• Associate Professor (Senior Lecturer) in Tourism Marketing
• Guest Professor in Tianjin University of Commerce (China)
• Senior Fellow of Higher Education Academy

Guest professor in tourism management, Tianjin University of Commerce (China) from 15th of August, 2006 

Visiting Professor in Tourism marketing, Zhejiang Gongshang University (China) in October 2016

Quality Assurance Agency (QAA): Subject reviewer for Quality and Standards Reviewer, International Quality Review, International Programme Accreditations (IPA)

International reviewer for Malta Further and Higher Education Authority since 2018

International Expert for

• PKA (Polish Accreditation Committee) in Poland to review a collaborative programme in 2025
• National Centre for Educational Quality Enhancement (NCEQE) in Georgia to chair its tourism programme reviews in 2023
• Estonian Higher Education Quality Agency (EKKA) in Estonia to review five Personal Services study programme in November 2014 and 2022
• The Centre for Quality Assessment in Higher Education in Lithuania to review four Business and Management field study programmes in May 2013 

External Examiner for

• Tourism programmes in University of Hertfordshire (2016 - 2020)
• Overseas programmes in Hong Kong and Changsha for University of Wales (2013 – 2016)
• Overseas programmes (in Beijing, Suzhou and Nanning) for Staffordshire University (2010 - 2015)

External advisor for

• A validation of BSc in International Hospitality Management in Cavendish College (London) by University of Wales on 16th December 2010
• Undergraduate Airline, Tourism and Hospitality Period Field Review held by University of West London on 31st May 2010.
• Postgraduate Airline, Tourism and Hospitality Field Review held by Thames Valley University on 25th February 2010
• MSc validation for eight programmes at University of Central Lancashire on 11th June 2008

• Tian, X. R (2014) "An Investigation of current system of destination management organisations: the case of China" 
• Wight, C. A (2014) "Tracking the discourses of occupation and genocide in Lithuanian Museums and Sites of Memory"
• Chen, Q (2016) "An investigation of the role of food tourism in promoting Chinese regions"
• Zhang, J. H. (2020) Job motivation and Job satisfaction at International Hotel Chains in China
• Xu, T. (2020) Decision-making process of Chinese senior travellers
• Chen, X. Z (2022) Location strategies of multinational hotel groups in China (Director of Studies)
• Dinc, Lokman (2022) Understanding the dynamics of the trend of dining organically in British restaurants (Director of Studies)
• Lei, Yu (2023) Senior Travel in Guizhou (China) (Director of Studies)
• Hammad, Ahmed (2023) Investigating the impact of charismatic leadership on employee innovative behaviour in SMEs Travel Agents in Egypt: The mediating role of employee creative voice.   (Director of Studies)
• Yang, Xiaoshan (2024) Tourist Perceived Destination Innovativeness: a case of Hunan (China) (2nd Supervisor)

Current doctoral students: 

• Mohamadia Alnasan Business Performance of Commercial Art Gallery in Syria (Director of Studies)   
• Udanee Thembiliyagoda Digital marketing adoption model of SMEs travel Agents in Sri Lanka (Director of Studies)#
• Xiaochuan Lu Developing a wedding tourism in the UK (Director of Studies)
• Fa Wang International Postgraduate Taught Students' employability (Director of studies)
• Jingyu Wu Tourism and Hospitality undergraduate students' employablity in Guizhou (Director of Studies)
• Tonari Arikekpar, Nigerian international students' experience (Director of Studies)

• Member of Higher Education Academy
• Member of Institute of Travel & Tourism
• Member of Tourism Management Institute

Postgraduate level: 

• Experience design and digital marketing
• Capstone Project