Carol Zhang Author

Scott McCabe is Professor of Marketing at the Birmingham Business School, University of Birmingham and Professor of Tourism Management and Marketing at the University of Eastern Finland Business School. His research interests are in consumer behaviour and marketing and consumption of tourism, with a specific interest in bottom of the pyramid consumers and has championed the cause of Social Tourism in the U.K. and Europe. His research on tourist experience, ethics and responsibility, emotions and sustainability marketing communications spans six books and over 150 research outputs and have been widely cited.

Carol Zhang, PhD, is an Associate Professor of Tourism Marketing at the University of Nottingham. An internationally recognized scholar in place marketing, heritage, and identity, she has published widely in leading academic journals, with research examining how socio-political change shapes identities and relationships between people and place. Her funded projects also highlight the crucial role of marketing communication in fostering cultural connections within multicultural and inclusive societies.