Dr Vlatka Skokic

Featured Stories

Research Interests

Entrepreneurial strategies
Management of small firms
Entrepreneurial networks
Technology entrepreneurship
Entrepreneurship theory development
Tourism entrepreneurship
Transition economies
Transnational education
Curriculum development


Undergraduate Level:

  • Entrepreneurship in the Hospitality and Tourism Industry
  • Professional Development in Practice

Postgraduate Level:

  • Research Methods

Departmental Duties

Student Prizes and Competitions Coordinator

Academic advisor for Hospitality Entrepreneurs Society

Supervisor for PhD students

Supervisor for Masters Dissertations

Professional Training Year Tutor

Programme Director, International Hospitality and Tourism Management (2010-2013)


2009 - Institute of Travel and Tourism

2010 - Institute for Small Business and Entrepreneurship

2013 - Higher Education Academy

2015 - British Academy of Management


ITT (Institute of Travel and Tourism) PhD Student of the year, 2009

PhD Supervision

Current Students

Philip Murray: ‘Performance Measurement and Management in the Irish Hotel Industry’


PhD Completions

2015 Sainatee Chernbumroong: ‘An Investigation of Entrepreneurial Motivation and its Link to Business Growth: Boutique Hotels in Northern Thailand’ 

Contact Me

Phone: 01483 68 9758

Find me on campus
Room: 19 MS 02

My office hours

Office hours during semester: Mondays 11-12, Fridays 10-11


If you are unable to make these times or need to see me outside of semester, please email me directly.


Journal articles

  • Lockwood AJ, Skokic V, Rienties B. (2016) 'Transnational tourism education and student approaches to learning: is there a mismatch?'. Taylor and Francis online Journal of Teaching in Travel & Tourism,


    This article employs a novel approach by investigating Chinese students from a transnational tourism management programme in Hong Kong and Chinese students studying on a similar programme at the degree-awarding UK university. This quantitative study investigates whether there are any differences between two groups of students in terms of their approaches to learning, preferred learning and teaching methods and their satisfaction with the programme. The findings demonstrate significant differences between the two cohorts, indicating that a programme cannot be easily exported. The implications of the findings for the transnational curriculum, learning and teaching practice and theories of student approaches to learning are discussed.

  • Skokic V, Lynch P, Morrison A. (2016) 'In search of inhospitable knowledge'. Intellect Hospitality & Society, 6 (1), pp. 31-54.


    The aim of this article is to discuss the key issues which have had significant influence on a PhD research student journey from positivism to interpretivism and the subsequent impact on the research methodology adopted. This journey is illustrated through 1) briefly analysing and reflecting upon the nature of relevant accumulated knowledge in the fields of hospitality, tourism and entrepreneurship fields; 2) critically analysing the impact of social setting on entrepreneurial behaviours and attitude; and 3) reflecting upon how the two previous points influence researcher behaviour and methodological design. Drawing upon research undertaken within the Dalmatia region of Croatia, a former socialist country, the contextual focus is small hotel owners within the hospitality industry. The article is loosely framed within a hospitality analytical lens and furthers debate on the nature of academic hospitality (Phipps and Barnett 2007) as well as proposing steps to welcome inhospitable knowledge.

  • Skokic V, Lynch P, Morrison A. (2016) 'Hotel entrepreneurship in a turbulent environment'. ELSEVIER SCI LTD INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 53, pp. 1-11.
  • Skokic V, Morrison A. (2011) 'Conceptions of tourism lifestyle entrepreneurship: transition economy context'. Routledge Tourism Planning and Development, 8 (2), pp. 157-169.

Conference papers

  • Lockwood AJ, Murray P, Skokic V. (2015) 'Towards an Emergent Theory of the Measurement-Performance Link'. University of Portsmouth: BAM 2015 : The Value of Pluralism in Advancing Management Research, Education and Practice


    The Measurement-Performance Link As international economies continue their recovery after the 2008 global economic crisis, growth rates are regarded as being ‘weak and uneven and reflective of different evolutions across different countries and regions’ (IMF 2014). In such challenging competitive environments organisations tend to focus very strongly on the management and measurement of performance in order to meet the task of staying in business. Harris & Mongiello (2001) see a company’s emphasis on performance measurement (PM) as a route to competitive advantage, and turbulent business environments, such as those currently being experienced worldwide, can be seen as a key driver of both organisational and research interest in performance measurement. However despite almost 30 years of research into performance measurement the discipline still has, what could be referred to as significant, foundational problems. There has been a lack of development of key concepts or a unified terminology in the subject area, this is mostly due to the multidisciplinary nature of the PM field which has “vast richness, but unmanageable diversity” (Neely 2007, p.2) . One of the most significant issues in the PM field is that there have been contradictory findings as to whether or not the measurement of performance actually has an impact on the achievement of performance outcomes (Franco & Bourne 2004). In fact it is suggested that measurement has become such an accepted approach that few organisations genuinely challenge why they should measure in the first place, concentrating instead on what can be measured and how to measure it (Robson 2004). In many cases the relationship between the measurement of performance and the achievement of performance outcomes is often described simplistically with catchall phrases like “you can’t manage what you can’t measure”. These phrases imply a simple association between measurement and action in order to achieve performance. The reality of the relationship is however far more complex and the existence of a positive relationship between measurement and performance outcomes have yet to be definitively proven in the literature. Difficulties lie in the ability of researchers to capture the underlying factors that may mediate the relationship between measurement and performance and the considerable influence of organisational structures, culture or operating environments on the achievement of performance. The complex social structures at

  • Skokic V, Lynch P, Morrison A. (2011) 'Entrepreneurial Tie Formation in a Transition Economy: the case of Croatia'. Sheffield: ISBE conference
  • Skokic V, Morrison A, Lynch P. (2011) 'Socio -economic environment for tourism entrepreneurs: A case of Croatia'. http://www.eurochrie.org/news/2011/november/30/dubrovnik-conference-proceedings/, Dubrovnik, Croatia: EuroCHRIE
  • Skokic V, Morrison A, Lynch P. (2011) 'Tourism entreprenurship: A critical approach'. University of Surrey, Guildford: Advancing the Social Science of Tourism
  • Skokic V, Morrison A. (2011) 'Tourism and hospitality entrepreneurship, social setting and research methodology: moving ‘into the beyond’'. 19th The Council for Hospitality Management Education (CHME) Annual Research Conference
  • Skokic V, Morrison A. (2010) 'Small hotel networks as culturally embedded phenomena'. Amsterdam: 28th EuroCHRIE Annual Research Conference
  • Skokic V, Morrison A. (2010) 'Tourism and hospitality entrepreneurship, social setting and research methodology: moving ‘into the beyond’'. University of Surrey, UK: 19th CHME Annual Research Conference
  • Skokic V. (2010) 'Understanding the lifestyle concept from a different perspective: transition economy context'. Wilfrid Laurier University, Canada: Tourism Entrepreneurship Conference
  • Skokic V, Morrison A, Lynch P. (2009) 'Research Critically: Tourism Entrepreneurship in Croatia'. Zadar: 3rd International Conference, Critical Turn in Tourism Studies: Connecting Academies of Hope: Critical Actions and Creative Vistas
  • Kruzic D, Skokic V. (2008) 'Innovative Business Model in Croatian Tourism Industry: Public-Private Partnership Evidence'. Cavtat: 4th International Conference, An Enterprise Odyssey: Tourism - Governance and Entrepreneurship

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