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Sameer Hosany

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Sameer Hosany

Professor

 https://orcid.org/0000-0003-2654-9096

  • TW20 0EX

Personal profile

Personal profile

Professor Sameer Hosany is on sabbatical leave for the 2026/27 academic year.

Sameer U. Hosany is Professor of Marketing at Royal Holloway Business School. His research lies at the intersection of marketing and psychology, with a broad focus on consumer behaviour, emotions and experiences across tourism, technology and other consumption contexts.

He has published influential and highly cited research in leading international journals, including Tourism Management, Annals of Tourism Research, Journal of Travel Research, Journal of Business Research, Psychology & Marketing and International Journal of Contemporary Hospitality Management.

Professor Hosany has an extensive and sustained record of international awards and distinctions recognising research excellence and impact. In 2021, he was named a Highly Cited Researcher by Clarivate Web of Science, placing him among the top 1% of researchers for field and year. He has also been ranked among the world's top 2% most influential scientists in the Stanford/Elsevier global citation rankings for seven consecutive years (2019–2025).

He serves on the Editorial Board of the Journal of Travel Research and previously served as an Associate Editor of the Journal of Business Research and Consumer Behaviour in Tourism and Hospitality.

Sameer has also held significant academic leadership roles, including serving for four years as Head of the Department of Marketing at Royal Holloway Business School.

Research interests

The overarching focus of Sameer's research lies at the intersection of psychology, marketing and tourism. Broadly, his work examines consumer and tourist behaviour, emotions and experiences.

A major strand of his research focuses on tourist emotions and experiences, including destination emotions, tourist happiness, self-congruity, consumer engagement and behavioural responses. His work in this area has contributed to the conceptualisation and measurement of emotions within tourism and destination experiences.

A second strand examines scarcity and consumer behaviour, including how scarcity of time, money, space and access influences tourist decision-making, experiences and perceptions of value. This research considers scarcity across different stages of the tourist journey and connects consumer psychology with contemporary challenges facing tourism.

His research increasingly examines artificial intelligence, GenAI and emerging technologies. Current and recent work investigates consumer responses to AI-generated advertising, transparency in the use of GenAI in research, perceived social media agility and technology-mediated consumer experiences, and human interaction with smart technologies.

Sameer also contributes to challenge-led research addressing sustainability and societal issues, including children's influence on sustainable family behaviour and women's entrepreneurship in the Global South.

His research has attracted substantial international citation impact.

Google Scholar profile

Scopus profile

Research methods

Professor Hosany has extensive expertise in quantitative research methodologies, including experimental design, scale development and validation, structural equation modelling, mediation and moderation analysis, multigroup and cross-cultural analysis, and other multivariate techniques. He has applied these methods across consumer, tourism and marketing research and has a longstanding interest in rigorous measurement and research design.

International Research Collaboration and Capacity Building

Sameer is actively engaged in international research collaboration and capacity building. His ODA-supported partnership with the University of the Thai Chamber of Commerce (UTCC), Thailand, combines collaborative research with mentoring and publication development for academics, early-career researchers and doctoral students. The partnership has generated joint research outputs and new projects and has developed into a sustained programme of research-capacity strengthening and UK–Thailand collaboration.

Awards and Recognition

Sameer has received a sustained series of international awards and distinctions recognising research excellence, research impact and academic service.

His research awards include the Charles R. Goeldner Article of Excellence Award from the Journal of Travel Research, multiple Best Paper Awards, two Highly Commended Awards at the World Research Summit for Tourism and Hospitality, and a Highly Cited Research Award from the Journal of Destination Marketing & Management. His Psychology & Marketing article “Memorable tourism experience: A review and research agenda” has also received Top Cited Article and Top Downloaded Article recognitions from Wiley.

Two of his papers published in the Journal of Travel Research were selected for a special collection of just 22 papers representing 50 years of research on destination marketing and management in the journal.

Earlier distinctions include recognition in the Emerald/EFMD Outstanding Doctoral Research Awards and the TTRA Masters Student Research Award.

Full details of individual awards and distinctions are available in the Prizes section of this profile.

Editorial Leadership

Sameer serves on the Editorial Board of the Journal of Travel Research. He previously served as an Associate Editor of the Journal of Business Research and Consumer Behaviour in Tourism and Hospitality.

He has also guest-edited special issues for leading journals on emerging topics in marketing, tourism and consumer behaviour:

1. Managing the Platform Economy and Market Competition in the Digitalization Era [with A. Kumar, L. Xia, Y. Zhan, Y. Xia and T. Schoenherr], Journal of Business Research

2. Theoretical and Empirical Perspectives on the Psychology of Digital Natives and New-Age Technologies [with N. Ameen and B. Taheri], Psychology & Marketing, Volume 40, Issue 1

3. Scale Development in Tourism and Leisure Research: New Approaches, Theoretical and Methodological Issues [with B. Taheri and A. G. Assaf], Journal of Business Research

4. Consumer Interaction with Cutting-Edge Technologies [with N. Ameen, A. Tarhini and M. Shah], Computers in Human Behavior 

5. Emotions in Tourist Experiences: Advancing our Conceptual, Methodological and Empirical Understanding [with P. Hunter-Jones and S. McCabe], Journal of Destination Marketing & Management, Volume 16 (June)

6. Consumer Engagement in the Tourism Industry: New Trends and Implications for Research [with B. Taheri], The Service Industries Journal, Volume 39, Issue 7-8

Media and Public Engagement

Sameer regularly engages with international media to communicate research and provide expert commentary on marketing, consumer behaviour and tourism. His research and expertise have been featured in broadcast and print media including BBC World Service, France 24, CBC News, The Washington Post, Seznam Zprávy, The Daily Express, L'Echo, The Irish Times, The Business Times, De Tijd and Sunday National.

