tourism Archives - Tourism Research Centre Blog

Future-Proofing Travel: A Journey from Ideation to Publication

Caroline Bremner, Senior Head of Travel and Tourism at a global market research company, and ENU Alumni, has recently launched her book, ‘Future-Proofing Travel: How to Create a Resilient and Sustainable Industry.”

In March, I published my book – Future-Proofing Travel: How to Create a Resilient and Sustainable Industry. The opportunity came about after 28 years of working in travel research for a global market intelligence company. In my role, I’ve been analysing trends and impacts such as 9/11, the Global Financial Crisis and the pandemic. Travel is on the frontline of converging factors including macro-economics, geopolitics, digital transformation, changing consumer behaviours, demographics and the net zero transition. It is a vital economic pillar creating 348 million jobs and generating USD11.4 trillion in 2024, according to the World Travel and Tourism. Yet it faces significant challenges to transform and decarbonise or face an existential threat.

In December 2023, I was approached by a business and academic publisher. I had just lost my cousin to cancer, so I jumped at the chance to embark on a deep dive into the industry that I’ve been passionate about since working as a tour guide for the National Trust at Brodie Castle during the school holidays. The part time job was a way to earn money, meet people from different countries, share the stories of Scotland whilst practising my languages. Who wouldn’t love working in travel and tourism?

After my proposal was submitted and approved, I spent 5 months writing and researching the book, including conducting interviews with 30 global industry experts. Every interview revealed new perspectives and spurred me on thanks to the passion and purpose of these talented interviewees. They included global sustainable tourism leaders, changemakers, social impact entrepreneurs, digital technologists, conservationists and even an ‘accidental hotelier’.

It was a truly family affair: my son helped me with data permissions and sourcing; my daughter was a sounding board for ideas especially of Gen Alpha and my husband contributed some beautiful ink drawings, illustrating the transformation of a tree through its lifecycle. Their input and support were vital, seeing as the book took a significant amount of my time, writing after work in the evenings and all weekend.

My editor equally played a critical role in terms of the editorial approach, guiding me through each stage of the book research where I submitted chapter batches and incorporated her invaluable feedback.

By August 2024, the manuscript was wrapped up, along with everything signed off for data permissions and interview quotes. The next six months were given over to the publisher to finalise proofreading, production, marketing and publication.

The book launched internationally on 3 March 2025, with the Americas following later in the month. I was in Berlin for ITB Berlin – a major travel conference – and it was a great moment to know that the hard work was over, and a new chapter was beginning.

The past year has been a rollercoaster, balancing different work and family commitments to meet deadlines. Overall, I’m pleased with the result and met some amazing people in the process. Whether it will be on the Amazon best-seller list, we will need to wait and see!

Get your copy here: https://linktr.ee/futureproofingtravel

Discount code: KOGANPAGE25

Postgraduate student reflections from EventScotland’s annual conference

Any student in the tourism department is familiar with the work of EventScotland, the national tourism organisation for Scotland; and if that student is like me, they have relied upon EventScotland’s wealth of reports, research, and resources to enhance their assessment work and gain a deeper understanding of the tourism industry.

This is one of the many reasons I was honoured to attend Journey: The Business Events Conversation, EventScotland’s annual business events conference, held on 19 February 2025 at the John McIntyre Conference Centre in Edinburgh.

This conference is designed to bring together and support professionals from all across Scotland working in the MICE (Meetings, Incentives, Conferences, Exhibitions) sector. EventScotland recognises MICE as a crucial component of the tourism and events industry, making a measurable contribution to Scotland’s visitor economy and strengthening the country’s reputation as a premier destination for business events of all kinds.

Thanks to the efforts of a recent Napier alumnus who now works for EventScotland, Edinburgh Napier University was gifted two student admissions to this event, and another postgraduate student and I were the lucky recipients. This was a valuable opportunity for us to engage with industry professionals, thought leaders, and fellow students, as well as explore the many different career pathways that the events industry can offer.

