About

I am a Senior Lecturer in Tourism and Events at the Centre for Contemporary Hospitality and Tourism. I am also the Master's Scheme Leader for the Postgraduate taught courses MSc Tourism Management and MSc International Hospitality Management.

I am an active researcher across several University research groups and international research associations. I have extensive research background on the changing dynamics of cultural tourism practices such as heritage, festivals and events and how they can be used as opportunities for the sustainable revitalisation of communities and destinations alike. I am also actively researching in the areas of Tourism and Well-being with a particular focus on the role nature and protected areas can have on tourists’ subjective wellbeing.

I have published in a variety of international refereed journals and books. I regularly act as a reviewer for a number of academic journals and international research conferences such as Eurochrie, the INC and Atlas and I sit on the European editorial board of the International Journal of Spa and Wellness. I have guest-edited several special issues for the Journal of Event Management and edited a book on Tourism, Health and Wellbeing in Protected Areas published by CABI.

Research interests

• Culture and Heritage tourism management
• Festivals and cultural events management
• Sustainable destination management
• Tourism Experience Design
• Protected area tourism
• Health and Wellbeing

Membership of professional bodies

External Membership

• Fellow of the Higher Education Academy
• Member of AEME- Association for Events Management Education
• Member of the Tourism Management Institute
• Member of the Institute of Travel and Tourism
• Member of the Tourism Observatory for Health, Wellness and Spa
• Member of ATLAS-Association for Tourism and Leisure Education
• Member of ATLAS SIG Spa and Wellness Tourism
• Member of ATLAS SIG Tourism, Space and Mobilities

Faculty/ University Membership

• Visitor Economy Research Group
• Responsible Customer Engagement

Qualifications

Research qualifications

• PhD, "The articulation of Cultural Tourism in Sardinia", University of Derby

Postgraduate qualifications

• MA Tourism Management, University of Derby

Undergraduate qualifications

• BA (Hons) Cum Laudae, Foreign Languages and Literatures (English and German), University of Sassari, Italy

Recent conferences

Research Presented at International Refereed Conferences:

• Bezova, K., Wiltshier, P. and Azara, I. (2021) “Vlogging as a tool for visitor education and capacity management”. Paper presented at ATLAS Conference, Sept
• Jelaca, E., Azara, I. and Michopoulou, E. (2021) “Exploring generation Y's attitudes towards volunteering whilst backpacking”. Paper presented at ATLAS Conference Sept
• Lakdja, L., Azara, I. and Michopoulou, E. (2021). 'Understanding Wellness Tourism Experiences'. Paper presented at the Leisure Studies Association Conference, July
• Bezova, K. & Azara, I. (2020). 'Generating and sustaining value at heritage tourist attractions'. Paper presented at the INC, Leerwaden, the Netherlands, 10-11 June
• Greenhall, V., Stockdale, I. & Azara, I. (2019). ‘Sustainability ethics: Exploring consumer motivations and barriers to single-use plastic at events.’ Paper presented at Tourism Naturally, Buxton, UK, 4-6 June
• Ladjka L. & Azara, I. (2019) ‘Using natural settings to transform one’s wellbeing.’ Paper presented at II SIG Space, Place and Mobilities in Tourism: “Spaces of Nature, Places of Nature”, Buxton, UK, 3 June 2019
• Michopoulou, E., Azara, I. & Russell, A. (2019). ‘Managing talent in events: the role of intermediaries.’ Paper presented at TTRA, Bournemouth, UK, 8-10 April
• Jessl, M. & Azara, I. (2018). ‘Tourism and Migration. Exploring issues affecting tourism and hospitality workforce in Mexico’. Paper presented at EUROCHRIE, Dublin, Ireland, November
• Azara, I. & Jessl, M. (2018). ‘Tourism and hospitality workforce in Mexico’. Paper presented at ATLAS, Copenhagen, Denmark, September
• Melpignano, C. & Azara, I. (2018). ‘Conserving Italian WHS through live music events.’ Paper presented at the INC, Buxton, UK, 26- 28 June
• Russell, A. & Azara, I. (2018). ‘Determining Temporary Event Workers, Employment Business and Event Organising Clients best fit’. Paper presented at the INC, Buxton, UK, 26- 28 June
• Stevens, F., Azara, I. & Michopoulou, E. (2018). ‘Investigating community’s perceptions and attitudes towards Thermalism as a tool to facilitate wellness and wellbeing’. Paper presented at Tourism Naturally Conference, Zell am See, Austria, 16-18 May
• Pope, E., Azara, I. & Michopoulou, E. (2017). ‘Tourism and Wellbeing: Transforming People and Place. Exploring experiences as co-transformative opportunities through the hopeful tourism agenda’. Paper presented at Mindfulness, Well-being and Happiness in Tourism Research. From Definitions to Measurements. Symposium. Brunick, 13-16, December
• Stevens, F. & Azara, I. (2017). ‘Thermalism in the UK - A Study into Modern Day Perceptions of Thermalism. Paper presented at Mindfulness, Well-being and Happiness in Tourism Research’. From Definitions to Measurements. Symposium. Brunick, 13-16, December
• Azara, I., Michopoulou, E. & Wakefield, L. (2017). 'Telling the tale: Tourist Attitudes Towards Technology-enabled Storytelling'. Paper presented at Visitor Economy: Strategies and Innovations International Conference, Bournemouth, UK, Sept
• Azara, I. & Wakefield, L. (2017). ‘Breathing life back into the dome through storytelling’. Paper presented at ATLAS Annual Conference- Destinations past, present and future, Portugal, Sept
• Melpignano, C. & Azara, I. (2017). ‘Conserving Italian heritage through live music events’ CHIME Conference “Music, Festivals, Heritage,” Italy, 25-28 May

Experience in industry

I have worked and continue to work with a number of large and small organisations in a research and consultancy capacity.

