Marion Joppe

University Professor Emerita

Gordon S. Lang School of Business and Economics, School of Hospitality, Food & Tourism Management

Research Areas

Tourism

About

Biography

University Professor Emerita in the School of Hospitality, Food and Tourism Management; Graduate Faculty, University of Waterloo and Griffith University (Australia); Visiting Professor at MCI (Austria), Shandong University (PRC) and Huaqiao University (PRC); Past President of the Travel and Tourism Research Association International and Past President of the Canada Chapter, Chair of the Ontario Tourism Marketing Partnership's Metrics Committee, and member of the World Tourism Organization Panel of Tourism Experts.

Marion was born in (the former East) Germany and came to Canada as a teenager, completing her secondary and undergraduate education in Stratford and at the University of Waterloo. Before joining the faculty of the School of Hospitality and Tourism Management as its Director in 2003, Marion’s career took her to numerous countries in North America and Europe in the pursuit of industry and government experience as well as an advanced education. She returned to Canada in 1988 to join the provincial government as its Senior Policy Advisor for Tourism before becoming a faculty member with Ryerson University’s School of Hospitality and Tourism Management. Marion teaches courses in tourism policy and planning, sustainability and low carbon tourism as well as theories of tourism at the undergraduate and graduate levels, at the University of Guelph and abroad. Although she retired at the end of 2021, she remains active as a sessional instructor and guest lecturer internationally as well as in supervising graduate student research.

Education

1983 Centre Des Hautes Etudes Touristiques, Université d’Aix-Marseille III, Aix-en-Provence, France, Ph.D. in Law and Economics of Tourism; 1979 Centre Des Hautes Etudes Touristiques, Université d’Aix-Marseille III, Aix-en-Provence, France, Diplôme D’Études Appliquées (Masters) in Law and Economics of Tourism; 1976 Department of Human Kinetics and Leisure Studies, University of Waterloo, Waterloo, Canada, Hon.B.A. in Recreation in Leisure Studies.

Awards and Honours

Marion is the recipient of a number of research awards, including the:

Lifetime Achievement Award, Travel and Tourism Research Association International
Society of Incentive and Travel Executives Foundation;
Ontario Hostelry Institute Ontario Hostelry Institute (see The Research Process)
Ontario Accommodation Association; and
HAFA/HTM Alumni Association.

Research Interests

Areas of research interests cover the planning, development and marketing of sustainable destinations. She has published papers on policy and governance, which have been shown to be crucial to the long-term success of destinations, whether in urban or rural settings. Overtourism has become a major issue for many popular destinations around the world. Solutions lie in strategic planning not of tourism but rather tourism as a strong contributor to the improvement of quality of life for residents, who must be in control of the future of their home region that is a temporary playground for visitors from around the world.

The Research Process

OMAFRA Innovative Best Practices

Recent Projects

Dr. Marion Joppe, a distinguished professor emerita and former director of the School of Hospitality, Food and Tourism Management, brings a wealth of industry and government experience across North America and Europe. Before joining the university, she served as Senior Policy Advisor for Tourism with the provincial government of Ontario, among other positions held.

Dr. Joppe's 2023 paper, "Pride and Promotion: Exploring Relationships Between National Identification, Destination Advocacy, Tourism Ethnocentrism, and Destination Image," co-authored with Lever and Elliot, delves into the impact of social media on destination advocacy behaviors. Focusing on 465 Canadian residents surveyed via Destination Canada's Facebook page, the study investigates how national identification influences residents' advocacy, shaping destination image and tourism ethnocentrism. This research highlights the crucial role of identity in tourism promotion strategies, offering valuable insights for destination marketers and policymakers alike.

The study reveals that stronger national identification correlates with increased advocacy for one's nation, positively influencing both destination image and tourism ethnocentrism. These findings contribute significantly to destination marketing theory and practice, emphasizing the profound implications of identity on residents' tourism-related behaviors.

Although officially retired in 2021, Dr. Joppe remains actively engaged in academia as a sessional instructor, guest lecturer, co-author and graduate student supervisor, ensuring her continued influence in advancing tourism management scholarship.

Lever, M. W., Elliot, S., & Joppe, M. (2023). Pride and promotion: Exploring relationships between national identification, destination advocacy, tourism ethnocentrism and destination image. Journal of Vacation Marketing, 29(4), 537-554. https://doi.org/10.1177/13567667221109270.

