Professor Nigel Morgan

Head of School of Hospitality and Tourism Management
+44 (0)1483 689656
02 AP 02
Monday 10-11 and Friday 11-12; please email for an appointment

Academic and research departments

School of Hospitality and Tourism Management.


Research interests

Research projects

Research collaborations

Indicators of esteem

  • Hong Kong RAE Business, Management & Economics Panel Member 2020;

    Reviewer College, New Zealand Ministry of Business, Innovation & Employment;

    Fellow of the Royal Society of Arts;

    Fellow of the Tourism Society;

    Fellow of the Chartered Management Institute;

    Associate Editor, Annals of Tourism Research;

    Recipient of the Shaw-Mannell Leisure Studies Prize, University of Waterloo, Canada, 2016;

    Recipient of the Jim Whyte Fellowship, University of Queensland, Australia, 2019;

    Visiting Professor, Sunderland University, 2015-2018;

    Adjunct Professor, Tromso University, 2012-2017;

    Board Member of International Place Branding Association, 2015-

    Minister’s Advisory Board Visit Wales, 2014-2017.


    Postgraduate research supervision

    Postgraduate research supervision

    My teaching

    Courses I teach on



    My publications


    Christine Lundberg, V Ziakas, N Morgan (2017)Conceptualising on-screen tourism destination development, In: Tourist Studies18(1) Sage Publications

    This article integrates cultural theory and marketing strategy to examine the complex relationship between on-screen popular culture and tourism destination place-making. Its review of the literature results in the development of an interdisciplinary conceptual framework (termed ‘on-screen dollying’) that provides a culturally grounded and contextually driven theorisation of the means by which on-screen popular culture place-making can foster destination development. In developing the conceptual framework, the article classifies the characteristics of on-screen tourism affecting destination development and identifies six strategies for leveraging on-screen tourism. Based on our interdisciplinary analysis, we propose a research agenda that integrates on-screen tourism and destination place-making and which has implications for policy and theory.

    Jason Li Chen, GANG LI, ANYU LIU, NIGEL J MORGAN (2021)Review of Evidence of Elasticities Relevant to Tourism in Scotland A report by

    Through a rapid systematic review of international literature, this report provides an overview of the existing estimates of the potential price elasticities of demand (PED) and income elasticities of demand (YED) for tourists to destinations that may be relevant to Scotland, and those using commercial accommodation; price elasticities of supply (PES) of commercial accommodation relevant to Scotland; and other factors influencing changes in demand and supply in tourism. The report also summarises available primary literature on tourists’ behavioural responses to taxation. However, due to the unavailability of studies on Scotland, the evidence reviewed in this report was based on destinations that may be comparable to Scotland as identified in a cluster analysis. Therefore, the results provide a possible approximation rather than the actual elasticities for Scotland. To provide an up-to-date overview of evidence, a systematic literature review was conducted to gather information from primary studies published post-2010. As a systematic approach, the pre-specific search methodology ensures comprehensive, transparent and replicable results. As no empirical study was found to estimate the elasticities for tourism in Scotland, studies on European destinations and Scotland’s top source markets were firstly reviewed. A cluster analysis was then carried out to identify the most comparable tourism destinations to Scotland. As a result, 11 destinations were found most relevant. Elasticities for these destinations estimated by destination-specific studies were then considered as an approximation of tourism elasticities for Scotland. Regarding the European destinations in general, it has been found that the overall median PED for inbound tourism is on the borderline between elastic and inelastic (-1.02), while the overall average PED indicates a relatively elastic demand (-1.26). Regarding the YED, outbound tourism is likely to be perceived as a luxury consumption by tourists from most European countries/regions as well as the top source markets for Scotland. In terms of the most relevant destinations to Scotland as identified through cluster analysis, the overall median estimates suggest that inbound tourism is likely to be price elastic and to be perceived as a luxury consumption. However, the findings are based on limited recent evidence of varying quality for destinations relevant to Scotland. The relatively wide ranges within the elasticities for destinations that might be relevant to Scotland indicate considerable uncertainties potentially caused by the difference in the modelling methods, explanatory variables, destination-source market pairs and data used in the literature. Cautions should be exercised when interpreting the findings. In the search of recent literature on the price effect of taxation, only a limited number of primary studies have been identified. A general understanding is that an increase (or decrease) in tourism taxes may lead to a decrease (or increase) in the quantity of tourism demand, with other factors remain unchanged. This is consistent with the law of demand in economic theory. However, the impact of an increase in tourism taxation on tourists’ expenditure would depend on the tax in question, consumers’ PED, the PES, and other factors influencing both demand and supply. For instance, between VAT and accommodation occupancy taxes, past literature argues that the latter tend to have a more moderate effect on tourism demand, but they are likely to induce a psychological impact on tourists and could affect repeat tourism. As for different travel purposes, business travellers and non-coastal holidaymakers tend to have a price-inelastic demand, while leisure travellers particularly coastal holidaymakers are likely to have a price-elastic demand. Therefore, an increase in tourism taxation would likely result in higher tourism receipts from business travellers and non-coastal holidaymakers, but lower receipts from leisure travellers especially coastal holidaymakers. Additionally, while most of the studies on the impact of tourism taxation focused on the price effect of tourism taxes, tourist behaviour is also affected by non-price factors such as advertising and news, of which research is currently limited. A significant gap in the existing literature is that there is no direct evidence for Scotland. To address this gap, future research on price effects could focus on conducting primary studies underpinned by rigorous modelling methods utilising various primary and secondary data sources. In addition, survey-based tourist behaviour research on non-price effects of tourism taxes is also necessary to reach a fuller understanding of the overall effect of tourism taxation on tourist behavioural changes.