Identity & Changing the World

The theme of this year’s conference centred on exploring Identity, with panel discussions addressing topics such as what it means to be Scottish, how Scotland wishes to be perceived internationally, and what it means to be a responsible global citizen. As an international student, I was particularly curious about these conversations and keen to gain a better understanding of the aspirations and values of a place I hope will become my future home.

I was thoroughly impressed and moved by the genuine solidarity and support demonstrated by Scotland’s industry leaders during the Identity Keynote Panel. The consensus was clear—these events professionals saw solidarity as a defining aspect of Scottish identity, and they genuinely wanted to help each other succeed. They embraced a Scotland-first approach to promoting events, meaning that even if an event was not the right fit for their own business, they still considered it a win if another Scottish business secured it. This is just one example of how collaboration and mutual support have helped Scotland build its reputation as an impressive and welcoming business events destination.

Another crucial and impactful concept was raised by Lyndsey Rafferty, Senior Association Manager at EICC, during this panel. She highlighted the tremendous potential MICE events have for driving positive change in public well-being. She reflected that, as events professionals, we have the unique ability to bring together people and experts—such as academics, scientists, and legislators—who have the power and influence to change the world for the better.

A Portfolio Career

Throughout the day, we gained both practical and profound insights into what a career in the events industry truly entails. One of the most memorable sessions was the morning Meet With education panel, an exclusive opportunity for students to gain valuable knowledge about the MICE industry and hear real-world experiences from top industry professionals.

Neal Brownlee, Head of Business Events at VisitScotland, reflected on the various roles and titles he has held throughout his career, noting that a portfolio career—a career composed of diverse positions across hospitality and events—is quite common in this industry. He emphasised that gaining experience in different roles can be a significant asset, providing a well-rounded understanding of the many moving parts involved in running a successful events business.

Laura Wilson, Head of the Convention Bureau at VisitAberdeenshire, echoed the challenges and opportunities of a nonlinear career path. She stressed the importance of adapting to the evolving events sector, maintaining a strategic alignment of an organisation’s mission with the types of events it pursues, and cultivating strong professional relationships that prioritise collaboration over competition.

The Big Debate

One of the major recurring themes throughout the event was the recognition that the events industry is built on relationships. It takes time to develop the trusted connections and practical, experience-based skills that contribute to a successful career. This led me to wonder—how are event leaders supporting and mentoring newcomers to the field? Are students and new professionals being welcomed and supported in developing these crucial relationships and skills?

EventScotland demonstrated its commitment to fostering a supportive industry network by meaningfully incorporating students into its programming. Beyond the Meet With education panel, one of the main features of the day was a university-style student-led debate on corporate social responsibility within the events industry.

This debate featured two students who worked closely with events professionals to investigate whether corporate social responsibility initiatives were simply a tick-box exercise. It was fascinating to hear the aspirational ideals of sustainability initiatives contrasted with the practical, often economic-based realities of business. Professionals from across the country engaged in thoughtful discussion, carefully considering the implications of the points raised by the students. This was one of the many ways in which meaningful dialogue and a culture of mentorship were woven into the event.

Looking Forward

I am incredibly grateful for the opportunity to attend Journey: The Business Events Conversation. I left feeling like I had gained a clearer understanding of potential career paths, how to be a supportive and collaborative professional, and an inspiration to commit to my own professional development.

I was especially excited to see contemporary approaches to events management—many of which I am currently learning about—being put into action. For example, a completely plant-based menu as part of an environmental sustainability initiative, an accessible and neurodiverse-friendly event space, and interactive panels designed to foster meaningful connections between attendees. EventScotland demonstrated both the professionalism and the progressive potential of our industry, and I am looking forward to engaging further with this network and contributing to the future of business events.

Written by Hannah Stenzel, postgraduate student on MSc International Festival and Event Management at Edinburgh Napier University.

Artademic: Art practice as research

‘A picture is worth a thousand words’ (origins unknown) is a much-repeated quote. Although (arguably) simplistic, there is something to this!

