Tina Šegota

Dr Tina Šegota BCommSc, PhD, PGCert HE, FHEA

Senior Lecturer in Advertising and Marketing Communications

Key details

Dr Tina Šegota

Senior Lecturer in Advertising and Marketing Communications

Dr Tina Šegota is Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich. She is a multi-award winning academic with research and teaching experience in marketing and tourism worldwide. Tina holds a doctoral degree and a Bachelor of Communication Science in Marketing Communications from the Faculty of Social Sciences, University of Ljubljana, and has been actively working towards completion of doctoral studies in Tourism at the School of Economics and Business, University of Ljubljana. Her research relates to tourism marketing and advertising, and sustainability and quality of life in tourism destinations. She has received several national and international awards, including the Emerald Literati Award, the Best Paper Awards for her publications, and she was shortlisted as the Supervisor of the Year for her continuous support of students at the University of Greenwich.

Dr Tina Šegota joined the University of Greenwich as a Lecturer in 2017 and was appointed Senior Lecturer in 2019. Prior to joining the University of Greenwich, she had been involved in both teaching and research at the University of Ljubljana, which followed a period working with different international brands in roles as director of marketing and PR account executive.

Responsibilities within the university

Dr Šegota is involved in both marketing and tourism courses and has been teaching at both undergraduate and postgraduate levels. She has been supervising students in the completion of their undergraduate and postgraduate thesis. Her dissertation students have been awarded Merit Award for Outstanding Achievement and the DM Trust Derek Holder Dissertation Prize for best dissertation in the area of data-driven and digital marketing (Nynke Dijkstra, 2019, dissertation title: The impact of behavioral targeted advertisements on consumers' online shopping behavior).


* Emerald Literati Award for Outstanding Reviewer for the International Journal of Tourism Cities (2019)
* Supervisor of the Year Award (shortlisted), Student-Led Teaching Awards, University of Greenwich (2019)
* Best Paper Award by the Journal of Destination Marketing and Management (2018)
* Emerging Scholar Award by the Tourism and Leisure Society (2018)
* Outstanding Reviewer Award in the track of Sports and Leisure Marketing, ANZMAC Conference (2017)
* Best Paper Award sponsored by the Tourism Economics journal received at the 4th PhD conference of International Association of Tourism Economics, Bournemouth University, UK (2015)
* Honorary Scholarship for Doctoral Students Awardee, Ministry of Education, Science and Sport, Slovenia (2010)


Dr Šegota is theme editor for the International Journal of Tourism Cities, with a special interest in quality of life in tourism cities. As well as serving as theme editor, Dr Šegota has been a guest co-editor for the Special Issue on Sport and Tourism Cities in the journal.

Dr Šegota also serves on the editorial board of the Journal of Tourism, Leisure and Hospitality and is a regular reviewer for a number of peer-review journals including some high category tourism and hospitality journals and conferences. She has been invited to present her research and discuss issues in tourism and hospitality as an invited presenter or panel member in China, Slovenia, and Turkey. Over the years, she has been teaching at numerous universities in Europe and China.

Research / Scholarly interests

Research / Scholarly interest
Dr Tina Šegota's current research interests include the impact of advertising on tourist destination choice, the impact of seasonality on residents' quality of life in tourism communities, resident engagement in place branding via social media and smart tourism destinations.

Dr Šegota is a member of the University of Greenwich Tourism Research Center and an affiliate member of the University's Marketing Research Group. She has publications in reputable peer-reviewed journals, book chapters, co-edited special issue, conference reviews, book reviews, conference proceedings, and technical reports. Her research has been published in leading journals in tourism and hospitality such as Journal of Sustainable Tourism, Journal of Destination Marketing and Management, and by UNWTO.

She has been a successful recipient of collaborative interdisciplinary research grants and worked closely with industry partners such as the Ministry of Economic Development and Technology of Slovenia, the Regional Cooperation Council Secretariat of Bosnia and Herzegovina, the DM Trust Fund, the EQUA brand, and other academic institutions in Europe, North America, Australia and New Zealand. She disseminates her research findings at national and international conferences, workshops, and seminars.

