19 pandemic, a time marked by significant global events such as the tragic death of George Floyd, Black Lives Matter protests, the controversial removal and defacement of statues linked to the transatlantic slave trade, and, more recently, the far-right riots in the UK and Europe, have continued to fuel discussions on racism, fascism, and Islamophobia. These events underscored the relevance of my research, which focused on visitor engagement with UK slavery heritage museums. My work has provided valuable insights for academics, museum professionals, and society at large, contributing to a broader understanding of how we engage with our shared history. It is, therefore, important that we stay mindful of our history, including the transatlantic slave trade and other significant events that have shaped our present. By reflecting on these past injustices, we can work together to avoid repeating them and address issues like war, racism, fascism, and enslavement. As a scholar, I have a role to play in shaping the society we want through research, open discussion, and mutual respect —a society that values peace, freedom, democracy, inclusivity, and development for all.

As a person of mixed race, I have always been aware of the nuances of my identity but never really fixated on them. However, I frequently face questions about my identity from friends and even family. My PhD research, however, led me to a deeper understanding of my heritage, revealing that I am connected to both the enslaved and the enslavers. My mother is a descendant of the enslaved, while my father’s lineage traces back to the enslavers. This discovery was both profound and enlightening, allowing me to embrace the duality of my heritage and appreciate the complexities of my identity.

My PhD journey was not without its challenges. The COVID-19 pandemic, a volcanic eruption in my home country, and my mother’s battle with type 2 diabetes, which led to the amputation of her left leg—took a considerable toll on my mental health. With self-determination, I forged ahead amidst these adversities to complete my PhD on time. I am immensely proud to have reached this summit and overcome the many obstacles. I was fortunate to have the guidance of Associate Professor Craig Wight and Professor Anna Leask, whose constructive feedback and support were invaluable throughout my studies. I am deeply grateful to them for their mentorship. I also leaned on a strong support network, including family and friends, who provided encouragement and kept me grounded during difficult times.

Before pursuing my PhD, I worked in various roles in my home country, including as an insurance salesperson, a secondary school teacher in Food and Nutrition and Family and Human Resources Management, and a hotel receptionist. During my PhD, I had the opportunity to teach several modules in research, tourism, hospitality, and festivals and events at both undergraduate and postgraduate levels at Edinburgh Napier University. My experience in academia has been immensely rewarding. Currently, I serve as the Course Coordinator in Culture and Heritage Tourism and as a research supervisor for the management programmes at the University of the West Indies Global Campus, where I have been in these roles for the past four years. Additionally, I have been an Assistant Chief Examiner with the Caribbean Examinations Council for the past eight years.

My PhD has equipped me with the skills to succeed in any workplace and has provided me with the tools to make meaningful contributions to research. It has also expanded my professional network, allowing me to connect with scholars worldwide, some of whom I now collaborate with as an editor for the Journal of International Tourism Policy. I have been fortunate to receive several awards at conferences, a testament to the strong presentation skills my PhD has honed. Additionally, my PhD has supported my grant-writing efforts, enabling me to secure funding for community projects, with more initiatives on the horizon.

My hobbies and interests include listening to classical music, cooking, baking, reading, traveling, and spending time with friends and family. And yes! I must confess, Scotland has left its mark on my culinary skills and salivary glands. I absolutely love haggis!

$Dr Shemroy holding flag$

To new and prospective PhD students, my advice is simple: start writing early, value your supervisors’ guidance, and engage actively in diplomatic and constructive discussions. Make use of university resources, set realistic deadlines, learn from others, and remember to balance work with self-care. Most importantly, be kind to yourself, stay humble, and above all, enjoy the experience.

“Bidh àite sònraichte aig Alba agus Oilthigh Napier Dhùn Èideann an-còmhnaidh nam chridhe,” meaning “Scotland and Edinburgh Napier University will always hold a special place in my heart.” The lessons I have learned and the connections I have made here will stay with me forever.

“Nisi sapientia frustra,” meaning “without knowledge, all is in vain.”

