Dr Pamela Watson-Bateman

Senior Lecturer in Tourism & Marketing

Learning Lead for School of Management

Faculty:Faculty of Business and Law

Location: Cambridge

Areas of Expertise: Business Management , Events Management , Marketing , Strategy , Tourism

Research Supervision:Yes

After a career in sales and marketing in the tourism and airline industries in Australia, Pamela entered academia in 1993, and has subsequently taught a range of management and marketing subject areas, both in Australia and the UK. 


Pamela's 80,000 word Masters dissertation investigated the early impacts of internet booking in the tourism industry, and the strategic changes required for organisations to stay relevant in the turbulent marketplace of the late 1990s.

Her doctoral thesis was an online ethnography which analysed the community that developed around a food blog, and identified links between the bloggers and their readers and how this could be explained using Social Identity Theory. The findings gave recommendations to the restaurant industry regarding the changed environment created by social media, and the need for the industry to embrace new channels of communication with their customers.

Spoken Languages


Research interests

  • Revenue Management in aviation
  • Serious Leisure (Stebbins, 1996)
  • Responsible Business & the Circular Economy
  • Tourism & Aviation Marketing

Areas of research supervision

  • Marketing
  • Strategy
  • Tourism
  • Hospitality
  • Aviation
  • Leisure


  • Tourism & Events Field Study
  • Essentials of Marketing Research
  • Current Themes in Marketing
  • Marketing Planning P/G
  • Strategic Marketing Management P/G


  • B.Bus (Double Major in Management & Marketing) University of Technology, Sydney
  • Grad Dip Tourism Management University of Canberra
  • MA by Research (Tourism Marketing) University of Canberra
  • PGDip HE (Teaching & Learning) Macquarie University, Sydney
  • PhD Bournemouth University

Memberships, editorial boards

  • Member of the Chartered Management Institute (MCMI)
  • Member of the Chartered Institute of Marketing (MCIM)
  • Senior Fellow of the Higher Education Academy (SFHEA)

Selected recent publications

Morgan, M., Watson P., 2007. Resource Guide to Extraordinary Experiences. HLST Network of the UK Higher Education Academy.

Morgan, M., Watson, P. 2007. Unlocking the shared experience: the uses of netnography in consumer experience research. In Kozak, M. (ed), 2007. Researching the tourist experience (Abingdon: Routledge).

Watson, P., Morgan, M., Hemmington, N., 2008. Drama in the Dining Room: theatrical perspectives on the food service encounter. Journal of Food Services, 19:2, pp. 111-118. doi: 10.1111/j.1745-4506.2008.00090.x

Morgan, M., Watson, P., Hemmington, N., 2007. Online Communities and the Sharing of Extraordinary Restaurant Experiences. Journal of Food Services, 19:6, pp. 289-302. doi: 10.1111/j.1748-0159.2008.00110.x

Lugosi, P., Janta, H., Watson, P., 2012. Investigative Management and Consumer Research on the Internet. International Journal of Contemporary Hospitality Management, 24:6.

Recent presentations and conferences

Clemson, D. J., Watson-Bateman, P. J. 2019. Activist Strategies: Getting Past Peripheral Participation… and Empowering Reluctant Researchers. Association of Colleges Research Conference. London, UK, 1 May 2019.

Watson-Bateman, P., 2015. Food Blogs and Social Identity for Members of “Foodie Tribes”. Food in Society Conference. University of Helsinki, Finland, 3-6 May 2015.

Watson, P., 2010. An analysis of an online food blog: a community of consumption. 5th World Conference for Graduate Research in Tourism Hospitality and Leisure. Cappadocia, Turkey, 25-30 May 2010.

Watson, P., 2008. "The Pro vs. the Punter": Understanding the Meal Experience from the Perspectives of the Reviewer and the Skilled Amateur. Sixth International Conference on Culinary Arts and Sciences (ICCAS 08) Global, National and Local Perspectives. Stavanger, Norway, 23-27 June 2008.

Watson, P., 2008. Insights into Tourism and Hospitality Experiences using Netnography. The 4th World Conference for Graduate Research in Tourism, Hospitality & Leisure. Antalya, Turkey, 22-27 April 2008.

Watson, P., 2008. Insights into Tourism and Hospitality Experiences using Netnography. Exploring Tourism II: Issues in PhD Research. Bournemouth, UK, 29-30 May 2008