Professor Nigel Morgan
School of Management
Telephone: (01792) 602990
Room: Office 325 - 325
Third Floor
School of Management
Bay Campus

Professor Nigel Morgan is Associate Dean for Special Projects and Head of the Business Department at Swansea University’s School of Management, where he holds a Chair in Visitor Economy Management. Nigel has a professional background in tourism and sport development, research and strategy and marketing at Sport Wales and in Welsh local authorities and has held senior academic posts and professorial titles in six universities in the UK, Norway and Italy. He was formerly Director of Surrey University’s Digital Visitor Economy Research Group (2013-16); and Member of Visit Wales’ Advisory Board (2014-2017). Nigel is a Fellow of the Royal Society of Arts, the Tourism Society and the Chartered Management Institute, a Board Member of the International Place Branding Association and the Mission Art Gallery and a recipient of the Shaw-Mennell Prize for services to Leisure Studies (2016).

The ESRC, EU and Norwegian Research Council have funded Nigel’s research and he has conducted 30-plus consultancy projects for organisations in Wales, Europe, the USA and Asia (e.g. UEFA, Visit Wales, the BBC, Orlando-Sanford Airport, China National Tourist Office). Nigel is currently leading a team to evaluate the impact of Wylfa Newydd New Build Nuclear Project on the Isle of Anglesey and working on a Health Leadership Academy and a £50m integrated wellbeing, assisted living, leisure and life sciences/educational campus development for Swansea University. He recently gave evidence on the impact of Brexit at the EU Transport & Tourism Committee (2018) and at the Welsh Government Selling Wales to the World Enquiry (2017). His recent projects also include: advising on Swansea’s UK City of Culture 2021 Bid (2017), delivering a project for the EU on mitigating the impacts of terrorism and building resilience in the tourism sector (2016), chairing the Visit Wales Research & Insights Task & Finish Group (2015-2016), and conducting a review of the Wales Major Events Unit (2012).

Areas of Expertise

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


  1. & The Impact of Consumer Ethnocentrism and Antecedents in an Emerging Market. International Review of Management and Business Research 7(1), 214-222.
  2. & Prospect: The Future of Critical Tourism Studies: Reflections on the Road Ahead. Tourism Analysis 23(2), 177-181.
  3. & Ten Years of Critical Tourism Studies: Reflections on the Road Less Traveled. Tourism Analysis 23(2), 183-187.
  4. & (2017). The Beauty and The Abuse: A handbook on relationships and emotions in academia. Copenhagen, Denmark: Creative Commons.
  5. & Gender, Advertising and Ethics: Marketing Cuba. Tourism Planning & Development, 1-18.

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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
  • fine (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