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Why risk matters: Insights for tourism, leisure and hospitality

Suffolk Business School Leadership Academy Seminar Series

Friday, 26 November 2021,
12:30 to 13:30
Online event

The pandemic has altered how many sectors operate and do business, but Covid-19 has particularly impacted tourism, leisure and hospitality businesses. Using exclusive analysis and insight, this session examines how these sectors can bounce back to suit shifting customer needs and future-proof itself.

This seminar will start by exploring what risk perceptions are, and why this is so important. Discover the fascinating psychology of risk and how risk influences all our decisions as consumers. An overview of key research will provide insight for these specific sectors and how to get more people travelling and spending money on leisure and hospitality.

Using the cruise sector as an example, the seminar will look at although the sector was arguably well-prepared for the pandemic, cruise companies did not react quick enough or in the right ways – and this provides lessons that can be applied to all businesses.

Dr Jennifer Holland is a Lecturer in Tourism at Suffolk Business School, University of Suffolk.

In 2019, Jennifer completed her PhD exploring tourist decision-making in ocean cruising. She previously held roles in marketing and sales within the cruise industry before moving into research in 2015. Her research areas are tourism, consumer behaviour, risk and the cruise sector.

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