    A Pritchard, NJ Morgan (2017)TOURISM’S LOST LEADERS: ANALYSING GENDER AND PERFORMANCE, In: Annals of Tourism Research63pp. 34-47 Elsevier

    Higher education is increasingly engaged with diversity initiatives, especially those focused on women in academic leadership, whilst there is an evolving literature across the humanities and the social, management and natural sciences, critiquing academia’s gendered hierarchies. In contrast, senior academics in the field of tourism management have largely eluded similar sustained analysis. The paper builds on recent gender-aware studies of tourism’s leading academics with three aims. Firstly, to widen evidence of gendering in tourism’s academic leadership by scrutinizing and contextualizing performance indicators, which make and mark its leaders and shape its knowledge canon. Secondly, since critique alone cannot lead to transformation, the paper seeks to ‘undo’ gender in tourism’s academy. Thirdly the paper presents interventions to accelerate academic gender equity.

    N Morgan, A Pritchard, D Sedgley (2015)Social tourism and well-being in later life, In: ANNALS OF TOURISM RESEARCH52pp. 1-15 PERGAMON-ELSEVIER SCIENCE LTD

    Providing a synthesis of tourism as a source of injustice and as a means to address inequality throughout the world, this book addresses a wide range of interrelated forms of inequality and routes towards social justice. It includes relations of class, nation, ethnicity, race, gender, disability and age to social justice initiatives such as poverty alleviation, fair trade, ethics and human rights

    R Dunkley, N Morgan, S Westwood (2011)Visiting the trenches: Exploring meanings and motivations in battlefield tourism, In: Tourism Management32(4)pp. 860-868

    This paper provides insights into the motivations and experiences of tourists who visit sites associated with war and conflict, specifically 25 individuals who participated in a tour of the World War One battlefields of the Somme and Ypres. The paper discusses the narratives of four of these individuals to illustrate in detail how such battlefield tours offer opportunities for pilgrimage, collective and personal remembrance and event validation. All of the participants had a prior interest in warfare, which was a key influence on their battlefield tour experiences. For the study participants battlefield tours emerge as complex, deeply meaningful and in some cases life-changing experiences. © 2010 Elsevier Ltd. All rights reserved.

    This paper evaluates the extent to which the marketing objectives of three similar destinations competing in the same market are reflected in their projected brochure images. Its principal contribution to the destination image literature, however, is its focus on the roles of brand imagery and 'destination specific icons' in the marketing of emerging, established and mature destinations. It is argued that in the increasingly competitive tourism world, emerging destinations will attempt to carve out a niche and to create images emphasising the uniqueness of their product. In order to achieve this individuality destinations use images which are specifically associated with themselves both to create and to reinforce their destination image, projected images which are here termed 'destination specific icons'. The paper examines the vacation brochure images of Ireland, Scotland and Wales using a content analysis which categorises images into seven groups: heritage; scenery and wild-life; activities; people; urban and rural life; consumption activities and destination specific icons. Specifically, the paper examines brochures targeted at the US market, the largest single source of overseas visitors for each of the three destinations. In view of their differing positions in this market, these three destinations provide excellent case studies for a comparative evaluation of their marketing objectives and the projected brochure images produced by their national tourism agencies. The paper concludes that Wales, a 'new' destination, is using imagery to commmunate a unique identity to a target audience, while Scotland, as an established destination, is using imagery to reinforce its brand identity. Ireland, in marked contrast, as a mature destination, does not need to use 'destination specific imagery' to reinforce its existing, strong identity. Evaluating imagery in this way has implications for tourism marketing planners both in the case study countries and in other destinations which may be attempting to establish or enhance an identity as a vacation destination. © Henry Stewart Publications.