Meet Dr. Alan Fyall – Visiting Professor

Welcome to “Meet the Visiting Professor”, a section dedicated to introducing to you our Visiting Professors, where you will have the opportunity to get to know them, and find out how they engage with Edinburgh Napier University, and specifically with the Tourism Research Centre (TRC).

Today, Dr. Alan Fyall talks about his career, how he started collaborating with TRC, and more specifically what he hopes to achieve in the future. And if you are a football fan, then you might understand his obsession with Southampton Football Club!

Originally from Edinburgh, I grew up in Southampton and was lucky to travel widely due to my parent’s desire to provide us with the best vacations they could afford. These early travel experiences, most notably to France, Spain and the USA, created a fascination with international travel and a thirst for discovery of new places. I have been fortunate to visit around 50 countries around the world to date with each one offering different insights and experiences that to varying degrees have shaped my research and engagement with the tourism industry. Strangely perhaps, I am not a great pre-planner for trips as I like to simply “walk the destination” and discover what the destination has to offer before being overly influenced by travel writers! My favorite destination remains France with Turkmenistan definitely the weirdest place I’ve ever visited! As well as travel, my other “obsession” is football where I am a huge supporter of Southampton Football Club, an experience which is not always positive!

Due to Edinburgh being my place of birth, and having worked at Edinburgh Napier University between 1997-2000, I have always been committed to helping colleagues here as much as I can. Over the years I have established a deep friendship with Dr. Anna Leask, among others, and have published many journal articles and books with ENU faculty. Edinburgh is such a fantastic place to visit, live and study while its history and heritage offers a great contrast to my home city of Orlando, Florida with its world-leading theme parks and attractions.

For the future, I hope to contribute to the development and expansion of the Destination Leaders Program, possibly national and international and serve as a “critical friend” and develop training to enhance academic authorship and external grant submissions for faculty, and training for current and future doctoral students in research methods, and early career development. I would also like to support and develop specific funding opportunities that span destination management, accessible and inclusive tourism, sustainability and destination/community resilience while teach students at the undergraduate and graduate levels in destination management and marketing and provide connections to his networks across the world.

Opening the Blackbox of Cruise Revenue Management (RM)

Revenue Management (RM) is all about maximising a company’s revenue. The evolution of RM originated from airline yield management and has become more important to many industries, including cruise lines.

Interestingly, the cruise occupancy calculation is very different from airlines and hotels in which the maximise occupancy is 100%; whereas cruise occupancy could exceed 100% (Royal Caribbean Blog, 2023). In 2023, Royal Caribbean occupancy was about 106% (Statista, 2024). This is mainly due to the calculation of berth instead of cabin (or room). The maximum capacity of the cruise ship also depends on the safety /lifeboat seat capacity that covers customers and crews/staff. If you remember the famous incident of ‘Titanic’. By all means, even if the number of berths or cabins is greater than the lifeboat seat capacity, the cruise company needs to stop selling due to SOLAS (Safety Of Life At Sea) regulations.

The question arises of how revenue management applies to the cruise industry when the price is all-inclusive?

Cruises are complex with the combination of transportation (typically itinerary travel between two to three ports), accommodation and artificial onboard activities (typically in mega ships). We first need to understand how cruises generate revenue which come from ticket sales and onboard revenue generation, plus understand how cruise RM functions and timelines.

Key findings from my recent research:

Cruise RM research remains relatively underdeveloped in academia. There is no paper illustrating how the RM activities and factors may impact the RM decisions, and so my research is the first paper to provide a holistic framework of the cruise RM cycles that covers both ticket and onboard revenues.

Three key functions of cruise RM were identified which are itinerary planning, ticket RM and onboard RM (as the diagram illustrates below), which all start at least 2 years before the cruise departs from the port.

There is no change in the RM cycles observed pre- and post-Covid-19 pandemic and across regions. While strategies or tactics may vary in response to local preferences, regulations, and environmental factors, the fundamental process of RM remains consistent.

There is a positive correlation between ticket and onboard revenues, as well as between pre-boarding and onboard revenues, influenced by consumer psychology. The concept of consumer psychology in spending goes beyond RM reference. The concept of the “second wallet” is related to mental budgeting which also refers to the behavioural economics concept. In practice, this could be related to the customer-centric or personalisation pricing strategies connecting to the marketing disciplines.

