Professor Nigel Morgan is Associate Dean and Head of the Business Management Department in the School of Management at Swansea University, where he holds a Chair of Visitor Economy Management.

Nigel has previously held Chairs at the Universities of Surrey and Cardiff Met, where his posts included: Director of the Surrey Digital Visitor Economy Research Group, School Director of Graduate Studies, School Director of Staff Development, School Director of Communications and Interim Head of School.

Before moving into higher education, Nigel worked in sport and leisure research/strategy at the Sports Council for Wales and in tourism development (Vale of Glamorgan Borough Council) and marketing & communications (Torfaen Borough Council). He is a former Board Member of Visit Wales (2013-2017) and currently a Board Member of the International Place Branding Association. Has chaired almost 20 international conferences and events and has taught or examined at almost 30 universities worldwide, examining 53 and supervising 34 PhDs.

Nigel is an Associate Editor of the ABS-listed 4-star Annals of Tourism Research, and has published 100+ publications, including 19 books and 60 leading journal articles. He has completed over 30 major research and consultancy projects funded by organisations including the EU, ESRC, UEFA, the Chinese National Tourist Office, the BBC, Visit Wales/Wales Tourist Board. Nigel recently worked on Swansea’s City of Culture 2021 submission and on ‘Improving the Resilience of the EU Tourism Sector in Crisis Situations’ for the EU DG for Internal Market, Industry, Entrepreneurship & SMEs.

Areas of Expertise

  • Tourism and wellbeing
  • Tourism and inequality
  • Gender
  • Destination development & management
  • Precarious work
  • Knowledge networks


  1. & (2017). The Beauty and The Abuse: A handbook on relationships and emotions in academia. Copenhagen, Denmark: Creative Commons.
  2. & Gender, Advertising and Ethics: Marketing Cuba. Tourism Planning & Development, 1-18.
  3. & Conceptualising On-Screen Tourism Destination Development. Tourist Studies
  4. & Tourism and autism: Journeys of mixed emotions. Annals of Tourism Research 66, 14-25.
  5. & Humanising migrant women’s work. Annals of Tourism Research 64, 13-23.

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  • MN-M556 Managing and Marketing Tourist Experiences

    Tourism is one of the world¿s largest industry and a major player in international commerce. As the third biggest employer, the industry supports more than 200 million jobs worldwide in various sectors such as including hotels, airlines, cruises, restaurants, events management companies, travel agencies, tour operations and tourism marketing organizations. With the experience economy, the tourism industry has focused on selling experiences and this has presented challenges and opportunities to marketers and managers. Understanding the conceptualization of tourist experiences has become more crucial to the marketing and management of tourism products. This module aims to provide students with knowledge and understanding of the basic principles of tourism, the tourism industry, and how tourist experiences are managed and marketed by various sectors in the tourism industry. It aims to equip the students with knowledge and relevant skills in managing and marketing tourist experiences in a range of international contexts.


  • Factors Affecting Consumer Purchase Intention Toward Foreign Products in an Emergent Market (current)

    Student name:
    Other supervisor: Dr Cathy Mcgouran
    Other supervisor: Prof Michael Williams
  • Untitled (current)

    Student name:
    Other supervisor: Dr Carl Cater
  • Risk & Crisis Destination Marketing: Promoting Cretan tourism in an era of turmoil.«br /» «br /» (current)

    Student name:
    Other supervisor: Prof Brian Garrod
  • ok (current)

    Student name:
    Other supervisor: Dr Carl Cater
  • Effects of Human Resource Practices on Heritage Hotel Performance: A Comparative Study between Egypt and the UK. (current)

    Student name:
    Other supervisor: Dr Jocelyn Finniear