I am an artist. I’m also an interdisciplinary and engaged academic who strives to conduct impactful research with outcomes that make a difference. While I do work with ‘traditional’ research methods, my passion is for arts-based, creative, and participatory research. My research is concerned with cultural tourism, festivals, and placemaking, and is often framed by public engagement.

Sometimes, I’m asked how I ended up working in a Business School. It was a circuitous journey. I studied an undergraduate degree in fine art, then a postgraduate research degree in art and design (many) years ago. I then worked across the cultural and creative sector, before my PhD in tourism and festival studies here at Edinburgh Napier. My PhD investigated stakeholders’ perceptions of the image of the Edinburgh Festival Fringe, and I used visual methods and semiotics. Since then, I established the Visual Methods and Ethnography in Interdisciplinary Research Group in the university. I’m also the Public Engagement with Research Lead for The Business School.

There are two strands to my art practice and how it informs my research. Firstly, I use my own art practice to complement my research, and vice versa. My personal practice is mainly painting. I research through drawing, memory, and imagination, and my work is underpinned by reading. Recent work explores the performance of tourism and leisure, alongside relationships between the tourist gaze and the visual practices and imaginaries of tourism. I’ve had my paintings selected for national and international exhibitions, including Visual Arts Scotland (VAS) and the Royal Scottish Academy (RSA). This year, I curated a group exhibition during the Edinburgh Festival Fringe. I’ve also exhibited my work in galleries and sold to private collectors.

Returning to ‘a picture is worth a thousand words’ (origins unknown), a second way that my art practice impacts upon my research is through using visual and participatory methods. This involves working with different groups of people to co-create outcomes and outputs. For example, I’ve co-designed participatory and creative ‘walkshops’, partnering with the Museum of Walking. I’ve used drawing and participatory mapping with residents of Wester Hailes in Edinburgh to gain insights into the semiotics of Edinburgh as a festival city. I’ve led a UKRI-funded interdisciplinary creative research and public engagement project working with community partners in Wester Hailes. Recently, I led a Royal Society of Edinburgh (RSE) research project working with Professor Anna Leask, alongside tourism and festival stakeholder partners. We used participatory and creative methods to investigate overtourism, community engagement, and placemaking in Edinburgh’s historic centre.

While traditional research approaches such as interviews and questionnaires are undeniably valuable, I argue that arts-based, creative, and participatory research can make a difference. They can engage and impact on people, policy, and practice. You don’t need to be an artist to use arts-based methods, so why don’t you try some approaches?

Blog written by: Dr Louise Todd, Associate Professor and Deputy Lead of the TRC

Website: https://artademic.co.uk/

Instagram @louisetodd.art

Meet the Visiting Professor – Associate Professor Judith Mair

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, Associate Professor Judith Mair, The University of Queensland, Brisbane, Australia, tells us about her strong connections with ENU and TRC researchers, with whom she has been friend for a very long time! Despite being in Australia, she is of Scottish origins, and takes every opportunity she has to come back to connect with family and colleagues.

“Although I now live in Australia, my roots are in Scotland! I grew up in a small village on the West Coast, but I went to university in Edinburgh and fell in love with the city. I stayed there for a few years after graduating, working in the Tourist Information Centre on Princes Street, and then for VisitScotland. I consider Edinburgh to be the place where my involvement with the tourism industry and my tourism and events research interests really started.

After completing a PhD in Tourism at the University of Strathclyde in Glasgow (coincidentally at the same time as Dina (Constantia) Anastasiadou), my career took me to Australia, firstly to Victoria University (VU) in Melbourne, then Monash University, and now the University of Queensland in Brisbane. It was at Victoria University that I first met Dr Martin Robertson, then at VU and now at Edinburgh Napier University. We share similar research interests – primarily in sustainability and event management – and have been friends ever since.

My work aims to understand and enhance the positive impacts of tourism and events on the communities and societies which host them and my expertise lies in fields including mega-event legacies, the future of events, the links between events and social connectivity, and the potential impacts of climate change on the events sector.

