Dr. Anna Farmaki Curriculum Vitae 1. Personal Details Profession: Lecturer in Tourism Management Current Position: Course Leader BA (Hons) Hospitality and Tourism Management, University of Central Lancashire Cyprus Work Address: 12-14 University Avenue, Pyla, 7080, Larnaca, Cyprus Telephone (work): +35724694077 Work Email: afarmaki@uclan.ac.uk; afarmaki@uclancyprus.ac.cy 2. Educational Background 2.1 Academic Qualifications 2007-2011: PhD in Marketing, Nottingham Trent University Thesis: A Critical Evaluation of Tourism Product Diversification: The case of Cyprus 2002-2003: MA in Marketing (Pass with Commendation), Kingston University Dissertation: The impact of consumer evaluations of brand extensions on the parent brand within the tourism sector: The case of Cyprus 1999-2002: BA (Hons) Business-Marketing (First class honours), University of Westminster Dissertation: How to promote Cyprus more effectively as a low cost, sea and sun destination when facing the challenge of a contradictory image strategy followed by the CTO 2.2 Professional Qualifications 2014: PGCert, Teaching and Learning in Higher Education, University of Central Lancashire Fellow of the British Higher Education Academy (HEA) following attendance and successful completion of a two-year (2012-14) seminar on teaching and learning in Higher Education at the University of Central Lancashire 2013: Supervisor Training Course, Graduate Office, University of Central Lancashire 1
2005: PGCert, Research Methods, Nottingham Business School, Nottingham Trent University 3. Other Qualifications Languages: Greek (mother tongue), English (fluent), Turkish (intermediate), Russian (elementary) IT Skills: Microsoft Office, SPSS 4. Professional Appointments ACADEMIC 2012 to date: Lecturer, School of Business and Management, University of Central Lancashire Cyprus Key Responsibilities: Course Leader of the Hospitality and Tourism Management programme o Academic Leadership: promotion of curriculum development within the programme; liaising with module leaders in matters associated with planning, managing and reviewing the programme; promotion of appropriate teaching and learning strategies and assessment methods within the programme; programme monitoring in accordance to quality assurance procedures; periodic review of the template for validation and approval o Course Management: ensuring the implementation of policies and procedures; coordinating staff resources; facilitating and responding to feedback from students, tutors and external examiners; reporting on quality improvement needs of the course; coordinating assessment procedures; liaising with the university marketing team for the promotion of the course; liaising with the admissions department for the recruitment, admissions and induction of students Provision of teaching in a range of subject areas including: o Introduction to Hospitality and Tourism Operations (Module Leader) o Introduction to Service Excellence in T.H.E. o Tourism Essentials (Module Leader) o Tourism in Action (Module Leader) o Foundations in Scholarship, Research and Technology o Exploring Management in T.H.E (Module Leader) o Tourist Behaviour and Culture (Module Leader) o International Issues in Hospitality (Module Leader) o Work and Learn o Academic Writing and Study Skills Liaising with various contacts from practitioners to academic professionals, developing excellent working relationships Maintaining an active and influential role in programme development teams (MA Management in T.H.E), organising guest lectures, workshops and conferences Participating in selection and recruitment interview panels. Providing university service by participation in the Student Experience Committee. 2
2011-2012: Senior Lecturer, Department of Business Administration, Intercollege Limassol Key Responsibilities: Provision of teaching in a range of subject areas including: o Marketing o Public Relations o Public Relations Methods o Advertising o Marketing of Bank Services Off Campus Tutor in Market Research (BA Business Administration, Middlesex University) Participated in the Department s faculty meetings 2005-2011: Part-time Lecturer, Department of Hospitality & Tourism, Cyprus College (European University Cyprus) Key Responsibilities: Provision of teaching in a range of undergraduate and postgraduate subjects INDUSTRIAL including: o Introduction to Marketing o Advertising media planning o Leisure, culture and society o Managing Alternative and Sustainable Forms of Tourism o International hospitality and tourism environment o Research techniques, modelling and forecasting for tourism markets o Leisure, recreation and tourism management o Tourism Principles and Practices o Tourism Development Supervised postgraduate dissertations 2003-2005: Marketing Manager, Nianpa Ltd Key Responsibilities: Assisted the company in the identification of market niches, designing and planning activities targeted at effectively penetrating new markets, improving sales within existing markets and achieving the desired results Responsible for providing a company-wide marketing plan, assisting in implementation and any other areas where support was required Organised seminars and events and undertaken various promotional activities 5. Research and Scholarship 5.1 Publications in Refereed Journals 1. Farmaki A. (forthcoming), Regional network governance and sustainable tourism, Tourism Geographies Effective governance has been identified as one of the most important factors in sustainable tourism implementation. As governance structures are increasingly becoming network-based, attention needs to be diverted to the effectiveness of partnerships in achieving sustainability in tourism. This study aims to evaluate the 3
