• Huddersfield Business School University of Huddersfield Queensgate Huddersfield HD1 3DH United Kingdom

    United Kingdom

Accepting PhD Students

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Personal profile


Erin is a Lecturer in Marketing at the Department of Logistics, Marketing, Hospitality and Analytics, University of Huddersfield. Prior to joining Huddersfield Business School, Erin completed her PhD at the School of Hospitality and Tourism Management, University of Surrey. Her thesis examined innovative technology implications in the context of travel, with a specific focus on artificially intelligent assistants. She investigated the factors influencing users’ willingness to accept and use AI-powered assistants, using mixed methods. Erin obtained her MSc degree in Management at the University of Bristol.

Erin conducts research on digital marketing, consumer behaviour, experiential marketing, intelligent systems (e.g., AI, robot, chatbot) applications and implications in service, and human-AI Assistant interactions in the travel and hospitality industry. Her research appears in high-quality journals such as Annals of Tourism Research (ABS 4*) and Psychology & Marketing (ABS 3*). Erin also serves as a reviewer for the Journal of Business Research and Universal Access in the Information Society.

Erin has more than seven years of entrepreneurial and managerial experiences in the tourism and hospitality industry in China. From 2018 to 2020, she served as the Communication Officer of the International Federation for Information Technology and Travel & Tourism (IFITT). Erin has intensive experience in organising international conferences and workshops. She also has a successful tracking record of bidding for grants as PI/CI such as ESRC-SENSS Industry Engagement Fund and been involved in UKRI funded projects and a few consultancy projects. 


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