Wayne Smith, Ph.D.

Department Chair and Professor

Address: Beatty Center, Rm. 302
Office Hours: Mon & Wed 1:30 - 3:30 PM, and by appointment
Phone: 843.953.6663
E-mail: smithww@cofc.edu
Blog: http://www.waynewsmith.com/
Curriculum Vitae: Download


Wilfrid Laurier University - Waterloo, Ontario
Ph.D., Department of Geography & Environmental Studies, 2006

University of Waterloo - Waterloo, Ontario
M.A., Department of Recreation and Leisure Studies, 2000

Brock University - St. Catharines, Ontario
B.A., Honours, Department of Recreation and Leisure Studies, 1998

Research Interests

  • Events management
  • Consumer psychology of tourism

Courses Taught

  • Principles and Practices of Hospitality and Tourism
  • Managing Global Tourism
  • Strategic Hospitality and Tourism Management 
  • Events Planning 

Honors and Awards

International Journal of Culture Tourism and Hospitality Research – Highly Commended Paper
* Litvin, S.W., Pan, B., & Smith, W.W. (2013). Festivals, special events, and the 'rising tide'. International Journal of Culture, Tourism and Hospitality Research. 7(2) 163-186.

Journal of Travel Research - Charles R. Goeldner Article of Excellence
Travel & Tourism Research Association                                          San Antonio, Texas, USA
* Li, X., Pan, B., Zhang, L. & Smith, W.W. (2009). Online Information Search and Image Formation: Insights from a Mixed Method Study. Journal of Travel Research. 48(1) 45-57.

Distinguished Service Award
College of Charleston – School of Business                        Charleston, South Carolina, USA

ISTTE Graduate Student Scholarship (Future Scholars)                                       
International Society of Travel and Tourism Educators        Providence, Rhode Island, USA 

Gordon Taylor Award For Excellence in Undergraduate Research                 
Travel and Tourism Research Association of Canada                                   Calgary, Alberta



2011 NC and SC Festivals and Events Planner Survey Presentation


Smith, W.W., Pitts R.E., & Wang, W. (Accepted). Sponsorship Outcomes for Charity-Linked Events: Participant Segments Interaction with Sponsor Attributes. Event Management.

Litvin, S.W. & Smith, W.W. (Early Online). Tourism Policy and Political Tribalism. Journal of Policy Research in Tourism, Leisure and Events. https://doi.org/10.1080/19407963.2019.1642901

Litvin, S. W., & Smith, W.W. (Early Online). Not in My Backyard: Personal Politics and Resident Attitudes towards Tourism. Journal of Travel Research. https://doi.org/10.1177/0047287519853039

Dodds, R., Smith, W. W. & Pitts, R. E. (Early Online). Willingness To Pay For Environmentally Linked Clothing At An Event: Visibility, Environmental Certification And Level Of Environmental Concern. International Journal of Hospitality and Event Management (IJHEM). https://www.inderscience.com/info/ingeneral/forthcoming.php?jcode=ijhem

Pan, B., Smith, W. W., & Litvin, S. W. (2018). Online travel survey response rates and researcher ethnicity. International Journal of Tourism Research. https://onlinelibrary.wiley.com/doi/pdf/10.1002/jtr.2230.

Frash, R.E., Blouse, J.E., Smith, W.W., & Scherhag, K. (2018). A Multidisciplinary Marketing Profile of Motorcycle Tourists: Explorers Escaping Routine to Find Flow on Scenic Routes. Tourism Recreation Research. 1-13.

Smith, W.W., Clement, J & Pitts, R.E. (2018). Oh the Places They’ll Go. A Methodology for Examining the Early Career Paths of Alumni as a Basis for Program Development and Review. Journal of Teaching in Travel and Tourism. 18(2) 109-122.

Smith, W.W., Pitts, R. E., Litvin, S.W. & Agrawal, D. (2017). Exploring the length and complexity of couple’s family travel decision-making. Cornell Hospitality Quarterly. 58(4) 387-392.

