Dr Zohre Mohammadi

Dr Zohre Mohammadi PhD, MA

Programme Leader BA Events Management

Dr Zohre Mohammadi is a lecturer in Tourism and Marketing at University of Greenwich. She received her PhD in Tourism in 2019 with her qualitative study on childhood travel experiences and motivations.

Before joining Greenwich, Zohre has been a Senior Research Fellow at James Cook university Singapore.

She has a number of papers published in Tourism and Hospitality leading journals, as well as book chapters. She has also served as a reviewer for journals and a member of scientific committees for conferences. Additionally, she benefits from conducting her research using novel qualitative methods, and she is quite confident in deploying and exploring this approach more extensively in future research activities.

Her research focus is on tourism behaviour and experience, tourism marketing, and events, activities, and amenities for children in order to introduce new emerging markets. She has launched projects aimed at sustaining the livelihoods of aquaculture small businesses in the tropics through tourism. Additionally, her research supports a number of the United Nations' Sustainable Development Goals, most notably Goals 4, 8, and 11. In the future, she hopes to continue a cross-disciplinary, collaborative approach in order to contribute to the expansion of livelihood projects in particular and to gain a better understanding of how development scenarios (desired and actual) interact with environmental management and livelihoods in the societies.


  • 2021 - Awarded JCUS Research Excellence Team Award (TFI Team)
  • 2021 - Awarded JCU CBLG Publication Award
  • 2021 - Awarded CBLG JCUA/JCUS Cross Campus Collaborative Research Award


Senior Research Fellow at James Cook University Singapore

Research / Scholarly interests

Tourism Experience and Behaviour, Childhood Travel, Tourism Marketing and Branding, Emerging markets, Livelihood, Women Empowerment

Key funded projects

  • JCUS-JCUA cross-campus collaboration grant (2020)- SGD 5K
  • JCUS-JCUA cross-campus collaboration grant (2021)- SGD 5K

Recent publications


Eijdenberg, Emiel L. , Thirumaran, K., Mohammadi, Zohre (2024), Luxury hospitality revisited: a Cambodian perspective. Elsevier- Australian Academic Press. In: , , , . Elsevier- Australian Academic Press, Journal of Hospitality and Tourism Management, 58 . pp. 409-418 ISSN: 1447-6770 (Print), 1839-5260 (Online) (doi: https://doi.org/10.1016/j.jhtm.2024.02.003) NB Item availability restricted.

Mohammadi, Zohre , Bhati, Abhishek, Ng, Eddy (2023), 20 years of workplace diversity research in hospitality and tourism: a bibliometric analysis. Emerald. In: , , , . Emerald, Equality, Diversity and Inclusion: An International Journal, 42 (4) . pp. 551-571 ISSN: 2040-7149 (Print), (doi: https://doi.org/10.1108/EDI-02-2022-0046).

Thirumaran, K. , Mohammadi, Zohre, Azzali, Simona, Eijdenberg, Emiel L. , Donough-Tan, Gerardine (2023), Transformed landscapes, tourist sentiments: the place making narrative of a luxury heritage hotel in Singapore. Taylor and Francis Group - Routledge. In: , , , . Taylor and Francis Group - Routledge, Journal of Heritage Tourism, 18 (2) . pp. 243-264 ISSN: 1743-873X (Print), 1747-6631 (Online) (doi: https://doi.org/10.1080/1743873X.2023.2169151).

Mohammadi, Zohre , Bhati, Abhishek Singh, Radomskaya, Valeriya, Josiassen, Alexander (2023), The influence of special dietary needs on tourist satisfaction and behavioral intention: satisfiers or dissatisfiers?. Elsevier. In: , , , . Elsevier, Journal of Destination Marketing and Management, 27: 100759 ISSN: 2212-571X (Print), 2212-5752 (Online) (doi: https://doi.org/10.1016/j.jdmm.2022.100759).

Shekari, Fatemeh , Azizi, Fatemeh, Mohammadi, Zohre (2022), Investigating literary gaze through the orchestra model of the tourist experience. Emerald. In: , , , . Emerald, International Journal of Tourism Cities, 9 (1) . pp. 268-285 ISSN: 2056-5607 (Print), (doi: https://doi.org/10.1108/IJTC-04-2022-0107).

