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Wayne Smith

Dr. Wayne Smith

DepartmentHospitality and Tourism Management
EducationMA, PhD
OfficeTRS 3-054
Phone(416) 979-5041

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. 

Wayne has won a  Golden Pineapple Award as well as the Charles R. Goeldner Article of Excellence.

Before joining Ryerson University, Wayne was a Department Chair and Professor for 14 years at the College of Charleston.

Consumer behaviour related to festivals, marketing and tourist motivations.

Prior research has focused on politics and tourism.

Book Reviews & Textbook Contributions
  • 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.
  • Smith, W. W. (2015). Nearest Neighbor Analysis. In J. Jafari & H. Xiao (eds.), Encyclopedia of Tourism, Springer, DOI 10.1007/978-3-319-01669-6_1-1.
  • Smith, W.W. (2012). [Book Review: Cases in hospitality and tourism management]. In Annals of Tourism Research.   39(3) 1737-1738.
  • Smith, W.W. (2012). [Book Review: Contemporary cases in tourism, volume 1]. In Annals of Tourism Research.   39(3) 1738-1739.
  • Smith, W.W. (2011). [Book Review: The Origins of Hospitality and Tourism]. In Annals of Tourism Research.   38(4) 1666-1667.
  • Smith, W.W. (2011). [Book Review: The Discovery of Tourism: Tourism Social Science Series Volume 13]. In Annals of Tourism Research.   38(3) 1199-1200.
  • Smith, W.W. (2011). [Book Review: Tourism Geography: A New Synthesis]. In Tourism Management.   32(2011) 1232-1242.
  • Smith, W.W.  (2010). [Book Review: Darker Tourism: the Theory and Practice of Dark Tourism].  In Annals of Tourism Research.   37(3) 867-869.
  • Smith, W.W. (2010).  Case Study: To Develop or Not?  The Case of the Neyaashiiningming Alvars.  In. J.R. Walker & J.T. Walker. Tourism Concepts and Practices.  228-229.  Prentice Hall: New York.
  • Smith, W.W.  (2009). [Book Review: The Tourism’s Society’s: Dictionary of the Tourism Industry 3rd Ed.]. In Annals of Tourism Research.   36(3) 544-545
  • Smith, W.W. (2008). [Book Review: Tourism Business Frontiers: Consumers, Products and Industry].  In Tourism Recreation Review.  33(3) 378-379.
  • Smith, W.W. (2008). [Book Review: Professional Meetings Management: Comprehensive Strategies for Meetings, Conventions and Events 5th Edition]. In International Journal of Contemporary Hospitality Management. 20(2) 237-238.
  • Smith, W.W.  (2007). [Book Review: New Horizons in Tourism: Strange Experiences and Strange Practices]. In Annals of Tourism Research. 35(1) 1093-1095.
  • Smith, W.W. (2007). [Book Review: Marketing Destination and Venues for Conferences, Conventions and Business Events]. In Tourism Management. 28(6) 1582-1583.
  • Smith, W. W.  (2007) [Book Review: Management of Event Operations]. In Tourism Management. 28(3) 937-938
  • Smith, W. W.  (2007) [Book Review: Event Management & Event Tourism]. In  Tourism Management. 28(1) 352-353.
  • Smith, W. W. & Carmichael, B. (2006) Canadian Seasonality and Domestic Travel Patterns: Regularities and Dislocations as a Result of the Events of 9/11.  In Bruce Richard Prideaux ed. Tourism Crisis: Management Response and Theoretical Insight.
  • Smith, W. W.  (2005) [Book Review: The Competitive Destination: A Sustainable Tourism Perspective]. In Tourism Analysis. 10(3) 331-334.
  • Smith, W.W.  (2005) [Book Review: The Tourism and Leisure Industry]. In Annals of Tourism Research 32(2) 510-511.
  • Smith, W.W.  (2005) [Book Review: Seasonality in Tourism].  In Annals of Tourism Research 32(2) 512-513.
  • Smith W.W. (2002) [Book Review: Dark Tourism: The Attraction of Devastation & Disaster] In Annals of Tourism Research 29(4) 1188-1189.
Peer Reviewed Publications
  • Smith, W.W., Pitts R.E., & Wang, W. (2020). Sponsorship Outcomes for Charity-Linked Events: Participant Segments Interaction with Sponsor Attributes.  Event Management. 24 (2-3), 2-3
  • Litvin, S. W., & Smith, W.W. (2020). Not in My Backyard: Personal Politics and Resident Attitudes towards Tourism.  Journal of Travel Research.   59 (4), 674-685
  • Litvin, S.W. & Smith, W.W. (2019).  Tourism Policy and Political Tribalism.  Journal of Policy Research in Tourism, Leisure and Events. 1-5.
  • Pan, B., Smith, W. W., & Litvin, S. W. (2018). Online travel survey response rates and researcher ethnicity. International Journal of Tourism Research. 2018(20) 779-781.
  • 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., 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 Corporate Sponsorship Decisions.  International Journal of Hospitality and Event Management (IJHEM).  1(4) 293-304.
  • 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 Concern.  Tourism Recreation Research.  41(3) 283-290.
  • Litvin, S.W. & Smith, W.W. (2015). A New Perspective on the Plog Psychographic System.  Journal of Vacation Marketing.  22(2)89-97.
  • 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. 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
  • Frash, R., Dipietro, R., Smith, W.W., & Luce, N. (2015).  Pay More for McLocal? Examining Motivators for Willingness to Pay for Local Food in a Chain Restaurant Setting.  Journal of Hospitality Marketing & Management. 24(4) 411-434.
  • 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.
  • Smith, W. W. Pitts, R. & Litvin S.W. (2013) Sedentary Behavior of the Nontravel Segment: A Research Note.  Journal of Travel Research. 52(1) 131-136.
  • Smith, W.W. & Litvin, S.W. (2012). Sponsorship Change and the Ghost of Sponsorship Past.  Event Management.  16(4) 335-339.
  • Litvin, S.W., Smith, W.W. and Pitts, R. (2012). Travel and Leisure Activity Participation. Annals of Tourism Research. 39(2012) 2203-2219
  • Litvin, S.W., Smith, W.W., & Blackwell, C. (2012). Destination Marketing, Accommodation Taxes, and Mandated Tourism Promotional Expenditures: Maybe Time to Reconsider.  Current Issues in Tourism.  15(4) 385-390.
  • 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.
  • Smith, W.W., Litvin, S.A. & Canberg A.  (2010). Setting Parameters: Operational Budget Size and Allocation of Resources.  International Journal of Event and Festival Management. 1(3).  238-243.
  • Zhang, L., Pan, B., Smith W.W., & Li, X.  (2009). Travelers' Use of Online Reviews and Recommendations: A Qualitative Study. Information Technology &Tourism. (11)2 157-167.
  • 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
  • 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.
  • 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.
  • Smith, W.W., Carmichael, B.A, Litvin, S.W., & Nadav, S.A. (2009). Non-Travelers: The Flip Side of Motivation – Revisited. Tourism Recreation Research. 34(1) 91-93
  • Zhang, L., Smith, W.W. & McDowell, W.C. (2009). Examining Digital Piracy: Self-Control Punishment and Self-efficacy.  Information Resource Management Journal. 22(1) 24-44.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • Smith, W.W. & Carmichael, B. (2005) A Geographical Analysis of the Rates of Non-Travel In The Regions of Canada.  Tourism Geographies 7(3) 257-271.
  • Smith, W.W. (2005) Measuring the Economic Value of Tourism at the Regional Scale: The Case of the County of Grey.  ERTR Review of Tourism Research 3(2) 30-37
  • Carmichael, B. & Smith, W.W. (2004) The Role of Rural Shopping in Canadian Domestic Travel Behaviour. Journal of Vacation Marketing 10(4) 333-347.

