Dr Jackie Clarke

PhD, MSc, BA (Hons), Dip.M, FRGS

Reader in Consumer Behaviour and Marketing

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 postgraduate and undergraduate courses. She currently works at the Oxford School of Hospitality Management teaching on the postgraduate and undergraduate programmes across tourism and hospitality and the wider Doctoral programme. As Reader in Consumer Behaviour and Marketing, she has held research leadership roles both at Department and Faculty levels and has supervised doctoral students to completion and onward publication.

Teaching and supervision


Modules taught

  • Tourist Consumer Behaviour and Marketing
  • Tourist Behaviour
  • Context of International Tourism


Jackie is currently Director of Studies or Second Supervisor for a number of Doctoral students researching a range of research questions in the area of consumer and/or tourist behaviour. 

Examples of the topics include the solo travel experience of Chinese women with particular attention to motivation, constraints and negotiating behaviours; self-drive tourists' spatial behaviour and decision making processes in the domestic Chinese market; the use of gift cards in the contrasting cultural contexts of Russia and the United Kingdom; the role of hotel servicescapes in creating sense of place, Chiang Mai, Thailand; and voluntary guidelines as tools in wildlife conservation in tourist-accessible animal sanctuaries in developing countries.

Research Students

Name Thesis title Completed
Zhihao (Patrick) Chen The spatial behaviour and associated decision-making process of self-drive tourists in the context of Chinese market Active
Kuo Feng Social connectedness: How commercial senior living facilities help enhance older adults’ social well-being through social activities in China Active
Luiza Gaysina Gift-giving: A consumer-resource framework for understanding consumer gifting behaviour around gift cards in two capital cities, London and Moscow Active
Caroline Schuhmacher Governance systems for tourist-accessible animal sanctuaries in emerging economies Active


Jackie's areas of research focus on tourist behaviour within the diverse sectors of tourism, leisure, and especially 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, Journal of Vacation Marketing, Tourism Recreation Research, and the Journal of Destination Marketing & Management.

Jackie's research foci, with particular attention to destinations, include:

  • The phenomenon of familiar tourists, their decision and consumption behaviours, and symbiotic relationships with familiar places and the wider repercussions for destination identity and resilience (with Dr David Bowen, Oxford Brookes University), funded by the British Academy / Leverhulme Small Research Grant Scheme.
  • The relevancy and application of consumer co-creation (value-in-use) and the integration of operant resources, skills and competencies in tourism, destination and visitor contexts; the notion of tourist self-development and performance in destinations 
  • Gift-giving behaviours of donors (buyers) and recipients (users) of experiences whether marketed as gifts by branded experience companies or uniquely created from different leisure, travel and hospitality components by individual or groups of donors.
  • Consumer behaviours and responses associated with sustainability in tourism, in particular the tensions and interpretations afforded by different sized industry players and their respective consumers.


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Professional information

Memberships of professional bodies

  • Fellow, Royal Geographical Society