Mohammadi, Zohre , Bhati, Abhishek, Jerry, Dean (2022), A pre-science style model of aquaculture tourism businesses. Taylor & Francis - Routledge. In: , , , . Taylor & Francis - Routledge, Tourism Planning and Development ISSN: 2156-8316 (Print), 2156-8324 (Online) (doi: https://doi.org/10.1080/21568316.2022.2135133) NB Item availability restricted.

Bhati, Abhishek , Mohammadi, Zohre, Agarwal, Manisha, Kamble, Zilmiyah , Donough-Tan, Gerardine (2022), Post COVID-19: cautious or courageous travel behaviour?. Taylor and Francis Group - Routledge. In: , , , . Taylor and Francis Group - Routledge, Asia Pacific Journal of Tourism Research, 27 (6) . pp. 581-600 ISSN: 1094-1665 (Print), 1741-6507 (Online) (doi: https://doi.org/10.1080/10941665.2022.2091944).

Thirumaran, K , Mohammadi, Zohre, Pourabedin, Zahra, Azzali, Simona , Sim, Karen (2021), COVID-19 in Singapore and New Zealand: newspaper portrayal, crisis management. Elsevier. In: , , , . Elsevier, Tourism Management Perspectives, 38: 100812 . pp. 1-11 ISSN: 2211-9736 (Print), 2211-9744 (Online) (doi: https://doi.org/10.1016/j.tmp.2021.100812).

Xu, Ding , Chen, Tingzhen, Pearce, John, Mohammadi, Zohre , Peace, Philip (2021), Reaching audiences through travel vlogs: the perspective of involvement. Elsevier. In: , , , . Elsevier, Tourism Management Perspectives, 86: 104326 ISSN: 2211-9736 (Print), 1879-3193 (Online) (doi: https://doi.org/10.1016/j.tourman.2021.104326).

Bhati, Abhishek Singh , Mohammadi, Zohre, Agarwal, Manisha, Kamble, Zilmiyah , Donough-Tan, Gerardine (2020), Motivating or manipulating: the influence of health-protective behaviour and media engagement on post-COVID-19 travel. Taylor & Francis - Routledge. In: , , , . Taylor & Francis - Routledge, Current Issues in Tourism, 24 (15) . pp. 2088-2092 ISSN: 1368-3500 (Print), 1747-7603 (Online) (doi: https://doi.org/10.1080/13683500.2020.1819970).

Oktadiana, Hera , Pearce, Philip, Mohammadi, Zohre (2020), Special dietary requirements: restaurant sector responses across six tourist cities. Wiley. In: , , , . Wiley, International Journal of Tourism Research, 22 (4) . pp. 507-517 ISSN: 1099-2340 (Print), 1522-1970 (Online) (doi: https://doi.org/10.1002/jtr.2352).

Buckley, Ralf , Shekari, Fatemeh, Mohammadi, Zohre, Azizi, Fatemeh , Ziaee, Mahmood (2020), World heritage tourism triggers urban–rural reverse migration and social change. SAGE. In: , , , . SAGE, Journal of Travel Research, 59 (3) . pp. 559-572 ISSN: 0047-2875 (Print), 1552-6763 (Online) (doi: https://doi.org/10.1177/0047287519853048).

Book section

Mohammadi, Zohre and , Fehrest, Fatemeh (2024), Children's engagement in event tourism: a conceptual framework. Emerald Publishing Limited. In: , , In: Hugues Séraphin (ed.), Events Management for the Infant and Youth Market. Emerald Publishing Limited, Bingley, UK (1st) . pp. 9-23 . ISBN: 9781804556917; 9781804556900; 9781804556924 (doi: https://doi.org/10.1108/978-1-80455-690-020231003).

Mohammadi, Zohre and , (2022), Children's experience of nature holidays: a motivation for environmental responsible behaviour. Emerald. In: , , In: Hugues Séraphin (ed.), Children in Sustainable and Responsible Tourism. Emerald, Bingley (1st) . pp. 27-40 . ISBN: 9781801176576; 9781801176569; 9781801176583 (doi: https://doi.org/10.1108/978-1-80117-656-920221003).

