Caroline Westwood

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Caroline Westwood

Senior Lecturer


Professional Biography: I have worked at Sheffield Hallam University for the last five years and prior to that I was based at the University of Derby teaching on undergraduate full time, part time and distance learning programmes. My role within SBS allows me to connect with a wide variety of students and be part of a large and passionate team with many areas of expertise, covering all aspects of event management. Prior to this time at the University of Derby, provided the opportunity of delivering both on-campus and distance learning programmes, as programme leader for FdA in Events Management. My interest in technology enhanced learning developed here, ensuring all students regardless of how far they were studying away from the campus, received stimulating and engaging teaching delivered through various technologies. Before entering into academia, my experience as a practitioner spans more than 15 years working in the service industry specialising in corporate event management. Fortunately I have worked for both public and private sector organisations and also currently offer event consultancy to charitable organisations. I have worked for international companies such as Starwood Resorts, Mariott International and Hilton Worldwide as we as small privately run hotels and venues, academic venues and event management agencies. Whilst working in the agency sector I was responsible for managing the event requirements for large corporate accounts such as DFS, Bensons Beds, Harveys Furnishings, Wolseley Group, Skipton Group, and Balfour Beatty. Teaching Interests: I deliver a range of modules at both undergraduate and postgraduate levels across the Event Management programmes. My specialisms are centered around business event venues and business, delivering on modules such as Eventscape, The International Events Industry, Managing Exhibitions, Business and Corporate Events, Social Media and PR, Delivering Successful Business Events. As well as these event related modules, I am a Placement Employability Tutor, assisting the level 5 students finding placements, an integral role as they prepare for their year in industry.

Research Interests:

My research specialism focus on the integral role agricultural societies and agricultural events contribute to the event experience.  This is largely and underearched sector with the events industry, but a large contributor in terms of economic impact.  Currently working with several Agricultural Societies to conduct research which is tangible and relevant to feed into strategy.  Within this area of research, I am also considering the strategic design of these events to position themselves for the future, offering the connect between urban consumers and rural producers.



  • 2010: Fellowship to the Higher Education Academy (FHEA), Higher Education Academy (HEA), United Kingdom
  • 2010: Master of Arts, Events Management, University of Derby, United Kingdom
  • 1999: Bachelor of Arts, Hospitality Management, University of Huddersfield, United Kingdom

Member of professional body


  • 2011: , Higher Education Academy (HEA)

Senior Lecturer

Teaching expertise

  • Academic Skills
  • Corporate Events
  • Employability
  • Events Management
  • Personal and Professional Development
  • PG Disseration Supervision
  • UG Project Supervision


  • Consumer Experiences at events - investigating individual consumer experiences, why people attend events and their intention to return. Developing a greater knowledge of how event design impacts upon the experience of event attendees, considering strategic event creation.

Industry Links

  • Working in partnership to deliver challenging and exciting assessments with real world consultancy projects
  • Ashfield Meetings and Events


Department of Service Sector Management

Sheffield Business School

Events Management

2012 to present: Event Management, Sheffield Hallam University, United Kingdom


Conference Paper:
ATLAS Annual Conference September 2018, Copenhagen - 'Destination Dynamics'
'Agricultural Shows: Visitor Experiences, an exploratory study'


Key Publications

Westwood, C., Schofield, P., & Berridge, G.C. (2018). Agricultural shows: visitor motivation, experience and behavioural intention. International Journal of Event and Festival Management, 9 (2), 147-165.

Journal articles

Bosworth, G., Price, L., Ardley, B., & Westwood, C. (2024). Examining the need for organisational learning and entrepreneurialism to meet the changing roles and expectations of rural and agricultural shows in the UK. Journal of Rural Studies, 106.

Crowther, P., Westwood, C., & Langridge-Thomas, G. (2021). The Royal Welsh Show: The Nation's True Cauldron. Event Management: an international journal, 25 (1), 41-55.

Holland, C., Westwood, C., & Hanif, N. (2020). Underestimating the relationship between academic advising and attainment: a case study in practice. Frontiers in Education – Special edition - Leadership in Education “Academic Advising and Tutoring for Student Success in Higher Education: International Perspectives”.

Holland, C., Westwood, C., & Hanif, N. (2020). Underestimating the relationship between academic advising and attainment: a case study in practice. Frontiers in Education, 5, 145.

Conference papers

Holland, C., & Westwood, C. (2019). The relationship between academic advising and student attainment. In UK Advising and Tutoring Conference, Plymouth, UK, 11 April 2019 - 12 April 2019.

Book chapters

Gibbeson, C., & Westwood, C. (2022). Agricultural shows, connectivity and families of choice. In Fletcher, T. (Ed.) Family events: Practices, displays and Intimacies. (pp. 223-238). Abingdon: Routledge:

Gibbeson, C., & Westwood, C. (2022). Agricultural shows, connectivity and families of choice. In Fletcher, T. (Ed.) Family events: Practices, displays and Intimacies. (pp. 223-238). Abingdon: Routledge:


Westwood, C. (2023). Agricultural shows: Connecting people, places and emotions. Presented at: International Conference in Events 2023, Warsaw, Poland

Westwood, C. (2019). “The composition of agricultural shows: Platforms for knowledge exchange”. Presented at: ATLAS Conference 2019 - Tourism Transformations, Girona

Westwood, C. (2018). The Value of Research - Agricultural Shows. Presented at: Annual Conference - ASAO, Hampshire

Westwood, C. (2018). Agricultural Shows - Attendee motivations, experiences and benefits. Presented at: ATLAS Annual Conference - Destination Dynamics, Copenhagen

Westwood, C. (2017). Consumer Experience at Agricultural Events.

Westwood, C. (2015). Agricultural Events.

Westwood, C. (2015). The Comeback kid! Why are Agricultural events making a comeback?

Westwood, C. (2013). See it. Try it. Buy it.' - The Power of Live Events.

Other activities


  • 2018: CRA SEDA Award in Personal Tutoring and Academic Advising, Sheffield Hallam University, United Kingdom

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