Professor Scott McCabe

Professor Scott McCabe

Department of Marketing
Professor of Marketing

Contact details

Scott McCabe is Chair in Marketing at Birmingham Business School. He received his PhD from the University of Derby in 2001, which focused on how visitors to the Peak District National Park constructed their motivations and behaviours through accounts of their experiences. 

He has become an internationally renowned scholar in tourism studies through his subsequent research career. His main interests are in the effects of supported holiday opportunities for bottom of the pyramid consumers. His research conducted with a range of UK charities on the needs for and wellbeing outcomes of a simple break away from home for severely disadvantaged families was submitted as an impact case for the REF 2014. He is also interested in emotions in consumer experiences, responsible and ethical tourism, the role of marketing in promoting greater sustainability in the travel and tourism industry and in socio-linguistics as a methodology.    

He is currently the co-editor in Chief of the Annals of Tourism Research and serves on the editorial board of Tourism Management.



Google Scholar


PhD 2001“Worlds of Reason: the praxis of accounting for ‘day visitor’ behaviour in the Peak National Park. A qualitative investigation.   

MA Leisure and Tourism Studies, 1993 University of North London, 

HND Leisure Studies, 1991 University of Salford,


Scott McCabe is Professor of Marketing at the Birmingham Business School, since April 2023. He becomes head of the Marketing Department in September 2023. Prior to joining Birmingham, Scott worked at Nottingham university business School for sixteen years, serving in a variety of management roles, including as Associate Dean for Research and Knowledge Exchange for four years.

Scott is an internationally renowned scholar in tourism studies from a marketing perspective, with almost 30 years of experience in teaching and research positions.

He has been a visiting Lecturer at Wageningen University in the Netherlands, Universite d’Angers, France; NHTV Breda in the Netherlands and since 2018, he has held a part time role as Professor of Tourism Marketing/Management at the University of Eastern Finland, Business School at the Joensuu campus in Karelia.

Scott’s research focuses on the qualities of tourist experience and how people relates their experiences in social interaction, consumer behaviour and tourist decision-making. He is interested in how consumers engage in being tourists both in the real and virtual worlds (via photographs, blogs and social media for example). Scott has been interested in sustainability from a consumer perspective for many years, his work has engaged debates in pro-social and pro-environmental tourist consumption, as well as responsible and ethical consumer behaviour.

Since 2006, he has been working on a programme of research on the motivations, experiences and outcomes of holiday experiences for severely disadvantaged UK consumers. Working with a range of small and large charities, his research has helped to promote the concept of ‘social tourism’ in the UK, influencing policy and practice, raising awareness and establishing a link between holidays and subjective wellbeing outcomes. He has worked alongside European colleagues to promote social tourism internationally and within the academy. His research in this field led to an impact case study being submitted to the REF 2014.

Scott has undertaken a wide range of externally funded research, including being a co-investigator on E.U. projects, a UKRI/ESRC funded Knowledge Transfer Partnership with the Family Holiday Association, and for consultancy companies and the East Midland Development Agency.

He has published extensively in the tourism field, with one textbook, five co-edited volumes, around 80 scholarly research articles, a total of almost 150 outputs. This research work has been widely cited.

Scott was an elected fellow of the International Academy for the Study of Tourism in 2019 and elected as a member of the ‘Tourism Research Centre’ in 2023. He has served as Vice President of the International Sociological Association Research Committee 50 on International Tourism from 2014-2023 and has become co-Chair of the SIG in Tourism Marketing for the Academy of Marketing in 2023.

He is also the current Editor in Chief (alongside Professor Sara Dolnicar, University of Queensland) of Annals of Tourism Research and sits on the board of a number of other journals. He was previously an Associate Editor of the Journal of Business Research from 2016-2018.

Scott has supervised over 20 PGRs to successful completion and has acted as an external examiner for around the same number of PhD candidates. He has served as an external examiner for MSc programmes in Tourism and Hospitality at numerous UK institutions between 1999 and 2019.  

Postgraduate supervision

Responsible and ethical tourism consumption

Social tourism / the experience of disadvantaged people/families in tourism

Emotions in tourist experience

Marketing tools and communications that are designed to nudge people into more responsible tourism behaviours


Research interests: 

‘Social tourism’ (inclusion of disadvantaged consumers in tourism opportunities). 

Responsible and ethical consumption in tourism and travel. 

The customer experience, engagement and behaviour in tourism. 

Experience design.   

Emotions, behaviour and consumer decision making in tourism.

Current projects 

How does curiosity drive consumption behaviour? 

The role of negative emotions in moral decision making. 

The extent that social tourism contributes to resilience in visitor economies. 

Other activities

VP for the International Sociological Association, Research Committee 50 on International Tourism (ends July 2023) 

Co-Chair of the Academy of Marketing SIG on Tourism Marketing (From March 2023 +) 

Elected fellow of the International Academy for the Study of Tourism (2019+)


 Duignan, M.; Everett, S. & McCabe, S. (2022). Events as catalysts for communal resistance to overtourism. Annals of Tourism Research, 96, 103438. 

Katarzyna Czernek-Marszalek & McCabe, S. (2022). Why Qualitative Papers Get Rejected by Annals of Tourism Research? Annals of Tourism Research, Vol. 92, 103338. 

Melis, G.; McCabe, S.; Atzeni, M.; and Del Chiappa, G. (2022). Collaboration and Learning Processes in Value Co-Creation. Theoretical analysis and empirical evidence of a tourist destination. Journal of Travel Research 

Lv, X., Li, X and McCabe, S. (2022). Understanding the dynamics of destination loyalty: Comparison of sensory impressions and destination image. Forthcoming in Current Issues in Tourism (accepted 24/11/21) 

Han, W., Wang, Y., & McCabe, S. (2021). Social media activation of pro-environmental personal norms: an exploration of informational, normative and emotional linkages to personal norm activation. Journal of Travel & Tourism Marketing, 38(6), 568-581. 

Jiang, Q., & McCabe, S. (2021). Information technology and destination performance: Examining the role of dynamic capabilities. Annals of Tourism Research, 91, 103292. 

Ingram, C., Themistocleous, C., McCabe, S., Rickly, J. (2021). Marketing ‘Literary England’: Beyond the special interest tourist. Annals of Tourism Research empirical Insights, 2 (2), 100018. 

Johnson, A-G., Rickly, J.M., and McCabe, S. (2021). Smartmentality in Ljubljana. Annals of Tourism Research, 86, 103094.