MPhil/PhD supervision

Dr Šegota is available for supervision of both marketing and tourism doctoral students. Proposed research areas are the following (but not limited to):

* Marketing: green marketing, advertising and imagery, consumer behavior, sustainable consumption, self-congruity, brand identity, place branding.

* Tourism: sustainable tourism development, seasonality, quality of life, smart cities, film-induced tourism, overtourism, place attachment, tourism marketing and advertising, destination branding.

Dr Šegota currently supervises the following MPhil/PhD students:
Tourism: Sofia Lachhab
Marketing: Sherry S. Yousefi

Key funded projects

Exploring digital vulnerability and empowerment amongst senior travellers, 2019-2020

Project co-investigators: Dr Hyunsun Catherine Yoon (lead), University of Greenwich
Funder: DM Trust, with a value of ≈ £20,000

This 12-month project aims to explore older consumers' experiences of direct marketing practices in the context of tourism. By adopting qualitative research method of focus groups with older consumers (60+) in Greater London, the aim is to get an insight about digital vulnerability and empowerment among older consumers, with a special reference to travelling.

Production of a Western Balkans Tourism Policy Assessment and Recommendations Report, 2019

Project co-investigators: Dr James Kennell (lead), Dr Samantha Chaperon, and Dr Alastair Morrison, University of Greenwich
Funder: Regional Cooperation Council Secretariat of Bosnia and Herzegovina, with a value of ≈ €20,000

This project aims to produce international quality and academically-rigorous, report on the barriers to successful tourism policy development in the Western Balkans Six (WB6) countries.

SHARE - Sustainable approach to cultural Heritage for the urban Areas Requalification in Europe, 2018-2020

Project co-investigators: Dr Andres Coca-Stefaniak (lead) and Dr Raymond Powell, University of Greenwich

Partners: University of Greenwich (UK), Sviluppumbria Spa (Italy) (lead), City of Šibenik (Croatia), Pannon EGTC (Hungary), North-East Regional Development Agency (Romania), Regional Government of Extremadura (Spain), The County Administrative Board of Östergötland (Sweden)
Funder: Interreg Europe, with a value of ≈ €1.4 million

SHARE is a four-year project with aims at exchanging experiences in cultural heritage policies in urban settings, to identify best practices and innovative methods to develop a sustainable and smart approach to its management and use. The project started in 2017, and it targets ways in which smart cities projects can be effectively improved by including a smart and sustainable agenda for cultural assets in urban centers. Dr Šegota joined the project in 2018, with the responsibility to mentor various project partners in implementing their local action plans and measuring the impact of these actions on the local policy changes.

Read more about the project here: https://www.gre.ac.uk/about-us/news/articles/2017/a3843-2-share

Recent publications


Šegota, Tina and , (2023), Exploring the role of advertising in the context of tourist-destination congruity. SAGE. In: , , , . SAGE, Journal of Travel Research ISSN: 0047-2875 (Print), 1552-6763 (Online) (doi: https://doi.org/10.1177/00472875231168621).

Karagöz, Deniz , Suess-Raeisinafchi, Courtney, Işık, Cem, Dogru, Tarik , Šegota, Tina , Youssef, Omar , Rehman, Abdul , Ahmad, Munir , Alvarado, Rafael (2023), Event motivation, subjective well-being, and revisit intentions during the second wave of the pandemic: moderating effect of affective risk about COVID-19 and perceived trust. Taylor and Francis Group - Routledge. In: , , , . Taylor and Francis Group - Routledge, Current Issues in Tourism ISSN: 1368-3500 (Print), 1747-7603 (Online) (doi: https://doi.org/10.1080/13683500.2022.2158787) NB Item availability restricted.

