Professor John Swarbrooke

Professor John Swarbrooke

Associate Dean - International (Plymouth Global)

UK and International Partnerships (Academic Partnerships)


I am head of Plymouth Global and responsible for the international partnerships of the university including transnational education partnerships, articulation agreements, Erasmus, other staff and student exchanges and the English Language Centre


BA [Hons] Geography, University of Birmingham

Master of Civic Design, University of Liverpool
My previous roles have included:
Head of Department, Professor of Tourism, and Associate Dean, Manchester Metropolitan University
Academic Director, Cesar Ritz Colleges , Switzerland, a world renowned private hotel school with partner institutions delivering its programmes in Australia, Colombia, Iceland, India, Mexico, New Zealand, Russia, and the UAE.
Head of Tourism and Director, Centre for International Tourism Research, Sheffield Hallam university.
Professeur Visitant, IMHI/ESSEC , Paris, France since 1999
Author of nine books which are sold all over the world and have been translated into Chinese, Brazilian Portuguese and Serbo-Croat.
Keynote speaker at over 50 international conferences in Asia, North America, Australia and Asia.
Undertaken research and consultancy projects in a large number of countries including Brazil. Indonesia, Russia, Greece, Jordan, Bulgaria, Saudi Arabia and the UAE.
Before becoming an academic I spent ten years working at management level in the international tourism industry. 

Professional membership

Fellow, Royal Society for the Encouragement of the Arts, Manufactures and Commerce

Fellow, Tourism Society
Fellow, Institute of Place Management

Roles on external bodies

Chair , ATLAS ,the association of universities which teach tourism , hospitality and leisure worldwide, 1999-2007

Member , European Executive, Travel and Tourism Research Association, 2008-2011

Teaching interests

Corporate social responsibility

Tourist destination management
Consumer behaviour in tourism and hospitality
Creativity and innovation in tourism and hospitality

Staff serving as external examiners

University of Nottingham  2010 - 2015

IMI Luzern, Switzerland 2005-2008
Dublin Institute of Technology  1999-2005

Research interests

Sustainability in tourism and corporate social responsibility

Tourism and community development
The links between the arts and tourism
Consumer behaviour in tourism
Quality and customer satisfaction in tourism

Other research

'The perception of UK tourists visiting France'  for the Association of British Tour Operators to France

'The tourist behaviour of British and Russian visitors to Cyprus' for the Cyprus Tourism Organisation

Research degrees awarded to supervised students

Supervised 5 PhD's and 1 MPhil in the past five years.

Also examined PhD's in the UK, Mauritius and Australia

Nine books , the most recent being a third edition of 'Consumer Behaviour in Tourism' , published by Taylor Francis, 2016. With Susan Horner.

Three book chapters 2015-16 on sustainability and built visitor attractions, the current state of tourism and talent management in hospitality.
Currently working on a new edition of 'Sustainable Tourism Management' for CABI and a new book on what luxury means today in tourism, hospitality and events for Goodfellow. 

Reports & invited lectures

Invited keynote speaker at more than 50 international conferences in Australia, Austria, Belgium, Brazil, China, France, Greece, Iceland, India, Indonesia Jordan, Mexico, Portugal, Russia, Thailand and the UK.

Major reports include:
Human resource management capacity study for the province of Mekkah, Kingdon of Saudi Arabia.
The development of Ecotourism in the province of Epirus in Greece
The tourism strategy for Cyprus for the UK and Russian markets
The leisure shopping section of the feasibility study for the redevelopment  of the central market area in Abu Dhabi

Other academic activities

Running and delivering short courses for industry professionals for IMHI/ESSEC Paris and EHL Lausanne.

Managing an innovative programme for the Panamanian government to help more than 100 young people from disadvantaged  backgrounds prepare for careers in hospitality
Managing a programme of continuing professional development for the Ministry of Foreign Affairs in Russia