My holidays are often combined with work-related travel, but when I have the chance, I love to visit the wonderful beaches and coastline of Australia. My favourite destination (apart from Scotland of course!) is probably the Whitsunday Islands in Queensland – the archetypal tropical island paradise with the friendliest locals I’ve ever met. I heartily recommend it!

Although I don’t get the opportunity to visit Edinburgh or Scotland much (the journey from Australia is a pretty long one!), I jump at the chance to come home, and having a visiting role at ENU allows me to combine work and pleasure. I enjoy the opportunity to meet and network with old friends and new and share my research with as wide an audience as possible, both in academia and more broadly with industry and government. I also value the chance to act as a mentor for emerging scholars and provide them with as much support and guidance as I can. I hope to collaborate in publications and ongoing project work in the field of events studies with students and colleagues, particularly in relation to sustainability and climate change, which I feel is one of the most important areas we can study. “

Meet the TRC Alumni – Dr Angelo Sciacca

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 Angelo Sciacca gives us an update of his career after graduating in 2023 and how the PhD has helped him shape his career. Congratulations are in order for Angelo as he has recently joined the TRC not only as a proud alumnus but as Visiting Senior Fellow! We look forward to seeing what this collaboration will bring in the future!

“I held diverse roles across Southeast Asia, particularly in Myanmar, and Europe. My work focused on advancing circular entrepreneurship in tourism, fostering community-based and ecotourism in coastal and island destinations, and researching smart tourism ecosystems.

I chose Edinburgh Napier University for my PhD because I had already completed my master’s degree there and was highly familiar with the university’s strong reputation for quality research and teaching in the subject.

The focus of my PhD on circular economy and island tourism aligned with my interest in how island territorial dynamics influence the tourism sector’s transition toward more sustainable, resilient, and inclusive models.

My PhD has been instrumental in supporting my career by deepening my expertise in circular economy and island tourism, which are critical areas for the sustainable future of the ecosystems the sector relies on.

I work as a Senior Research Fellow on Blue Tourism at the Institute for Sustainable Development and International Relations (IDDRI) where I coordinate the Blue Tourism Initiative, a global initiative that aims to improve the governance of coastal and marine tourism to ensure sustainability, focusing on three marine regions: the Mediterranean, Caribbean and Western Indian Ocean.

To new PhD students, I suggest to embrace challenges as part of the learning process, and stay committed to making a meaningful impact with your research.

Professor Kerr gives Keynote Lecture on ‘Business of Science Festivals’ in Mexico

Professor Gary Kerr, an academic within the Tourism Research Centre, has given the Keynote Lecture at the Association of Mexican Museums and Centres for Science & Technology (AMMCCYT) Annual Colloquium 2024, hosted by Centro de Ciencias Explora in León de los Aldama, Guanajuato, Mexico, from 29-31 August 2024.

AMMCCYT brings together science centres and museums from across Mexico. It aims to strengthen the effectiveness of science centre and museums to promote science and technology culture throughout Mexico.

The Annual Colloquium brings together academics, science centre & museum professionals, students and the general public to engage in dialogue, reflect, and exchange ideas, experiences and proposals related to museum spaces and cultural institutions.

During the colloquium, many presentations focused on engaging non-specialist audiences with science & technology and promoting a culture of science and technology across Mexico. The role of science centres and museums in promoting informal science learning was discussed heavily. The colloquium also discussed how science centres and museums can be inclusive spaces for a range of audiences with different needs.

I used my keynote lecture to discuss the ‘Business of Science Festivals’ and how science centres and museums could utilise science festivals as a means to strengthen existing audiences and reach new audiences. I also spoke about the power of science festivals in addressing inequity within the science, technology, engineering & maths (STEM) sectors.