Šegota, Tina , Mihalič, Tanja, Perdue, Richard R. (2022), Resident perceptions and responses to tourism: individual vs community level impacts. Taylor and Francis Group - Routledge. In: , , , . Taylor and Francis Group - Routledge, Journal of Sustainable Tourism ISSN: 0966-9582 (Print), 1747-7646 (Online) (doi: https://doi.org/10.1080/09669582.2022.2149759).

Wright, Dannielle K , Yoon, Hyunsun, Morrison, Alastair, Šegota, Tina (2022), Drinking in style? Literature review of luxury wine consumption. Emerald. In: , , , . Emerald, British Food Journal, 125 (2) . pp. 679-695 ISSN: 0007-070X (Print), (doi: https://doi.org/10.1108/BFJ-06-2021-0661).

Šegota, Tina , Chen, Ning (Chris), Golja, Tea (2021), The impact of self-congruity and evaluation of the place on WOM: Perspectives of tourism destination residents. SAGE. In: , , , . SAGE, Journal of Travel Research, 61 (4) . pp. 800-817 ISSN: 0047-2875 (Print), 1552-6763 (Online) (doi: https://doi.org/10.1177/00472875211008237).

Koščak, Marko , Knežević, Mladen, Binder, Daniel, Pelaez-Verdet, Antonio , Işik, Cem , Mićić, Vladimir , Borisavljević, Katarina , Šegota, Tina (2021), Exploring the neglected voices of children in sustainable tourism development: A comparative study in six European tourist destinations. Taylor & Francis. In: , , , . Taylor & Francis, Journal of Sustainable Tourism, 31 (2) . pp. 561-580 ISSN: 0966-9582 (Print), 1747-7646 (Online) (doi: https://doi.org/10.1080/09669582.2021.1898623).

Bratec, Miha , Anžel, Nika, Šegota, Tina (2019), Načrtovanje potovanj in vloga družbenih omrežij pri milenijcih (slo.) / Travel planning and the role of social media among Millennials (eng.). Faculty of Economics, University of Ljubljana. In: , , , . Faculty of Economics, University of Ljubljana, Economic and Business Review, 21 . pp. 315-326 ISSN: 1580-0466 (Print), 2335-4216 (Online) (doi: https://ojs.ebrjournal.net/ojs/index.php/ebr/article/view/723).

Šegota, Tina , Sigala, Marianna, Gretzel, Ulrike, Day, Jonathon , Kokkranikal, Jithendran , Smith, Melanie , Henderson, Joan C. , Seabra, Claudia , Pearce, Philip , Davidson, Rob (2019), Future agendas in urban tourism research: special editorial. Emerald. In: , , , . Emerald, International Journal of Tourism Cities, 5 (2) (International Journal of Tourism Cities) . pp. 109-124 ISSN: 2056-5607 (Print), (doi: https://doi.org/10.1108/IJTC-06-2019-111).

Segota, Tina and , Mihalič, Tanja (2018), Elicitation of tourist accommodation demand for counter-seasonal responses: evidence from the Slovenian Coast. Elsevier. In: , , , . Elsevier, Journal of Destination Marketing and Management, 9 . pp. 258-266 ISSN: 2212-571X (Print), (doi: https://doi.org/10.1016/j.jdmm.2018.02.002).

Šegota, Tina and , (2018), Book review: Scott, N., Gao J., and Ma, Jianyu. (Eds.) Visitor Experience Design. Oxfordshire, UK: CAB International. ISBN: 978-1-78639-189-6. (2017). 283 pp.. International University College. In: , , , . International University College, European Journal of Tourism Research . pp. 156-159 ISSN: 1994-7658 (Print), 1314-0817 (Online) (doi: http://ejtr.vumk.eu/index.php/volume1/582-v19br156).

Novčić Korać, Branka and , Segota, Tina (2017), Branding of a (desti)nation with a deteriorated image: the case of Serbia. SRCE. In: , , , . SRCE, Sociology and Space, 55 (1) . pp. 77-99 ISSN: 1846-5226 (Print), (doi: https://doi.org/10.5673/sip.55.1.4) NB Item availability restricted.

