Dr Nicole Hay to Present Jamaica Research at International Tourism Conference

Dr Nicole Hay, ICMS Associate Dean of Tourism, Hospitality and Events, will present her recent research online at the Eleventh International Conference on Tourism and Leisure Studies.  

The Department of Tourism Management at the University of Patras, Greece, hosts the conference from 15–17 June 2026. 

Dr Hay will share findings from her study, “Destination branding and cultural resilience: Resident perspectives from Jamaica.”  

The same organisation has also recognised her with an Emerging Scholar award, an honour that celebrates early and mid-career researchers making a contribution to their field. 

Here, Dr Hay shares the work behind the research, how it shapes her teaching, and what the recognition means to her. 

A research focus on the people behind the brand

Resident perspectives are often missing from the way destinations are studied, yet they hold real significance. When local people see their identity, culture, and communities used to sell a place, their responses surface deeper questions about representation and ownership.  

Dr Hay’s research brings those voices forward, showing how the people who live within a destination brand can reveal what marketing overlooks, and how community impact shapes the meaning of a campaign. 

What motivated this research?

“I’ve always been interested in destination branding, but I found myself increasingly asking what residents think about the stories being told about them and their communities. A lot of tourism research focuses on how destinations are marketed to visitors. What interested me was what happens when those same messages are viewed by the people who actually live there. 

“The Jamaica context was particularly interesting because the ‘Join Me in Jamaica’ destination marketing campaign puts residents at the centre of the story. Rather than focusing on beaches or attractions, it uses local people to represent the destination. I wanted to understand whether residents recognised themselves in those portrayals and how they felt about aspects of their identity and culture being used to communicate the destination brand. 

“What struck me throughout the research was how thoughtful and nuanced people’s responses were. It wasn’t a simple matter of liking or disliking the campaign. Residents were reflecting on questions of representation, identity, and whose stories were being told. That ended up becoming one of the most interesting parts of the study for me.” 

Linking research, teaching, and industry

Dr Hay’s role as Associate Dean keeps her close to industry trends and the practical realities students will face. She sees research as a way to test the ideas behind everyday practice. 

How does this align with your role at ICMS?

“One of the things I enjoy most about working in higher education is being able to connect research, teaching, and industry practice. As Associate Dean, I spend a lot of time engaging with industry trends and thinking about how we prepare students for the realities of working in tourism, hospitality, and events. 

“Research provides an opportunity to step back and examine some of the assumptions that sit behind those practices. This study is a good example. Destination organisations increasingly talk about authenticity and resident engagement, but I was interested in understanding how residents themselves experience those efforts. 

“I think that curiosity is something we try to encourage in our students as well. It’s not just about understanding what organisations do, but also asking why they do it, who benefits, and how different stakeholders experience those decisions. For me, research helps keep those conversations current, relevant, and connected to practice.” 

Recognition as an Emerging Scholar

The Emerging Scholar award is competitive and recognises researchers who are shaping their discipline. For Dr Hay, the recognition carried extra meaning because it came from her own field. 

What does the ‘Emerging Scholar’ recognition mean to you?

“I was genuinely surprised … The award is competitive and is intended to recognise early and mid-career researchers who are making a contribution to their field, so it was certainly an honour to be selected. 

“What made it particularly meaningful was that the recognition came from an international conference within my own disciplinary area. Research can often be a fairly solitary process, so it’s always encouraging when your work resonates with others. 

“It’s also nice to see research that has evolved from my doctoral studies continuing to generate opportunities for discussion and engagement several years later.” 

What this means for ICMS

Dr Hay’s invitation places ICMS research on an international stage alongside scholars from around the world.  

Her work shows how destination branding affects more than visitors. It also touches the identity and culture of the communities at the heart of those campaigns. 

The conference runs from 15–17 June 2026, with Dr Hay joining online to present her findings and contribute to the wider discussion on sustainable practices in tourism and leisure.