During my keynote, I drew upon my research and practitioner roles in curating science festivals. In the UK, the term ‘science festival’ has been around since 1989, when the Edinburgh Science Festival was first launched. However, public science & technology events date back to the days of the Ancient Greeks when philosophers such as Plato and Aristotle would speak about their theories in public to the masses. The British Association for the Advancement of Science (now the British Science Association) has been holding annual meetings around the UK each year since 1831, and these have evolved into the contemporary British Science Festival – a festival that moves around the UK each year.

Despite 35-year the coming of age of UK science festivals, the STEM sector remains inequitable. There is a gender imbalance in the STEM sector with 65% of the UK’s STEM workforce being white men (Keith & Kerr, 2022). The lack of diversity in the STEM is not limited to gender, but runs through multiple strands of diversity (Keith & Kerr, 2022). There is also an inadequately trained STEM workforce, with around 40% of STEM vacancies difficult to fill (Keith & Kerr, 2022).

In my keynote, I spoke about the value of science festivals, but did go on to highlight that they do not provide a silver bullet to solve all the problems of the STEM sector. I spoke about the value of other types of festivals – including literature, film, music and arts festivals – and how these might provide a platform (albeit limited) for engaging non-specialist audiences with science. I also discussed the need to take into account socio-cultural issues when communicating science at festivals with diverse audiences. These include demonstrating appreciation for religious, cultural and historical sensitivities when communicating with audiences.

My invitation to deliver the Keynote Lecture at AMMCYT further strengthens Tourism Research Centre’s strong links with Mexico, which include delivering the Creative Leadership Programme on behalf of British Council Mexico in 2023 and 2024.

Reference

Keith, L. and Kerr, G. W. (2022). ‘Levelling the playing field: lessons from sport on re-framing science engagement as a benefit to the individual’. JCOM 21 (04), A03. https://doi.org/10.22323/2.21040203

Meet the PhD – Homa Rahimi

Welcome to “Meet the PhD”, a section dedicated to introducing to you our PhD candidates, where you will have the opportunity to get to know them and their research and find out how why they have chosen Edinburgh Napier University, and what excites them the most about their PhD journey.

Today, we have Homa Rahimi, a PhD candidate originally from Iran, who is currently in her 2^nd year. Her PhD title is “The Implications of lean Talent Management on Optimising Strategic Value of People in the UK Hotel Sector” with supervisors Prof Paul Barron, Prof Anna Leask and Dr Kelsy Hejjas. Many of you might agree with Homa’s words, when she says that she originally started her PhD for academic reasons, to later find out that a PhD is much more than that, the skills you learn throughout the PhD journey are extremely valuable not only for a future career but also in life. Homa is also the 2024 winner of best poster at the Edinburgh Napier University Business Conference. Congratulations Homa!!

If you would like to know more about Homa’s research or if you have any questions, you can contact Homa here: homa.rahimi@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

______

“I’m Homa Rahimi from Iran, currently in my second year of PhD studies at Edinburgh Napier University. My academic journey in the UK began with a focus on governance and public policy, sparked by my second master’s degree. This experience provided a foundation for my deeper investigation into organisational management, especially through the lens of New Public Management (NPM). As a result, I developed a keen interest in Human Resource Management (HRM), particularly in the areas of talent management, employee development, and capability building. These interests became central to my MSc degree in HRM at Napier University, reinforcing my enthusiasm for understanding how organisations can best manage and enhance their most valuable asset—people.

My PhD research focuses on the application of Lean thinking to Talent Management within the hotel industry. I chose this topic due to the success story of Lean thinking, which has effectively improved efficiency and performance in various sectors. I am particularly interested in how these principles can be adapted to enhance talent management practices in the hospitality sector, which is crucial to the UK’s employment and economy. The hotel industry relies heavily on human capital and addressing issues like talent spillage—where skills and potential are underutilised—can reduce talent-related waste and optimise people management.

Edinburgh Napier University was the perfect choice for me due to my previous positive experience during my master’s degree, the supportive environment, and the student-friendly atmosphere of the institution. Its strong focus on tourism and hospitality management, coupled with its excellent reputation in these fields, made it an ideal fit. Additionally, the opportunity to work with distinguished supervisors like Professors Barron and Leask, and Dr. Hejjas was an exciting draw.