    NJ Morgan, C Cockburn-Wootten, A Pritchard, E Jones (2008)'It’s her shopping list!' Exploring gender, leisure and power in grocery shopping, In: Leisure/Loisir: The Journal of the Canadian Association of Leisure Studies,32(2)pp. 407-436
    NJ Morgan, M De Carlo, A Pritchard, S Canali (2009)Moving Milan towards Expo 2015: Designing culture into a city brand, In: Journal of Place Management and Development2(1)pp. 8-22
    NJ Morgan (1999)Power and Politics at the Seaside University of Exeter Press
    NJ Morgan, A Rydsik, A Pritchard, D Sedgley (2013)The Potential of Arts-Based Transformative Research, In: Annals of Tourism Research40pp. 283-305

    This paper contributes to tourism’s conceptual, methodological and ethical debates by discussing the potential offered by arts-based participatory approaches to enrich tourism knowledge and promote co-transformation at a number of levels. To demonstrate the value of this approach, we discuss how a group of Central and Eastern European (CEE) migrant women engaged with a research project and created artworks to represent their trajectories, mobilities, identities and tourism employment experiences. We outline the benefits and limitations of the methodology and explore how it impacts on: participant involvement and empowerment; voices, self-representation and public engagement; participant, researcher and community (co)transformation; data ownership and anonymity.

    NJ Morgan (2012)Proposing paradigm peace: Mixed methods in feminist tourism research, In: Tourist Studies: an international journal12(3)pp. 287-304

    This article attempts to engage and advance tourism’s epistemological and methodological discussions. It explores how the transformative paradigm offers an opportunity to feminist tourism researchers to broaden their methods base and obtain nuanced understandings of systematic and localised oppression without compromising research principles, such as positionality and reflexivity. To illustrate the value of this approach, we combine a qualitative study of midlife (35–55 years) single women’s holiday experiences with a follow-up quantitative study of young (18–30 years) single women’s experiences. We argue that merging these studies creates new understandings of intersecting power relations related to gender, age and singlehood and that in a broader sense working within the transformative paradigm has the potential to promote paradigm peace in feminist tourism research.

    M Novelli, N Morgan, C Nibigira (2012)Tourism in a post-conflict situation of fragility, In: Annals of Tourism Research39(3)pp. 1446-1469

    Whilst there are studies of tourism development in sub-Saharan Africa, almost none explicitly explore tourism in post-conflict societies. This study, co-authored between an African 'insider' and European 'outsiders', analyses tourism development challenges in Burundi, a 'situation of fragility' emerging from a 12-year civil war. Framed by hopeful tourism's co-created knowledge, the field research had unique access to powerful elites and remote communities and encompasses interviews with a wide range of stakeholders (including the President of the Republic), field observations, and a feedback workshop. The paper identifies challenges to sustainable tourism development in one of the world's poorest countries and evaluates tourism in a post-conflict situation of fragility under the themes of institution- and state-building and post-conflict challenges and transitional justice. © 2012 Elsevier Ltd.

    A Pritchard, NJ Morgan (1997)Marketing practice and opportunities in the tour operators' senior travel market: Beyond bowling and ballroom dancing, In: Journal of Vacation Marketing3(2)pp. 152-163

    The paper evaluates whether tour operators' current promotional activities are effectively targeting the increasingly important seniors market. It provides an overview of recent research on senior lifestyle and leisure characteristics and uses this research as a basis for evaluating whether current marketing messages and images are reflecting the changing reality of seniors' lives. The empirical data are drawn from the UK and a range of tourism operators' vacation brochures are examined using exploratory, qualitative content analysis techniques. The findings, however, may have some relevance for all marketers interested in targeting this segment. The paper concludes that there is a notable mismatch between the narrow range of consumer images projected by mainstream tourism marketers and the increasingly active and varied consumption experiences of seniors. © Henry Stewart Publications.

