Pete Varley is the founder and Director of the Centre for Recreation and Tourism Research, University of the Highlands and Islands. He is also a Visiting Researcher at Western Norway Research Institute, Sogndal .
Formerly (2009-2012) he was Head of the School of Adventure Studies at West Highland College UHI. Before moving to the wilds of Scotland, Pete spent 12 years as a senior lecturer in consumer studies, at the Department of Marketing and Retail Management in Manchester Metropolitan University Business School. There his interests centred upon the sociology of consumption, post-structuralist research approaches and postmodern consumer practices.
His current research interests include the following topics and writing projects:
- Reimagining hospitality
- Digital / social marketing solutions for tourism SME’s and destinations
- The impacts of events and festivals on destination brands
- Fuzzy places – the challenge of branding and multi-layered meanings of place
- Health and well-being in active leisure
- Food, gastronomy and taste in tourism
- The marketing of tourist experiences as emotional / service products
- Ethnographic and ethnomethodological research approaches to experiential inquiry
- The marketing, management and consumption of ‘wild’ places
- Slow movements, leisure and hypermodernity
- The role of storytelling and narratives in experiential marketing
- The concept of ‘Luxury’ in experiential marketing