Category: academia

The Scottish Tourism Alliance Autumn Conference 2023 – PhD Student Perspectives

On 31st 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 as networked communities, and a PhD journey to Tilburg University

By Dr David Jarman

In the world of festivals and communities, relationships matter. Festival managers and producers understand the overlapping links, both professional and private, amongst their colleagues. Freelancers and graduates developing their careers appreciate that opportunities may come by way of personal connections. The future success of entire festival organisations can depend on forging, maintaining and exploiting associations with collaborators, suppliers and allies.

Academic literature in the field of festival studies has sought to better understand the interpersonal dimension of these events, from different conceptual standpoints, in a range of contexts. However, in this festival environment there remains an opportunity, if not a need, to establish the place of network-based research methods and perspectives in the development of academic and industry understandings of social relationships. Networks underpin these connections and communities, from simple ties between pairs of people, to complex webs spanning hundreds of individuals, venues, performing companies, supply chains and audience members.

Earlier this summer, just before the beginning of term, I headed over to The Netherlands to complete my doctorate. The research is a response to the question: “What can social network analysis, and a network-orientated perspective, contribute to understanding the relationships within festival and creative communities?”

My PhD was with Tilburg University, where I had been a student for three years through the period of Covid lockdowns. The empirical work that contributed to it was built up over a number of years though, through a range of different journal articles, conference presentations and book chapters. It has been a privilege and an interesting journey over that time to complete this range of different projects, and to work with different people along the way. Taking this “by publication” route meant that I was able to focus on different projects, involving an array of primary data types, and various research methodologies. I was also able to find different homes for my work, with the support of many editors and colleagues along the way. Presenting my work at different conferences and events allowed me to tell people about my work and generate some interest in the network approach that I’ve been taking.

Throughout my work I’ve been focusing on different types of social network analysis. SNA is a growing area of academic research, partly driven by the opportunities that it presents, but also because of the interest in networks that has developed over the past 20 years. This interest is partly driven by widespread use of social media and communications technologies, but also through the shared experience of the Covid-19 pandemic and its spread across the globe. I was able to take this interest and apply it to the context of festivals and events, showing that there is a lot to be learnt and concluded from a network focused approach.

Going through the Dutch system was very interesting and rewarding, and very different from the experiences of colleagues who went through a UK system. My trip to Tilburg in late summer was primarily for a public defence of my PhD: I was given an hour on stage in which to present my work, and then to answer questions from a panel of assembled professors. It was a good experience, and my supervisors were confident that I would get through it, so I was happy to have my family with me to see it! I also produced a public publication so to speak: this took the form of multiple copies of a printed book with a shiny cover, that people who attended the event were free to take away with them. It has been an interesting journey to turn my PhD thesis into something which can quite comfortably sit on a bookshelf in a library, or in someone’s study.

The publication of the book in this form, and also as a PDF freely available from the Tilburg University repository, means that the various publications that I collected over the years are now in one place. If anyone wants to know what I’ve done over the past 10 years or so, they can head to the Tilburg University website and there it will be.

The journey to Tilburg was fantastic, and the good weather really helped. I was also very happy that one of my colleagues at Napier, Professor Jane Ali-Knight, was one of my supervisors, and therefore also at the public defence. Working with her, and my director of studies Professor Greg Richards, has been a really rewarding and valuable experience in itself. Greg and I, for example, published a special issue of the Event Management academic journal in 2021. We also collaborated on some events through the ATLAS group of academics, and we shall continue to build on this.

Final thanks from me must go to two groups of people. One is my family, my partner and young son who came out to the Netherlands with me. We enjoyed some lovely days in Amsterdam, Tilburg, and nearby Breda. The other group of people are the various administrators, support staff and Beadles who helped me at Tilburg University. They are a fantastic team, and I was really lucky to work with such great people through the six-month journey from thesis submission to public defence and book publication. The Tilburg campus is beautiful, the atmosphere is lively, and I was very well looked after by everyone I met.

In terms of my work as an academic at Edinburgh Napier, I am now in a position to tell anyone that there is a collected body of my work in that book. I’m also very happy that I can now call myself Dr. This will open up future opportunities to me in terms of research and other work, with additional freedoms to treat each project on its own merits rather than being part of a bigger endeavour. I will, of course, retain my interest in festivals, networks, and communities, and I will continue to share this with people at every opportunity that comes my way.