Segota, Tina , Mihalič, Tanja, Kuščer, Kir (2016), The impact of residents' informedness and involvement on their perceptions of tourism impacts: The case of Bled. Elsevier. In: , , , . Elsevier, Journal of Destination Marketing and Management, 6 (3) . pp. 196-206 ISSN: 2212-571X (Print), (doi: https://doi.org/10.1016/j.jdmm.2016.03.007).

Mihalič, Tanja , Segota, Tina, Knežević Cvelbar, Ljubica, Kuščer, Kir (2016), The influence of the political environment and destination governance on sustainable tourism development: a study of Bled, Slovenia. Taylor & Francis. In: , , , . Taylor & Francis, Journal of Sustainable Tourism, 24 (11) . pp. 1489-1505 ISSN: 0966-9582 (Print), 1747-7646 (Online) (doi: https://doi.org/10.1080/09669582.2015.1134557).

Book section

Lachhab, Sofia , Morrison, Alastair, Šegota, Tina, Coca-Stefaniak, J. Andres (2023), Multi-crisis destinations (MCDs): towards a future research agenda. Routledge - Taylor and Francis Group. In: , , In: Alastair Morrison, Dimitrios Buhalis (eds.), Routledge Handbook on Trends and Issues in Global Tourism. Routledge - Taylor and Francis Group, London (1st) . pp. 1-14 . ISBN: 9781032197739; 9781003260790 (doi: https://doi.org/10.4324/9781003260790) NB Item availability restricted.

Lachhab, Sofia , Šegota, Tina, Morrison, Alastair, Coca-Stefaniak, J. Andres (2022), Crisis management and resilience: the case of small businesses in tourism. Emerald Publishing Limited. In: , , In: Maximiliano E. Korstanje, Hugues Seraphin, Shem Wambugu Maingi (eds.), Tourism Through Troubled Times: Challenges and opportunities of the tourism industry in 21st century. Emerald Publishing Limited, Bingley (1st) . ISBN: 9781803823126; 9781803823119; 9781803823133; 1803823127 (doi: ).

Yoon, Hyunsun and , Šegota, Tina (2022), Using live briefs in marketing education: how to increase student employability by blending sustainability and internationalization. Springer. In: , , In: J. Bhattacharyya, M. S. Balaji, Y. Jiang, J. Azer, C. R. Hewege (eds.), Socially Responsible Consumption and Marketing in Practice. Collection of Case Studies. Springer, Singapore (1st) . pp. 349-358 . ISBN: 9789811664328 ; 9789811664335 (doi: https://doi.org/10.1007/978-*******6433-5_21) NB Item availability restricted.

Golja, Tea and , Šegota, Tina (2019), Human-Place Relationship Factors and WOM Behaviours. Juraj Dobrila University of Pula and Kazan Innovative University named after V. G. Timiryasov. In: , , In: Tea Golja, Kirill Sergeevich Globov, Iva Silvar, Artemenko Oksana (eds.), New Challenges in Tourism Development. Juraj Dobrila University of Pula and Kazan Innovative University named after V. G. Timiryasov, Pula, Croatia , 1 . pp. 216-229 . ISBN: 9789538278297 (doi: ) NB Item availability restricted.

Knežević, Mladen , O’Rourke, Tony, Šegota, Tina, Koščak, Marko (2019), Inter-generational concepts of sustainability and the role of children in local tourism destinations. Routledge. In: , , In: Tony O’Rourke, Marko Koščak (eds.), Ethical and Responsible Tourism: Managing Sustainability in Local Tourism Destinations. Routledge, (1st) . pp. 129-141 . ISBN: 9780367191467 (doi: ) NB Item availability restricted.

Puljić, Ivan , Knežević, Mladen, Šegota, Tina (2019), Case Study 8: Dubrovnik, Croatia. World Tourism Organization (UNWTO). In: , , In: UNWTO World Tourism Organization (UNWTO), CELTH Centre of Expertise Leisure, Tourism & Hospitality, NHTV NHTV Breda University of Applied Sciences, NHL NHL Stenden University of Applied Sciences (eds.), 'Overtourism’? – Understanding and Managing Urban Tourism Growth beyond Perceptions, Volume 2: Case Studies. World Tourism Organization (UNWTO), Madrid, Spain . pp. 40-43 . ISBN: 9789284420629 (doi: https://doi.org/10.18111/9789284420643) NB Item availability restricted.

