Dr Heather Jeffrey BA, PhD, FHEA

Dr Heather Jeffrey

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


Recent publications


Vizcaino, P, jeffrey, H & Eger, C 2020, Tourism and Gender-based Violence: Challenging Inequalities. 1 edn, CABI.

Jeffrey, H & Bleasdale, S 2017, Tunisia: Mass tourism in crisis?.


Jeffrey, HL, Ashraf, H & Paris, CM 2021, 'Hanging out on Snapchat: disrupting passive covert netnography in tourism research', Tourism Geographies, vol. 23, no. 1-2, pp. 144-161. https://doi.org/10.1080/14616688.2019.1666159

Jeffrey, HL & Stephens, S 2021, 'The subversion of women’s anger in travel guidebooks', Annals of Leisure Research. https://doi.org/10.1080/11745398.2020.1865174

Vreckova, A, Paris, CM & Jeffrey, H 2020, 'A gender analysis of intercultural sensitivity among flight attendants', e-Review of Tourism Research, vol. 18, no. 3, pp. 363–374. <https://journals.tdl.org/ertr/index.php/ertr/article/view/726>

Sposato, M & Jeffrey, HL 2020, 'Inside-Out Interviews: Cross-Cultural Research in China', Management and Organization Review, vol. 16, no. 2, pp. 445-453. https://doi.org/10.1017/mor.2020.4

Jeffrey, HL 2019, 'Tourism and gendered hosts and guests', Tourism Review, vol. 74, no. 5, pp. 1038-1046. https://doi.org/10.1108/TR-02-2017-0024

Jeffrey, HL 2018, 'Emerging scholar profile', e-Review of Tourism Research, vol. 15, no. 2/3, pp. 273-274.

Jeffrey, H, Riccio, A & Paris, CM 2018, 'Let's Sit at the table for women's empowerment', e-Review of Tourism Research, vol. 15, no. 4/5, pp. 440-449.

Jeffrey, HL 2017, 'Gendering the tourism curriculum whilst becoming an academic', Anatolia, vol. 28, no. 4, pp. 530-539. https://doi.org/10.1080/13032917.2017.1370779


Jeffrey, HL & Sposato, M 2021, Buenos aires: authentically straight-friendly. in O Vorobjovas-Pinta (ed.), Gay Tourism: New Perspectives. Tourism and Cultural Change, vol. 59, Channel View Publications, Bristol, UK; Blue Ridge Summit, USA, pp. 201-210.

Feldbauer, IG & Jeffrey, HL 2021, Disempowered Hosts? A Literature Review of Muslim Women and Tourism. in NS Valek & H Almuhrzi (eds), Women in Tourism in Asian Muslim Countries. 1 edn, Perspectives on Asian Tourism, Springer, pp. 13-23. https://doi.org/10.1007/978-981-33-4757-1_2

jeffrey, H & jeffrey, H 2020, Maternity Protection and the Tunisian Tourism Industry. in Geographies of Tourism and Global Change. Springer, pp. 133-141. https://doi.org/10.1007/978-3-030-41735-2_10

jeffrey, H & Rumens, N 2020, Tunisian tourism, gender and the contribution of postcolonial feminism. in Routledge Handbook of Tourism in Africa. pp. 143-154.

jeffrey, H 2018, Tourism and women's rights in Tunisia. in Gender equality and tourism: beyond empowerment. CABI, pp. 96-105.

View all publications in research portal