    N Morgan, A Pritchard, R Pride (2012)Destination Brands: Managing Place Reputation Routledge

    This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists.

    M Lumbers, A Eves, J Morgan (2004)Factors affecting consumption of organic food, In: Marketing trends for organic food in the 21st century World Scientific Pub Co Inc

    This book explories the marketing trends for organic food products through the analysis of those elements that contribute to the expansion of the organic ...

    GMA Afifi, E Jones, NJ Morgan (2016)Modelling welsh cultural events, In: Tourism Management Perspectives19(A)pp. 80-89 Elsevier

    This paper describes the development of a best practice managerial model for Welsh cultural events. A theoretical model, comprising four stages: decision; planning; implementation; evaluation, was synthesized from an extensive review of the literature. The theoretical model was then used as a projective instrument for in-depth interviews with managers of three Welsh cultural events: Llangollen International Music Festival, the May Fair at the Museum of Welsh Life, and the Urdd Eisteddfod. From the interviews, three reasonably similar practical models were developed. These late models were then unified in a single best practice model, through the use of Delphi technique. The initial decision phase for the first year of each event differed markedly between events. However, the event managers were able to achieve consensus on a best practice annual managerial model for cultural events.

    NJ Morgan, D Jaimangal-Jones, A Pritchard (2010)Going the distance: Exploring concepts of journey, liminality and rites of passage in dance music experiences, In: Leisure Studies29(3)pp. 268-268
    Heather Gage, J Morgan, P Williams, M Schmid, K Laitenen, J von Rosen, B Koletzko, T Decsi, V Jacobi, E Martin-Bautista, C Campoy, Monique Raats (2014)Infant feeding intentions of new mothers in five European countries, In: Proceedings of the Nutrition Society69
    Paul White, Nigel Morgan, Annette Pritchard, Bente Heimtun (2019)Framing the land of the northern lights, In: Annals of Tourism Research Elsevier Masson

    The development of affinities between the production and consumption of people and place is crucial for tourism development. We trouble front and backstage distinctions to examine how destinations are framed and critically explore the power of the imaginary in shaping how individuals apprehend and in turn create social worlds. Combining critical discourse analysis with stakeholder interviews, we scrutinise an influential television travel documentary as an instrument of cultural pedagogy, which recycles, recreates and re-enacts the tourism imaginary. The paper’s distinctive contribution is to show the multiple means through which travel journalism enrols tourists through imagined portrayals of people and place within globalised cultural texts by highlighting the multi-dimensional workings of power in and through a framing of Northern Norway.

    N Morgan, A Pritchard (1998)Tourism Promotion and Power John Wiley & Sons Incorporated

    Informed by modern marketing theory this book offers a unique approach by taking a comprehensive, synthesised and integrated sociological and cultural approach to tourism marketing.

    N Morgan, A Pritchard, R Pride (2003)Marketing to the Welsh diaspora: The appeal to hiraeth and homecoming, In: Journal of Vacation Marketing9(1)pp. 69-80

    Diaspora tourism is now a significant market niche and many destinations design and market tourism products to hyphenated communities around the globe. This paper describes and analyses the marketing activities underpinning the Wales Tourist Board's 'Homecoming 2000 - Hiraeth 2000' initiative, focusing on the target market, the marketing objectives, the campaign appeals and the implementation and evaluation of the marketing programme. The first campaign of this kind targeting the Welsh diaspora, the initiative was launched to exploit the millennium celebrations and can be seen as an integral element of the newly established Welsh Assembly's political and cultural agenda. The paper concludes that diaspora tourism is a viable and highly reachable market segment for niche travel destinations, especially as such consumers are already emotionally drawn to such destinations (the home country) and can be cost-effectively identified and reached via non-traditional marketing communications such as database marketing, public relations and word of mouth. It also cautions destination marketers of the need to maintain momentum in relationship marketing and to regard their diasporas as long-term stakeholders in the home country - as ambassadors and repeat visitors. © Henry Stewart Publications,1356-7667.

