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Professor Emma Wood, Professor

Professor Emma Wood


Emma Wood is Professor in Events and Experiential Marketing and Research Lead for the UK Centre for Event Management at Leeds Beckett University. Emma specialises in the impact of events on social change within communities and on shared memory creation.

Emma has published widely in the areas of event impact, event experience and event marketing, including a co-edited book, The Festival and Event Experience. Emma is joint editor of the Journal of Policy Research in Tourism, Leisure & Events, and she is founding chair of the Academy of Marketing’s Events & Experiential Marketing special interest group. Her consultancy projects for local government and other bodies focus on the evaluation of festivals and events, social marketing through events and audience development. Her specialist areas relate to locality and event tourism, event marketing and the impact of events and festivals on social change within communities.

Emma’s expertise in event tourism, event marketing and the impact of events and festivals on social change within communities is unique within the field. It advances the marketing element of event management into the less researched but highly important area of socio-psychology, progressing the theoretical debates in collective consumer experience and the related areas of emotion, memory and behaviour. This fits equally well within the related tourism and hospitality sectors, as the core product of all three areas is based upon the consumer experience. Her research also enhances the wider field of consumer psychology, bringing a focus on shared memories and emotion relating to past leisure experiences. Emma’s most recent research uses emotion-sensing technology alongside narrative interviews to provide a deeper understanding of the process by which art and music event experiences affect future attitudes, behaviour and wellbeing.

Current Teaching

  • Consumer Behaviour
  • Experiential Marketing
  • Research Methods

Research Interests

Specialist areas relate to locality and event tourism, event marketing and innovation, and the impact of events and festivals on social change within communities. Current research interests are:

  • Experiential marketing: measuring the effectiveness of events in relation to collective emotion, memory and wellbeing
  • Social marketing (positive behaviour change) through live events
  • Place marketing and festivals
Professor Emma Wood, Professor

Ask Me About

  1. Community
  2. Festivals
  3. Marketing
  4. Wellbeing

Selected Outputs

  • Wood EH (2017) The value of events and festivals in the age of austerity. In: Andersson TD; Getz D; Lundberg E; Armbrecht J ed. The Value of Events. Taylor & Francis,

  • Wood EH; Long P (2009) Great Yorkshire Shows: Event Tourism in Yorkshire. In: Thomas R ed. Managing Regional Tourism: A case study of Yorkshire England. Bradford: Great Northern Books,

  • Wood EH; Thomas R (2008) Festivals and tourism in rural economies. In: Ali-McKnight J; Robertson M; Fyall A; Lakin A ed. International Perspectives on Festivals and Events: Paradigms and Analysis. Oxford: Butterworth-Heinemann,

  • Wood EH; Kornilaki M (2010) Then and now: The changing landscape of local authority events. In: Global Events Congress.

  • Wood EH (2010) Event Sustainability: The host community perspective. In: European Cities Marketing.

  • Wood EH; Kenyon A (2017) Exploring the festival lived experience: A basis for social marketing interventions promoting responsible alcohol consumption. In: Academy of Marketing Annual Conference, 3 July 2017 - 7 July 2017, Hull University.

    View Repository Record

  • Wood EH; Kenyon A; Moss J (2012) Researching Gen Y in their natural habitat: Experience and emotion, music and drink. In: Marketing: Catching the Technology Wave, Academy of Marketing Annual Conference. UK.

  • Wood EH (2010) This is how I feel, this is how I felt: Experience sampling at promotional events. In: Academy of Marketing Annual Conference Proceedings. Conventry.

  • Slater A; Wood EH eds. Wood EH; slater A (2015) The Festival and Event Experience. Publication 127 Esatbourne: Leisure Studies Association.

  • Masterman G; Wood E (2012) Innovative Marketing Communications. Routledge.

  • Hoffman KD; Bateson JEG; Wood EH; Kenyon A (2010) Services Marketing: Concepts, Strategies & Cases. London: Cengage Learning.