Smith, W.W., Pitts, R. E., Mack, R., & Litvin, S.W. (2016). It’s Got to ‘Fit’ – Exploring

Litvin, S.W., Wofford, E.B., Smith, W.W. (In Print). Rapid Growth and Density of Liquor Licenses in a Heritage Tourism Destination: Charleston's Emerging Entertainment District. Tourism Review International.

Smith, W.W., Pitts, R. E., Mack, R., & Litvin, S.W. (2016). It's Got to ‘Fit' – Exploring Corporate Sponsorship Decisions. International Journal of Hospitality and Event Management (IJHEM).

Smith, W.W., Pitts, R.E., Mack, R., Smith, J. (2016). Don't Be One More Logo on the Back of the T-Shirt – Optimizing Sponsorship Recall over a Five-Year Period. Journal of Convention & Event Tourism.

Litvin, S.W. & Smith, W.W. (2015). A New Perspective on the Plog Psychographic System. Journal of Vacation Marketing.

Smith, W.W., Butcher, E., Litvin, S.W., & Frash R. (2015). Incorporating an Instructional Scaffolding Approach into the Classroom: Teaching for Authentic Learning in Hospitality and Tourism Education. Journal of Teaching in Travel & Tourism. 15(3)264-277.

Smith, W.W., Pitts, R., Wang, W., & Mack, R. (2015). What is Most Important in Transferring Goodwill from Charity Run Participants to Sponsors? Event Management: An International Journal. 19(3) 305-316.

Smith, W.W., Li, R., Pan, B., Witte, M., & Doherty, S. (2015). Tracking Destination Image Across Trip Experience with Smartphone Technology. Tourism Management. 48(June) 113-122. (Article)

The purpose of this study is to examine changes to tourists' image of a destination throughout a trip experience. Using Blackberry technology, a group of Canadian student travelers to Peru were asked to record images and experience about their trip during several key moments (pre-trip, upon arrival, half-way, departure, and post-trip). The results of this mixed methods study indicate that tourists' destination image is dynamic and continuously evolving throughout their trip, and various incidents during the trip could impact it. Of particular importance are the impressions made upon arrival and departure, as they are powerful determinants of post-trip images. Affective image appears to be rather haphazard during the trip whereas most respondents' cognitive image follows a specific pattern where the subjects go through an adjustment period at the beginning of the trip (resulting in lowered scores) but then rebound in a positive direction from that point. Further, post-trip cognitive scores tend to continue to rise significantly while affective scores tend to return to pre-trip levels.

Smith, W.W., Fralinger, E. & Litvin, S.W. (2011). Segmenting the USA Non-Travel Market. Enlightening Tourism: A Path-Making Journal. 1(2) 137-151. (Article)

Tourism marketers focus on understanding the many different segments that comprise their visitors. Understanding these segments' motivations for travel is important in order to motivate repeat visitation and to attract like-minded consumers to visit. But how about those who do not travel? This surprisingly large percentage of the population is a lost opportunity for the industry. The research that follows, based upon a very significant USA-based sample of non-travelers, suggests that non-travelers can be effectively segmented and targeted. Understanding these segments will better allow vacation marketers to craft their product and their message, hopefully bringing more travelers to the mix.

Smith, W.W. & Smith, S.L.J (2011). The Use of Rank-Order Data in Segmentation Analysis - The Case of Bruce County, Ontario, Canada. Journal of Vacation Marketing. 17(2). 105-114. (Article)

A topic of interest to many marketers and researchers is how potential visitors select a destination. Although numerous models have been developed, this line of research is still under-developed. This article illustrates an innovative approach to decision-based segmentation based on Unidimensional Sequence Alignment (USA). This tool was developed in molecular biology to compare genetic structures among different organisms. The basic logic behind USA is that the sequence of a series of entities/events reveals essential information about the identity of the sample being studied. In the case of this study, the sequence refers to the order in which potential visitors considered various criteria regarding potential destinations. Similar sequences of decisions indicate similar segments of potential visitors. Using data from a web-based survey of people who had requested tourism information from Bruce County, Ontario, Canada, the study demonstrates the potential of USA as well as areas for further development.