effectiveness of regional tourism governance in Cyprus by considering regional tourism organisations (RTOs) public-private network. In doing so, exploratory research was employed whereby semi-structured interviews with key tourism stakeholders were performed. Findings reveal that network governance-related challenges interact with region-specific characteristics, inhibiting the effectiveness of regional tourism governance in implementing sustainable tourism. Specifically, RTOs represent a weak form of governance and their effectiveness in implementing sustainable tourism is limited by the continuing dependence on foreign tour operators, a system of mutual favours which complexifies the nature of tourism planning and a growing emphasis on economic interests further fuelled by recent austerity measures imposed in Cyprus. The paper concludes that network governance cannot be considered separately from the socio-cultural, economic and environmental factors of the context in which it is studied and proposes that further research reflects the horizontal relations across regional, national and global networks. 2. Farmaki A. and Papatheodorou A. (2015), Stakeholder Perceptions of the Role of Low-Cost Carriers in Insular Tourism Destinations: The Case of Cyprus, Tourism Planning and Development Low-cost carriers may yield several benefits to destinations including increased tourist arrivals, improved destination competitiveness and enrichment of regional economies. Governments in several destinations, particularly insular tourism destinations, have acted as proponents towards LCCs offering attractive subsidisation schemes. Nonetheless, the degree to which LCCs contribute to tourism development remains questionable. Using semi-structured interviews with industry stakeholders, the aim of this paper is to explore the supply-side perceptions of the impacts of LCCs on the tourism industry of Cyprus. Findings reveal concerns over the influence of LCCs on the development of the island s tourism industry. Whilst air transport inherently impacts tourism development, this study concludes that demand-related issues and government policies interact to shape the environment in which LCCs operate, and consequently, affect tourism development. The article concludes by highlighting the narrowing gap between different airline types and proposes that further research on the changing environment in aviation is conducted. 3. Farmaki A., Altinay L., Botterill D. & Hilke S. (2015), Politics and sustainable tourism: The case of Cyprus, Tourism Management, 47: 178-190 Cyprus volatile political environment lends an interesting case for enhancing knowledge on the politics of tourism. The importance of tourism for the island s economy makes the study of the political influences on the new-found goal of sustainable tourism development imperative. This paper investigates the political factors influencing sustainable tourism implementation in Cyprus. Analysis is informed by Lukes' conceptualisation of power relations. Drawing on semi-structured interviews with key stakeholders, the findings suggest that sustainable tourism implementation continues to be problematic, given Cyprus complex political context, 4
which is highly susceptible to external axes of power. The strong influence of the socio-cultural environment on the politics driving sustainable tourism inhibits its effective implementation. This paper proposes a theoretical framework and a methodology for studying the politics of sustainable tourism development. 4. Farmaki A. (2014), Satisfaction with the rural tourism product of Cyprus, International Journal of Tourism Policy Rural tourism is a favourable developmental strategy for several destinations, due to the economic and social benefits it can yield to rural communities. Despite its popularity, the development of rural tourism has not been without problems. The aim of this study is to provide evidence of demand-side perceptions of the rural tourism product of Cyprus. Specifically, tourist satisfaction is measured to gain understanding of the islands rural tourism product performance. A survey was conducted on rural tourists, measuring tourist satisfaction across a series of attributes and by tourist motivation. Findings reveal that tourist motives and demographic factors influence satisfaction; specifically, rural tourists are not necessarily motivated by the rural setting whereas satisfaction appears to be affected by site-specific attribute evaluations. The findings highlight the importance of segmentation in rural tourism and suggest the adoption of a more refined marketing strategy if rural tourism development is to become successful. 