Publications

Selected publications

Gamification in tourism

Tourism policy and governance: Quo vadis?

Productivity Measurement In Tourism: The Need for Better Tools

Human resource management impacts on labour productivity in tourism

A Transformational Journey for Tourism Pedagogy

One Country's Transformation to Spa Destination: The Case of Canada

Drivers of Innovation in Rural Tourism: the Role of Good Governance and Engaged Entrepreneurs

Economic Contribution of Trade and Consumer Shows - Executive Summary
OAA Members make Major Annual Contributions to Ontario's Economy

Books, monographs and chapters in books

Joppe (2016). "International Tourism Policy" in Siller, H. & Zehrer, A. (eds.). Entrepreneurship und Tourismus, Vienna: Linde Verlag

Gallagher, K. & Joppe, M. (2016). "The Need To Professionalize Estheticians" in Smith, M.K. & Puczko, L. (eds.). Handbook of Health Tourism, Routledge.

Joppe, M. (2013). “Labour and Compensation Structure of the Spa Industry in Canada” in Smith, M. & Puczkó, L. (eds.). Health, Tourism and Hospitality: Spas, Wellness and Medical Travel 2nd edition, Abingdon, UK: Routledge

Joppe, M. (2012). “Policy Approaches to Skills Development in Tourism” in OECD. Tourism Trends and Policies 2012. Paris: OECD Publishing, pp. 87-107

Dodds, R. & Joppe, M. (2005). CSR in the Tourism Industry? A Value-Chain Approach. New York: World Bank.

Joppe, M. & Johan, N. (2005). Cultural-Heritage Tourism: Review of Existing Market Research. Ottawa: FPT Culture/Heritage and Tourism Initiative.

Joppe, M., Martin, D., Shaw, D. & Miyagi, N. (2002). Challenges and Opportunities of Incentive Travel. Toronto: Ontario Tourism Marketing Partnership.

Joppe, M. & Martin, D. (2001). Determining the Return on Investment of Incentive Travel Programs. New York: Society of Incentive Travel Executives Foundation.

Joppe, M. & Martin, D. (2000). The Perception of Winners in the Automobile Sector regarding Incentive Travel Programs. Toronto: Canadian Automobile Dealers Association.

Papers/case studies in refereed journals/conferences

Joppe, M., & Li, X. P. (2016). Productivity measurement in tourism. Journal of Travel Research, 55(2), 139-149.

Brooker, E. & Joppe, M. (2015). Is Imitation the Best Form of Flattery? Innovation Challenges in Festivals and Events, Journal of Hospitality Marketing & Management, 1-11.

Joppe, M. & Elliot, S. (2015). A Transformational Journey for Tourism Pedagogy, Journal of Teaching in Travel & Tourism, 15(3), 201-203.

Khazaei, A., Elliot, S. & Joppe, M. (2015). An Application of Stakeholder Theory to Advance Community Participation in Tourism Planning: the Case for Engaging Immigrants as Fringe Stakeholders, Journal of Sustainable Tourism, 23(07), 1049–1062.

Brooker, E. & Joppe, M. (2013). Developing a tourism innovation typology: Leveraging liminal insights, Journal of Travel Research, 0047287513497839.

Brooker, E., & Joppe, M. (2013). Trends in camping and outdoor hospitality—An international review. Journal of Outdoor Recreation and Tourism, 3, 1-6.

Brooker, E., & Joppe, M. (2014). Entrepreneurial Approaches to Rural Tourism in the Netherlands: Distinct Differences. Tourism Planning & Development, 11(3), 343-353.

Brooker, E. & Joppe, M. (2013). Rural Tourism: An internal perspective on challenges and innovation, Journal of Tourism, 14(1), 31.

Joppe, M. & Yun, D. (2013). Indian Perceptions of Five Long-Haul Pleasure Trip Destinations: Imagery Ratings of Destination Motivators and Interests in Visiting, Journal of Hospitality & Tourism, June

Joppe, M., Elliot, S., & Durand, L. (2013). From Ski Market to Ski Traveler: A Multidimensional Segmentation Approach, Anatolia, 24(1), 40-51.

Joppe, M. (2012). “Migrant workers: challenges and opportunities in addressing tourism labour shortages”, Tourism Management 33(3), 662-671.