The key to maximising revenue is to know your customers’ preferences and the ways to communicate with them. In other words, it is about ‘marketing’ to enhance customers’ knowledge of the product value that helps to increase their purchase decision.

For more details and interesting findings, you may refer to my recent report “Cruise Revenue Navigator: Unveiling Cruise Revenue Management”.

And if you have any comments or questions, please do not hesitate to contact me directly at a.chu@napier.ac.uk. I look forward to exchanging knowledge with you.

Dr. Angela Chu

The Business School – Edinburgh Napier University

CPH:DOX : Innovative, globally aware and a proud reflection of Danish culture

Written by Nancy Dionne

Hello from Copenhagen!

CPH DOX is an early documentary film festival, meaning that it occurs in March well before most of the others for both fiction and nonfiction. More programmers are attending this early festival to help them plan their own focus or themes, as well as to feel that they have a first glimpse into what topics are going to be most “top of mind” for the year. The festival screenings are also open to the public and non-industry people can
attend these and hear the Q&A’s afterwards with many Directors and Producers. Fun for all!

CPH DOX has become one of the “hottest” tickets due to its early “sneak peak” and as a reflection of Danish culture, is innovative and open way that it approaches its Official Selections. The festival honors the art of filmmaking, being visually pleasing to the eye and prides itself on being globally aware. The ability for industry to come together just after Sundance in a more intimate way to connect, combined with the delicious food and drink and welcoming hospitality of Copenhagen, is a bit like a solid pre game huddle with your favorite teams. The festival centers at the “Hub” located in
the city center at the lovely Kunsthal Charlottenborg and acts as a home base.
Banners and posters can be seen city wide overhead, on walls and even fences as
seen from the photo above. This year, 2,645 delegates registered (up from 260
from last year) which included industry, filmmakers, and students of film for the
private and intimate events. The public numbers of who attended the film screenings were over 125,000, with over 27 (yes 27!) venue/theaters spaces across the city to choose from, allowing the festival to come to their own neighborhoods to experience together and for out of towners to in turn, experience many
neighborhoods and different aspects of Copenhagen. Each delegate is given a badge that is connected to their program, film tickets and events to
make it more hands free for: FORUM, Conference, LAB, Symposium, Market, Academy, Delegates and all film screenings. There was also a VR event mixed in with the more traditional style of filmmaking.

Temporary yet colorful lecture style chairs and couches are set up and the design changes each year, to allow for more intimate conversations and a cozy feel throughout the Hub and other various rooms dedicated to those who are gathered.

Panel events run all morning and afternoon, forum pitches and special one to one mentoring occasions are always packed to the brim and with evening happy
hours sponsored by different countries and groups, allowing to meet other
filmmakers around the globe AND after parties usually sponsored by the distributors or larger sponsors, it’s literally jam packed.

The Happy Hour room, where some members of
Screen Scotland, (Dani Carlaw, Head of Unscripted
in green hat) and the Scottish Documentary Institute (SDI) and local producers in fine representation. Honestly, the hardest part is to work out which events to attend, combined with which films and parties all in one day!

Denmark is quite expensive however in the “off season” of March, I found affordable clean budget hotels and easy flights.

With delicious food and drink, locals known for their friendliness and openness, I have never been disappointed. You literally can meet people that you
see in early stages of their films or finished teaser trailers and get to celebrate and honor them the next year when they finish. It’s a feeling of camaraderie.

(above image is the collection of film posters over the years of
films to premiere at the festival)

This small but mighty festival with its many events, is a special way for the
doc filmmaking community to connect in person and to help support one
another. Attending these early doors for me, is like charging up all of your
batteries at once, allowing me to get through the year. But that doesn’t
mean you don’t leave tired, as yes, I can confirm that you most certainly do!

I have met an ever growing group of creatives from every continent, we stay connected and look forward to seeing each either at CPH or another doc related
film festival each year. I cannot wait to welcome many to Edinburgh this summer and was happy to be able to attend this year thanks to Napier’s post graduate International Festivals and Events program.

