Dr Tiffany Low

Senior Lecturer in Tourism Marketing

Business

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Office 340 - 340
Third Floor
School of Management
Bay Campus

Available For Postgraduate Supervision

Research Links

https://orcid.org/0000-0001-5616-765X

About

Dr Tiffany Low is an experienced tourism academic with interests in the fields of luxury tourism, tourism marketing, sustainable tourism, critical tourism and outdoor and adventure recreation studies. Dr Low has worked in academia for over 15 years and holds first degrees in Business (Financial Economics) and Hotel Management (Event Management) and an MSc in Banking in Finance. Her PhD examined the influence of consumer values on brand loyalty in the luxury hotel sector and she continues to research and publish in this area. Alongside this, Dr Low has also published on sustainable tourism and barriers to female participation in mountaineering activities. She teaches at both undergraduate and postgraduate level and also supervises a number of PhD students.

Prior to joining academia, Dr Low worked at the world’s first 6-star luxury hotel, Palazzo Versace, and has previously worked as a corporate insurance underwriter, underwriting risks on financial crime, professional indemnity, expatriate medical and travel insurance policies for multi-national, higher education, government and non-governmental organisations.

Areas Of Expertise

Luxury Tourism
Tourism Branding and Consumer Values
Sustainable Development
Critical Tourism Studies
Outdoor and Adventure Recreation Studies

Career Highlights

Teaching Interests

Undergraduate:

Tourism foundations and fundamentals
Tourism marketing
Tourism in practice and applied tourism field trips

Postgraduate:

Strategic brand theory and management
Tourism marketing, branding and strategic planning
Critical tourism theory and contemporary tourism issues

Dr Low is a Fellow of the Higher Education Academy.

Research Award Highlights

Publications

Research Highlights

Dabamona, S., Cater, C., Cave, J., & Low, T. (2021). Cultural identity through an educational school trip: Voices of native Papuan students. Tourism Management Perspectives, 38, 100807
https://doi.org/10.1016/j.tmp.2021.100807, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa56472
http://dx.doi.org/10.1016/j.tmp.2021.100807
Low, T., Miller, M., Doran, A., & Hardwick, L. (2022). Women’s outdoor adventure experiences on Instagram: exploring user-generated content. Annals of Leisure Research, 25(3), 374-398.
https://doi.org/10.1080/11745398.2020.1815068, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa55257
Doran, A., Schofield, P., & Low, T. (2020). Women’s mountaineering: accessing participation benefits through constraint negotiation strategies. Leisure Studies, 39(5), 1-15.
https://doi.org/10.1080/02614367.2020.1763439, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa54016
Wang, C., Cater, C., & Low, T. (2016). Political challenges in community-based ecotourism. Journal of Sustainable Tourism, 24(11), 1555-1568.
https://doi.org/10.1080/09669582.2015.1125908, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa36729
http://www.scopus.com/inward/record.url?eid=2-s2.0-84962052853&partnerID=MN8TOARS
Cater, C., Garrod, B., & Low, T. (Eds.). (2015). The Encyclopaedia of Sustainable Tourism. CABI.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa36755
https://www.cabi.org/bookshop/book/9781780641430/
Cater, C., Funk, D., & Low, T. (2018). Adventure racing and active lifestyles. Annals of Leisure Research, 21(5), 605-611.
https://doi.org/10.1080/11745398.2018.1473785, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa39643
Cater, C., Low, T., & Keirle, I. (2018). Reworking Student Understanding of Tourism Mobility: Experiences of Migration and Exchange on a Field Trip. Tourism Planning & Development, 15(5), 600-613.
https://doi.org/10.1080/21568316.2018.1505650, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa44415
Low, T. (2019). Gender, Power, Mobility and Consumption: A Critical Research Agenda for Luxury Tourism. In SUSTAINABILITY OF TOURISM, HOSPITALITY AND EVENTS IN A DISRUPTIVE DIGITAL AGECouncil for Australasian University Tourism and Hospitality Educators.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48978
https://www.cqu.edu.au/about-us/structure/schools/bl/cauthe-2019
Doran, A., Schofield, P., & Low, T. (2018). Women’s mountaineering tourism: an empirical investigation of its theoretical constraint dimensions. Leisure Studies, 37(4), 396-410.
https://doi.org/10.1080/02614367.2018.1452283, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa45364
Bowen, R., Low, T., & Perdikis, N. (2017). Location Effects on Agri-Food SME Internationalisation: Comparing Wales and Brittany. In Institute for Small Business and Entrepreneurship ConferenceInstitute for Small Business and Entrepreneurship Conference.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa45371
https://isbe.org.uk/isbe2017/conference-tracks/

