The Tourism & Marketing Research Centre has several research projects underway. Read more below.
Impact study of the Korean Cultural Centre UK's KOREA/UK 2017/18 Season
Principal Investigator: Dr Hyunsun Yoon
Co-Investigator: Dr Peter Vlachos
Code: G8281 (Enterprise project)
Funding: £15,000
Funder: Korean Cultural Centre UK
Period: September 2018 - April 2019
Project aim: The purpose of this project is to evaluate the economic, cultural, and social impact of the Korea Cultural Centre UK's events for the KOREA/UK Season 2017-18. The Season ran from February 2017 to August 2018, presenting a range of works in visual arts, performing arts, film, literature, food, and festival. The aim of the Season was to establish sustainable partnerships between organisations and individuals, enhancing valuable ties between the Republic of Korea and the UK. The findings of this project informed the Practice-based original research and submitted to the International Journal of Arts Management.
Exploring Digital Vulnerability and Empowerment among Senior Travellers
Principal Investigator: Dr Hyunsun Yoon
Co-Investigator: Dr. Tina Segota
Code: U1314 (Research project)
Funding: £19,270
Funder: DM Trust
Period: December 2019 - November 2021
Project aim: This project aims to explore online information search and online booking of tourism products and services among the UK's senior travellers. It aims to voice senior individuals, their stories, and concerns about feeling empowered or vulnerable in the digital era and how these feelings are influenced by direct and digital marketing when they engage in online enquiry and purchase of tourism products and services. The DM Trust supported this study as one of the activities designed to aid the future growth and governance of the data-driven marketing sector. Principal Investigator Hyunsun Yoon (MRG) and Co-Investigator Tina Segota (TRC) produced a report for the DM Trust Trustees Board and will organise an MRG-TRC joint event to disseminate the findings in 2022.
Minority ethnic older adults' perception of COVID-19 public health campaigns
Principal Investigator: Dr Hyunsun Yoon
Co-Investigators: Dr. Virpi Ylanne (Cardiff University), Dr. Dennis Olsen (University of West London)
Code: U1403 (Research Project)
Funder: BA/Leverhulme
Funding: £9,864
Period: September 2021 - February 2023
Project aim: According to the Office for National Statistics (2020), minority ethnic groups faced the greatest risk from COVID-19. In addition, the greater risk is said to be driven by factors such as living arrangements and jobs rather than pre-existing health conditions (Davis, 2020). Within national vaccination programmes in the UK so far, reported vaccine uptake has been lower in areas with a higher proportion of minority ethnic populations. It is therefore critical to better understand minority ethnic groups’ responses to, and their perceptions of, COVID-19 related public health messaging. By adopting a qualitative approach from a multidisciplinary perspective, the current research aims: first, to explore how persuasive COVID-19 related public health campaigns are for minority ethnic older adults; and second, to explore how relevant these campaigns are for minority ethnic older adults.
Study on electric vans sustainable, environmentally same-day delivery
Principal Investigator: Dr Fatema Kawaf
Funder: Keep+/European Commission
Funding: £60,990
Project: Dr Fatema Kawaf (PI) is leading a collaboration with Instant Pickup, a sustainable, environmentally friendly same day delivery service in London using electric vans. This funding is Keep+/European Commission on a Market Research and Strategy project for the company.
We have recruited Miss Estreya Sery as an Associate, in this project we are doing market research generating consumer insights and developing personas. We are also putting Screencast Videography in action, employing the method to evaluate the brand’s digital platform and the user experience.
PIC Tree: Market research and strategy
Principal Investigator: Dr Fatema Kawaf
Funder: Keep+/European Commission
Funding: £41,269
Project: Dr Fatema Kawaf (PI) is leading a collaboration with on a Market Research and Strategy project for the company. This funding is Keep+/European Commission.....
We have recruited Miss Amarachi Ngwakwe as a Marketing associate, in this project we are putting Screencast Videography in action, working in a business setting and employing the method to evaluate the brand’s digital communication channels and the user experience.
Waste Busters: Assessing the current waste management practices across Essex County Council
Principal Investigator: Dr Fatema Kawaf
Funder: Essex County Council
Funding: £10,000
Project: Dr Fatema Kawaf (CI), in collaboration with and a team of academics from the University of Essex worked on.
ESRC (Awarded under the ESTC Impact Acceleration Account – FNA08) Sponsor
Ref: ES/M500537/1
An evaluation of the school admission experience: minimising contact and appeals as a cost reduction measure
Principal Investigator: Dr Fatema Kawaf
Funder: Essex County Council
Funding: 10,000
Project: Dr Fatema Kawaf (CI), in collaboration with Essex County Council and a team of academics from the University of Essex worked on.
ESRC (Awarded under the ESTC Impact Acceleration Account – FNA0806) Sponsor Ref: ES/M500537/1