Brooker, E., Joppe, M., Davidson, M.C.G., & Marles, K. (2012) Innovation within the Australian outdoor hospitality parks industry, International Journal of Contemporary Hospitality Management, 24(5), pp.682 – 700

Joppe, M. (2010). “One Country’s Transformation to Spa Destination: The Case of Canada”, Journal of Hospitality and Tourism Management, 17; 117-126

Yun, D. & Joppe. M. (2011). “Chinese Perceptions of Seven Long-haul Holiday Destinations: Focusing on Activities, Knowledge, and Interest”, Journal of China Tourism Research, 7(4), 459-489

Dodds, R. & Joppe, M. (2003). The Application of Ecotourism to Urban Environments, Tourism, 51 (2), 157-164.

Gibson, A., Dodds, R., Joppe, M. & Jamieson, B. (2003). Ecotourism in the City? Toronto's Green Tourism Association, International Journal of Contemporary Hospitality Management, 15(6), 324-327.

Dodds, R. & Joppe, M. (2001). Promoting Urban Green Tourism: The Development Of The Other Map Of Toronto, Journal of Vacation Marketing, 7(3), 261-267.

Joppe, M., D. Martin & J. Waalen (2001). Toronto ’s Image as a Destination: A Comparative Importance Satisfaction Analysis by Origin. Journal of Travel Research, 39 (3), 252-260.

Joppe, M. (1996). Sustainable community tourism development revisited. Tourism Management, 17 (7), 475-479.

Presentations

Conference proceedings (since 2012)

Joppe, M., Thomas-Francois, K., & Hayhoe, M.-A., (2016). “University Best Practice and Indigenous Human Rights in Tourism”, Tourism Education Futures Initiative 9, Kamloops, BC, June 26–29, 2016

Shen, Y. & Joppe, M. (2016). “Perceived value and value co-creation in tourism context”, Advances in Destination Management Forum, Vail, CO, June 17-19.

Brooker, E. & Joppe, M. (2016). “Seeing the World in Black and White: Poststructuralism in Tourism Scholarship”, International Sociological Association’s Research Committee on International Tourism RC50 on Tourism Paradoxes: Challenges To Scholarship And Practice, Chiang Mai, Thailand, 6-9 April 2016

Yun, D., and Joppe, M. (2015). “Competitive Positioning Analysis of Long-Haul Holiday Destinations by Chinese Travellers”, Travel and Tourism Research Association International, June 14-17, 2015, Portland, Ore., 14 p.

Brooker, E. and Joppe, M. (2015). “On Binaries in Tourism Scholarship”, Travel and Tourism Research Association International, June 14-17, 2015, Portland, Ore., 8 p.

Shen, Y., Huang, S., Choi, H.-S. C., and Joppe, M. (2015). “Not All Chinese Immigrants Are Homogenous: Domestic Travel Behaviour Patterns in Canada”, Travel and Tourism Research Association International, June 14-17, 2015, Portland, Ore., 11 p.

Elliot, S., Joppe, M., Maclaurin, T., von Massow, M., Godfrey, K., & Murray, I. (2015). “Innovative Best Practices For Sustainable Tourism In Rural Communities”, ICHRIE Annual Summer Conference & Marketplace, Orlando, Fla., USA, July 29-31, 2015, 9 p.

Liang, J., Huang, S., Choi, H.-W., & Joppe, M. (2015). “Determinants of Purchase Intention: Perceived Risk and Perceived Value as a Mediator”, 20th Annual Graduate Conference in Hospitality and Tourism, Tampa, Fla., January 8-10.

Joppe, M. (2014). The challenges of accurately reflecting productivity in tourism, Travel and Tourism Research Association - Canada Chapter, Yellowknife, NWT, September 24-26, ppt.

Herzog, C., Joppe, M. & Aung, M. (2014). The Pillars of Sustainability in the Full-Service Customer Experience, Graduate Student Symposium, Travel and Tourism Research Association - Canada Chapter, Yellowknife, NWT, September 24-26, ppt.

Liang, J., Huang, S., Choi, H,-W., & Joppe, M. (2014). “Repurchase Intention of Airbnb Consumers: A Conceptualized Model”. Graduate Student Symposium, Travel and Tourism Research Association - Canada Chapter, Yellowknife, NWT, September 24-26, ppt

Joppe, M., Choi, H.-W., & Lee, W. (2014). Validation and Application of the MEDTOUR Scale: Preliminary Analysis, 45th Travel and Tourism Research Association International Conference, Bruges, Belgium, June 18-20, 6 p.

