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

Prof Brian Garrod is the author of 8 textbooks and more than 50 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 sits on the editorial board of six other academic journals. He has undertaken research for a wide range of organisations, including the World Tourism Organisation (UNWTO), the Organization for Economic Cooperation and Development (OECD), the European Union Interreg IIc fund, the Welsh Government, Visit Wales, the Countryside Agency and the Arts and Humanities Research Council (AHRC).

Prof Garrod has successfully supervised a number of PhD students and is currently seeking applications for PhD students in the areas of destination  marketing and management, heritage tourism, ecotourism, sustainable tourism and cultural marketing.

Prof Garrod is a Fellow of the Higher Education Academy and a Fellow of the Tourism Society.

Publications

  1. & Using volunteer-employed photography to inform tourism planning decisions: A study of St David's Peninsula, Wales. Tourism Management 44, 126-139.
  2. & Photographs in tourism research: Prejudice, power, performance and participant-generated images. Tourism Management 70, 201-217.
  3. & Making sense of tourists' photographs using canonical variate analysis. Tourism Management 61, 173-179.
  4. & Assessing tourists' cognitive, emotional and behavioural reactions to an unethical destination incident. Tourism Management 54, 209-220.
  5. & Insights from analysing tourist expenditure using quantile regression. Tourism Economics 23(5), 1138-1145.

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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 /» (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