What makes my PhD research particularly significant is its potential to reshape both academic thought and practical approaches. The hotel industry continually grapples with challenges in managing and retaining talent, and my research aims to address these issues with innovative solutions. By applying Lean principles to Talent Management—an area still underdeveloped in this context—I seek to uncover new insights that could lead to more efficient and effective human resource practices. This exciting endeavour promises to make a meaningful impact on both the theoretical and practical aspects of talent management in the hospitality sector.

When I first considered pursuing a PhD, I saw it primarily as an academic pursuit—a way to delve deeper into my areas of interest. However, as I have progressed, I have come to realise that a PhD is much more than that. It is a journey of personal growth, requiring resilience, adaptability, and a deep commitment to making a meaningful contribution to my field. My understanding of the PhD process has evolved, and I now see it as an opportunity to bridge the gap between theory and practice, making a tangible difference in the real world. Being part of the PhD community has been pivotal to my journey. The support, collaboration, and shared experiences within this group have given me the motivation and encouragement needed to overcome challenges and remain focused on my goals. The sense of belonging to a network of like-minded individuals, all navigating similar paths, has been invaluable. Additionally, I’ve found lifelong friends along the way, enriching my experience both personally and professionally.

In my experience, three essential skills for a PhD student are critical analysis, time management, and adaptability. Critical analysis is vital for assessing existing literature and contributing original research. Time management is crucial for balancing the various demands of PhD life, including research, writing, networking, and professional development. Adaptability is key to navigating the unexpected challenges that arise during the PhD journey, requiring flexibility and resilience to stay on track and achieve research objectives.

Looking ahead, I am most excited about the potential impact of my research. I am driven by the prospect of transforming talent management in the hotel industry, contributing to more effective and sustainable HR practices. Despite the challenges that lie ahead, the opportunity to effect positive change keeps me inspired and motivated. Additionally, I am eager to enhance the industry’s image, showing it as a viable and rewarding career path rather than one that is often overlooked.”

ENU and Texas A&M Study Exchange 2024

During the spring 2024 term, four of our students went to Texas A&M University on a study exchange trip. The students are on Edinburgh Napier’s Festival & Event Management, Tourism Management, and Hospitality Management programmes. They spent some time working alongside a business in Texas as part of the Live Project Module, and likewise some Texas A&M University students spent some time in August in Edinburgh.

The project team consisted of Dr Afiya Holder, Dr David Jarman, and Slawek Staniszewski, Global Mobility Officer in International Operations from ENU. Dr. Donna Lee Sullins and Prof. Brian King coordinated and led the project on behalf of Texas A&M University.

So what is it like to travel to Texas for a Live Project? Hear directly from the four ENU students who shared with us their thoughts on the experience below. Thanks to Bethany Tait (International Hospitality Management with Festivals and Events), Claudio Pigozzo (International Tourism Management), Cerys Fitzgerald (International Festival and Events Management), and Dean Jenkins (International Festival and Event management).

Question: Why did you apply and how did you secure for such an amazing opportunity?

Bethany: “I knew that I had to apply as it would be such an amazing experience and a great way to gain knowledge of the industry within a different country.”

Claudio: “The opportunity to work closely with an organization in Texas and Texas A&M college students came suddenly. I didn’t think twice before applying and immediately started writing my application form.”

Cerys: “I was given the opportunity to apply for the live project in partnership with Century Square in Texas [a multi-use retail and leisure facility] in Texas at the start of 3^rd year. In order to be considered I had to write a short essay which explained why I would be a good fit for the trip and how it could benefit myself and my experience.”

Dean: “I was reading the IFEM bulletin which I would normally do as it always has great opportunities then I spotted that there was a project and a trip to Texas being organised as part of the live project module which I had chosen. I applied but I wasn’t expecting to be a part of the project as there were only four places available so when I got told the news that I got a place I couldn’t believe it as I had always wanted to go to the USA so doing it with university made it even better as I knew that it would be worth something and not just a holiday.”