Pedagogical Peer Reviewed Research

  • 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., 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. 17(2)75-94.
  • Litvin, S.W., Wofford, E.B. Smith, W.W. (2015).  Rapid Growth and Density of Liquor Licenses in a Heritage Tourism Destination: Charleston’s Emerging ‘Entertainment District.’  Tourism Review International.  19(3)163-174.
  • 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.
  • Litvin, S.W., Luce, N.E., & Smith, W.W. (2013).  A Case Study of Cruise Ships and Resident Attitudes – Research Gone Wild.  Tourism Recreation Research.  38(2) 243-248.
  • Litvin, S.W., Ferguson, A.C. & Smith, W.W. (2013).  Too attractive for its own good?  South of Broad, second-homes and resident attitudes.  Tourism Management Perspectives. 7(July 2013) 89-98.
  • Fralinger, E., Smith, W.W. & Litvin, S.W. (2011). Segmenting the U.S.A. Non-Travel Market.  Enlightening Tourism. A Pathmaking Journal.  1(2). Retrieved November 2, 2012, from, external link.
  • 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.
  • 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.
  • 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.
Refereed Conference Presentations & Proceedings
  • 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.
  • 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., external link
  • 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
HTH 901 Management Career Strategies
HTR 841 Research and Data Analysis

Wayne has won a  Golden Pineapple Award as well as the Charles R. Goeldner Article of Excellence.