Dr Richard Mitchell
Senior Lecturer
Office - Commerce 4.41
Tel 64 3 479 8428
Email richard.mitchell@otago.ac.nz
Background
Richard has had a long association with the University of Otago having completed a BA (Hons) in Geography (1992), PG Dip Tourism (1998) and PhD (2004). After completing his BA he worked for the Dunedin City Council, holding various positions in project management and policy analysis. During this time he managed several parks and recreation capital development projects, undertook many policy projects and acted as a negotiator on a range of major projects. Returning to study tourism in 1997, Richard also gained practical tourism and hospitality experience including working in functions, being a tour guide and assisting in the management of a family business.
In 2000 Dr Mitchell took up a position as a lecturer at the University of Western Sydney and then was appointed as Senior Lecturer in Tourism Marketing at La Trobe University (Melbourne). In 2003 he returned to the University of Otago, where he has been a Senior Lecturer in Tourism. Richard has also been Visiting Professor to Reims Management School (Reims, France), working alongside the Chair in Champagne Management.
Richard’s teaching experience is wide ranging but in recent years has begun to focus on the hospitality aspects tourism. He is coordinator of Introduction to Wine Business (TOUR214) and Tourism and Hospitality Enterprise Management (TOUR218). In 2009 he introduced a special topic in tourism on the Food and Drink Experience (TOUR420) that will likely also be offered in 2010.
Research Interests
Richard’s core research interests lie in the relationship between food, drink, people and place. This includes the investigation of:
- business (especially cooperative behaviour in food and drink production, both within the sector and with other sectors);
- consumption (especially consumer behaviour, tourism and the everyday);
- culture (especially in relation to place, consumption and production), and;
- image (especially in relation to place and consumption)
While Richard is located within a tourism department and much of his research is in the field of tourism, his interests in food and drink are wide ranging. As such he takes a multi-disciplinary approach to his research and is interested in collaborations with academics and graduate students from a range of disciplines. He has already undertaken research with psychologists, historians, geographers and marketing and management academics.
Aside from food and drink, Dr Mitchell also has interests in: regional development and tourism (including policy and planning and network development); rural tourism; place and destination image; sport and tourism, and; tourist behaviour and the tourist experience (including the role of the senses in the tourist experience).
Richard has also been involved in a range commercial research projects including, amongst others: work for the Department of Conservation on the user conflicts on the Milford Road; a destination image study for Central South Island Tourism; a wine tourism research bibliography for the Winemakers Federation of Australia, and; market research for the Otago Farmers Market Trust. As Chair of the New Zealand Food and Wine Tourism Network since 2007, he has also been active in applying the lessons learnt from over a decade of food and wine tourism research to the development and management of a nationwide network of businesses.
Major Works
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Hall C. M., and Mitchell, R.D (2008) Wine Marketing: A Practical Guide. Butterworth Heinemann, Oxford. |
Hall C. M., Sharples, L., Mitchell, R., Cambourne, B. and Macionis, N. (eds.) (2003), Food Tourism Around The World: Development, Management And Markets Butterworth Heinemann, Oxford. ISBN: 0 7506 5503 8 |
Selected Recent Publications
Galloway, G., Mitchell, R., Getz, D., Crouch, G., Ong, B. (2008) Sensation seeking and the prediction of attitudes and behaviours of wine tourists. Tourism Management. 29(5) p. 950-966.
Hall, C. M. Mitchell, R. D. and Scott, D. G. (2008) Farmers’ markets as events for local cultural consumption: The Otago Farmers’ market (Dunedin, New Zealand) explored. In Hall C. M. and Sharples, L. (eds.) Food and Wine Festivals and Events Around the World: Development, management and markets. pp. 286-299.
Hall C. M., Mitchell, R. D., Scott, D. G. and Sharples, L. (2008) The authentic experience of farmers’ markets. In Hall C. M. and Sharples, L. (eds.) Food and Wine Festivals and Events Around the World: Development, management and markets. pp. 197-231.
Mitchell, R. D. (2008) International business, intellectual property, and the misappropriation of place: food, wine and tourism. In Coles, T. E. and Hall, C. M. International Business and Tourism: Global Issues, Contemporary Interactions. Routledge, London. pp. 201-219. ISBN: 9780415424318
Mitchell, R. D. and Schreiber, C. (2007) Wine Tourism Networks and Clusters: Operation and Barriers in New Zealand. In Michael, E. (ed.) Micro-Clusters and Networks: The Growth of Tourism. pp. 79-106. ISBN: 0-08-045096-2
Mitchell, R. D. and Hall C .M. (2006) Wine Tourism Research: The State of Play. Tourism Review International. 9(4) p.307-332.
Hall, C. M. and Mitchell, R. D. (2005) Wine Marlborough: A Profile of Visitors to New Zealand’s Oldest Wine Festival. Journal of Hospitality and Tourism. 3(1) p.77-90.
Mitchell, R. D. and Hall C .M. (2004). The Post-Visit Consumer Behaviour of New Zealand Winery Visitors. Journal of Wine Research. 15(1) p.37-47.
PhD and Masters Supervision - Current
PhD Julia Albrecht, Tourism planning implementation. (Recently graduated)
PhD Paulo Mura, Tourism and fear. (Recently graduated)
PhD Richard Wright, Sport tourism and self. (Under examination)
PhD Carleigh Randall, Wine tourism networks.
PhD Norhanim Abdul Razak, Myth and legend in Malaysian tourism promotion.
PhD Karla Boluk, Tourism and ethical consumption (Fair trade tourism).
PhD Nurhasmilaalisa (Lisa) Binti Abdul Halim, Food in Malaysian tourism promotion.
PhD David Scott (part-time), The hotel experience.
MTour James Darling, Environmental accreditation of Dunedin tourism businesses.