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2007 – 2013
PhD (University of South Wales)
Master of Arts in Heritage Tourism (University of Wales, Trinity College Carmarthen)
Post Graduate Certificate in Education – Tourism (University of Wales Newport)
BA (Hons) Tourism (and Leisure) Management (University of Glamorgan)


Senior Lecturer in Tourism/Events & Enterprise. Prior to commencing a career in academia worked for ten years in visitor services for the Welsh Assembly Government Agency Cadw: Welsh Historic Monuments. Research interests are in heritage representation, identity, interpretation and meaning. Present research focus is on the construction of meaning at hybrid touristic pilgrimage sites in western Europe, concentrating on Lourdes in south west France. Recent consultancy projects include the supervision of a Knowledge Transfer Partnership at The Cardiff Story Museum, and a strategic insight project exploring the link between heritage and tourism at Llantwit Major in the Vale of Glamorgan. Currently working on a project with an outdoor activity provider in North Wales, to scope the market potential for tourism SME’s in Wales.


Women Adding Value to the Economy (WAVE) Project – 20% project lead for delivering and managing course provision 2014-2015 University of South Wales Business School

Subject Group Leader for Enterprise, Economic Development and Sport (Senior Management Group) (University of Glamorgan) 2011-2013

Programme Leader for Leisure, Sport, Tourism and Events (University of Glamorgan) 2010-2014

Award Leader for Tourism Management, Tourism and Marketing and Events Management (University of Glamorgan) 2002- 2010

Deputy Chair – Faculty Quality Assurance – Faculty of Business and Society – (University of Glamorgan) 2012-2013

Faculty Quality Member – Faculty of Business and Society (University of Glamorgan) 2011-2013

Faculty Quality External Member – Faculty of Humanities and Social Sciences, (University of Glamorgan) 2008 – 2011

All Wales HLSTE Franchise Co-ordinator (managing the quality, performance and ongoing evaluation of tourism programmes at both undergraduate and postgraduate levels at five Welsh partner colleges – including development and validation) (University of Glamorgan) 2002-2008

BA (Hons) Business Studies & Cross Faculty Programme Leader (University of Glamorgan) 2006-08

Divisional Timetabler – Division of Enterprise and Economic Development (University of Glamorgan) 2005-08


Main Teaching Areas (UG & PG)
Culture and Heritage, Tourism Management, Events Management, Leisure Studies, Enterprise & Regeneration, Research Methods
Module Leader/Tutor (2014/15) for:
• Events in Practice
• Event Risk Management and Operations
• Research for Tourism and Events
• Research Methods for Business
• Employability for Tourism and Events
• Strategic Issues in Event Management
• Dissertation & Research Project Supervision (u/g, p/g & Doctoral)
• Analysing, Interpreting and Reflecting on Findings (DBA Programme)
• How to Run an Event (UHOVI bite-size module)
• Identifying and Assessing Business Ideas (WAVE Project)


Current Research Activity

Thomas, S. Conflicts in Religion and Enterprise: A Case Study of Lourdes in France: A Visual Ethnographic Analysis (Journal)

Thomas, S. Looking beyond the gaze; The Touristification of the Sacred Site of Santiago de Compostela (Journal)

Thomas, S. The Meaning of Heritage (Journal)

Thomas, B. Powell, L. & Thomas, S. Island Tourism Development and Innovation in Wales: A Preliminary Policy Investigation

Book Chapter

Thomas, S. & Thomas, B. & Powell, L. (2011) Chapter 6: Museums and Small Memory Institutions – Multimedia Knowledge Management Systems in Innovation and Small Business Volume 2 (Thomas, B. & Miller, C. & Murphy, L.)

Publications & Conference Papers

Thomas, B. Powell, L. & Thomas, S. (2014) Iron and steel: promoting our innovation heritage through the footsteps of the industrial revolution using Merthyr Tydfil as a case study Emerging Themes in Business 2014 Research Conference, Newport Business School, Wales, UK.

Thomas, B. Powell, L. & Thomas, S. (2013) Heritage Tourism Entrepreneurship Development in An Independent Wales in International Centre for Business Research Issue: Volume 2 – Feb 2013; Link:
Thomas, B. Powell, L. & Thomas, S. (2013) TOURISM BUSINESS DEVEOPMENT IN AN INDEPENDENT WALES Emerging Themes in Business 2013 Research Conference, Newport Business School, Wales, UK.