Question: What are your thoughts on the Live Project module and how has this shaped your learning experience and professional development?

Bethany: “By being given the opportunity to work with and provide recommendations for a business it enabled myself to finally put my degree to use and know that all the hard work over the past three years is paying off and that I do have the skills to work in a real-life environment. This module has enabled myself to develop my professional skills and learn a lot about the inner workings of professional environments.”

Claudio: “The Live Project module is an incredible experience for students who can finally implement what they have previously studied and use and discover their own skills. Working with a live organization puts you in a position to see things from the perspective of the business owner or manager, and experience their stress, to improve or find appropriate solutions for the business.”

Cerys: “I learned how to work well within a team, distributing the work evenly to ensure no one felt under pressure with the workload. In a professional sense I got an insight into what can differ between a business in the US compared to ones in the UK and how they can do things slightly differently.”

Dean: “I found the actual module interesting and challenging at times, but I enjoy a challenge, so I thoroughly enjoyed working on the project. This module has definitely helped my future goals as I have made international contacts in which I can use when I graduate.”

Question: In what ways has this experience inspired your future goals/plans in Tourism, Hospitality, Festival and Events or Marketing?

Bethany: “This experience has taught me that within the industry the most beneficial factor is networking with other students, universities, and businesses to gain knowledge and contacts worldwide.”

Claudio: “This experience made me understand that despite your age, background, or belief, you can achieve incredible things in life. I met so many people, with different experiences and backgrounds, different passions, different paths, but the same desire to learn and make a difference.”

Cerys: “My plans for after graduation has always been to travel and work internationally. Doing this live project has shown me that it is something that is indeed possible and that I would be able to do it with the experience that I have already gained through this opportunity.”

Dean: “This experience has really opened my eyes to what opportunities are out there in terms of different events and universities.”

Question: What were some memorable moments related to the module but also beyond the classroom?

Bethany: “A memorable moment within the classroom would be the initial receival of the project brief, it was exciting as a group to gain information on the company and brainstorm initial ideas for the objectives we had been given. (…) The professors at Texas A&M were incredibly welcoming and also invited us along to the hospitality scholarships banquet.”

Claudio: “I think every minute of this module, the project, the meetings, the trip, was memorable. I will bring these memories forever with me. I met and worked with fantastic people with whom we shared thoughts, discussed and come up with interesting ideas. I had the opportunity to attend class at an American University and understand what life on campus really is, their culture, tradition and the spirit of belonging, something incredible…. Truly an unforgettable experience.”

Cerys: “Some of my most memorable moments from this module have to learning all about Texas and Century Square but then getting to actually experience it. Although my academic experiences come from the classroom, the real life experiences and moments came from the trip itself.”

Dean: “… the banquet that Texas A&M students were hosting, I networked with so many different people from different backgrounds and professions.”

Question: What life skills do you think came to light post-trip?

Bethany: “Improved confidence, adapting to new cultures”

Claudio: “Problem solving, teamwork and organizational skills.”

Cerys: “Communication and collaboration”

Dean: “Teamwork, networking skills and communication”

Question: What advice would you give future students about taking the Live Project module?

Bethany: “The best advice would be to thoroughly communicate with all team members, it is really important to ensure you all have the same work ethic and maintain styles of work throughout the report and presentation. I would also say to just enjoy the experience as much as possible and remember that your supervisor and the other module lecturers are always there to support your experience and make sure it goes as smoothly as possible.”

Claudio: “My advice is to take the Live Project module as a real work experience, never be afraid to express ideas and always listen to criticism and learn from it, you learn by making mistakes.”

Cerys: “Just enjoy it! The live project can become stressful at points as it is a lot to in a short period of time. My advice would be to embrace the experience to its full potential, and all will work out in the end.”

Dean: “…that the dynamic in your project team is crucial so I would recommend getting to know a little more about your teammates outside the classroom.”

Meet the TRC Alumni – Dr Shemroy

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.”

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