Professor Nigel Morgan

Head of School of Hospitality and Tourism Management
+44 (0)1483 689656
02 AP 02
please contact for appointment
Maxine Heasman
+44 (0) 1483 684829

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

    My teaching

    Courses I teach on


    My publications


    Morgan NJ, Pritchard A (2006) Promoting niche tourism destination brands: Case studies of New Zealand and Wales, Journal of Promotion Management 12 (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.
    Pritchard A, Morgan NJ (1996) Selling the celtic arc to the USA: A comparative analysis of the destination brochure images used in the marketing of Ireland, Scotland and Wales, Journal of Vacation Marketing 2 (4) pp. 346-365
    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.
    Pritchard A, Morgan NJ (1997) Marketing practice and opportunities in the tour operators' senior travel market: Beyond bowling and ballroom dancing, Journal of Vacation Marketing 3 (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.
    Morgan NJ, De Carlo M, Pritchard A, Canali S (2009) Moving Milan towards Expo 2015: Designing culture into a city brand, Journal of Place Management and Development 2 (1) pp. 8-22
    Morgan NJ, Cockburn-Wootten C, Pritchard A, Jones E (2008) 'It?s her shopping list!' Exploring gender, leisure and power in grocery shopping, Leisure/Loisir: The Journal of the Canadian Association of Leisure Studies, 32 (2) pp. 407-436
    Novelli M, Morgan N, Nibigira C (2012) Tourism in a post-conflict situation of fragility, Annals of Tourism Research 39 (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.
    Pritchard A, Morgan N, Harris C, Ateljevic I (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.
    Pritchard A, Morgan N (2013) Hopeful tourism: A transformational perspective, Transformational Tourism: Tourist Perspectives pp. 3-14
    Morgan N, Pritchard A, Sedgley D (2015) Social tourism and well-being in later life, Annals of Tourism Research 52 pp. 1-15
    © 2015.Studies of social tourism have concentrated on the benefits for young families and people with disabilities, yet few analyses have investigated its wellbeing value for economically disadvantaged older people. Based on participant-driven interviews during a UK social tourism trip, this paper informs understandings of social tourism experiences and explores the links between wellbeing and social tourism opportunities for older people. It reveals that social tourism presents older individuals with occasions for escape, respite, companionship, and reminiscence and for renegotiation of self-identity following spousal bereavement, but that these trips can be anxiously anticipated. The study proposes a research agenda, which explores the physiological, psychological, social and spiritual impacts of social tourism on older people's wellbeing.
    Dunkley R, Morgan N, Westwood S (2011) Visiting the trenches: Exploring meanings and motivations in battlefield tourism, Tourism Management 32 (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.
    Morgan N, Pritchard A (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.
    Morgan N, Pritchard A (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 ...
    Rydzik A, Pritchard A, Morgan N, Sedgley D (2013) The potential of arts-based transformative research, Annals of Tourism Research 40 (1) pp. 283-205
    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. © 2012 Elsevier Ltd.
    Morgan NJ, Sedgley D, Pritchard A (2012) Tourism Poverty in Affluent Societies: Voices from Inner-City London, Tourism Management 33 pp. 951-960
    Novelli M, Morgan NJ, Ivanov K, Mitchell G (2015) Travel Philanthropy: The case of the Plymouth-Banjul Challenge, Journal of Sustainable Tourism 35 pp. 1-22 Taylor & Francis
    Figueroa-Domecq C, Pritchard A, Segovia-Pérez M, Morgan NJ, Villacé-Molinero T (2015) TOURISM GENDER RESEARCH: A CRITICAL ACCOUNTING, Annals of Tourism Research Volume 52 pp. 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.
    Morgan NJ, Rydsik A, Pritchard A, Sedgley D (2011) Mobility, migration and hospitality employment: Voices of Central and Eastern European women,, Hospitality and Society 2 (2) pp. 137-157
    Morgan NJ, Ren C, Pritchard A (2010) Constructing Tourism Research: A Critical Enquiry, Annals of Tourism Research 37 (4) pp. 885-904
    Pritchard A, Morgan NJ (2017) TOURISM?S LOST LEADERS: ANALYSING GENDER AND PERFORMANCE,Annals of Tourism Research 63 pp. 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.
    Morgan N (2012) Time for 'mindful' destination management and marketing, Journal of Destination Marketing and Management 1 (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.
    Jones D, Pritchard A, Morgan NJ (2015) Exploring dress, identity and performance in contemporary dance music culture, Leisure Studies 34 (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.
    Morgan NJ, Jaimangal-Jones D, Pritchard A (2010) Going the distance: Exploring concepts of journey, liminality and rites of passage in dance music experiences, Leisure Studies 29 (3) pp. 268-268
    Morgan NJ (1999) Power and Politics at the Seaside, University of Exeter Press
    Morgan N, Pritchard A (2014) Destination reputations and brands: Communication challenges, Journal of Destination Marketing and Management 3 (1)
    Richards V, Sedgley D, Morgan N, Pritchard A (2010) Tourism and visual impairment, Tourism and Inequality: Problems and Prospects pp. 21-33
    Morgan N, Pritchard A, Pride R (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.
    Morgan N, Hastings E, Pritchard A (2012) Developing a new DMO marketing evaluation framework: The case of visit wales, Journal of Vacation Marketing 18 (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.
    Cole S, Morgan N (2010) Tourism and Inequality: Problems and Prospects, CABI
    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
    Morgan N, Pritchard A, Pride R (2003) Marketing to the Welsh diaspora: The appeal to hiraeth and homecoming, Journal of Vacation Marketing 9 (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.
    Morgan NJ, Sedgley A, Pritchard A (2011) Tourism and ageing: A transformative research agenda, Annals of Tourism Research 38 (2) pp. 422-436
    Morgan NJ (2012) Proposing paradigm peace: Mixed methods in feminist tourism research, Tourist Studies: an international journal 12 (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.
    White Paul, Morgan Nigel, Pritchard Annette, Heimtun Bente (2019) Framing the land of the northern lights,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.