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Alastair Morrison, Partner
Ph.D., CDME
A founding partner of Destination Consultancy Group (DCG), Alastair is
a recognized expert in convention and tourism marketing. He has developed
and presented seminars and training programs in several continents in many
different countries. An award-winning university teacher and trainer,
Alastair combines a firm academic knowledge of marketing and research,
with a practical grasp of these subjects gained from an extensive career
as a marketing consultant. Alastair is the author of three of the leading
books in introductory tourism and tourism marketing, Hospitality and
Travel Marketing, The Tourism System and Tourism: Bridges Over Continents.
Besides the consulting work that Alastair does for DCG, he is a
Distinguished Professor, Marketing/Tourism in the Department of
Hospitality and Tourism Management, Associate Dean for Learning, Director
of International Programs and Director, Tourism & Hospitality Research
Center in the School of Consumer and Family Sciences, at Purdue
University, Indiana, U.S.A.
An overview of Alastair's accomplishments professionally and in the
tourism industry are outlined below.
Education
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Honorary Certified Destination Management
Executive, International Association of Convention & Visitor
Bureaus (IACVB), 2001
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Doctor of Philosophy (Instructional
Research and Development) Purdue University, U.S.A., 1993
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Certified Travel Marketing Executive (CTME),
Association of Travel Marketing Executives, 1989
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Master of Business Administration (Hotel,
Restaurant and Tourism Management) Michigan State University, U.S.A.,
1974
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Bachelor of Arts (Hotel and Catering
Management) University of Strathclyde, Glasgow, Scotland, 1972
Professional Work Experience
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Partner, Destination Consultancy Group,
1996-Present
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President, The Economic Planning Group of
Canada, 1980-1985
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Vice-President, Inntrec Group, Inc.
1979-1980
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Senior Consultant, PKF Consultants,
1974-1979
Teaching Experience
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Distinguished Professor, Tourism/Marketing,
Hospitality and Tourism Management Department, Purdue University,
August 1985-Present
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Associate Dean for Learning, School of
Consumer and Family Sciences, 2002-Present
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Director of International Programs, School
of Consumer & Family Sciences, 2000-Present
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Director, Purdue Tourism & Hospitality
Research Center, 1988-Present
Research, Advisory and Speaking Engagement Expertise
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Tourism destination marketing 1 Market
segmentation in tourism
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Tourism marketing strategy and planning
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Professional certification and
accreditation in tourism
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Careers in the tourism industry
Relevant Professional Activities
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Author of Hospitality and Travel Marketing,
The Tourism System (with R.C. Mill), and Tourism: Bridges Across
Continents
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Published articles in Journal of Travel
Research, Tourism Management, Journal of Tourism Studies, Journal of
Travel & Tourism Marketing, and other journals/conference
proceedings
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Over 50 research survey assignments since
1996
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Member of TTRA, STTE, CHRIE and ATME
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Past Board member, Greater Lafayette CVB
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Member, Educational Council of National
Tour Foundation
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North American Editor, Tourism Management
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Editorial Board Member, several tourism and
hospitality journals
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