(Special labeling for the fest for Happy Hour IPA’s)

This is Joe Mecca (left), we met in 2023. The film that he and the team are representing for its European premiere is called MEDIHA.

It is directed and produced by Hasan Oswald, produced by Joe’s sister, Annelise Mecca and Fahrinisa Campana, Alexander Spiess, and Stephen Nemeth. Mediha is a young woman, one of many women and children survivors of the ISIS
orchestrated genocide, who stands up to her trauma and to the authorities. Mediha’s resolve and the gripping bravery of local heroes and the film crew’s live rescue attempts, will cause you to manually close your
dropped jaw. A-mazing. Be on the lookout for this incredible work, it will stay with you as an inspiration.

Goodnight from CPH:DOX, Copenhagen!!!
Stay Brave, Untamed and Kind, Nancy

(photos by Nancy Dionne and Joe Mecca)

Exploring the Rhythms of Change: The 36th International Live Music Conference (ILMC)

Written by Sherin Chandy, student on MSc International Festival and Event Management at Edinburgh Napier University, whose visit to this event was sponsored by the Tourism Research Centre.

In the dynamic domain of live entertainment, the International Live Music Conference (ILMC) stands as a beacon of collaboration, innovation, and growth. The 36th iteration of this prestigious gathering, referred to as ILMC’36, brought together the brightest minds and most passionate hearts in the live music industry. The conference, renowned for shaping the future of live events, provided a platform for both the celebration of music and the critical discussions on the industry’s trajectory.

ILMC’s 36th conference was held in London. The multi-day event was a curated confluence of panel discussions, workshops and networking opportunities each adding a unique note to the expansive melody of the conference.

Key Themes and Discussions

A central theme for the discussions was ‘Adapting to an Evolving Industry’. The panels and keynotes focused on how the live music sector has pivoted in response to recent global challenges, such as the ongoing recovery from the pandemic, the sustainability imperative, and the integration of cutting-edge technology. Prominent industry figures such as Jim King (CEO, AEG Presents, UK), Barrie Marshall (Chairman, Marshall Arts), Marsha Vlasic (President, IAG, US), and numerous others led these sessions.

A highly discussed session focused on gender equality and the challenges faced by women in the industry. In a recent report the Women and Equalities Committee of the UK government concluded that misogyny is pervasive in the music industry and offered several recommendations for the live music industry. During the discussion of the report, industry leaders offered their perspectives on how the live music industry can implement measures to counteract workplace misogyny and sexual harassment. Eunice Obianagha (ENSPIRE Management, UK), Jen Smith (CIISA, UK), John Shortell (Musicians Union, UK), Christina Hazboun (PRS Foundation/Keychange), and Louise Halliday (Royal Albert Hall, UK) were the panellists for this session.

For many, the panels on the business aspects, including booking strategies, sponsorships, and brand partnerships, were critical in understanding the monetary and operational underpinnings of the industry. These discussions bridged the gap between art and commerce, highlighting innovative models and practices that can help the live music ecosystem thrive.

Networking and Collaborations

Networking is the soul of ILMC, and this year was no exception. The conference provided ample opportunities for professionals to connect, from agents and promoters to festival directors and ticketing innovators. The event encouraged the emergence of possible partnerships against the backdrop of industry-specific talks, as attendees mixed amid the lively atmosphere of the conference’s renowned Arthur Awards, informal meet-ups, and during the excellent lunches served by the venue.

Showcasing Talent

ILMC’36 included several showcases across Soho that put emerging artists in the spotlight, offering them a chance to perform in front of some of the industry’s most influential figures. The showcases were not only a testament to the rich diversity of the global music scene but also a reflection of the conference’s commitment to nurturing talent. The delegates were treated to new music by numerous up-and-coming performers, like August Charles, Lala Hayden, Freekind, and many more. These performances punctuated the dialogue-heavy event with bursts of creative energy at the end of the day, reminding everyone of the passion for live music that lies at the heart of the industry.

