Professor Brian Garrod
Professor in Marketing (Research)
Business
Telephone: (01792) 604211
Room: Office 324 - 324
Third Floor
School of Management
Bay Campus

Brian is the author of eight text books and more than fifty research articles, focusing mainly on the marketing and management of tourism destinations. He is co-editor-in chief of the Journal of Destination Marketing & Management and is on the editorial board of six other academic journals. He has undertaken research for a wide range of organisatons, including the World Tourism Organisation (UNWTO) and the Organization for Economic Cooperaton and Development (OECD).

Publications

  1. & Insights from analysing tourist expenditure using quantile regression. Tourism Economics 23(5), 1138-1145.
  2. & Experiences With Local Food in a Mature Tourist Destination: The Importance of Consumers' Motivations. Journal of Gastronomy and Tourism 2(3), 173-187.
  3. & Understanding value creation and word-of-mouth behaviour at cultural events. The Service Industries Journal, 1-21.
  4. & Photographs in tourism research: Prejudice, power, performance and participant-generated images. Tourism Management 70, 201-217.
  5. & Assessing tourists' cognitive, emotional and behavioural reactions to an unethical destination incident. Tourism Management 54, 209-220.

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Teaching

  • MN-2058 Contemporary Issues in Tourism

    This module focuses on contemporary issues in tourism. These cases will cover `mass¿ tourism as well as new forms of `alternative¿ tourism that are now beginning to challenge the supremacy of mass tourism. Such alternative tourism forms include farm tourism, backpacker tourism, volunteer tourism, food (gastronomic) tourism and wine tourism, dark tourism (thanatourism), adventure tourism, ecotourism and heritage tourism. Emerging variants of mass tourism, for example low-budget tourism and all-inclusive tourism, will also be considered. The cases will emphasise contemporary issues in the strategic planning, operations management, marketing, product development, human resource management, financial, economic, community and policy aspects of tourism.

  • MN-M026 Strategic Marketing

    Marketers are presented with many complex choices in the context of a future that is inherently uncertain. This module will enable you to take a strategic approach to planning that achieves a sustainable competitive advantage. This module recognises the significance of situation analysis and introduces techniques for assessing external and internal environments to enable effective decision making. It outlines the importance of all stages within the marketing planning process, from audit, through strategic decision making, to implementation of plans; and how managing resources, employing monitoring and measurement techniques enable the achievement of strategic marketing objectives.

Supervision

  • The Role of Authenticity in the Luxury Hotel experience: A Mixed-Methods Study of the Hotel Sector in the United Kingdom (current)

    Student name:
    PhD
    Other supervisor: Dr Tiffany Low
    Other supervisor: Prof Brian Garrod
  • Cultural Value of the Llangollen Eisteddfod. Understanding its digital Audience. (current)

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

    Student name:
    PhD
    Other supervisor: Prof Brian Garrod
    Other supervisor: Prof Nigel Morgan
  • DEVELOPING A MEASUREMENT SCALE FOR SUSTAINABLE TOURISM EXPERIENCE BASED ON UNDERWATER CULTURAL HERITAGE TOURISM: A CASE STUDY (current)

    Student name:
    PhD
    Other supervisor: Prof Brian Garrod
    Other supervisor: Dr Carl Cater