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The emotional core of travel: Connecting psychology, inclusive marketing and socially responsible tourism
WebinarOnline

The emotional core of travel: Connecting psychology, inclusive marketing and socially responsible tourism

  • 09:00–09:55 UK time55 minutes
  • Online, on Zoom, inside ScholardemiaRegister, then join on this page from 08:50. How to join
  • Sameer HosanyConvened by Prof. Eugenia Wickens

Learn how emotion shapes travel choices and how inclusive marketing can build connection without exploiting vulnerability.

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About this event

Speaker update, 2 October 2026: Sameer Hosany is confirmed as the academic speaker and will focus on the role of emotion in travel. The industry speaker, who will address inclusive marketing, will be announced once confirmed.
Anticipation, identity, belonging and memory are central to the meaning of travel. This webinar examines how promotional imagery, brand narratives and service encounters shape emotional expectations before, during and after a journey. It considers how psychological insight can improve relevance and connection while also creating opportunities to exploit insecurity, aspiration or fear of exclusion. The session will explore differences in experience rather than assuming that a single emotional appeal is appropriate for every traveller or cultural context.
Panellists will analyse inclusive marketing in relation to disability, age, gender, ethnicity, sexuality and economic circumstances. The discussion will address accessible information, representative imagery, language choice and the design of services with rather than merely for different users. It will consider tokenism, stereotypes and the use of sensitive personal data for targeting. Attention will also be given to whether public claims of inclusion are supported by accessible booking processes, trained staff and an experience that delivers what the communication promises.
Participants will learn to evaluate emotional marketing through autonomy, dignity, accuracy and practical accessibility. They will consider how research can identify exclusion without reducing people to fixed demographic categories. The webinar will provide questions for testing creative work, gathering feedback and responding when a campaign causes unintended harm. Delegates will leave with a framework for developing communication that connects with travellers while remaining accountable to the communities represented, the people invited to participate and the wider social effects of tourism promotion. This approach links persuasive creativity with inclusive service design and institutional responsibility.

How to join

This webinar runs on Zoom. You join it here on Scholardemia, where the meeting opens inside the page with the chat, questions and polls beside it. You do not need a Zoom account or a Zoom link.

  1. RegisterFree, with your Scholardemia account.
  2. Come back on the dayThe room opens at 08:50 on Friday 5 March. We email you reminders with the Join button 24 hours and 1 hour before.
  3. Press JoinSign in with the same account. The meeting opens here, with questions, polls and the group chat beside it.

Use an up-to-date Chrome, Edge, Safari or Firefox. Allow sound when your browser asks, and use headphones if you can.

Featured speakers

All 1 speaker →
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Sameer Hosany

Professor · Royal Holloway, University of London

Scholardemia
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The emotional core of travel: Connecting psychology, inclusive marketing and socially responsible tourism

WebinarOnlineSession 15 of 29

Learn how emotion shapes travel choices and how inclusive marketing can build connection without exploiting vulnerability.

  • 09:00–09:55 UK time
  • Online, on Zoom, inside Scholardemia · 55 minutesRegister, then join on this page from 08:50. How to join
  • Sameer HosanyConvened by Prof. Eugenia Wickens

About this webinar

Speaker update, 2 October 2026: Sameer Hosany is confirmed as the academic speaker and will focus on the role of emotion in travel. The industry speaker, who will address inclusive marketing, will be announced once confirmed.
Anticipation, identity, belonging and memory are central to the meaning of travel. This webinar examines how promotional imagery, brand narratives and service encounters shape emotional expectations before, during and after a journey. It considers how psychological insight can improve relevance and connection while also creating opportunities to exploit insecurity, aspiration or fear of exclusion. The session will explore differences in experience rather than assuming that a single emotional appeal is appropriate for every traveller or cultural context.
Panellists will analyse inclusive marketing in relation to disability, age, gender, ethnicity, sexuality and economic circumstances. The discussion will address accessible information, representative imagery, language choice and the design of services with rather than merely for different users. It will consider tokenism, stereotypes and the use of sensitive personal data for targeting. Attention will also be given to whether public claims of inclusion are supported by accessible booking processes, trained staff and an experience that delivers what the communication promises.
Participants will learn to evaluate emotional marketing through autonomy, dignity, accuracy and practical accessibility. They will consider how research can identify exclusion without reducing people to fixed demographic categories. The webinar will provide questions for testing creative work, gathering feedback and responding when a campaign causes unintended harm. Delegates will leave with a framework for developing communication that connects with travellers while remaining accountable to the communities represented, the people invited to participate and the wider social effects of tourism promotion. This approach links persuasive creativity with inclusive service design and institutional responsibility.

How to join

This webinar runs on Zoom. You join it here on Scholardemia, where the meeting opens inside the page with the chat, questions and polls beside it. You do not need a Zoom account or a Zoom link.

  1. RegisterFree, with your Scholardemia account.
  2. Come back on the dayThe room opens at 08:50 on Friday 5 March. We email you reminders with the Join button 24 hours and 1 hour before.
  3. Press JoinSign in with the same account. The meeting opens here, with questions, polls and the group chat beside it.

Use an up-to-date Chrome, Edge, Safari or Firefox. Allow sound when your browser asks, and use headphones if you can.

Speaker and convenor

Prof. Sameer Hosany

Presenter

Royal Holloway, University of London

Scholardemia profile

Prof. Eugenia Wickens

Convenor

OTS Academy

United Kingdom

Professor Eugenia Wickens edits the Journal On Tourism & Sustainability (JOTS) and the Journal of Tourism and Hospitality Education (JTHE), and chairs Scholardemia webinar sessions. Her research covers tourist experience and typologies, tourism routes and rural development, volunteer tourism, and event and cultural tourism. Formerly Reader in Tourism at Buckinghamshire New University, she has helped plan tourism education in Malaysia, Cambodia, Laos, Nepal, Serbia, Greece, Ireland and Turkey.

Scholardemia profileORCIDGoogle Scholar

Organised by Scholardemia.

Committee

Organising Committee

Operational leadership and event delivery team.

Prof. Eugenia Wickens

Convenor

OTS Academy

United Kingdom

Professor Eugenia Wickens edits the Journal On Tourism & Sustainability (JOTS) and the Journal of Tourism and Hospitality Education (JTHE), and chairs Scholardemia webinar sessions. Her research covers tourist experience and typologies, tourism routes and rural development, volunteer tourism, and event and cultural tourism. Formerly Reader in Tourism at Buckinghamshire New University, she has helped plan tourism education in Malaysia, Cambodia, Laos, Nepal, Serbia, Greece, Ireland and Turkey.

Scholardemia profileORCIDGoogle Scholar

Scholardemia

Organizer

Event committee

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Next in this series

All 29 sessions
  1. Fri 12 Mar15:00Tourism disrupted: Future scenarios, design thinking and innovating for a climate-changed worldSession 16
  2. Fri 19 Mar09:00The future of movement: Reimagining tourism mobilities, transport logistics and urban design in a connected worldSession 17
  3. Fri 9 Apr09:00Beyond the sidelines: Championing women, inclusion and marginalised voices in sport, leisure and tourismSession 18
  4. Fri 16 Apr09:00Crafting unforgettable experiences: The art and science of destination management and stakeholder collaborationSession 19