5. Farmaki A., Constanti P., Yiasemi I. and Karis P. (2014), Responsible Tourism in Cyprus: the rhetoric and the reality, Worldwide Hospitality and Tourism Themes, 6 (1): 10-26 This paper aims to provide an overview of the approaches that industry stakeholders follow towards responsible tourism in Cyprus and to address the challenges that responsible tourism management faces in a mass tourism destination. In doing so, the paper discusses the concept of responsible tourism and its application in the hospitality and tourism industry. A qualitative research approach was followed whereby roundtable discussions between industry leaders and hospitality educators were initiated in order to identify key challenges. In addition, secondary research was performed with relevant data presented in the paper being previously collected by the CSTI. Findings reveal that responsible tourism adoption in Cyprus is minimal. Several challenges have been identified as barriers to adoption and successful implementation including poor understanding of the concept, lack of awareness, limited budget, lack of coordination of activities and the absence of an integrated system to ensure cooperation and of a monitoring mechanism. The paper will be of immense value to industry practitioners as it represents a holistic understanding of the challenges facing hospitality and tourism industry stakeholders in terms of the implementation of responsible tourism practice. Propositions are made regarding the maximisation of the benefits of responsible tourism. The paper draws on sustainability issues in an attempt to shed light on the role of responsible tourism in the hospitality and tourism industry in Cyprus and consequently advances knowledge on responsible tourism management, offering value to academics, practitioners and students alike. 5
6. Farmaki A. (2013), Dark tourism revisited: a supply/demand conceptualization, International Journal of Culture, Tourism and Hospitality Research, 7 (3): 281 292 The purpose of this research is to advance the conceptualization of dark tourism by evaluating both the supply-side drivers for dark tourism development and the demand-side motivations for visiting two dark heritage sites in Cyprus. An exploratory research approach was adopted whereby 12 semi-structured interviews were conducted with supply-side stakeholders and two focus groups were conducted with local and foreign visitors. Production and consumption of dark tourism is continuous and interrelated as demand appears to be supply-driven and attractionbased. Tourist interpretations of dark tourism are influenced by tourists personal factors, the passage of time and the way the dark site is projected by the supply-side. A refined marketing segmentation strategy is proposed taking into consideration the purpose of visit, the relevance of the dark heritage site to the tourist and the depth of the dark element. The study s focus is narrow but findings provide theoretical and practical insights into the conceptualization dark tourism by considering supply and demand aspects and the related influencing factors. In doing so understanding of the phenomenon is enhanced. 7. Farmaki A. (2012), An exploration of tourist motivation in rural settings: the case of Troodos, Cyprus, Tourism Management Perspectives, 2-3: 72-78 Following the decline of traditional agrarian industries, tourism has become one of the most popular rural development strategies adopted by destinations. Rural tourism has been regarded for years as a means of economic and social development in rural areas; particularly, in destinations where tourism has been concentrated in coastal areas, rural tourism development has been considered as a means of diversification of the tourism product. The popularity of tourism as a means of development in rural areas is reflected in academic research; nevertheless, vagueness still exists over what constitutes rural tourism. Whilst several studies have been undertaken investigating the reasons for rural tourism development, little is known about what attracts visitors to rural areas. The aim of this research paper is to enhance understanding of rural tourism by examining rural tourists motivations. Qualitative research, in the form of unstructured interviews, was performed with both the supply-side and the demandside sectors of the Cyprus tourism industry to identify the factors that motivate people to visit rural areas. Research findings reveal that different types of rural tourists exist as respondents expressed different levels of interaction with the rural environment and varying interest in rural activities. Also, it was found that people travel to rural areas for various reasons, whereby often the main motivation is not related to the rural setting. Hence, the findings verify the complexity of defining rural tourism and create implications for tourism planners and managers regarding the interaction of destination-specific and personal-specific attributes in attracting tourists to rural settings. 8. Farmaki A. (2012), A supply-side evaluation of coastal mass tourism diversification: The case of Cyprus, Tourism Planning and Development, 9 (2): 183-203 6
Although several coastal resorts have attempted diversification of their sea and sun tourism products, the concept of tourism product diversification has received limited attention. As diversification has become a marketing trend for coastal destinations the degree of success of the strategy in increasing tourism revenue and repositioning destinations has varied. The purpose of this research study is to address this gap in literature and to offer insights on the success level of coastal mass tourism diversification. Qualitative research, in the form of interviews, was performed with the supply-sector of the Cyprus tourism industry in order to explore the attitudes of tourism professionals to a variety of issues related to diversification such as the context in which the strategy was adopted, its success degree and the factors affecting its success. The research findings support the economic data that reveal the failure of the diversification strategy of the Cyprus coastal tourism product. The research further discusses the factors that prohibited the successful implementation of diversification in Cyprus and the related implications. It concludes by identifying the success factors of diversification of other coastal destinations, which are used to provide a framework of success criteria for coastal tourism diversification. 