• 2017, I co-led a consultancy project commissioned by Africa Oracle and the Tanzania Tourism Board aimed at developing a strategic marketing plan for the Tanzania Tourism Board focusing on the UK as a market feeder
• 2015, led a consultancy project commissioned by the UNESCO World Heritage site Cromford Mills on improving the visitor experience

Prior to my academic career, I worked in award-winning 4*and 5* star hotels on the island of Sardinia, Italy and for the second-largest Italian airline, Meridiana Fly, originally founded by the Aga Kahn, Prince Karim al-Hussayni.

In the media

• I have delivered a public talk for businesses, communities and policy-makers on Thermalism and community attitudes. Ageless Wellness Event, Buxton, April 2018
• I have been interviewed by High Peak Radio on the meaning of the National Heritage day event and the significance of AR technologies to improve the customer experience at the Devonshire Dome, Sept 2016
• I have featured in a local Podcast produced by Netta Christie on the role of audio tours for the Devonshire Dome, August 2016
• I have been consulted by Music Licence agency PPL on the role of music as a commercial driver for businesses in the health and beauty sector. The work has appeared in a series of trade press articles across the sector, June 2015
• I have featured in the national newspaper Metro with an article titled ‘It’s all about the Spambience’, 7 May 2015

Teaching responsibilities

• I am the Master's Scheme leader for the Postgraduate taught courses at the Centre for Contemporary Hospitality and Tourism
• I lecture at both Postgraduate and Undergraduate levels and I act as a personal tutor to PGT and UG students. My current teaching portfolio at both Undergraduate and Postgraduate levels stems from and is strongly aligned with my research and scholarly activities. This includes, but is not limited to, modules such as Consumer Behaviour in Tourism; Service Experience co-creation; Research Methodologies and Wellness Tourism
• Aside from supervising UG and PG independent research projects, I have successfully supervised and continue to supervise doctoral research (PhD) students
• I am currently an external examiner for Bath Spa University

Additional interests and activities

Journals- Editorial/ reviewer activity

• European regional editor for the International Journal of Spa and Wellness
• Guest Editor for Events Management Journal: special issue 'Events in a Changing World'
• Guest Editor for Events Management Journal: special issue 'Event Experiences'
• Reviewer for the Journal of Tourism Futures
• Reviewer for Events Management
• Reviewer for Land Policy
• Reviewer for International Journal of Contemporary Hospitality Management 

 Conferences- Advisory/ Reviewer activity

• Advisory Board member for Tourism Naturally
• Member of the Scientific Committee, the INC
• Member of the Scientific Committee, Tourism Naturally
• Member of the Scientific Committee, The European Council on Hotel, Restaurant & Institutional Education (EuroCHRIE)
• Member of the Scientific Committee, the International Management Research Academy (IMRA)
• Member of the Scientific Committee, ATLAS SIG Space, Place and Mobilities in Tourism
• Member of the Scientific Committee, International Research Symposium in Tourism, Hospitality and Events

 Conference Organisation

• 2019 Chair of the organising committee, Tourism Naturally. Buxton, UK, June 2019
• 2019 Chair of the Organising committee ATLAS SIG Space, Place and Mobilities in Tourism. Buxton, UK, June 2019
• 2018 Conference Track Co-Chair- ATLAS SIG Space, Place and Mobilities in Tourism. Copenhagen, Denmark, September 2018
• 2016 Conference Track Chair: Tourism Naturally, Sardinia, Italy, October 2016

Research Funding and Project management:

• 2010-2011- HEFCE Funded, Teaching Informed Research (TIR) bid: ‘Enhancing PDP opportunities in Tourism and Events Management’. Co-led with Wiltshire, P. Package value awarded: £ 5k. The project aimed at exploring the effectiveness of the school’s adopted PDP model in the area of Tourism and Events Management providing a one-year opportunity for students across all levels to engage in the pilot design, delivery and management of heritage tours at the Devonshire Dome
• 2009- 2010- HEFCE Funded, Teaching Informed Research (TIR) bid: ‘the Peer Assisted Study Sessions (PASS): Exploring strategies for student retention in vocationally oriented programmes’. Co-led with Rawlinson, S. Package value awarded: £7k. I co-led, designed and project managed a one-year funded peer support system, aimed at increasing UG student retention within the Faculty. The system is currently in use by the Faculty
• 2005- 2006- HEFCE Funded, Research Inspired Curriculum (RIC) bid: ‘Effectiveness of cultural-heritage and Nature-based tourism initiatives in rural destination development’. Package value awarded: £1k. I carried out research with a series of local cooperatives that set themselves up as local tour operators providing culture-heritage and nature-based products in a small rural community in Sardinia, Italy

Industry Seminars and workshop activity:

• 'A sea of Festivals: the significance of festivals and cultural events for rural destination development. Seminar delivered at the Peak District Conference, 2013
• ‘Negotiating the Thistles’, seminar co-led with Stockdale, I., part of the Buxton Spa Forum at University of Derby, Buxton 2012
• ‘Heritage, Tourism and Local Communities in the Peak District: discussing the challenges and opportunities’, workshop facilitator at Peak District Sustainable Tourism Forum Conference, Buxton, September 2005