A Look to the Future

On the last day of ILMC’36, it was all about creating a path for the next generation to succeed in this dynamic industry. The conference concluded with forward-looking sessions in ‘Futures Forum’ that encapsulated the collective support and encouragement for the emerging professionals in the industry. All junior ILMC delegates had access to mentorship sessions and an opportunity to receive career guidance from senior industry figures throughout the day.

ILMC’36 proved once more that the international live music industry is a resilient and ever-evolving landscape. The interactions and ideas exchanged have set the stage for a new era of live events—one that is more sustainable, technologically advanced, and inclusive than ever before.

Along with business cards and brochures, attendees left the conference with a renewed sense of purpose and determination to take on the challenges of a dynamic industry. The 36th edition of ILMC, which has always been about breaking down barriers and forming connections, was a powerful symphony that will reverberate throughout the upcoming live music year.

ILMC’36 was more than just a conference; it served as a powerful reminder that live music is a universal passion that cuts over boundaries of distance, time, and culture and lives in the hearts of industry professionals everywhere. The rhythms of change will continue to resonate in the hearts and minds of all involved until ILMC’37, indicating an exciting future for live music globally.

The Scottish Tourism Alliance Autumn Conference 2023 – PhD Student Perspectives

On 31^st October 2023, five PhD students (Jack Pedersen, Christopher Barnes, Mahendrran Selvaduray, Homa Rahimi and Judith Spaargaren) from the Tourism & Languages Subject Group attended the Scottish Tourism Alliance Autumn Conference. This blog contains our reflections on the event. Exploring the conference through the lens of academia from PhD student’s perspective as this blog sheds light on the vibrant discussions and insights shared at this noteworthy event. In approaching this blog, we found the focus to be the intersection of sustainable tourism and digital marketing, vital topics in our ever-evolving industry. In discussing what topics and presentations we found notable, we hope to share some of the experience with you, the reader.

Sustainable Tourism – Bridging the Gap, Mahendrran Selvaduray

The vision for sustainable tourism was inspiring, emphasising the fusion of practices with unforgettable experiences. This session not only enlightened attendees but also highlighted the transformative power of responsible travel. Another compelling talk by Stephen Whitelaw centred on digital marketing in the tourism landscape. The speaker, an expert in the field, shared groundbreaking strategies to engage travellers authentically. In the era of social media dominance, their insights into digital storytelling and online engagement were invaluable, resonating strongly with our tech-savvy audience.

The new traveller segments discussed by Caroline Bremner of Euromonitor explain that people seeking luxury are known for wanting fancy experiences. In the social aspect, 72% of luxury seekers choose to travel with their partner, perhaps to feel more comfortable. This choice may stem from their desire to share these fancy experiences with loved ones and create special memories together. While a smaller 4% opt for solo journeys, the reason could be to enjoy a relaxing session on their own. This suggests two groups implies the presence of based on spending preferences. Some priorities personal enjoyment and independence, while others emphasis shared family experiences, reflecting diverse values and priorities.

Scotland’s Tourism Strategy, Jack Pedersen

Sustainability plays a prominent role in the national tourism strategy. Marc Crothall (MBE), the conference host, examined the Scotland Outlook 2030 strategy which looks to position Scotland as the world leader in 21st-century tourism and has at its core “responsible tourism for a sustainable future”.

Set up in November 2022, the Tourism and Hospitality Industry Leadership Group (THILG) is the leading industry body for this strategic plan. As the co-chair, Crothall reflected upon the THILG’s first year of operation. Its evidencing endeavours, including stakeholder and activity mapping and international best practice guidelines, have uncovered common themes which he proposes will impact the national strategy. Sustainability, technological advances, transport infrastructure, and Scotland’s communities and people were at the heart of much of Crothall’s presentation. The THILG now looks to develop its missions in supporting recovery, driving investment, and growing a sustainable tourism sector.

The Minister for Small Business, Innovation, and Trade, Richard Lochhead, (MSP) also co-chairs the THILG. His enthusiastic and effusive ministerial address at the conference asserted that the Scottish government is taking the industry seriously. Notably, amid recent Commons debates on the King’s Speech, this support was corroborated by Drew Henry (SNP Economy Spokesperson) who lamented the absence of measures to support the tourism and hospitality industries at a Westminster level.