Šegota, Tina and , (2018), Creating (extra)ordinary heritage through film-induced tourism: The case of Dubrovnik and the Game of Thrones. Routledge. In: , , In: Catherine Palmer, Jacky Tivers (eds.), Creating Heritage for Tourism. Routledge, (1st) . ISBN: 9781138572713 (doi: https://www.routledge.com/Creating-Heritage-for-Tourism/Palmer-Tivers/p/book/9781138572713).

Šegota, Tina and , (2018), (G)A(i)ming at the throne: Social media and the use of visitor-generated content in destination marketing. Routledge. In: , , In: Christine Lundberg, Vassilios Ziakas (eds.), The Routledge Handbook of Popular Culture and Tourism. Routledge, (1st) . pp. 427-438 . ISBN: 9781138678354 (doi: https://www.routledge.com/The-Routledge-Handbook-of-Popular-Culture-and-Tourism/Lundberg-Ziakas/p/book/9781138678354).

Segota, Tina and , (2017), Utjecaj imidža na odabir turističke destinacije (The influence of image on tourism destination choice). Juraj Dobrila University of Pula. In: , , In: Tea Golja (ed.), Odabrane teme suvremenog menadžmenta u kulturi i turizmu (Selected topics of contemporary management in culture and tourism). Juraj Dobrila University of Pula, Pula, Croatia . pp. 74-91 . ISBN: 9789537320430 (doi: ) NB Item availability restricted.

Segota, Tina and , Novcic, Branka (2017), Čimbenici utjecaja na kupovno ponašanje turista (Factors influencing tourists’ decision-making behaviour). Juraj Dobrila University of Pula. In: , , In: Iva Slivar, Drazen Aleric, Ugljesa Stankov (eds.), Kupovno ponašanje turista (Consumer behaviour in tourism). Juraj Dobrila University of Pula, Pula, Croatia . pp. 73-96 . ISBN: 978 953 7320 61 4 (doi: ) NB Item availability restricted.

Conference item

Yoon, Hyunsun and , Šegota, Tina (2019), Working towards sustainable consumption. Chartered Association of Business Schools. In: LTSE 2019: Learning, Teaching & Student Experience, 14-15 May 2019, Manchester , Chartered Association of Business Schools Learning, Teaching & Student Experience. Chartered Association of Business Schools, (doi: https://charteredabs.org/events/ltse2019/).

Knežević, Mladen , Koščak, Marko, O’Rourke, Tony, Šegota, Tina (2018), Exploring the neglected voice of young people in sustainable tourism development. In: 6th Interdisciplinary Tourism Research Conference, 2-7 October 2018, Cappadocia, Turkey , . , (doi: ).

Chen, (Ning) Chris , Šegota, Tina, Golja, Tea (2018), Residents' engagement in tourism deveploment: Self-congruity and word-of-mouth behaviour. In: Global Marketing Conference 2018, 26-29 July 2018, Tokyo, Japan , . , . pp. 1197-1197 (doi: ).

Šegota, Tina and , (2018), On individual- and community-level impacts and effects of tourism by a systematic review of the resident attitude research. In: Third International Conference on Tourism & Leisure Studies, 16-18 May 2018, Lanzarote, Spain , . , (doi: ).

Conference proceedings

Šegota, Tina and , (2019), Deconstructing mass tourism with “upscale, all-year-round” tourism: local residents’ perspective on mechanisms for mitigating seasonality. University of Technology Sydney. In: , , , Conference Proceedings of BEST EN Think Tank XVII: Marketing Sustainable Tourism Products. University of Technology Sydney, Sydney (doi: https://www.besteducationnetwork.org/Papers_Presentations/16142).