All Research

Journal Articles

Low, T., Miller, M., Doran, A., & Hardwick, L. (2022). Women’s outdoor adventure experiences on Instagram: exploring user-generated content. Annals of Leisure Research, 25(3), 374-398.
https://doi.org/10.1080/11745398.2020.1815068, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa55257
Dabamona, S., Cater, C., Cave, J., & Low, T. (2021). Cultural identity through an educational school trip: Voices of native Papuan students. Tourism Management Perspectives, 38, 100807
https://doi.org/10.1016/j.tmp.2021.100807, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa56472
http://dx.doi.org/10.1016/j.tmp.2021.100807
Doran, A., Schofield, P., & Low, T. (2020). Women’s mountaineering: accessing participation benefits through constraint negotiation strategies. Leisure Studies, 39(5), 1-15.
https://doi.org/10.1080/02614367.2020.1763439, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa54016
Cater, C., Low, T., & Keirle, I. (2018). Reworking Student Understanding of Tourism Mobility: Experiences of Migration and Exchange on a Field Trip. Tourism Planning & Development, 15(5), 600-613.
https://doi.org/10.1080/21568316.2018.1505650, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa44415
Cater, C., Funk, D., & Low, T. (2018). Adventure racing and active lifestyles. Annals of Leisure Research, 21(5), 605-611.
https://doi.org/10.1080/11745398.2018.1473785, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa39643
Doran, A., Schofield, P., & Low, T. (2018). Women’s mountaineering tourism: an empirical investigation of its theoretical constraint dimensions. Leisure Studies, 37(4), 396-410.
https://doi.org/10.1080/02614367.2018.1452283, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa45364
Wang, C., Cater, C., & Low, T. (2016). Political challenges in community-based ecotourism. Journal of Sustainable Tourism, 24(11), 1555-1568.
https://doi.org/10.1080/09669582.2015.1125908, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa36729
http://www.scopus.com/inward/record.url?eid=2-s2.0-84962052853&partnerID=MN8TOARS
Low, T. & Everett, S. (2014). Industry engagement with tourism research: The impacts of social control and emotional labour. Tourism Management Perspectives, 12, 134-143.
https://doi.org/10.1016/j.tmp.2014.09.006, SU Repository: https://cronfa.swan.ac.uk/Record/cronfa45363

Book Chapters

Low, T. (2016). Conspicuous Consumption. Springer Encyclopaedia of Tourism Springer
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48979
Cater, C. & Low, T. (2013). Afro-Eurasia: Assessing Sustainability (Travel and Tourism). Berkshire Encyclopedia of Sustainable Tourism Berkshire Publishing
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48980
Cater, C. & Low, T. (2012). Focus Groups. Research Methods in Tourism (pp. 352-364). Edward Elgar
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa45369