    MA Schmid, J von Rosen-von Hoewel, E Martin-Bautista, E Szabó, C Campoy, T Decsi, J Morgan, Heather Gage, B Koletzko, Monique Raats (2009)Infant feeding and the concept of early nutrition programming: a comparison of qualitative data from four European countries., In: Early Nutrition Programming and Health Outcomes in Later Life. Obesity and Beyond646(21)pp. 183-187 Springer Link (Netherlands)

    The concept of early nutrition programming is appearing in policy documents, leaflets and magazine articles with different types of statements. However, the level of representation and influence of this concept is unknown in the area of infant nutrition. We established the degree of reflection and the impact of the concept of nutrition programming among the different government stakeholders of infant nutrition in four European countries. In each country, a list of stakeholders in the area of infant feeding was established and key persons responsible for the remit of infant nutrition were identified. We conducted standardised face-to-face or phone interviews from January 2006 to January 2007. The interview guide included questions about the concept of nutrition programming. All interviews were digitally recorded and qualitative data analysis was done using QRS NVivo V2. In total, we analyzed 17 interviews from government organizations in England (5 interviews), Germany (4 interviews), Hungary (3 interviews) and Spain (5 interviews). The concept of nutrition programming was recognized from 4/5 English and 3/4 German interviewees, whereby one organisation reflected the concept in their documents in both countries. In Hungary, 1/3 interviewees recognised the concept and reflected it in their documents. All interviewed Spanish governmental bodies (5/5) recognised the concept of nutrition programming and three of them reflected the concept in their documents. The concept of early nutrition programming was widely recognized among the key persons of government bodies in all four European countries. However, the concept was not necessarily represented in the produced documents.

    V Jakobik, E Martin-Bautista, Heather Gage, J Von Rosen-Von Hoewel, K Laitinen, M Schmid, J Morgan, P Williams, C Campoy, B Koletzko, MM Raats, T Decsi (2011)Programming effect of breast-feeding in infant nutrition policy documents in Hungary | Az anyatejes táplálás hosszú távú hatásainak megjelenése a csecsemotáplálási irányelvekben Magyarországon, In: Orvosi Hetilap152(41)pp. 1641-1647 Akadémiai Kiadó

    Aims: To identify and describe infant feeding policy documents in Hungary and compare them to the documents of other four European countries (England, Finland, Germany and Spain). The question was also addressed how the phenomenon of nutritional programming was represented in the documents. Subjects: Policy documents on infant feeding were identified and analyzed in the five European countries by using uniform methods for searching and coding. Results: Twenty-six documents were identified: 4 in England, 2 in Finland, 9 in Germany, 6 in Hungary and 5 in Spain. Altogether 203 statements linked to references were identified: benefits of breast-feeding in general (24%), protection against infections (32%), long-term advantages like the prevention of diabetes (31%) or allergy (12%). Considerable variations were found within and between countries in the evaluation of the duration and character of the positive effects. The majority of the statements in the Hungarian documents referred either to the role of breast-feeding in infection protection (n = 8), or to long-term protective effects (n = 13). Conclusion: Policy documents in the study countries varied both in their extent and in the description of the long-term effects of infant nutrition. Majority of the documents failed to contain evidence based discussion of the phenomenon of early nutritional programming.

    N Morgan, E Hastings, A Pritchard (2012)Developing a new DMO marketing evaluation framework: The case of visit wales, In: Journal of Vacation Marketing18(1)pp. 73-89

    Destination Management Organisations (DMOs) are under increasing pressure to demonstrate cost-effectiveness and evidence the additional value which accrues from their marketing interventions. This article reviews traditional destination marketing key performance indicators (KPIs) and suggests they largely evaluate what can be measured not what should be measured. It is argued that these KPIs are particularly unsuited for assessing the impact of DMO digital platforms and provide little strategic direction for brand development in today's disintermediated marketing environment. The article analyses the process by which one DMO (Visit Wales) responded by developing new KPIs within a marketing evaluation framework and discusses the pilot year of their operation. The outcome of collaboration between tourism's academic and industry knowledge communities, the article thus transforms organisationally held knowledge into publicly available explicit knowledge, which has the potential to inform sectoral innovation and increase competitiveness. © SAGE Publications 2011.