Smith, W.W., Litvin, S.A. & Canberg A.,& Thomas, S. R. (2010). Setting Parameters: Operational Budget Size and Allocation of Resources. International Journal of Event and Festival Management.1(3). 238-243. (Article)

This note provides useful benchmarks for festival organizers and their management stakeholders. The key intent of this research, however, was to determine how festivals allocated their funds among various expense categories. Respondents were asked to specify the percentages of their expense budgets allocated to each of the following categories: 1) Marketing; 2) Administrative; 3) Entertainment; and 4) Operations. It was found that ‘smaller' festivals spend a significantly greater proportion of their budgets on marketing (23%) and a far smaller share on administrative expenditures (5%) than do their ‘larger' counterparts that spend only 15% on marketing and triple the ‘smaller' festival's administrative costs (15%). The differences related to their spending for entertainment (35% versus 28%) and operations (36% versus 41%) are not as dramatic in relation to their proportion of total spending. The data herein suggest that size plays an important role when it comes to such allocations. ‘Smaller' festivals are required to, or perhaps elect to, spend a larger percentage of their resources on marketing their event. Conversely, ‘larger' festivals find they must spend more for administration, likely given the human resources needed to plan for these larger events.

Nadav, S.A., Smith, W.W., & Canberg A.(2010). Examining Corporate Sponsorship of Charitable Events in the Greater Charleston Area. Event Management: An International Journal. 14(3). 239-250. (Article)

Despite an increasing trend of businesses using event sponsorship as a marketing strategy and tool to enhance corporate image, limited research is available to understand the basis for businesses' decision-making regarding event sponsorship and the subsequent evaluation of the value of that sponsorship. The purpose of this study is to develop an event sponsorship decision-making model based on how companies in the greater Charleston, South Carolina area choose and evaluate sponsorship of local charitable events. The findings in this study suggest that six primary factors influence event sponsorship decision-making: business policy, type of organization, event type, marketing strategy, projected outputs, and perceived value. The emphasis on each of these factors in the decision-making process was also influenced by the business's orientation toward pure marketing or pure philanthropy. A strategy for approaching businesses regarding event sponsorship for charitable events is suggested based on the findings in this study.

Eder, J.,* Smith, W.W., & Pitts, R. (2010). Exploring Factors Influencing Student Study Abroad Destination Choice. Journal of Teaching in Travel and Tourism. 10(3) 232-250. (Article)

This study applies qualitative analysis as a systematic tool for insight into factors influencing international students' university choice. We also develop a structural model for further analysis and understanding of that choice. Qualitative analysis of data collected via online chat identifies motivational and constraining factors that influence foreign students' decision to study in the U. S. The study applies and explicates a contemporary qualitative approach to the analysis of interview transcripts for the determination choice factors and their importance. Inductive analysis is used to postulate a model for international student destination choice based on the travel decision push and pull model. Three push factors (personal growth, language, and career) and three pull factors (college issues, physical geography, and U.S. culture) were determined to influence choice of country and institution. In addition, structural factors including visa issues, and cost issues were identified as constraints. Personal growth was the most important push factor and college issues the most important of the pull factors. Visa issues were the most important constraining structural factors.

Smith, W.W. & Pan, B. (2009). Purchase Involvement of Travel Products and Segmentation of Student Travellers. Anatolia: An International Journal of Tourism and Hospitality Research. 20(2). 331-343

This study examined the dimensions of purchase involvement of undergraduate students while planning a reading week trip and the segmentation of student travellers based on those dimensions. A 27-item modified purchase involvement scale developed by Slama and Tashchian (1985: 72-82) measured the students' attitudes towards purchasing their reading week trip. The results were analyzed using principle component analysis and cluster analysis. The principle component analysis revealed eight dimensions of involvement. Furthermore, typologies of reading week travellers were developed using cluster analysis. The findings from this study suggest that there are three groups of student travellers: nonchalant; modestly discerning; and shrewd shopper.

