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Assistant Professor in Tourism Marketing and Management, University of Nottingham

Carol is Assistant Professor in Tourism Marketing at Nottingham University Business School. Prior to this post, I was Senior Lecturer in Marketing at Portsmouth Business School and was Teaching Assistant at University of Surrey. My research is primarily focused on social-political changes, with interests in examining how those changes impacts on social and self-identities in the context of international tourism. My specific research interests are:
* National/social identity and tourism marketing
* Social-political aspect of tourism
* Culture tourism marketing and management
* Confucianism and tourism in China
* Cultural festivals and events
* Tourists behaviour
* Impacts of social categorisation: e.g., gender identity, minorities etc…
* Research methodology and epistemology

I am a dedicated and enthusiastic researcher, constantly pursuing high quality research. I have published in journal such as Annals of Tourism Research, Tourism Management and International Journal of Hospitality Management. I have applied different research methodological approaches into my research, including critical discourse analysis, semiotic analysis, hermeneutic phenomenology, mixed method and survey design. I have delivered many talks in international conferences. I am a passionate teacher, having taught research methods, consumer behaviour and tourism management classes at both undergraduate and postgraduate level.

Prior to joining Higher Education, I worked at different tourism and hospitality companies in Macau, the Netherlands and West Samoa. For me, tourism is not only my research interests but also my passion.
I am always looking for curious and dedicated researchers to work with.
I welcome passionate and dedicated PhD students to work with.
I am excited about partnering with organisations to explore the application of my research.


  • –present
    Assistant Professor in Tourism Marketing and Management, University of Nottingham