Introducing Lynn Minnaert, our new Head of Subject

We sat down for a chat with Professor Lynn Minnaert, who has recently joined Edinburgh Napier University as the Head of Subject for Tourism and Languages. In this post, we find out more about her background and aspirations.

Can you tell us a bit about your background?

I am originally from Belgium. I have worked in tourism education for the past 20 years, most recently as the Academic Chair at the Tisch Center of Hospitality at New York University, and before that at the University of Surrey and the University of Westminster. I have also worked on projects in range of other countries, including Kazakhstan, Finland, Sweden, Dominica and Brazil.

What is your area of research interest? 

My research interest and passion is social inclusion in tourism: I have worked on studies about social tourism for low-income groups, family tourism, event legacies and DEI in the event sector.

Why did you decide to join Edinburgh Napier University?

I was excited about joining ENU because of its strong reputation in tourism, hospitality, events and intercultural communication. The teaching team is creative and dynamic, and has strong industry networks, which benefit students in and outside of the classroom. We have subject specialists who are world-renowned in their fields, and are one of the oldest providers of tourism, hospitality and event education in the nation. Also, Edinburgh is an amazing location to learn about and research these topics!

What are your aspirations for the subject group?

My aspirations are to strengthen our position and reputation as a centre for teaching and research excellence, and as a hub for industry innovation. The objective is that by delivering student-centred, applied and rigorous programmes, as well as producing cutting-edge research, our students, alumni and staff will play leading roles in their industries and communities, as a force for good.

Thank you, Lynn, for your time taking this interview. We are delighted to have you in the team and look forward to working together.

Where are they now? ENU alumnus, Brianna Wyatt, gives an overview of her career so far

Dark tourism is an increasingly popular subject nowadays. It implies the idea of visiting tourist attractions that are associated with death and suffering.

Edinburgh Napier alumnus, Brianna Wyatt has been researching dark tourism for many years, and is now a senior lecturer at Oxford Brookes University. She gave us an overview of her career and an update on where she is now.

Originally from California, I moved to Edinburgh in 2014 to undertake the MSc programme in Heritage and Cultural Tourism Management. After graduating, I was awarded Edinburgh Napier University’s 50th Anniversary Scholarship to undertake a PhD study in tourism.

Although initially I sought to explore ‘dark’ World Heritage Sites, which landed me in an internship at UNESCO World Heritage Centre in Paris (2015), I completed my PhD in 2019 focusing on the influences of interpretation at lighter dark visitor attractions. This effort was supported by my part-time work as a guest services staff member at The Real Mary King’s Close in Edinburgh and a Duty Manager for Edinburgh Dungeons, and later London Dungeons.

Supported by my previous awards (MA Humanities-History, California State University of Dominguez Hills, 2015; MA Museum Studies, Oklahoma University, 2012), and a PGC in Business Research Methods from Edinburgh Napier University (2017), I quickly became employed after graduation (2019) with Bath Spa University, as a Senior Lecturer in tourism at their sister campus in London.

I later made a transition to Oxford Brookes University, where I am now a Senior Lecturer in tourism and events and the PG Subject Coordinator for the Hospitality, Tourism and Events programmes. I am also an active academic with a research interest in interpretation design of dark tourism experiences.

In addition, I have an interest in experience design for heritage tourism, as well as events and festivals. I have acted as a consultant for a Horrible Histories workshop, providing insight into interpretation of dark histories, and have taken up two separate External Examiner posts for tourism and events programmes at two universities in Scotland.

Most recently, I have been exploring defunct penal institutions, on a global scale, and their conversion into places of accommodation, which will be shown in forthcoming publications. I had the opportunity to showcase my research relating to edutainment interpretation within lighter dark tourism at Edinburgh Napier University’s dark tourism symposium on 5 May 2022.

Congratulations, Brianna, on all your achievements, we couldn’t be more proud!

If you too have an area of interest you would like to research whilst undertaking a PhD with us, please email Tourism Research Centre Lead, Prof. Anna Leask.