Professor Annette Pritchard


​Professor of Tourism, Director of Welsh Centre for Tourism Research

Department: Tourism, Hospitality and Events  
Telephone No: +44(0)29 2041 6487
Email Address:

I am a tourism specialist with a background in media studies and sociology. Born on Anglesey, I moved to Cardiff Metropolitan University after working at the Wales Tourist Board and the Sports Council for Wales during the late 1980s and 1990s. I studied sociology and international politics at Aberystwyth, before gaining a postgraduate diploma at Bangor and my MSc. (Econ) in media studies from Cardiff. I was awarded my Ph.D. from the Manchester Metropolitan University for my work on tourism, spatiality and representation.

These research interests have developed into a personal intellectual project that analyses the interplay between tourism, representation and identities and embraces issues of social justice. This research has found resonance with senior politicians, policy-makers and other stakeholders and I have undertaken a number of consultancy and advisory roles. In 2003 my research reputation was acknowledged with the award of a Readership, followed in 2008 by a chair in Critical Tourism Studies. 

I am Visiting Professor at the University of Languages and Communication Milan and a Member of the Executive Committee of the UK's Association of Tourism in Higher Education and I was a specialist advisor for the Business & Management Panel in the UK 2008 RAE. I am a resource editor for the Annals of Tourism Research, sit on the editorial boards of several other international journals and review and referee for a wide range of journals and grant-awarding bodies.​


Journal Papers

Rydzik, A., Pritchard, A., Morgan, N., & Sedgley, D. (2012) “The​ potential of arts-basedtransformative research, Annals of Tourism Research, 40 (0), 283–305.

Sedgley, D., Pritchard, A., and Morgan, N. (2012) “Tourisms poverty in affluent societi​es: Voicesfrom inner-city London, Tourism Management, Vol 33 (4) 2012

Morgan, N., Pritchard, A., and Ateljevic, I. (2011) “Hopeful Tourism: A new pe​rspective, with, Annals of Tourism Research, 38:3, 941–963

Morgan, N., Sedgley D., and Pritchard, A. (2011) “Transfor​ming Tourism and Ageing Research, with Annals of Tourism Research, 38 (2), 422-436

Morgan, N., Richards, V., and Pritchard, A. (2010) “(Re)E​nvisioning touris​m and visual impairment, Annals of Tourism Research 37 (4) pp. 1097–1116

Morgan, N., Ren, C., and Pritchard, A. (2010) “Constructing Tourism ​Research:A Cr​itical Enquiry, Annals of Tourism Research, 37, No. 4, pp. 885–904.

Morgan, N., Jaimangal-Jones, D., and Pritchard, A. (2010) “Going the distance: Exploring concepts of journey, liminality and rites of passage in dance m​usic experiences, Leisure Studies2​9 (3): 253 - 268.

Morgan, N., De Carlo. Canali, S., and Pritchard, A. (2009) “M​oving Milan towards Expo 2015: Designing culture into a citybrand, Journal of Place Management and Development, 2 (1): 8-22.

Pritchard, A., Cockburn-Wootten, C., Jones, E., and Morgan, N. (2008) "It's H​er Shopping List!' Exploring gender, leisure and power in grocery shopping", with Leisure/Loisir: Journal of the Canadian Association of Leisure Studies, 32, 2, 407-436.

Book Chapters

Morgan, N., Pritchard, A., and Pride, R. (In Press) ‘Tourism places, brands and reputation management,’ in Nigel Morgan, Annette Pritchard and Roger Pride (eds.) Destination Brands. Managing Place Reputation, 3rd. edition, Oxford: Butterworth-Heinemann.

Pritchard, A., Morgan, N., and Pride, R. (In Press) 'Epilogue: Tourism and place reputation in an uncertain world,' in Morgan, N. Pritchard, A. and Pride, R. (eds.) Destination Brands. Managing Place Reputation, 3rd. edition, Oxford: Butterworth-Heinemann.

Pritchard, A. And Morgan, N. (2010) ‘Tourist Bodies, Transformation and Sensuality’ in Wagg, s. And Brabam, P. (eds.) The new politics of pleasure and leisure, Palgrave.

Richards, V., Pritchard, A., Morgan, N. and Sedgley, D. (2010) ‘Tourism and Visual Impairment’, in Cole, S. and Morgan, N. (eds.), Tourism and Inequality: Problems and Prospects, Oxford

Pritchard, A., Roig, A H. and Morgan, N. (2010) 'Place making or place branding? Case Studies of Catalonia and Wales' in Ashworth, G.J. and M. Kavaratzis (Eds), Towards effective place brand management: branding European cities and regions, Cheltenham, UK and Northampton, MA, US: Edward Elgar.​

Morgan, N. And Pritchard, A. (2010) ‘Wild on the Beach: Discourse of desire, sexuality and liminality’ in Waterton, E. and Watson, S. (eds) Culture, Heritage and Representation: Perspectives on Visuality and the Past, Farnham: Ashgate.

Pritchard, A. and Aitchison, C. (2008) “Festivals and Events: Culture and Identity in Leisure and Tourism”, in Aitchison, C. and Pritchard, A. (eds.) Festivals and Events: Cultural identity in leisure, sport and tourism, Eastbourne: Leisure Studies Association.

Edited Collections

Ateljevic, I., Pritchard, A. and Morgan, N. (eds.) (In Press) The Critical Turn in Tourism Studies: Creating an Academy of Hope; 2nd edition, Oxford: Routledge.

Pritchard, A. and Jaworski, A. (eds) (2008) Discourse, Communication and Tourism, Clevedon: Channel View Publications, Indian edition

Pritchard, A. and Aitchison, C. (eds) (2008) Festivals and Events: Cultural identity in leisure, sport and tourism, Eastbourne: Leisure Studies Association

Other Scholarly Output

Morgan, N., Pritchard, A. and Pride, R. (eds.) Destination Brands. Managing Place Reputation 3rd edition, Oxford: Butterworth- Heinemann.

Morgan, N., Pritchard, A. and Pride, R. (eds.) Destination Branding. Building the Unique Place Proposition, Oxford: Butterworth- Heinemann.