Khazaie, A., Elliot, S., & Joppe, M. (2014). First Generation Immigrants’ Engagement in Tourism Planning: Case of Rouge National Urban Park in Canada, 45th Travel and Tourism Research Association International Conference, Bruges, Belgium, June 18-20, 10 p.
Joppe, M. & Yun, D. (2014). Canadian Perceptions of Seven Long-Haul Holiday Destinations: A Longitudinal Approach, 45th Travel and Tourism Research Association International Conference, Bruges, Belgium, June 18-20, 10 p.

Elliot, S., Squires, K., & Joppe, M. (2014). Collaboration and Commerce: Expanding Destination Management Organization Roles and Responsibilities, 45th Travel and Tourism Research Association International Conference, Bruges, Belgium, June 18-20, 6 p.

Joppe, M., Choi, H.-W., & Elliot, S. (2014). Towards a more accurate evaluation of tourism’s regional economic contribution. 2nd Biannual Forum "Advances in Destination Management”, St. Gallen, Switzerland, June 11-13, 10 p.

Joppe, M., Brooker, E., & Thomas, K. (2013). Does Consensus Preclude Radical Innovation? Travel and Tourism Research Association - Canada Chapter, Ottawa, ON, October 16-18, 9 p.

Khazaie, A., Elliot, S., & Joppe, M., (2013). First Generation Immigrants’ Engagement in Planning for Parks and Protected Areas, Graduate Student Symposium, Travel and Tourism Research Association - Canada Chapter, Ottawa, ON, October 16-18

Joppe, M., Brooker, E., & Thomas, K. (2013). Fostering Innovation in Rural Tourism through Good Governance and Engaged Entrepreneurs, National Extension Tourism (NET) 2013 Conference, Detroit, MI, August 6-9, 8 p.

Khazaie, A., Elliot, S., & Joppe, M., (2013). A Qualitative Study of Immigrants’ Engagement in Park Planning: The Case of the Proposed Rouge Urban National Park in Canada, TTRA International Student Colloquium, June 20, 5 p.

Elliot, S. & Joppe, M. (2013). Innovative Performance Measures to assess Destination Competitiveness. TTRA International Conference, June 20-23, 5 p.

Joppe, M., Elliot, S., Choi, H.-W., & Khazaie, A. (2012). Benchmarking Economic Growth in Ontario’s Regional Tourism Organization Four, Symposium on Performance Measurement in Tourism, Montreal, Sept., 9 p. modified version also presented at TTRA-Canada Conference, Winnipeg, October 2012.

Thomas, K. & Joppe, M. (2012). Innovation and Creativity in Tourism for Sustainable Rural Development, Wilfrid Laurier University “Big Ideas in Rural Setting” Conference, Sept 27-29

Brooker, E. & Joppe, M. (2012). Developing Wellness Tourism in Rural Settings: Different from the Rest, Wilfrid Laurier University “Big Ideas in Rural Setting” Conference, Sept 27-29,

Professional activities

2018-2019 - Chair, Travel and Tourism Research Association International

2017-18 - Preseident, Travel and Tourism Research Association International

2006 - Board of Directors, Canadian Tourism Human Resource Council

1997-98, 2001- 2009; Board of Directors, Travel and Tourism Research Association-Canada; President.
1996- 2003, Chair, Toronto Historical Board/Heritage Toronto; currently Past Chair

1996- 2003; Member, Tourism Committee, Toronto Board of Trade; previously Vice-Chair
2003-present Guelph Convention and Visitor Bureau Advisory Committee
2001-2014; Member, Product Development Committee, Canadian Tourism Commission
2000-2003 and since 2012, Board of Directors, Travel and Tourism Research Association International

2001 Chair, Volunteer Committee, Rendez-Vous Canada Tradeshow
1995-2002 Founding Director, Green Tourism Association, Toronto
1996-2000 Director, Ontario Hotel, Motel, Restaurant Association
1991-1993 Founding Director, Ontario Tourism Education Council; 2003-2008, Board of Directors and Chair
2000-2002 Member, Educational Advisory Council, National Tourism Foundation

Current Courses

Marion currently teaches courses in responsible tourism policy and planning, internatiional policy, sustainability and low carbon tourism as well as theories of tourism at the undergraduate and graduate levels, at the University of Guelph and abroad.