Zhang, L., Pan, B., Smith W.W., & Li, X. (2009). Travelers' Use of Online Reviews and Recommendations: A Qualitative Study. Information Technology & Tourism. (11)2 157-158. (Article)

Consumers are increasingly turning to online reviews and website recommendations to aid their purchasing on the Internet. The paper investigates the sources and formats of travel online reviews and recommendations, and examines the heuristics that the subjects use when making travel decisions based on these third-party opinions. The results of this study indicated that the subjects relied heavily on online reviews and recommendations to their make trip decisions. In addition, they utilized several heuristics when using these cues including the simple criteria stopping rule, credibility heuristic and consensus heuristic to make their decisions. The paper contributes to the current literature by examining travelers' online information processing strategies and provides implications for practitioners.

Smith, W.W., Pan, B., Li, X., & Zhang, L. (2009). The Use of Geographic Skills in Dealing with the Foreignness of a Destination. Tourism Geographies. 11(3). 351-369. (Article)

In this study, 28 participants with little geographic knowledge of the destination were asked to plan a week-long trip to China online. The participants were asked to create a detailed seven-day itinerary outline with activities or attractions they would like to participate in or visit, as well as restaurants in which they would like to dine. The participants were given a computer with Internet access to conduct an online search to complete this task. Interestingly, despite an overall lack of geographic knowledge about China, few employed geographic learning techniques during the experiment that would have led to increased ability to plan the trips successfully. Specifically, several participants did not use available mapping technology; they surrogated geographic knowledge for “geographic imaginations” and they delegated geographic learning to become dependent on recommendations from outside sources for their place knowledge. The results of this paper illustrate how participants' use of their geographic knowledge and skills affected their trip decision-making. As a result of this research, recommendations to tourism marketers about how to address customers' lack of geographic knowledge are provided.

Li, X., Pan, B., Zhang, L. and Smith, W.W. (2009). Online Information Search and Image Formation: Insights from a Mixed Method Study. Journal of Travel Research. 11(3). 351-369. (Article)

This study explores the potential effects of online information search on tourists' destination image development. Specifically, the terms “baseline image” and “enhanced image” are proposed to distinguish the different stages of image development in tourists' mind before and after active online information search. A mixed method study was designed, which asked college students to develop a one-week travel plan in China via online search. It was found that participants' overall image and affective image about China experienced significant and positive changes after an online search, while cognitive image remained the same. Nevertheless, when asked to describe their image changes, most participants reported changes on their cognitive beliefs about China. Further, the qualitative data evidenced the interaction between participants' online information search process and image development.

Smith, W.W., Carmichael, B.A, Litvin, S.W., & Nadav, S.A.* (2009). Non-Travelers: The Flip Side of Motivation – Revisited Submitted to: Tourism Recreation Research. 34(1). 91-93 (Article)

This current research revisits a paper by Haukeland (1990) on the important issue of non-travel motivation that has remained primarily unexplored since that original article was developed. The purpose of this paper was to take the recommendations for future research that were originally proposed by Haukeland, expands the research and tests the theory he originally developed using a qualitative approach. The finding contained within this paper validates his work and illustrates the importance of building upon past research.

Zhang, L.*, Smith, W.W. & McDowell, W.C. (2009). Examining Digital Piracy: Self-Control Punishment and Self-efficacy. Information Resource Management Journal. 22(4). 24-44. (Article)

Digital piracy is a persistent and pervasive problem for society. Based on both the general theory of crime and deterrence theory, this study investigates the role of self-control, perceived severity of punishment and perceived certainty of punishment in predicting digital piracy behavior as well as self-efficacy. The results of the study show that risk-taking and punishment certainty are strong predictors of digital piracy behavior. Self-efficacy is also significantly related to punishment certainty and digital piracy behavior. Implications of the study for research and practice are discussed.

Dodds, R., Leung, M.* & Smith, W.W. (2008). Assessing Awareness of Carbon Offsetting by Travellers and Travel Agents. Anatolia: An International Journal of Tourism and Hospitality Research 19(1). 135-149.

This paper focuses on the need to increase awareness of climate change and aviation carbon offsetting in the travel and tourism industry. The paper first examines the relationship between travel and tourism operations and climate change, specifically in regards to the impact of air travel. Then, recent research is presented, in which awareness of carbon offsetting in the travel and tourism industry was investigated, using two groups: travel agents and travelers in Toronto, Canada. The study, using frequencies and cluster analysis, addressed the level of awareness of carbon offsetting, opinions on where the responsibility of environmental protection should be placed, travelers' willingness to partake in carbon offsetting programs, and initiatives to increase awareness. The results of the study indicated a lack of awareness of carbon offsetting. In addition, with regards to the question of where to place the responsibility for offsetting, either with the travel industry or the government, there are two specific groups – intrinsically motivated vs. extrinsically motivated.

