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Peter Schofield

Prof Peter Schofield

Senior Academic


Peter's research and consultancy are wide-ranging and include consumer decision making and behaviour, destination and events marketing, and services management. Within these broad areas, his main foci of interest are the consumer psychology of tourism, hospitality and events with particular reference to market segmentation, tourist destination image, place branding and travel motivations and constraints. He is also interested in service quality and value, service failure recovery, compulsive purchase behaviour, gambling behaviour and has particular strengths in quantitative research methods including structural equation modelling. Peter was educated at New York and Manchester universities and worked as an operations manager for Pan Am at San Diego International Airport and at Manchester Airport in the UK before entering academia in 1987. He is a founder member of the International Academy of Culture, Tourism and Hospitality Research, has published extensively in, and reviews for, a range of international journals and has supervised 15 PhD candidates through to completion. His research and consultancy has generated over £750,000 to date, including EPSRC, Charles Forte Foundation and Regional Development Agency funding. The findings have informed government, DMO and hotel management decision making in relation to tourism development, destination marketing and customer services.

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