Conference Contributions

Low, T. (2019). Gender, Power, Mobility and Consumption: A Critical Research Agenda for Luxury Tourism. In SUSTAINABILITY OF TOURISM, HOSPITALITY AND EVENTS IN A DISRUPTIVE DIGITAL AGECouncil for Australasian University Tourism and Hospitality Educators.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48978
https://www.cqu.edu.au/about-us/structure/schools/bl/cauthe-2019
Low, T., Hermann, I., & Everett, S. (2017). We're happy to help: exploring the socio-economic impact of voluntourism on local residents in Cusco, Peru. In International Conference on tourism, ethics and global citizenship: connecting the dotsInternational Conference on tourism, ethics and global citizenship: connecting the dots.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa45372
Doran, A. & Low, T. (2017). Women's Mountaineering Tourism: an empirical investigation of its theoretical constraint and benefit dimensions. In Sustainable Tourism Development: Issues, Challenges and DebatesSustainable Tourism Development: Issues, Challenges and Debates.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48981
Bowen, R., Low, T., & Perdikis, N. (2017). Location Effects on Agri-Food SME Internationalisation: Comparing Wales and Brittany. In Institute for Small Business and Entrepreneurship ConferenceInstitute for Small Business and Entrepreneurship Conference.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa45371
https://isbe.org.uk/isbe2017/conference-tracks/
Low, T. (2016). Caring for the Travelling Other: Student Experiences of Migration on a Field Trip. In Tourism Education Futures Initiative ConferenceTourism Education Futures Initiative Conference.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa45374
https://digitalcommons.library.tru.ca/tefi/tefi9/day3/5/
Bowen, R., Henley, A., Low, T., & Perdikis, N. (2016). Food and Drink SME Internationalisation: Comparing Wales and Brittany. In Institute for Small Business and Entrepreneurship ConferenceInstitute for Small Business and Entrepreneurship Conference.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa45373
https://www.bam.ac.uk/civicrm/event/info?reset=1&id=3150
Low, T. & Everett, S. (2013). Social Control and Emotional Labour of Match-Funded Researchers.. In Critical Tourism Studies ConferenceCritical Tourism Studies Conference.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48983
Low, T. (2011). Places and Spaces of Ethical Consumption. In Emerging Issues in Uncertainty and Ethical Consumption SeminarEmerging Issues in Uncertainty and Ethical Consumption Seminar,.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48984
Low, T. (2011). Global Elites and Their Influences on Tourism Destinations. In Future GeographiesRoyal Geographical Society Post-Graduate Half-Term Conference,.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48985
Low, T. (2011). Blending Research with Industry: Reflections from the Field. In Council for Australian University Tourism and Hospitality and Education ConferenceCouncil for Australian University Tourism and Hospitality and Education Conference.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48986
Everett, S. & Low, T. (2011). Blending Research with Industry: Lessons from Match-Funded Research.. In Association for Tourism in Higher Education Annual ConferenceAssociation for Tourism in Higher Education Annual Conference.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48982
Low, T. (2010). Consumer Preferences for Sustainability in the Luxury Hotel Sector. In New Zealand Tourism and Hospitality ConferenceNew Zealand Tourism and Hospitality Conference.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48987
Low, T. (2010). Sustainable Branding of Luxury Hotels: A Critical Approach. In British Academy of ManagementBritish Academy of Management Conference.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48988
Low, T. (2010). Sustainable Luxury: a case of strange bedfellows. In Tourism and Hospitality in Ireland ConferenceTourism and Hospitality in Ireland Conference.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa48989

Edited Books

Cater, C., Garrod, B., & Low, T. (Eds.). (2015). The Encyclopaedia of Sustainable Tourism. CABI.
SU Repository: https://cronfa.swan.ac.uk/Record/cronfa36755
https://www.cabi.org/bookshop/book/9781780641430/

Supervision

Minority languages as brand attributes in place marketing (current)

PhD

Other supervisor: Dr Carl Cater
Exploring the extent to which social media features enable small restaurant social media promotion in Ghana (current)

PhD

Other supervisor: Dr Carl Cater
Information sources and the decision-making process in tourism: An Investigation of Tourist Attraction and Activity Selection in a Digital Age (current)

PhD

Other supervisor: Dr Carl Cater
Untitled (current)

MSc

Other supervisor: Prof Brian Garrod
I am yet to decide the new title as we are moving towards 'Luxury Travel' now. (current)

MSc

Other supervisor: Dr Carl Cater

Taught Modules

MN-2566 Tourism Organisations

Tourism organizations are the backbone of the tourism industry. The people who work in them and the services they provide are crucial in facilitating smooth operations and innovation in one of the world¿s largest and fastest growing industries. This modules seeks to provide students with an understanding of how tourism organisations operate, with a particular focus on financial management and operational aspects of tourism and hospitality organisations. Students will be introduced to operational simulation software to gain a real-world perspective on the way in which tourism theories play out in an industry context. Guest lectures from industry members will be invited as appropriate.
MN-3569 Tourism Marketing

This module details through a case study approach, how marketing principles are applied within the tourism industry. Its considers different elements of marketing such as segmentation, marketing research, the marketing mix and electronic marketing and through a range of detailed case studies evaluates how they are applied in practice. Examples of success and failure illustrate the importance of understanding the market, customers and of developing the right products and services to meet customer needs. The module is delivered through interactive discursive lectures based around case study material. There are also two visits to tourism destinations or attractions to illustrate practice in the field and to provide students with the opportunity to talk to professionals involved in tourism marketing. The assignment will evaluate the marketing of a tourism destination or business and plan how it can be improved.

Dr Tiffany Low

Email address

Research Links

About

Areas Of Expertise

Career Highlights

Publications

Research Highlights

All Research

Journal Articles

Book Chapters

Conference Contributions

Edited Books

Supervision

Minority languages as brand attributes in place marketing (current)

Exploring the extent to which social media features enable small restaurant social media promotion in Ghana (current)

Information sources and the decision-making process in tourism: An Investigation of Tourist Attraction and Activity Selection in a Digital Age (current)

Untitled (current)

I am yet to decide the new title as we are moving towards 'Luxury Travel' now. (current)

Taught Modules

MN-2566 Tourism Organisations

MN-3569 Tourism Marketing