Huynh, N.T., Hall, B., Doherty, S. & Smith, W.W. (2008). Interpreting urban space through cognitive map sketching and sequence analysis. The Canadian Geographer. 52(2). 222-240. (Article)

Traditionally, analysis of sketch maps of urban areas has focused on the interpretation of hand-drawn renditions of features that are most familiar to individuals. Few researchers have investigated the sequence that sketchers use to identify features on the urban landscape and how these features are linked together to form a coherent ‘picture' of an area. This article builds upon previous research by exploring the sequential pattern of sketch map creation. Two research questions are proposed, namely, can a repetitive sequential order in element inclusion be identified for different individuals sketching the same urban environment? If so what features are mapped in which order to create the sketchers' image of the city? Findings suggest that three distinct groups of cognitive maps exist, namely, sequential, spatial and hybrid, and that the map elements of each group are organized in a distinctive manner with paths and landmarks as principal elements. It is suggested that insights into this process provide more substance to understanding how individuals interpret and structure urban space and use this information to navigate both known and new environments.

Pan, B., Li, X., Zhang, L. & Smith W.W. (2007). An Exploratory Study on the Satisfaction and Barriers of Online Trip Planning to China: American College Students' Experience.Journal of Hospitality and Leisure Marketing 16(1-2), 203-226. (Article)

The Internet is one of the major information sources for trip planning. However, sometimes it can be difficult to use, especially for planning a trip to a novel destination with a different culture. Using mixed methods which are comprised of process tracing, think aloud protocol, and clickstream analysis, this research explores the usability problems and barriers when American college students' are planning trips to China online. The results illustrate that American students had a frustrating planning experience. While some of the problems are technical or functional in nature, more than half of the problems encountered were due to cultural barriers. As the dominant information portal most American students used, Google.com induces bias in travel information space and is not a suitable tool for trip planning to China.

Smith, W.W., Carmichael, B.A., & Batovasky, N.* (2007). Understanding the Potential Impact on the Image of Canada as a Weekend Travel Destination as a Result of Western Hemisphere Travel Initiative Passport Requirements. Journal of Travel and Tourism Marketing. 23(2) 113-126. (Article)

On April 5th, 2005 the US Departments of State and Homeland Security announced the Western Hemisphere Travel Initiative (WHTI) which will require Americans traveling to Canada to present a passport for re-entry into the USA. The Conference Board of Canada estimates that this legislation (for the years 2005-2008) will result in a loss of nearly 7.7 million trips and cost the Canadian tourism industry approximately $1.6 billion in lost revenues. The purpose of this study was to investigate how this change in legislation will affect southwestern Pennsylvania residents' perceptions and image of Canada and their propensity to visit Canada. A series of three focus groups designed to measure these impressions was conducted. The results indicate that successful mitigation strategy could reverse potential image issues as a result of the USA legislation.

Smith, W.W. & Carmichael B. (2007). Domestic Business Travel in Canada with a Focus on the Female Market. Journal of Travel and Tourism Marketing. 21(1). 217-226. (Article)

Female business travel is an understudied phenomenon. However, in the year 2000women took over 5.8 million domestic business trips in Canada alone. Using data from the 2000 Canadian Travel Survey, the findings of this study indicate that female domestic business travelers are quite different than their male counterparts. Female domestic business travelers tend to be younger, unmarried and do more ‘outside' activities while traveling. In a further examination of women and business travel using a cluster analysis, it was found that three types of women business travelers exist: ‘mixing business and pleasure' (34%), a ‘directed' business traveler (19%) and the ‘frequent' business traveler (44%). These results indicate that women business travelers are more likely to extend their trip and engage in more touristic activities while traveling for business purposes.