Pearce, Philip and , Mohammadi, Zohre (2021), Building the orchestra model of tourist experience, integration and examples. Routledge. In: , , In: Richard Sharpley (ed.), Handbook of tourist experience. Routledge, London . ISBN: 9781003219866 (doi: https://doi.org/10.4324/9781003219866-6).

Mohammadi, Zohre and , (2020), Listening to children as a tourism market: the Asian context. Goodfellow Publishers. In: , , In: Philip L. Pearce, Antonia Correia (eds.), Tourism’s New Markets: Drivers, details and directions. Goodfellow Publishers, Oxford, UK (1st) . pp. 176-190 . ISBN: 9781911635642; 9781911635628 (doi: https://doi.org/10.23912/9781911635628-4294).

Mohammadi, Zohre and , Pearce, Philip L. (2020), Making memories: an empirical study of children's enduring loyalty to holiday places. De Gruyter Oldenbourg. In: , , In: Hugues Séraphin, Vanessa Gowreesunkar (eds.), Children in Hospitality and Tourism: Marketing and Managing Experiences. De Gruyter Oldenbourg, Berlin, Boston Overtourism: Issues, Realities and Solutions, 4 (1st) . pp. 137-156 (doi: https://doi.org/10.1515/9783110648416-009).

Pearce, Philip L. and , Mohammadi, Zohre (2019), Savoring Persian Travel: analyzing Iranian Tourists' Memories. Emerald. In: , , In: Jafar Jafari, Liping A. Cai, Omeed Alerasool (eds.), Experiencing Persian Heritage. Emerald, Bingley, UK Knowledge Transfer to and Within Tourism: Academic, Industry and Government Bridges, 10 (1st) . pp. 83-101 . ISBN: 9781787548138; 9781787548121; 9781787548145 (doi: https://doi.org/10.1108/S2042-144320190000010006).

Pearce, Philip L. and , Mohammadi, Zohre (2018), Love, romance, and behavior. Emerald. In: , , , Authenticity and Tourism. Emerald, Tourism Social Science Series, 24 . pp. 71-87 . ISBN: 9781787548176ISSN: 15715043 (Print), (doi: https://doi.org/10.1108/S1571-504320180000024005).

Conference item

Bhati, Abhishek , Kamble, Zilmiyah, Agarwal, Manisha, Mohammadi, Zohre (2022), An investigation into post-Covid 19 travel intention. In: 9th ITSA Biennial Conference 2022: Corporate Entrepreneurship and Global Tourism Strategies after Covid-19, 26th - 29th Jul, 2022, Gran Canaria, Spain , . , (doi: https://docs.lib.purdue.edu/itsa/ITSA2022/ITSA2022/15/).

Mohammadi, Zohre and , (2020), The orchestra model and children’s holiday experiences. In: International Conference on Children's Studies, 7th Mar, 2020, Birkbeck, University of London , . , (doi: https://childrens-studies.lcir.co.uk/wp-content/uploads/2020/03/Updated-Programme.pdf).

Conference proceedings

Xu, Ding , Chen, Tingzhen, Mohammadi, Zohre (2021), I like your travel vlog: delineating viewers’ consumption and production. Council for Australian University Tourism and Hospitality Education 2021 (CAUTHE). In: , , In: Penny Jose, Marianna Sigala, Paul Whitelaw, Isabella Qing Ye (eds.), CAUTHE 2021 Conference Online: Transformations in Uncertain Times: Future Perfect in Tourism, Hospitality and Events: Proceedings of the 31st Annual Conference, 9th - 12th February 2021. Council for Australian University Tourism and Hospitality Education 2021 (CAUTHE), Sydney (1st) . pp. 113-126 . ISBN: 9780994514158; 9780994514165 (doi: https://search.informit.org/doi/book/10.3316/informit.9780994514158) NB Item availability restricted.

Azizi, Fatemeh , Shekari, Fatemeh, Mohammadi, Zohre (2020), Literary visitors' motivations and experiences: the case of Hafez Tomb in Shiraz, Iran. The British Library. In: , , , Proceedings of the 8th ITSA Biennial Conference 2020. The British Library, UK . pp. 49-51 ISSN: 2517-1488 (Print), 2517-1496 (Online) (doi: ).