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:
- 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.
- 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.
- visitor experience and sense-making in museums, other attractions, and art exhibitions (for example, with Dr Georgia Stavraki, Surrey University and Professor Emmanuella Plakoyiannaki, University of Leeds).
- relevancy and application of consumer co-creation (value-in-use) and the integration of operant resources, skills and competencies in tourism, events and visitor contexts (for example, with Dr Rebecca Pera, Amedeo Avogadro University of Eastern Piedmont, Italy and Dr Nicoletta Occhiocupo, Oxford Brookes University / Ramon Llull University, Spain).