9. Farmaki A. (2012), A comparison between the projected and the perceived image of Cyprus, Tourismos, 7 (2): 95-120 The purpose of this research is to identify and compare the projected and perceived images of Cyprus following repositioning. Secondary sources such as brochures, advertising campaigns and tourism websites were used to identify the projected image whereas a survey was performed to measure the perceived image. Questionnaires including closed and open-ended questions evaluating destination attributes and perceived image were disseminated to 393 British tourists. The research identified the differences between the two concepts, revealing that the marketing strategy of Cyprus has not managed to enhance destination image or reposition the island. The paper concludes with recommendations on marketing Cyprus tourism. 5.2 Book Chapters Altinay L. and Farmaki A. (forthcoming), Ethnic Minority Entrepreneurship In Altinay L and Brookes M. (eds.) Entrepreneurship in Hospitality and Tourism, Oxford: Goodfellow Publishers 5.3 Conference Papers 1. Farmaki A. (2013), The application of tourism cluster theory in rural regions: the benefits, the challenges and the opportunities present in rural Cyprus, Active Countryside Tourism 23-25 January 2013, Leeds Metropolitan University 2. Farmaki A. (2013), Measuring the satisfaction of tourists in rural Cyprus, International Conference on Tourism 5 th -8 th June 2013, Cyprus University of Technology Paper received the Young Scientist Award 7
5.4 Other Publications Farmaki A. (2013), Dealing with the growing issue of all-inclusive holiday packages, Cyprus Mail, 31 st December, p.6 Farmaki A. (2013), The tourist is not as gullible as we think, Cyprus Mail, 19 th April, p.13 Farmaki A. (2013), Casinos: to have or not to have?, Cyprus Mail, 3 rd February, p.14 Farmaki A. (2012), Tourism Education, Future Employment, Phileleftheros, 30 th December, p.32 Farmaki A. (2012), Still the fastest growing industry, Cyprus Mail, 30 th September, p.31 Farmaki A. (2012), Thanatourism a new tourism challenge, Phileleftheros, 1 st July, p. 19 5.5 Presentations at Conferences and Workshops The role of Budget Airlines in Tourism Diversification: the case of Cyprus, Symposium on Budget Airline Culture-Where We Fly, Nottingham Trent University, 19 June 2014 (invited speaker) Regional governance networks: a coastal destination perspective, Evolution and transformation in tourism destinations: Revitalisation through innovation? Rovira I Virgili University, 10-13 February 2014 Cohesion policy contribution to medium and long-term challenges facing Europe s regions, 11 th European Week of Regions and Cities: Open Days Master Class, 7-10 October 2013, European Commission, Brussels (Discussant) Responsible Tourism on Cyprus, Living on the Edge: Coastal Tourism and Sustainable Consumption, University of Central Lancashire Westlakes Campus, 4-5 June 2013 (invited speaker) 5.6 Guest Lectureships Guest speaker in seminar delivered to undergraduate tourism management students, University of Trier (Germany) on Cyprus tourism development: challenges and opportunities, September 2013 Guest Speaker lecturing on Tourism Development in Cyprus at the University of Central Lancashire, UK, January 2013 5.7 Project Supervision PhD projects: 8
o Katerina Antoniou, Dark Tourism Development in Post-Conflict Areas: the case of Cyprus. Director of Studies. Supervised four master dissertation projects to successful completion. 5.8 Editorial Responsibilities/Reviewer Editorial Board Membership: o Journal of International Tourism and Health (active in 2015) Ad Hoc Reviewer o Tourism Management o International Journal of Culture, Tourism and Hospitality Research o Journal of Tourism Research and Hospitality 6. Enterprise and Knowledge Transfer 6.1 Projects Why UK tourists no longer prefer to visit Famagusta, Funded by the Famagusta Tourist Board, December 2014 to March 2015. Dr Farmaki is leading the research team comprising of researchers from both Cyprus and the UK. Her duties include coordination of data collection, supervision of data analysis and dissemination of findings. Measuring tourist satisfaction in Famagusta, Funded by the Famagusta Tourist, Commercial and Industrial Association, June to February 2014. Dr Farmaki acted as the coordinator of the research team, with active involvement in the design of the survey tool, data analysis and preparation of the report. 6.2 Conferences Conference Coordinator, Ayia Napa Annual Conference on Seasonality, Ayia Napa, 16 th January 2015 7. Distinctions, Grants and Awards 2013: Young Scientist Award for the paper titled Measuring the satisfaction of tourists in rural Cyprus, International Conference on Tourism, Limassol, Cyprus 2005: Research Studentship by the ESRC (Economic and Social Research Council) for the doctoral research project A Critical Evaluation of Tourism Product Diversification: The case of Cyprus, Nottingham Trent University, UK 9
8. Professional Affiliations Regional Studies Association (2013 to present) The Higher Education Academy (2014 to present) 10