Kathryn's Profile
Job title
Associate Professor and Head of Department
Academic qualifications
MA Tourism Destination Management, PGCert Post Compulsory Teaching and Learning in Vocational Studies, BSc (Hons) Tourism Management
Telephone
Profile
I am an Associate Professor of Tourism Education, Senior Fellow of the Higher Education Academy and Head of the Department of Hospitality and Tourism at University College Birmingham.
My experience includes over a decade of lecturing tourism and aviation management, specialising in digital marketing and social media and more recently application of AI tools.
Before my career in academia, I worked in digital marketing and social media roles at tour operators and airline wholesalers, pioneering the use of Facebook for both consumer and trade purposes.
Teaching
- Digital and social media marketing
- Consumer (traveller) behaviour
- Strategic management
- Research methods
Research interests and scholarly activity
Hayat, K. (2023) ‘Leveraging Artificial Intelligence in Hospitality and Tourism for Success’, CABI Books. CABI. doi: 10.1079/9781800621022.0019.
Hayat, K (2022) Business-to-Business (B2B) in Tourism In Buhalis, D. (eds). Encyclopedia of Tourism Management and Marketing, Cheltenham, UK: Edward Elgar Publishing. available from: < https://doi.org/10.4337/9781800377486>
Hayat, K. (2022). Chapter 15: The transformative role of social media in the business-to-business tourism distribution channel. In Handbook on Tourism and Social Media, Cheltenham, UK: Edward Elgar Publishing. available from: < https://doi.org/10.4337/9781800371415.00022>
Hayat, K (2017) Travel Blogs. In Lowry, L. ed. The SAGE International Encyclopedia of Travel and Tourism. Vol. 4. Thousand Oaks, CA: SAGE Publications, Inc. Available at: <https://doi.org/10.4135/9781483368924>
Bell, K (2013) A Comparative Analysis of the Projected and Perceived Images of Gloucester. In Lester, J.-A., & Scarles, C. (Eds.). Mediating the Tourist Experience: From Brochures to Virtual Encounters (1st ed.). Routledge. https://doi.org/10.4324/9781315594613
External engagements
2021- 2023 External Examiner at Athlone Institute of Technology for Bachelor of Business (Hons) in Tourism and Hospitality Management
2022 Panel Member (external academic) at the University of Northampton. Programme Collaboration Panel
2019-2020 External Examiner at The Guildhall School of Business and Law, London Metropolitan University
2017 Panel Member (external academic) at Newcastle College. Validation Event
2012 Council for Hospitality Management Education (CHME) Peer Reviewer
