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PhD, MSc, BA (Hons), Dip.M, FRGS
The Oxford School of Hospitality Management
Oxford Brookes Business School
A graduate of Durham University and the University of Surrey, Jackie has worked in marketing and in corporate planning for an international tour operator and aviation company with a collection of brand names in travel and tourism. Since joining Oxford Brookes University, she has worked in the Department of Marketing specialising in services marketing, consumer behaviour and customer experience management and designing and teaching both undergraduate and postgraduate courses. She currently works at the Oxford School of Hospitality Management teaching on the Postgraduate programme across tourism and hospitality and the wider Doctoral programme.
As Reader in Marketing and Consumer Behaviour, she has held research leadership roles both at Department and Faculty levels and has supervised doctoral students to completion and onward publication.
Jackie's areas of research focus on the application of consumer behaviour and wider theories to the diverse sectors of tourism, events, leisure, and destinations as 'place'. As a marketer, she carries a cross-disciplinary interest in human geography and mobility studies and is a Fellow of the Royal Geographical Society. Her research has been published in journals such as Tourism Management, Annals of Tourism Research, European Journal of Marketing, Journal of Business Research, Services Industries Journal, and the Journal of Vacation Marketing.
Jackie's current research streams include:
The significance of involving stakeholders in sustainable tourism (ST) initiatives is increasingly acknowledged and recommended within both academia and practice. This appreciation stems from the nature of tourism destinations as networks of interdependent stakeholders (Cooper et al., 2009 and d'Angella and Go, 2009) and emerging ST practices that rely on stakeholder partnerships (Gossling, Hall, & Weaver, 2009). However, there are reports of failures of ST strategies associated with ineffective stakeholder involvement (e.g. Dodds and Butler, 2010, Getz and Timur, 2005 and Ryan, 2002) and of scepticism in the capability of some stakeholders to contribute meaningfully to tourism processes ( Hamilton & Alexander, 2013). Through the Traffic Light Routes Framework (TLRF), this research note shows how stakeholders can be better involved in ST. The TLRF emerged from case study data on the Cornwall Sustainable (CoaST) Project, located in South West England, UK.
Within the extensive body of literature on sustainable tourism (ST), its successful implementation is anemerging and important theme. The lack of or ineffective stakeholder participation is a major obstacle toST realisation and there is little clarity as to how best to resolve this problem. This paper presents thefindings of a purposive UK-based case study that evaluated stakeholder involvement in the implementationof ST. Using over fifty stakeholders' accounts drawn from eight primary stakeholder groups,a ‘multi-stakeholder involvement management' (MSIM) framework was developed. The MSIM frameworkconsists of three strategic levels: attraction, integration and management of stakeholder involvement.Six stages are embedded within the three levels: scene-setting, recognition of stakeholderinvolvement capacity, stakeholder relationship management, pursuit of achievable objectives, influencingimplementation capacity and monitoring stakeholder involvement. These are supported by theoverarching notion of ‘hand-holding' and key actions [e.g. managing stakeholder adaptability] thatenhance stakeholder involvement in ST.
This paper addresses how consumers make use of fantasy, feelings, and fun when deciding, giving and consuming gifts of tourism and leisure. Despite little industry awareness, consumers are engaging with such behaviour because tourism gifts offer considerable scope for the creative expression of donor-recipient relationships. This UK-based interpretive qualitative study captured data from donors, recipients and tourism and leisure providers. The feelings (emotions), fantasies (imagination and dreaming) and fun (playfulness) were interrogated through the behavioural phases of gift decision making, gift exchange, post-exchange and gift consumption. A range of emotions were displayed by donors and recipients and at different stages in the gift giving process; donor decision making in groups for created gifts was particularly charged. Fantasies were evident both for donors planning gifts and for recipients. As an intangible gift, means of exchange allowed for creative mechanisms beyond the classic wrapping strategies associated with physical gifts. The ‘decoy’ strategy stimulated the recipient’s imagination to conjure fantastical scenarios. Fun or playfulness was built into many of the gifts and often related to an element of ‘surprise’, an attribute of the perfect gift (eg Belk, 1996) in Western societies.
tourism gifts, hedonic gifts, experiential consumption
Now that the novelty factor of visiting the former communist countries of Eastern and Central Europe is over, the focus must be on product quality, professional service and value for money if an internationally competitive tourism product is to emerge. The natural assets of the Slovak Republic point towards an unfulfilled potential for rural tourism. This paper critiques the results from a British Know How Fund three-year project to build the rural tourism offer for Roznava Okres, a declining mining area in the Slovak Republic. The four key activities were the creation of a three-year marketing plan, the establishment of a Tourist Information Centre, the formation of a local tourism association, and the delivery of training courses. The main international target markets were identified as Hungary and the Czech Republic, with Germany, Poland and the Netherlands forming secondary segments. Results from the TIC tracking studies indicated that France, the United Kingdom and the Netherlands could merit future attention for market development. Lessons from this project could be applied to rural tourism areas in other former Eastern bloc countries.
Previous research into farm tourism and promotion has focused on the individual farm and on a limited number of communication tools. Acknowledging the importance of cooperation for small tourism businesses, this paper examines primary research into communication as conducted by the three levels of a consortium for farm accommodation in the United Kingdom. The findings show that different communication techniques are used by different levels in the consortium, thus capitalizing on existing skills and strengths.∗ Insights are offered for other small tourism businesses in a similar position of apparent isolation.
A comparative case study was carried out on communication and farm accommodation in New Zealand using the equivalent organization, the New Zealand Association of Farm and Home Hosts. The results are presented in Clarke, J ‘The effective marketing of small-scale tourism enterprises through national structures: lessons from a two-way comparative study of farm tourist accommodation in the United Kingdom and New Zealand’ J Vacation Marketing 1995 1 (2) 137–153.