UOA 24: Sport and Exercise Sciences, Leisure and Tourism

Staff conducting research: Dr Emma Pullen, Professor Michael Silk, Professor Daniel Jackson, Dr Richard Scullion

With the entry of Channel 4 as rights holder in the UK, the Paralympic Games has become an increasingly important site of disability representation. BU researchers undertook the largest ever academic project to examine the implications of the rapid commercialisation of the Paralympic Games and the increasing visibility of (selected types of) disability in the media. The project explored the broadcasting of the Paralympic games and content of Paralympic coverage as well as the wider impact on public attitudes towards disability. 

The research findings have been used by Channel 4, Paralympics GB, and UK Sport to shape future broadcasting, policy, practice and promotion of para-sport. Drawing on the project’s extensive evidence base, these organisations have given greater emphasis to more representative and broader coverage of disabled people, types of disability, athlete voices and types of para-sport in their strategic planning, marketing and promotions, and media coverage for Tokyo 2020 and beyond.

Staff conducting research: Professor Adam Blake, Dr Neelu Seetaram

BU researchers have pioneered application of new approaches for estimating the economic impacts of tourism activities, developed economic modelling techniques that more accurately predict the outcome of events, policies or other major economic decisions. This type of modelling allows governments and organisations to effectively plan for the positive and negative impacts arising from decisions.

The technique has been used to inform crucial national government policy decisions relating to tourism in the UK, including plans for tourism post-Brexit, and was instrumental in the 2016 decision by the Airports Commission to recommend the expansion of Heathrow ahead of other UK airports, and in cutting tourism VAT.

Staff conducting research: Professor Tim Rees

Professor Rees has led a number of research projects, co-created with sporting organisations in the UK across multiple sports, which have reviewed the literature around what underpins the development of world-class sporting talent and the distinctions between super-elite athletes who have won multiple Olympic and World Championship gold medals and elite athletes who had not won any. This research highlighted that the key factors involved in producing elite athletes include early developmental experiences, individualised coaching, and social group membership.

These insights have changed the working practices of thousands of coaches and athletes across more than 20 sports, including Olympic sports, cricket and rugby.

The findings have also been used to reshape UK Sport’s talent development pathway by making psychological profiling of athletes relatively routine and upgrading the talent data capture processes of governing bodies of sports to ensure that those most likely to become ‘super-elite’ are identified earlier. 

Staff conducting research: Professor Dimitrios Buhalis

Professor Buhalis has spent the past 20 years researching how Information Communication Technologies can revolutionise marketing in tourism and hospitality. His key focus has been how to use digital technology to engage with the consumer; and how tourism organisations and destinations can develop their competitiveness and improve their profitability by developing smart networks. 

Insights from his research have been used by tourism practitioners and organisations to enhance profitability and competitiveness - informing social media strategies for hotels across the world, enhancing their online brand reputation, improving customer engagement and increasing repeat business. 

Professor Buhalis has also acted as an adviser to the UN World Tourism Organisation (UNWTO) and worked with more than 100 national governments and tourism bodies to develop e-tourism strategies, strengthen the competitiveness of destinations, and increase tourism revenue.

During the Covid-19 pandemic, he collaborated with the UNWTO, hotel associations and media organisations to train industry and governments around the world on how to use smart technologies to restart tourism, adopt hygiene protocols and communicate with stakeholders.