Dr Heather Jeffrey BA, PhD, FHEA

Dubai Campus
Lecturer in Marketing (Dubai)

Contact details

University of Birmingham Dubai
Dubai International Academic City
PO Box 341799
Dubai, UAE

Heather Jeffrey is a lecturer in marketing with research and teaching interests in Cultural Studies. Heather is a member of the European Commission-funded International Network for Comparative Analysis of Social Inequalities, and an associate for the non-profit organisation Equality in Tourism. She has published peer reviewed articles on the topic of gender (re)presentations, and her research has been covered by The Huffington Post, The Daily Mail, The Caterer and The National. 


  • PgCert HE Middlesex University, Dubai (2021)
  • PhD Middlesex University (2017)


Heather joined the University of Birmingham in Dubai in 2021 as a lecturer in marketing. In 2013 Heather was awarded a full scholarship to study the (re)presentation of Tunisian women within the context of tourism and was awarded her PhD in 2017.  Prior to her current appointment at UoB she had held positions at Middlesex University Dubai and London, the University of Bedfordshire, and the University of East London.

Heather has also been a visiting scholar at Monash University Malaysia, the Universidad Nacional de Cordoba, Argentina and the Institut Supérieur de Tourisme Sousse, Tunisia. Heather’s research interests lie in gender, (re)presentation and mobility, and qualitative research methods. She is the managing editor for e_Review of Tourism Research and an editorial board member for Tourism Planning and Development. 


  • Consumer Behaviour
  • Marketing Communications
  • Contemporary Issues in Marketing
  • Services and Retail Strategy
  • Introduction to Marketing Communications

Postgraduate supervision

Gender and (re)presentation, maternity protection in public policy and corporate environments, Gender balance in the MENA region, Family holidays, female solo travel, women and tourism work.


Heather’s research interests lie in social inequalities, and she uses qualitative research methods to explore these. Her research comes together under the concept of (re)presentation, she has explored how women are (re)presented in cross-cultural promotional materials, in academic research, and how their emotions are (re)presented in the travel trade press. Heather has utilised discourse analysis, netnography, content analysis, and interviews to develop an understanding of the reproduction of colonial and racial gender inequalities.

Other activities

  • 2019 -  Present: Editorial Board Member Tourism Planning and Development
  • 2018 – Present: Associate for the charityEquality in Tourism
  • 2017 – Present: Dissertation prize coordinator, Gender and Feminist Geographies Research Group, Royal Geographical Society
  • 2016-Present: Marie Skłodowska-Curie fellow


Peer-Reviewed Journal Articles:

  • Jeffrey, H.L., and Stephens, S. (2021). The Subversion of Women’s Anger in Travel Guidebooks, Annals of Leisure Research
  • Jeffrey, H. L., Ashraf, H., & Paris, C. M. (2021). Hanging out on Snapchat: disrupting passive covert netnography in tourism research. Tourism Geographies, 144-161.
  • Jeffrey, H.L., and Sposato, A.M. (2020). Inside-out interviews: cross-cultural research in China, Management and Organization Review
  • Vreckova, A., Paris, C., & Jeffrey, H. (2020). A gender analysis of intercultural sensitivity among flight attendants. e-Review of Tourism Research18(3), 363-374.
  • Jeffrey, H.L., Riccio, A., and Paris, C. M. (2018). Let’s Sit at the Table for Women’s Empowerment. e-Review of Tourism Research15(4/5).
  • Jeffrey, H.L. (2018). Tourism and Gendered Hosts and Guests, Tourism Review
  • Jeffrey, H.L. (2017). Gendering the Curriculum while Becoming an Academic,
  • Anatolia, special issue on gender in the tourism academy

  • Jeffrey, H.L., Beswick, E., and Meade, J. (2015). Learning and unlearning sexism in the workplace: two important barriers prevent a more inclusive environment, Human Resource Management International Digest.

Edited Books:

  • Vizcaino, P. Jeffrey, H.L. and Eger, C. (2020). Tourism and Gender-Based Violence. Wallingford: CABI

Book Chapters:

  • Feldbauer, I.G. and Jeffrey, H.L. (2021). Disempowered Hosts? A Literature Review of Muslim Women and Tourism. In Slak Valek, N. and Almuhrzi, H. eds. Women in Tourism in Asian Muslim Countries. Springer
  • Eger, C., Vizcaino-Suárez, P., & Jeffrey, H. (2020). Introducing Critical Debates on Gender-Based Violence in Tourism. In Tourism and Gender-Based Violence: Challenging Inequalities. Wallingford: CABI
  • Jeffrey, H.L., and Rumens, N. (2020). Tunisian Tourism, Gender and the Contribution of Postcolonial Feminism. In Novelli, M., Adu-Ampong. E., and Ribeiro. A. eds. Routledge Handbook of Tourism in Africa. Routledge
  • Jeffrey, H.L. (2020). Maternity Protection and the Tunisian Tourism Industry. In Ndiuini, A. and Baum, T. eds. Sustainable HRM in tourism in Africa. Springer
  • Jeffrey, H.L. (2018). Tourism and Women’s Rights in Tunisia. In Cole. S ed. Gender Equality and Tourism. Wallingford: CABI
  • Jeffrey, H.L., and Bleasdale, S. (2017) Tunisia: Mass Tourism in Crisis? In: Harrison,
  • D. and Sharpley, R. eds. Mass Tourism in a Small World. Wallingford: CABI

    Technical Reports:

  • Munar, A.M., Caton, K., Eger, C., Jeffrey, H.L., Khoo-Lattimore, C., Lynch, P., Morgan, N.J., and Yang, E. (2017) The beauty and the abuse: a handbook on relationships and emotions in academia. Copenhagen. ISBN: 978-87-998210-2-0

    Other publications and media engagement:

    In 2021, Heather's research was covered by the Daily Mail: