You are now in the main content area
Wayne Smith

Dr. Wayne Smith

Interim Director
DepartmentHospitality and Tourism Management
EducationMA, PhD
OfficeTRS 3-054
Phone(416) 979-5000 x 552483

Dr. Wayne W. Smith joined Ryerson in 2020 and brings with him over 20 years of tourism experience working with tour operators, destination management companies, accommodation facilities, festivals and non profit organizations, and still works actively with industry in his role as a consultant to help the tourism industry achieve increased profitability.  

His recent research examines consumer behaviour related to festivals, marketing and tourist motivations. Prior research has focused on politics and tourism. Wayne has extensively published in the field and has a long history impactful research.

Wayne holds a PhD from the Wilfrid Laurier University and a Masters degree from the University of Waterloo. Before joining Ryerson University, Wayne was a Department Chair and Professor for 14 years at the College of Charleston. He has won a Golden Pineapple Award as well as the Charles R. Goeldner Article of Excellence.

linkedin.com/in/profwaynewsmith, external link, opens in new window

Consumer behaviour related to festivals, marketing and tourist motivations. Prior research has focused on politics and tourism.

Peer-reviewed publications

Guttentag, D. A., Scott, B. C., Pitts, R. E., & Smith, W. W. (2022). ‘Southern hospitality' in Charleston, South Carolina: the diverse meanings of a regional form of hospitality in a growing tourism destination. Tourism Recreation Research, 1-13. https://doi.org/10.1080/02508281.2022.2057005, external link, opens in new window

Litvin, S. W., Guttentag, D., & Smith, W. W. (2022). Political attitudes and Plog's travel personality model. International Journal of Tourism Research, 24(1), 181-184. https://doi.org/10.1002/jtr.2484, external link

Pan, B., Smith, W. W., Litvin, S. W., Yuan, Y., & Woodside, A. (2022). Ethnic bias and design factors impact response rates of online travel surveys. Journal of Global Scholars of Marketing Science, 32(2), 129-144. https://www.tandfonline.com/doi/full/10.1080/21639159.2020.1808827, external link

Smith, W. W., Madariaga, J. F., Pitts, R. E., & Wang, W. (2021). A Tale of Two Sponsors: Comparing Channels of Sponsorship Effectiveness Using a Local Charity-Linked Event. Event Managementhttps://doi.org/10.3727/152599521X16288665119387, external link, opens in new window

Litvin, S. W., Guttentag, D., & Smith, W. W. (2021). Who should you market to in a crisis? Examining Plog’s model during the COVID-19 pandemic. Journal of Travel Research. https://doi.org/10.1177/00472875211018502, external link, opens in new window

Litvin, S. W., & Smith, W. W. (2021). International Travel and Coronavirus: A Very Early USA-based Study. International Journal of Hospitality & Tourism Administration, 1-7.  https://doi.org/10.1080/15256480.2021.1881940, external link, opens in new window

Litvin, S. W., & Smith, W. W. (2021). International travel and political views. International Journal of Tourism Research, 23(1), 106-109. https://onlinelibrary.wiley.com/doi/epdf/10.1002/jtr.2397, external link

Pitts, R. E., Smith, W. W., & Wang, W. (2020). Sponsorship outcomes for charity-linked events: Participant segments interaction with sponsor attributes. Event Management, 24(6), 699-710. https://doi.org/10.3727/152599519X15506259855986, external link, opens in new window

Litvin, S. W., Smith, W. W., & McEwen, W. R. (2020). Not in my backyard: Personal politics and resident attitudes toward tourism. Journal of Travel Research, 59(4), 674-685. https://doi.org/10.1177/0047287519853039, external link, opens in new window

Litvin, S. W., & Smith, W. W. (2020). Tourism policy and political tribalism. Journal of Policy Research in Tourism, Leisure and Events, 12(2), 217-221. https://doi.org/10.1080/19407963.2019.1642901, external link, opens in new window

Dodds, R., Pitts, R. E., & Smith, W. W. (2016). Willingness to pay for environmentally linked clothing at an event: Visibility, environmental certification, and level of environmental concern. Tourism Recreation Research, 41(3), 283-290. https://doi.org/10.1080/02508281.2016.1196029, external link, opens in new window

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. https://doi.org/10.1080/15313220.2017.1416726, external link, opens in new window

Frash Jr, R. E., Blose, 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, 43(4), 432-444. https://doi.org/10.1080/02508281.2018.1492767, external link, opens in new window

Smith, W. W., Pitts, R. E., Litvin, S. W., & Agrawal, D. (2017). Exploring the length and complexity of couples travel decision making. Cornell Hospitality Quarterly, 58(4), 387-392. https://doi.org/10.1177/1938965517704374, external link, opens in new window

Smith, W. W., Pitts, R. E., Litvin, S. W., & Mack, R. W. (2016). It's got to 'fit'-exploring corporate sponsorship decisions for festivals. International Journal of Hospitality and Event Management, 1(4), 293-304.  https://www.inderscienceonline.com/doi/abs/10.1504/IJHEM.2016.082163, external link, opens in new window

Dodds, R., Pitts, R. E., & Smith, W. W. (2016). Willingness to pay for environmentally linked clothing at an event: Visibility, environmental certification, and level of environmental concern. Tourism Recreation Research, 41(3), 283-290. https://doi.org/10.1080/02508281.2016.1196029, external link, opens in new window

Smith, W. W., Pitts, R. E., Mack, R. W., & Smith, J. T. (2016, April). Don't be one more logo on the back of the T-shirt: Optimizing sponsorship recall. In Journal of Convention & Event Tourism, 17(2), 75-94. Routledge.  https://doi.org/10.1080/15470148.2015.1059782, external link, opens in new window

Refereed conference proceedings and presentations

Smith, W.W., Shah, E.D. & Pitts, R.E. (2021). Exploring the Effects of Non-traditional Narrative Video Ads on Tourism Intentions Among Viewers with and without Previous Destination Experience. TTRA Canada Annual Conference Proceedings.  October 13-15, 2021.  https://scholarworks.umass.edu/ttracanada_2021_conference/19, external link

Osahan, N. & Smith, W.W. (2021).  Transferrable Job Skills and the Importance for Hospitality Graduates.  ISTTE Annual Conference Proceedings.  October 4, 2021.  59-60

Scott, B., Guttentag, D.A., Pitts, R.E. & Smith W.W. (2021).  Time for a Reset? Post-Pandemic "Southern Hospitality" in Charleston, South Carolina. TOURMAN 2021 Book of Abstracts Restarting tourism, travel and hospitality: The day after.  E. Christou, A. Fotiadias & K. Alexandris [Eds]  PDF filehttps://www.tourman.gr/files/TOURMAN2021_BOOK_OF_ABSTRACTS.pdf, external link  94-96.

Pitts R.E., Smith W. W. & Wang, W. (2018). Modeling Complex Sponsorship Outcomes for a Cause-Related Event Across Differing Participant Segments and Sponsors. American Marketing Association Summer Educator's Meeting, Boston, (August 2018).

Smith, W.W., Snyder, M., & Patience, M. (2017). Increasing Quantitative Skill Assessment Results for Hospitality Students.  International Society of Travel and Tourism Educators: 2017 Conference Proceedings – The Living Laboratory.  14-15.

Pitts R.E., Smith W. W. & Wang, W. (2018). Modeling Complex Sponsorship Outcomes for a Cause Related Event Across Differing Participant Segments and Sponsors. American Marketing Association Summer Educator's Meeting, Boston, (August 2018).

Smith, W.W., Snyder, M., & Patience M. (2017). Increasing Quantitative Skill Assessment Results for Hospitality Students.  International Society of Travel and Tourism Educators: 2017 Conference Proceedings – The Living Laboratory.  14-15.

Book contributions

Smith, W.W., Peesker, K., Guttentag, D., Kellershon, J. (Accepted).  Maintaining hotels’ COVID protocols post-pandemic to enhance service for guests with Autism: An opportunity for positive unintended consequences.  In U.N. Shukla & S.K. Kulsheshtha (eds.), Post-COVID Tourism and Hospitality Dynamics: Recovery, Revival, and Restart. Apple Academic Press.

Smith, S.L.J. & Smith, W.W. (Accepted). Correspondence Analysis. In J. Jafari & H. Xiao (eds.), Encyclopedia of Tourism, Springer.

Smith, S.L.J. & Smith, W.W. (Accepted). Visitor. In J. Jafari & H. Xiao (eds.), Encyclopedia of Tourism, Springer

Smith, W. W. (Accepted). Nearest Neighbor Analysis. In J. Jafari & H. Xiao (eds.), Encyclopedia of Tourism, Springer

Dodds, R., Jenkins, B., Smith, W., & Pitts, R. E. (2018). Willingness-To-Pay vs. Actual Behavior: Sustainable Procurement at Festivals. In Contemporary Challenges of Climate Change, Sustainable Tourism Consumption, and Destination Competitiveness (pp. 67-78). Emerald Publishing Limited.

Dodds, R., Jenkins, B., Smith, W., & Pitts, R. E. (2018). Willingness-To-Pay vs Actual Behavior: Sustainable Procurement at Festivals. In Contemporary Challenges of Climate Change, Sustainable Tourism Consumption, and Destination Competitiveness (pp. 67-78). Emerald Publishing Limited.

Smith, W. W. (2016). [Book Review: Strategy for Tourism] In Annals of Tourism Research. 60, 169-170.

Undergraduate courses
  • HTL 130 - Lodging Management Foundation
  • HTH 700 - Professional Ethics in Hosp/Tourism
  • HTR 841 - Research and Data Analysis
  • HTH 901 - Management Career Strategies
Honours & awards
2019 Outstanding Author Contribution - Emerald Literati Awards
2019 Golden Pineapple Award - Explore Charleston
2014 International Journal of Culture Tourism and Hospitality Research – Highly Commended Paper
2010 Journal of Travel Research - Charles R. Goeldner Article of Excellence
2010 Distinguished Service Award - College of Charleston School of Business
2003 ISTTE Graduate Student Scholarship (Future Scholars)
1997 Gordon Taylor Award For Excellence in Undergraduate Research