During his address, Lochhead reiterated the government’s commitment to growth deals of £150 million, further to the £250 million already invested, and praised its impressive economic figures: Scottish tourism and hospitality accounts for 8% of employment and 4% of the country’s GDP. Despite the challenges of the financial climate, skills shortages, and wider geopolitical instability, he reminded us that the growth of the industry is outstripping the growth of the Scottish economy as a whole and that there is a case for optimism.

Our Proud and Passionate People: Tourism Rising Stars and Hospitality Heroes, Judith Spaaragen

Sustainability was a word which came up often, but to me, no presentation made it a more tangible concept than Kelly Johnstone’s. It can be easy, as an academic, to overlook the actual people involved in the industries we write about.

Tourism is often spoken about in figures and faceless masses, but Kelly, COO at the Springboard Charity, placed people front and centre. The Springboard Charity provides opportunities for young and disadvantaged people to develop hospitality and tourism careers, and in her presentation she made clear exactly how important this was not just to the people the charity helps, but also the industry to which they contribute. If Scotland is to be the sustainable tourism destination of the world, then we must make sure that sustainability flows reaches the people working in it. This talk was thus a welcome look at that how that future might look.

Deciphering Communication Codes in Hospitality, Homa Rahimi 

Embarking on the intricate journey of personal and professional well-being, the recent Scottish Tourism Alliance Conference brought to light a compelling discourse spearheaded by Cathy MacDonald, centred around addressing fundamental emotional concerns. Amidst the formidable challenges posed by market competition and workforce scarcity in the dynamic tourism and hospitality sector, the recognition and fulfilment of employees’ emotional needs emerge as a strategic imperative.

Organizations finely attuned to the emotional well-being of their workforce yield substantial returns in terms of commitment, heightened productivity, and talent retention. Nurturing a culture of transparent communication, where employees authentically feel acknowledged, not only mitigates turnover but also lays the groundwork for organizational justice, serving as a potent talent attraction strategy. This approach, particularly pivotal in the aftermath of the Covid-19 era, acts as a linchpin in cultivating a resilient and contented team.

In an industry where reputation and word of mouth wield considerable influence, prioritizing employee well-being becomes a cornerstone of an effective human resource strategy. By fostering a workplace culture that places a premium on its staff, organizations not only elevate their sector reputation but also optimize return on investment, thereby fostering a positive and efficient work environment.

Edinburgh Napier University’s Aspiring Tourism Alumni, Christopher Barnes

After previous years of online conferences, where morning networking sessions were mere button on the edge a computer screen. The smell of freshly brewed coffee from Leith’s Catering in the EICC foyer, on the morning of, The Scottish Tourism Alliance Autumn Conference, was a welcome reminder that the days of our industries face to face restrictions, are slowly becoming a thing of the past! Tourism and hospitality in Scotland, is ready, and is about to thrive! Inspiring visions of industry officials and testimonies of young rising stars were only a fragment of the exciting and news put forward in a day of collective industry buzz!!! One thing is certain, Edinburgh Napier and more importantly the Tourism and Languages Subject Group, plays a significant role in producing emerging industry talent, in both the tourism and festival and events sectors. Both inspiring and motivating, were the testimonies of Edinburgh Napier University alumni of recent years, projected on the screens for a conference suite filled of Scottish Tourism Industry Officials. The hall witnessed how Edinburgh Napier University’s Tourism Research Centre, produces highly qualified tourism management personnel and offering degrees, both at undergraduate and post-graduate level, filled with both academic and practical content relevant for an everchanging and immersive tourism industry!

Closing Thoughts:

This blog serves as a testimony to the impactful ideas exchanged and the collaborative spirit that defines our tourism industry. With each presentation, we found inspiration and motivation, underscoring the potential for positive change within our tourism community.

Once again, thank you, the TRC, for this opportunity to share our unique perspective on the TRC webpage. As PhD students, we stand at the intersection of academic inquiry and practical innovation, embodying the spirit of continuous learning and growth. Let us continue this journey together, shaping the future of tourism one insightful conference at a time. Hope we can attend more conferences in the future.