Thomas, B. & Thomas, S. (2012) Cultural Events and Tourism in the Channel Island of Jersey in the International Journal of Research into Island Cultures Vol 6, Number 1, pp 55-73

Powell, L. Thomas, S. & Thomas, B. (2011) Innovation and heritage entrepreneurship development in the South Wales Valleys in Annals of Innovation and Entrepreneurship Vol 2, No 1 (

Powell, L. Thomas, S. & Thomas, B. (2010) Regeneration Schemes in South Wales: A Stimulus for Innovative Heritage Enterprise Development in International Business Management 4 (3): 177-188, 2010 ISSN 1993-5250 Medwell Journals

Thomas, S. & O’Sullivan, D. (2010) Welsh Tourism and Events – Links to Learning and Teaching in Link 25, Learning from Developments in Higher Education in Wales, The Higher Education Academy, Hospitality, Leisure, Sport and Tourism Network, June 2010 pp14-15.

Thomas, S. Miller, C. Thomas, B. Tunstall, R. & Siggins, N. (2007) Mastering intrapreneurial behaviour for sustained socioeconomic development: a public service analysis of the south-east Wales heritage tourism attractions sector. The International Journal of Entrepreneurship and Innovation 8 (1), pp 75-83

Thomas, S. & Thomas, B. (2005) The south Wales heritage tourism industry and small industrial museums. International Journal of Applied Entrepreneurship 1 (3), pp 1-9

Thomas, S. & Thomas B. (2004) New heritage tourism business formats for small museums and other sites in Wales. International Journal of Applied Entrepreneurship 1 (1), pp 64-76

Thomas, S. & Thomas, B. (2004) Small industrial museums and the south Wales heritage tourism industry. The Institute for Small Business Affairs 27th National Conference, Newcastle, November 2004

Thomas, S. & Thomas, B. (2003) A national policy analysis of new heritage tourism business formats and the virtual interface for small museums and other sites in Wales. Welsh Enterprise Institute Working Paper Series No 36

Thomas, S. Miller, C. Packham, G. & Thomas, B. (2003) The Welsh heritage tourism industry and entrepreneurship. Welsh Enterprise Institute Working Paper Series No 35

Thomas, S. & Thomas, B. (2003) New heritage tourism formats and the virtual interface for small museums and other sites in Wales: a national policy analysis. The Institute for Small Business Affairs 26th National Conference, Egham, Surrey, November 2003

Thomas, S. Miller, C. Packham, G. & Thomas, B. (2003) The role of entrepreneurship in the Welsh heritage tourism industry. The Small Business and Entrepreneurship Development Conference, University of Surrey, April 2003


• Fellow of the Higher Education Academy (FHEA)
• Member of the Tourism Society (MTS)
• Member of the Association for Events Management Education (AEME)
• Leadership and Management Programme Graduate (University of Glamorgan 2011 – 2012)


External Examiner BA (Hons) Heritage Studies – Bishop Grossteste University College Lincoln 2012 – 2017


External Validation Adviser (Academic) BA (Hons) Management of Travel and Tourism / BA (Hons) Management and Business / FdA Management and Business + named awards – Bangor University 2015

Reviewer for Tourism and Hospitality Research

Reviewer for Critical Issues in Tourism

North Wales Tourism Partnership Adviser (2013-14)

Strategic Insight Programme: SME development in the outdoor activity sector with Gone Swimming 2014. Project income £2500

AHRC Foresight Study on the Future of Cultural Heritage – Tourism Adviser 2012-2013

Strategic Insight Programme: Exploring the link between heritage and tourism at Llantwit Major in the Vale of Glamorgan 2011. Project income £2500.

Knowledge Transfer Partnership (KTP) Cardiff ‘The Story’ Museum – Knowledge Base Supervisor 2009-2012. Two year project with income of approx £100,000. Graded as ‘Outstanding’ by the KTP assessment board.

External Validation Adviser (Academic) for FD/BA/MA Event Management – University of Greenwich 2009/2010

External Validation Adviser (Academic) for BA/MA Tourism / Heritage Tourism– University of Wales Trinity St David 2008/2009/2011/2012

Project Member – Cadw/Glamorgan Business School. Student placement opportunity to plan, implement and evaluate Cadw events at over forty historic sites across Wales 2008-13

Expert Adviser – Western Mail Business Supplement 2006 & 2009

Project Member – Team delivery of enterprise modules at the University of Munich & Berufsakademie Heidenheim, Germany & the University of Glamorgan Wales 2005-07

External Adviser – Glyn Pits Community Heritage Project 2005


Pilgrimage and Tourism

Areas of Expertise

Tourism, Heritage and Pilgrimage
Events Management

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