Dr Claire Dinan
Streatham Court, University of Exeter, Rennes Drive, Exeter, EX4 4PU, UK
Dr Claire Dinan brings to her topic a wealth of transferable expertise and experience in: tourism research and policy development; strategic marketing and TV programme distribution and promotion.
Claire graduated from Queen Mary’s, University of London in 1991 with a BA (Hons) in Geography. She then went onto work for BBC Worldwide as a Marketing Executive, where she specialised in marketing music and arts and educational programmes to international broadcasters. In 1998, she completed her Chartered Institute of Marketing Postgraduate Diploma in Strategic Marketing.
Claire completed her PhD in sustainable tourism management at the University of Exeter in 1999. She then went on to hold the post of Policy Manager at the English Tourism Council, where she worked with regional and local tourism management bodies.
Her achievements in tourism include: writing and project managing national strategies including the national strategy for sustainable tourism, resort regeneration, and policy guidelines for managing micro tourism businesses in England. She has designed and developed strategic implementation tools including the: national strategy for sustainable tourism ‘Time for Action’; the national sustainable tourism indicator set; the nationally-sponsored website for the dissemination of good practice in sustainable tourism management – www.wisegrowth.org.uk; and the destination management handbook, a resource for destination managers working at a local level.
Claire has advised and briefed government departments and agencies on preparations for the ‘Rio plus 10 Earth Summit’, the redesign of the national ‘Green Audit Kit’, and assisted in securing a marketing remit for English Tourism. She is used to co-ordinating partnerships between government departments, their agencies and NDPBs, consultants, resort managers, private enterprise and trade associations, to initiate change on a variety of tourism management issues.
Claire now works as an independent Tourism Research Consultant and teaches part-time on both the undergraduate and postgraduate tourism courses in the University of Exeter Business School. She is also employed as a Research Associate on several key ESRC-sponsored research projects. Some of Claire’s research clients include: VisitBritain, SWT, Ministry of Defence, Flybe, DCMS, UKTI, and SWRDA.
BA (Hons) Geography, QMC (University of London), CIM Postgraduate Diploma in Strategic Marketing, PhD Sustainable Tourism Marketing (University of Exeter)
Independent Consultant (May 2003 – present)
Policy Manager, English Tourism Council (Jun 2000 – Apr 2003)
Research Fellow, South Bank University (Jul 1999 – Jun 2000)
Consultant, Tourism Associates, (part-time) (Sep 1996 – Jun 1999)
Teaching Assistant, University of Exeter (part-time) (Sep 1996 – Jun 1999)
Marketing Executive, BBC Worldwide International (Apr 1993 – Sep 1996)
- Sustainable tourism management
- CSR adoption by low cost airlines
- Climate change and its impact on tourism businesses in the South West
- Tourism marketing
- Tourism policy development
Claire is particularly interested in the following areas of research:
Sustainable tourism management
Claire grew up in Cornwall and witnessed first hand the huge benefits and impacts that the highly seasonal nature of tourism had on the local society, economy and environment. It was this that ignited her interest in the study of tourism impacts throughout her undergraduate and postgraduate geography studies. This interest continues through her research and teaching. Driven mainly by a humanistic focus on the benefits and negative impacts that tourism can bring to local communities and economies in a destination, her interest was fired further when she first encountered the writings of Krippendorf and others who started working in this field in the 1970s.
Strategic development and design of tourism policy
At the heart of these interest areas is the role that strategic management theories can play in helping to design tourism policy that both meets the needs of society and the environment in an economically and environmentally sustainable way, now and in the future. The key issue with policy development is the need to recognise the role and contributions of the plethora of stakeholders involved in the development and implementation of successful tourism policy.
The uptake of CSR strategies throughout the tourism sector
Claire is particularly interested in the way that companies are increasingly looking to adopt and implement CSR policies throughout their enterprises and consequently embrace the theory behind sustainable development and translate that into practical local solutions to global problems. The ethics of this type of business activity and the way in which companies chose to communicate their actions in these areas are fascinating.
Strategic marketing and development of tourism
Marketing management and communications theory plays a big role in the management of tourism development. There are a variety of strategic marketing tools that can be applied to the study of tourism development, consumption and production. Applying these marketing theories in practical industrial settings saves time, money and resources in a sector where profit margins are small, so the study of this area is vital to the long-term economic viability of the industry.
Claire is currently working as a Research Associate on a series of research projects looking at how prepared tourism businesses in the South West are for the effects of climate change and what they have done to mitigate their contribution to climate change. The first of these projects is an ESRC-funded project through the ESRC Business Engagement Scheme, in partnership with SWT and RegenSW. The second is via an ESRC-sponsored Business Voucher Scheme with The South West Climate Change Impacts Partnership, Tourism Group.
Claire also supervises Tourism Development and Policy Msc student dissertations and has over the past few years, on average, supervised approximately five students a year. Throughout this process, Claire draws heavily on her own PhD, consultancy research experience and industry contacts to help students reach their full potential.
Publications by category
Publications by year
- Independent Tourism Research Consultant
Claire’s key teaching interests include Sustainable Tourism Management and Tourism Policy Development, mainly at postgraduate level, and an undergraduate first year module titled ‘An Introduction to Tourism’. She is very much a believer in making clear links between academic theory and practical application, hence her lectures use a variety of learning media in order to bring the real world into the learning environment of the lecture or seminar room.
Sustainable Tourism Management
This module concentrates on the need to recognise that there are limits to growth and that keeping a sense of balance between the needs of the environment, economy and society is central to the long-term success of tourism development in a destination. The module draws on the academic theory behind sustainable tourism development and aims to apply this in a real and practical way to industry situations.
Tourism Policy and Development
Policy and strategic development are also areas Claire feels passionately about and has considerable experience in, both through her role as a Policy Manager for the English Tourism Council and consequent consulting work with organisations such as DCMS, Visit Britain, Visit England, SWT, SWRDA and others. Claire also completed a year postdoctoral research study at South Bank University, looking at the role of trade groups in developing tourism policy, a post which proved very useful for the insights it gave her into the world of tourism policy development.
Introduction to Tourism
As an introductory course, this module aims to cover numerous topics linked to tourism in a quick and accessible way. Claire introduces a variety of theories drawn from policy development, marketing and strategic management in order to educate and enthuse students in the study of tourism.
- BEMM161 - Sustainable Enterprise Economy
- BEMM170 - Global Career Management - Theory and Practice
- BEMM171 - Future Trends