Festivals Sustainability Symposium 29 June 2023

In late June 2023, 70 people gathered at Craiglockhart to discuss the thorny issue of Festival sustainability, writes Dr David Jarman, Lecturer.

There has long been an intricate relationship between festivals and the various ways that sustainability themes affects their actions, impacts, and the ways audiences and stakeholders relate to them. The Festival Sustainability Symposium was an opportunity to discuss a variety of these topics, with attendees from academia, government, the festival sector, and freelancers. It was particularly good to see a number of Edinburgh Napier graduates at the event.

The variety of papers presented at the event reflected the wide range of perspectives and areas of interest under the sustainability banner. Attendees heard about the Edinburgh Deaf Festival, and how it is enabling and supporting a community of eager participants and their audiences to engage with Edinburgh’s festival economy. Environmental sustainability was covered from a range of different angles, including case studies reflecting on the UN Sustainable Development Goals. Other work presented practical and tangible lessons for those applying environmental sustainability in a festival context. A number of contributors spoke about community in relation to festivals, whether that be supporting underrepresented groups within society, or reflecting on the relationship between seasonal festivals and the established communities in which they take place. Festivals are a representation of the contexts in which they are planned and delivered, and they carry meaning and symbolism that reflects this.

This was also an opportunity to reflect upon Edinburgh Napier’s interest in festival and event sustainability. Some modules on our programmes focus specifically on sustainability, while others highlight the importance of community, the environment and related themes. Our students and graduates are therefore equipped to consider the types of discussions that featured at the symposium. As such, we are playing our part in the ongoing development and evolution of the sector as it tries to grapple with a wide variety of challenges in relation to sustainability. Resources are used at festivals, people travel a long way to attend them, and often there is little of tangible evidence to demonstrate their having taken place. However, festivals are also a platform on which to discuss good practice and to demonstrate the potential value of these kinds of events. Ultimately, as was discussed by the closing keynote speaker, there are opportunities for festivals to play a positive and enhancing role in the sustainability of environments, places, and organisations.

Edinburgh Napier’s Tourism Research Centre, and everyone involved in our Festival, Event, Tourism and Hospitality programmes, continues our work into research, industry enhancement and policy development in sustainability. For more information about what we do, including future events, research opportunities and student projects, please get in touch.

Revolutionising Travel: ChatGPT and Generative AI Usher in New Era of Automation

There’s a new poster child for generative AI – ChatGPT – that is taking travel and the world by storm. With travel highly digitalised, where 66% of all bookings are conducted online in 2023, disruption from generative AI is already rife, writes Caroline Bremner, Senior Head of Travel Research, Euromonitor International.

Balancing privacy and personalisation

Consumers are comfortable with new technology such as voice assistance providing personalised product information. However, how much will they embrace AI that depends on sharing ever more private data to enable personalisation? According to Euromonitor’s Voice of the Consumer: Digital Survey, there is resistance: 45.1% of consumers agreed that they are concerned about how much data companies hold on them in 2023, while 21.8% are not willing to share any personal information.

Generative AI goes mainstream

Released in November 2022 by OpenAI, the speed of adoption of ChatGPT4, a natural language model, has been record-breaking, reaching 100 million users within two months. This is leading to an accelerated phase of automation across operations, communications, marketing, promotion, sales, coding and sustainability.

Leap forward in personalisation

Expedia announced in April 2023 its collaboration with OpenAI, offering in-app trip planning powered by ChatGPT, as well as offering a plug-in to ChatGPT Plus users. The Expedia ChatGPT experience provides personalised recommendations and facilitates bookings, delivering relevant results for hotels, flights and activities.

Other travel brands like Kayak, TripAdvisor, GetYourGuide and Klook followed suit. Hotels and airlines are turning to generative AI for customer service, whilst automating menial tasks. More integration is expected for ChatGPT into the search and booking process. Generative AI is only at the beginning of its journey.

AI creates controversy

However, the path of adoption will not run smooth as there are concerns over consumer privacy with countries like Italy temporarily banning ChatGPT. There are also concerns about the models being reliant on out-of-date knowledge. However, access to real-time data has been enabled for ChatGPT thanks to a new plug-in with Microsoft Bing.

