Dr. Wayne Smith
Dr. Wayne W. Smith joined Toronto Metropolitan University (formerly Ryerson University) in 2020. He served as Interim Director of the Ted Rogers School of Hospitality and Tourism Management from 2022 to 2023 and as Interim Chair of the Ted Rogers School of Management - Marketing Department in 2024.
Dr. Smith brings over 20 years of experience in the tourism sector. His professional history includes roles such as Tourism Development Coordinator for Bruce County (2001-2002) and Tourism Coordinator for the Department of Economic Development (2000-2001). He actively consults with the industry, having undertaken projects for organizations such as Charleston Fashion Week, Wild Dunes Resort, the Charleston Spoleto Festival, and the Hilton Head Island Hospitality Association, with a focus on areas including economic impact analysis and sponsor studies.
His recent research explores consumer behaviour related to festivals, marketing, and tourist motivations, including studies on how fear affects travel behaviour during pandemics and barriers to park attendance for children with autism. Previous research has also examined the impact of politics on tourism. Dr. Smith has an extensive publication record, with over 50 academic journal articles. His whole research profile and publications can be found here (external link) .
Dr. Smith earned his Ph.D. from Wilfrid Laurier University (2006) and his Master's degree from the University of Waterloo (2000). Before joining Toronto Metropolitan University, he spent 14 years at the College of Charleston, where he held positions as Assistant Professor (2006-2012), Associate Professor (2013-2019), and Professor (2019-2020). He also served as Department Chair from 2015 to 2020.
He has received numerous accolades, including the 2024 ISTTE Martin Opperman Lifetime Achievement Award, Golden Pineapple Award, and 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 |
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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 (external link) . Tourism Recreation Research, 1-13. doi.org/10.1080/02508281.2022.2057005 Litvin, S. W., Guttentag, D., & Smith, W. W. (2022). Political attitudes and Plog's travel personality model (external link) . International Journal of Tourism Research, 24(1), 181-184. doi.org/10.1002/jtr.2484 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 (external link) . Journal of Global Scholars of Marketing Science, 32(2), 129-144. doi.org/10.1080/21639159.2020.1808827 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 (external link) . Event Management. doi.org/10.3727/152599521X16288665119387 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 (external link) . Journal of Travel Research. doi.org/10.1177/00472875211018502 Litvin, S. W., & Smith, W. W. (2021). International Travel and Coronavirus: A Very Early USA-based Study (external link) . International Journal of Hospitality & Tourism Administration, 1-7. doi.org/10.1080/15256480.2021.1881940 Litvin, S. W., & Smith, W. W. (2021). International travel and political views (external link) . International Journal of Tourism Research, 23(1), 106-109. doi.org/10.1002/jtr.2397 Pitts, R. E., Smith, W. W., & Wang, W. (2020). Sponsorship outcomes for charity-linked events: Participant segments interaction with sponsor attributes (external link) . Event Management, 24(6), 699-710. doi.org/10.3727/152599519X15506259855986 Litvin, S. W., Smith, W. W., & McEwen, W. R. (2020). Not in my backyard: Personal politics and resident attitudes toward tourism (external link) . Journal of Travel Research, 59(4), 674-685. doi.org/10.1177/0047287519853039 Litvin, S. W., & Smith, W. W. (2020). Tourism policy and political tribalism (external link) . Journal of Policy Research in Tourism, Leisure and Events, 12(2), 217-221. doi.org/10.1080/19407963.2019.1642901 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 (external link) . Tourism Recreation Research, 41(3), 283-290. doi.org/10.1080/02508281.2016.1196029 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 (external link) . Journal of Teaching in Travel and Tourism. 18(2), 109-122. doi.org/10.1080/15313220.2017.1416726 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 (external link) . Tourism Recreation Research, 43(4), 432-444. doi.org/10.1080/02508281.2018.1492767 Smith, W. W., Pitts, R. E., Litvin, S. W., & Agrawal, D. (2017). Exploring the length and complexity of couples travel decision making (external link) . Cornell Hospitality Quarterly, 58(4), 387-392. doi.org/10.1177/1938965517704374 Smith, W. W., Pitts, R. E., Litvin, S. W., & Mack, R. W. (2016). It's got to 'fit'-exploring corporate sponsorship decisions for festivals (external link) . International Journal of Hospitality and Event Management, 1(4), 293-304. doi.org/10.1504/IJHEM.2016.082163 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 (external link) . Tourism Recreation Research, 41(3), 283-290. doi.org/10.1080/02508281.2016.1196029 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 (external link, opens in new window) . In Journal of Convention & Event Tourism, 17(2), 75-94. Routledge. doi.org/10.1080/15470148.2015.1059782 |
| Refereed conference proceedings and presentations |
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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 (external link) . TTRA Canada Annual Conference Proceedings. October 13-15, 2021. 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). (PDF file) Time for a Reset? Post-Pandemic "Southern Hospitality" in Charleston, South Carolina (external link) . TOURMAN 2021 Book of Abstracts Restarting tourism, travel and hospitality: The day after. E. Christou, A. Fotiadias & K. Alexandris [Eds] 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 |
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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. 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. 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. |
| Honours & awards | |
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| 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 |