His broadcast contributions include interviews with BBC World Service on the global rise of South Korean culture and with France 24 on Venice's day-tripper tax and the challenges associated with overtourism.

Sameer has also provided expert commentary to The Washington Post on the enduring success of the Barbie brand and to Seznam Zprávy on tourism-related issues including overtourism, social media, destination management and the effects of tourism pressure on local communities. His contributions to Seznam Zprávy have included commentary on Venice and other overcrowded European destinations, influencer-led tourism promotion and the transformation of Montmartre.

Sameer is a regular contributor to The Conversation, where he translates research and academic expertise for wider public audiences. His articles include:

Worried about booking a holiday abroad? Here's how travel operators can provide reassurance

Valentine's Day: the economic value of romantic tradition

Squid Game's second season is the latest instalment of Korean culture's economic success story – so what's the secret?

Hello Kitty at 50: a Japanese success story of simplicity and cuteness

Celebrity endorsement can be good for brands, but it's a complicated relationship

Post Office will struggle to rebuild brand trust – as Boeing and Facebook scandals show

An entry fee may not be enough to save Venice from 20 million tourists

The marketing tricks that have kept Barbie's brand alive for over 60 years

How children are helping to make their families more eco-friendly – new research

Companies wrestle with new era of negative online reviews and spiky consumers

His articles for The Conversation have been widely republished internationally, including by RTÉ, Yahoo News and Yahoo Finance, The Business Times (Singapore), The Wire (India) and Rappler (Philippines).

Beyond media commentary, Sameer has contributed to public-facing initiatives designed to translate academic expertise into practical resources. He was part of the interdisciplinary Royal Holloway team that developed the Misinformation MOT, a public checklist designed to help people critically evaluate online information and recognise misinformation.

Doctoral Students

Sameer’s doctoral supervision encompasses marketing, consumer behaviour, tourism, technology, sustainability and organisational studies. 

Current doctoral students

Thiago Carneiro (2025 - 2029) - Inclusive AI-driven technologies in healthcare

Irdina Nasir (2025 - 2029) - Artificial intelligence, service failure and patient trust in healthcare

Thuyen Ha, Le (2026 - 2030) - Sustainable finance, ESG and investor decision-making

Taynara Arruda - Digital sustainability, gamification and sustainable consumption 

Completed doctoral students

Sumir Mathur (2025) "Religiosity and Choice: A Dual System Perspective"

Xiaorong Zhu (2024) "The relationship between group demographic diversity, group workplace innovation and group goal commitment in Chinese healthcare industry: the mediating effects of group relationship and employee proactive behaviour, and the moderating effect of collectivism-oriented culture"

Amalina Zakariah (2022) "Stepping into self-tracking culture: understanding consumer behaviour around self-tracking technologies in everyday life"

Ratna Khanijou (2020) "Dinner for Two: How Collective Practices and Identities Emerge Over Time"

Majed Alsolamy (2017) "Perceived Diversity and Team Outcome: Moderating Effects on Team Interdependence and Longevity, and Mediating Effects of Communication and Social Integration"

Helen Guan (2016) "Social Networks and Organisational Performance: The Mediating Effects of Social Capital and Resource Acquisition"

Meng-Shan Wu (2015) "An Analysis of Variables Impacting on the Purchase of Luxury Goods in Taiwan"

Siripan Deesilatham (2015) "Wellness Tourism: Determinants of Incremental Enhancement in Tourists’ Quality Of Life"

Vincent Brown (2013) "Regulatory Fit with Message Framing: Its Role as a Reducer of the Post-Purchase Cognitive Dissonance of Consumers"

Academic Leadership

Sameer served for four years as Head of the Department of Marketing at Royal Holloway Business School.

His previous academic leadership and administrative roles include School Workload Coordinator and Marketing Subject Group Convenor.

Teaching

Sameer believes that university teaching should stimulate intellectual curiosity, encourage enquiry and questioning, and develop students' confidence to critically evaluate and communicate knowledge. His teaching philosophy is grounded in the didactic and dialectical interdependence between research and teaching, and he has developed and taught courses closely aligned with his research interests.

He has taught across postgraduate and doctoral programmes, including Quantitative Research Methods for Marketing, Quantitative Methods for Doctoral Students, Services Marketing and Business Research Methods.

He has particular expertise in the teaching and supervision of quantitative research design and analysis at postgraduate and doctoral levels.

Educational background

PhD in Marketing, University of Surrey

Postgraduate Certificate in Academic Practice in Teaching and Learning (distinction), Royal Holloway, University of London

MSc Tourism Marketing (distinction), University of Surrey

BSc (Hons) Management (first)

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  1. SDG 3 - Good Health and Well-being
    SDG 3 Good Health and Well-being
  2. SDG 8 - Decent Work and Economic Growth
    SDG 8 Decent Work and Economic Growth
  3. SDG 12 - Responsible Consumption and Production
    SDG 12 Responsible Consumption and Production
  4. SDG 13 - Climate Action
    SDG 13 Climate Action

Collaborations and top research areas from the last five years

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View all 68 research outputs
  • 3 Editor of research journal
  • 2 Invited talk
  • 1 Membership of research network
View all 6 activities
View all 19 prizes