The risks of amplifying misinformation, bias and inequality are major threats. Tech leaders like Elon Musk recently demanded a pause on AI development to avoid risks to humanity, stating that time was needed to enable governments to play catch-up.

Quality control will be required to ensure that there are no disconnects between trips crafted by AI, but not fulfilled to the necessary standard, leading to consumer dissatisfaction and personal risk.

AI unleashes new era of work

There are alarm bells for what an era of mass automation will usher in for the future of work. Travel agents faced mass disruption due to the rise of online travel three decades ago that led to mass store closures and job losses. Now, more travel agents face more disruption as generative AI accelerates automation across every stage of the customer journey. With Microsoft planning to integrate generative AI into its Microsoft 365 Copilot software, it will become ever more prevalent in consumers’ daily lives, work and travel.

#FestivalsConnect tackles diversity, equality, inclusion and social cohesion

A picture showing the #FestivalsConnect audience at event

Dr Afiya Holder – 25 April 2023

What do events, festivals and sports have in common? – the power to connect, celebrate and inspire change.

Last week Professor Jane Ali-Knight and I attended the launch of #FestivalsConnect- an initiative of USW’s Centre for Culture, Sports and Events. The hosts Professors David McGillvray, Gayle McPherson and Sandro Carnicelli curated a gathering space in the rich cultural and historic town of Paisley for key industry practitioners, policymakers, and academia to discuss the role of events, festivals and sports in DEI and social cohesion.

The golden thread (pun intended) running throughout the discussions: “there is much being done but more support, structure, empirical work and practical impact are still needed”.

Amy Finch – Spirit of 2012 showcased numerous practical case examples of #MomentstoConnect, the power of inclusivity and engaging traditionally excluded social groups such as the British Futures Windrush 75 Project aimed to acknowledge the significant cultural histories and contribution of the Windrush generation and Caribbean community.

Panelists Craig Burn – UCI Cycling World Championships, Marie Christie – EventScotland, Sodhi Deerha- Glasgow Mela also shared their roles in fostering DEI and social cohesion in #events, #festivals, and #sports.

Craig highlighted the local and national impacts of cycling events that changed the socio-economic landscape of remote towns, developed purpose-built facilities in communities, and inspired active lifestyles among youth. In a side chat with Dr Holder, he also shared the impact of their involvement in developing the popular Scotland cycling course for eSports, a popular option and favourite of disabled international players.

Marie offered a holistic take on Event Scotland’s approach to inclusion and actions to ensure equality based on setting the #PerfectStage for all regarding age, ethnicity, religion, gender, and disability. Key action points included examining and ensuring equity in event funding and support. Marie also called for all to be actively involved in the upcoming series of consultation workshops aimed to address some of the gaps in the state of Scotland’s event industry and future- DEI being a main item for discussion.

Sodhi presented a unique perspective speaking from a supplier’s perspective as Producer of Mela multicultural events that showcase Indian music, dance, as well as interactive arts and culture. Sodhi shared the significant and lasting impact these events had on Glasgow’s cultural fabric, artists’ cultural pride and sense of self-determination as well as community social cohesion and acceptance of multiculturality.

On the topic, it’s safe to say Festivals, Events and Sports in Scotland are in capable hands. Yet, as I reflect on my work in this contested space, careful consideration is needed to avoid virtue signalling and ‘DEI-washing’ which is unsupportive when creating an inclusive and equal environment. Therefore, in this multi-layered and complex space it is imperative:

To achieve a deeper understanding from multiple socio-cultural lenses to achieve a comprehensive outlook;
To foster more engagement and empirical work to examine DEI impacts and social cohesion outcomes from events, festivals, and sports; and,
To determine clear indicators of success and practical impact

As I noted in my research on socio-cultural aversions, socio-cultural and economic ramifications for individuals, businesses and communities can be considerable if left unaddressed.

For more interest on this topic connect with Dr Afiya Holder, Prof Jane Ali-Knight or Tourism Research Centre for research, collaborative or PhD opportunities.