Michelle's Profile
Job title
Deputy Dean for Quality Assurance and Enhancement
Academic qualifications
BA (Hons) Geography, Maths & Sociology, BSoc Sc (Hons) Tourism Management, Postgraduate Higher Diploma in Education, MA Cultural Studies, Senior Fellow of the Higher Education Academy, Professor of Tourism Education
"As an academic with over 30 years of experience in the tourism, hospitality, and aviation industries, I bring a unique, real-world perspective to the classroom. I'm proud to have been recognised by UCB as a Professor of Tourism Education for my contributions to the field."
I’ve worked in the tourism, hospitality, aviation, and education sectors for over 30 years with an industry background including tour operations, restaurant management, tour management and hotel operations. I’ve also consulted in sustainability, ecotourism, destination competitiveness, visitor experience management, volunteer and halal tourism, the gig economy, risk and crisis management, and the use of AI in tourism. I’ve advised on national and regional tourism strategies, contributed to qualification frameworks, and coordinated over 30 live industry projects for students. Thanks to my extensive industry experience, in the classroom I’m able to connect what we learn in theory to how it’s applied in the real world.
There’s a misconception that tourism is “just about holidays,” but in reality, it is a huge multi-disciplinary and global industry that demands skills in consumer behaviour analysis, political awareness, sustainability, innovation, strategic resilience, and more. I help students to see this bigger picture, and I support them in becoming adaptable, future-ready professionals. I’m proud to have been nominated for UCB’s ‘Spotlight on Teaching’ awards for my inspirational teaching.
My published and presented work covers topics such as AI and disruptive technologies in tourism and higher education, integrating AI into teaching while protecting academic integrity, tour guiding policy, and tourism resilience and inclusivity during COVID-19. I’ve also published on niche tourism specialisms such as volunteer tourism and halal tourism, the latter of which was recognised with a Highly Commended Award from Emerald Publishers. In 2019, I was awarded the title of Professor of Tourism Education for my contributions to the field, and I’m a Senior Fellow of the Higher Education Academy. I’m currently studying for my Doctor in Education, with a focus on the critical skills needed to navigate a polycrisis environment.
My advice to students is to embrace your chosen subject with enthusiasm. When you truly enjoy what you are studying, you will naturally be curious, read widely beyond the course, and take advantage of every opportunity to deepen your learning. And always come well prepared - don’t forget to bring a notebook, pen, and laptop to class.
Outside of work, I love to travel, read, hike, volunteer, go to festivals, and occasionally zipline! In my spare time, I like to read and explore ideas beyond my own subject area - it’s one of the best ways to gain fresh insight and perspective.
Overall, my advice is to stay curious and open, and embrace each experience as an opportunity to broaden your thinking. Finally, meet new people, and navigate your student journey with purpose and confidence.