    C Figueroa-Domecq, A Pritchard, M Segovia-Pérez, NJ Morgan, T Villacé-Molinero (2015)TOURISM GENDER RESEARCH: A CRITICAL ACCOUNTING, In: Annals of Tourism ResearchVolumepp. 87-103 Elsevier

    This paper seeks to rouse debate about the workings of tourism enquiry as a knowledge-generating system through its critical accounting of the sub-field of tourism gender research. This accounting includes a gender-aware bibliometeric analysis of 466 journal papers published during 1985–2012, which categorises the sub-field’s prevailing themes and methodologies and identifies its most prolific authors and popular journals. It contends that, despite three decades of study and a recent increase in papers, tourism gender research remains marginal to tourism enquiry, disarticulated from wider feminist and gender-aware initiatives and lacks the critical mass of research leaders, publications, citations and multi-institutional networks, which characterise other tourism sub-fields. The paper identifies two possible futures for gender-aware tourism research: stagnation or ignition.

    Heather Gage, J Von Rosen-Von Hoewel, K Laitinen, V Jakobik, E Martin-Bautista, M Schmid, B Egan, J Morgan, P Williams, T Decsi, C Campoy, B Koletzko, MM Raats (2013)Health effects of infant feeding: Information for parents in leaflets and magazines in five European countries, In: Public Understanding of Science22(3)pp. 365-379 Sage

    Parents’ decisions about whether to breastfeed their infant, and when to introduce complementary foods, are important public health issues. Breastfeeding has beneficial health effects and is widely promoted. Leaflets and magazine articles on infant feeding were collected in 2005, in five European countries (England, Finland, Germany, Hungary, Spain), and screened for statements that link feeding behaviours to infant health outcomes. A total of 127 leaflets contained 512 statements (0.38 / published page). Magazines contained approximately 1 article / month. Health outcomes were more intensively covered in England and Germany. Most statements referred to short term health implications. Lack of scientific agreement may underlie lack of cover of longer term health effects. Scope may exist to promote improved infant feeding practices by increasing the quantity and specificity of messages about health effects. Further research is required to evaluate the impact of alternative means of providing information on infant feeding practices.

    MA Schmid, J von Rosen-von Hoewel, E Martin-Bautista, E Szabo, C Campoy, T Decsi, J Morgan, Heather Gage, B Koletzko, Monique Raats (2009)Infant Feeding and the Concept of Early Nutrition Programming: A Comparison of Qualitative Data from Four European Countriespp. 183-187

    The concept of early nutrition programming is appearing in policy documents, leaflets and magazine articles with different types of statements. However, the level of representation and influence of this concept is unknown in the area of infant nutrition. We established the degree of reflection and the impact of the concept of nutrition programming among the different government stakeholders of infant nutrition in four European countries. In each country, a list of stakeholders in the area of infant feeding was established and key persons responsible for the remit of infant nutrition were identified. We conducted standardised face-to-face or phone interviews from January 2006 to January 2007. The interview guide included questions about the concept of nutrition programming. All interviews were digitally recorded and qualitative data analysis was done using QRS NVivo V2. In total, we analyzed 17 interviews from government organizations in England (5 interviews), Germany (4 interviews), Hungary (3 interviews) and Spain (5 interviews). The concept of nutrition programming was recognized from 4/5 English and 3/4 German interviewees, whereby one organisation reflected the concept in their documents in both countries. In Hungary, 1/3 interviewees recognised the concept and reflected it in their documents. All interviewed Spanish governmental bodies (5/5) recognised the concept of nutrition programming and three of them reflected the concept in their documents. The concept of early nutrition programming was widely recognized among the key persons of government bodies in all four European countries. However, the concept was not necessarily represented in the produced documents.

    D Jones, A Pritchard, NJ Morgan (2015)Exploring dress, identity and performance in contemporary dance music culture, In: Leisure Studies34(5)pp. 603-620 Taylor & Francis

    Electronic dance music and its associated cultures have experienced significant growth and diversification in recent decades, evolving from their origins in the warehouse, acid house and rave ‘scenes’. The myriad of interrelated scenes under the umbrella term ‘dance culture’ provides a range of aesthetic and social event experiences, where participants can experiment with and perform multiple identities. This paper explores the significance of dress and identity within dance culture, drawing on an autoethnographic study which included participant observation, field trips, online research, focus groups and interviews. It investigates performance and presentation of identity within these commodified places, in particular how participants negotiate and traverse various credible roles. It suggests that the performance metaphor is useful in conceptualising event spaces and demonstrates the hugely significant role that dress and identity play in the construction and consumption of these events.

