Research

My research explores how people behave, make decisions and respond to complex challenges across tourism, hospitality, outdoor recreation and consumer contexts. My work spans risk, responsibility, sustainability and social impact, with a growing interest in how people engage with and respond to emerging technologies, with an emphasis on research that contributes to both academic knowledge and real-world practice.

How I Approach Research

03 — Methodologically Diverse

I have a strong interest in research methods and enjoy exploring different ways of approaching research questions. Alongside established methods such as surveys and interviews, my work has incorporated approaches including repertory grid techniques, go-along interviews, Ketso participatory methods and netnography, as well as documentary and secondary-data analysis. I draw across qualitative, quantitative and mixed methods, selecting and adapting approaches to best suit the research question.

02 — Applied & Collaborative

I am particularly interested in research that responds to real-world problems and has value beyond academia. I enjoy working collaboratively with industry, government, community and voluntary organisations to understand the challenges they face, develop meaningful research questions and generate evidence that can inform practice, policy and decision-making. Where possible, I seek to work with communities and organisations rather than simply research about them, creating opportunities for knowledge exchange and practical impact.

01 — Interdisciplinary

My research crosses disciplinary boundaries, drawing on perspectives from marketing, tourism, hospitality, consumer behaviour, safety, technology and the social sciences to explore complex problems from multiple perspectives. I am increasingly interested in the intersections between these fields — particularly how technology, risk and safety shape human behaviour and decision-making in tourism, outdoor recreation and wider consumer contexts. This interdisciplinary approach allows me to follow the research problem rather than being constrained by traditional disciplinary boundaries.

Research Areas

My research spans a number of interconnected areas, reflecting the interdisciplinary nature of the questions I explore. Rather than sitting within distinct boundaries, these areas frequently overlap — bringing together different contexts, perspectives and approaches to examine complex behavioural, social and environmental challenges. The six areas below represent the key themes that currently shape my research.

01

Tourism & Hospitality My research examines behaviour, experiences and decision-making across tourism and hospitality contexts. This includes work on visitor experiences, destination and service environments, ancestral tourism, tourism management and changing consumer expectations. I am particularly interested in how tourism can respond to emerging social, environmental and behavioural challenges.

03

Risk, Responsibility & Moral Governance My research explores how people understand and negotiate risk, responsibility and acceptable behaviour, and how judgements of blame, fairness and deservingness are constructed. An emerging programme of work on moral governance examines how behaviours are debated, legitimised and contested, particularly within tourism, outdoor recreation and digital spaces.

06

Sustainability & Social Impact My research considers how tourism, recreation and consumer behaviour intersect with wider environmental and social challenges. This includes questions around conservation, visitor management, sustainable funding, accessibility, community outcomes and fairness, with an emphasis on understanding how research can support more sustainable and socially responsible practices.

01 / 06

Tourism & Hospitality My research examines behaviour, experiences and decision-making across tourism and hospitality contexts. This includes work on visitor experiences, destination and service environments, ancestral tourism, tourism management and changing consumer expectations. I am particularly interested in how tourism can respond to emerging social, environmental and behavioural challenges.

01

Tourism & Hospitality My research examines behaviour, experiences and decision-making across tourism and hospitality contexts. This includes work on visitor experiences, destination and service environments, ancestral tourism, tourism management and changing consumer expectations. I am particularly interested in how tourism can respond to emerging social, environmental and behavioural challenges.

03

Risk, Responsibility & Moral Governance My research explores how people understand and negotiate risk, responsibility and acceptable behaviour, and how judgements of blame, fairness and deservingness are constructed. An emerging programme of work on moral governance examines how behaviours are debated, legitimised and contested, particularly within tourism, outdoor recreation and digital spaces.

06

Sustainability & Social Impact My research considers how tourism, recreation and consumer behaviour intersect with wider environmental and social challenges. This includes questions around conservation, visitor management, sustainable funding, accessibility, community outcomes and fairness, with an emphasis on understanding how research can support more sustainable and socially responsible practices.

Publications

My research has been published across tourism, hospitality, marketing and related fields. For my full publication record, citations and latest work, visit my Google Scholar profile.

View my Google Scholar