Smith, W.W. (2007). Social desirability bias and exit survey responses: The case of a First Nations campground in central Ontario Canada. Tourism Management. 28(2007): 917-919. (Article)

The purpose of this paper is to illustrate a case in which social desirability bias may have affected exit survey results. In this case, an exit survey of visitors to a First Nations (or aboriginal) campground, the results varied according to who collected the data (two aboriginal or First Nations research assistant versus a Caucasian researcher or mailbox). Overall, those who delivered the results to the First Nations research assistants provided answers that were more favorable than those delivered to the Caucasian researcher or mailbox. Many of results were found to be overly positive especially in regards to questions related to staff performance. The results of this study indicate that tourism researchers must be wary of data collection procedures (especially when attempting to measure cross-culturally). Finally, this paper examines methods to counteract situations, which may produce social desirability bias.

Carmichael, B., Smith, W.W. & Cannally, C. (2006). Playing, Watching, and Participating: Identifying the Role of Sport in Canadian Domestic Travel. Tourism Review International 10(4). 217-226. (Article)

The purpose of this article is to investigate and analyze the characteristics of domestic tourists in Canada who either participated in sports or attended sporting events. Secondary data analysis using a subset of the 2000 Canadian Travel Survey (CTS) person trip file was used in this study. These data were analyzed in an exploratory attempt to test out a conceptualization of sport tourism and develop a typology of sport-related tourists based on their activities profiles. Cluster analysis revealed four types of sport-related tourists: the “Focused Sport Tourist,” the “VFR Sport Tourist,” the “Urban Vacationist,” and the “Outdoor Vacationist.” These groups were found to be diverse in relation to their demographic, activity, and trip characteristic profiles. However, there is significant overlap between the group characteristics when they are applied to the conceptual model.

Smith, W. W. & Carmichael, B. (2006). Canadian Seasonality and Domestic Travel Patterns: Regularities and Dislocations as a Result of the Events of 9/11. Journal of Travel and Tourism Marketing. 19 (2/3). 63-78. (Article)

On September 11th, 2001 the North American tourism environment changed dramatically as a result of the terrorist events that occurred in New York and Washington D.C. As Canadians watched the events of 9/11 unfold south of the border, the shift in their travel patterns was almost immediate. Using secondary data analysis from the Canadian domestic travel survey, this study reveals the changes in travel behavior that occurred in overall trip characteristics and for different demographic market segments post-September 11. Comparisons are made between actual and expected travel patterns. These findings have implications for disaster recovery marketing strategies in general.


Pan, B., Smith, W.W., Litvin, S.W., and Woodside, A. (2015). The Impact of Contextual Cues on Response Rate, Conversion Rate, and Destination Preference in Travel Surveys. Tourism Travel and Research Association: Advancing Tourism Research Globally. Paper 29. (Paper)

McLinko, K. & Smith, W. W. (2012). Sponsorship and Event Quality: A Longitudinal Analysis. International Society of Travel and Tourism Educators 2012 Annual Conference. On CD-ROM.

Rozier Rich, S., Tomas, S.R, Canberg, A.S. & Smith, W.W. (2011). Measuring the Economic, Social and Environmental Impacts of Special Events: A Mixed Methods Approach. Travel and Tourism Research Associations' 2011 Annual Conference. On CD-ROM

Blackwell, C., Pan, B., Li, X., & Smith, W.W. (2011). Power Laws in Tourist Flows. Travel and Tourism Research Associations' 2011 Annual Conference. On CD-ROM

Li, X., Pan, B., Smith W.W. & Zhang, L. (2008). Baseline and Enhanced Image: The Effect of Online Information Search. Travel and Tourism Research Associations' 2008 Annual Conference. On CD-ROM

Smith, W.W., Pan, B., Li, X., & Zhang, L. (2007). Tips and Traps: Methodological Issues Related to Conducting an Online Trip Planning Study. Travel and Tourism Research Associations' 2007 Annual Conference. On CD-ROM

Smith, W.W., Pan, B., Li, X., & Zhang, L. (2007). Examining Methodological Challenges Related to Qualitative Analysis of Online Trip Planning Behavior. 14th Annual Conference on Information Technology for the Hospitality Industry. On CD-ROM

Download curriculum vitae for a complete list of professional accomplishments and published works.