    NJ Morgan, C Ren, A Pritchard (2010)Constructing Tourism Research: A Critical Enquiry, In: Annals of Tourism Research37(4)pp. 885-904
    A Pritchard, N Morgan (2013)Hopeful tourism: A transformational perspective, In: Transformational Tourism: Tourist Perspectivespp. 3-14
    N Morgan, A Pritchard (2013)Advertising in Tourism and Leisure Routledge

    Arranged in three parts, the book introduces the role of advertising, evaluating its relationship within other aspects of tourism and leisure marketing; the techniques used: advertising a range of products to key market segments; and new ...

    M Novelli, NJ Morgan, K Ivanov, G Mitchell (2015)Travel Philanthropy: The case of the Plymouth-Banjul Challenge, In: Journal of Sustainable Tourism35pp. 1-22 Taylor & Francis
    N Morgan, A Pritchard (2014)Destination reputations and brands: Communication challenges, In: Journal of Destination Marketing and Management3(1)pp. 1-?
    V Richards, D Sedgley, N Morgan, A Pritchard (2010)Tourism and visual impairment, In: Tourism and Inequality: Problems and Prospectspp. 21-33
    NJ Morgan, A Sedgley, A Pritchard (2011)Tourism and ageing: A transformative research agenda, In: Annals of Tourism Research38(2)pp. 422-436
    NJ Morgan, D Sedgley, A Pritchard (2012)Tourism Poverty in Affluent Societies: Voices from Inner-City London, In: Tourism Management33pp. 951-960
    NJ Morgan, A Pritchard (2006)Promoting niche tourism destination brands: Case studies of New Zealand and Wales, In: Journal of Promotion Management12(1)pp. 17-33

    Promoting tourism destination brands presents many challenges and this article opens by briefly reviewing the destination brand management context. Critical to the creation and promotion of a durable destination brand is the identification of the brand's values, the translation of those into a suitably emotionally appealing personality and the targeted and efficient promotion of that message. While this is difficult, it is not impossible to achieve in destination marketing, and, having reviewed some of the key issues in brand management, the article explores the context and creation of the New Zealand and Wales tourism brands. The recent initiatives of both Tourism New Zealand (TNZ) and the Wales Tourist Board (WTB) represent the first ever-global branding strategies for both destinations and the article examines how innovative promotion can showcase landscapes, peoples, cultures and tourism activities. The article concludes that through effective marketing research and partnerships, and by harnessing the World Wide Web (WWW) and public relations opportunities, both TNZ and WTB are creating strong travel destination brands, positioned as appealing niche players in today's global tourism industry. © 2005 by The Haworth Press, Inc. All rights reserved.

    N Morgan (2012)Time for 'mindful' destination management and marketing, In: Journal of Destination Marketing and Management1(1-2)pp. 8-9

    Most European DMO stakeholders are typically advocates of growth. This regional spotlight on Europe asks whether government policy-makers responsible for destination management and marketing organisations are engaging sufficiently with the global social responsibility, stewardship and sustainability agenda. It suggests that whilst destination management and marketing might be largely focused on enhancing how the outside world sees tourism destinations, their long-term success hinges on productive and ethical internal coalitions between civil society, government and business. © 2012 Elsevier Ltd.

    D Sedgley, A Pritchard, N Morgan, Paul Hanna (2017)Tourism and autism: journeys of mixed emotions, In: Annals of Tourism Research66pp. 14-25 Elsevier

    There is an evolving tourism literature around psychological wellbeing, social exclusion and disability. This paper advances tourism knowledge into the terrain of psychological health and developmental complexities, and psychological distress. It draws on a phenomenological position to understand the lived experiences of mothers of children with developmental difficulties, in this case diagnosed with autism spectrum disorder (ASD). It discusses the emotional and everyday challenges of caring for a child diagnosed with ASD on holiday, discusses the perceived benefits holidays offer and outlines care-giving strategies adopted by mothers to manage their children’s tourism experiences. The paper discusses the uniqueness of the context of autism and problematizes popular discourses, which predominantly frame tourism as pleasurable settings of escape, stimulation, novelty and relaxation.

    A Pritchard, N Morgan, C Harris, I Ateljevic (2007)Tourism and Gender CABI

    Tourism enquiry continues to be dominated by western, masculinist approaches. This collection of studies seeks to advance feminist and gender tourism studies with its focus on embodiment.

    NJ Morgan, A Rydsik, A Pritchard, D Sedgley (2011)Mobility, migration and hospitality employment: Voices of Central and Eastern European women,, In: Hospitality and Society2(2)pp. 137-157