Craig Lee, PhD


Dr. Craig Lee joined the University of Otago's Tourism Department in 2016. He was previously a PhD candidate and sessional lecturer at the University of South Australia. Craig holds a Bachelor's, Master's, and PhD in hospitality and tourism management. He teaches undergraduate, postgraduate, and online courses related to research methods, hospitality management, entrepreneurship and small business, festivals and event management, marketing, and business ethics. He is also actively supervising PhD and Masters by Research students. Craig's current research focus is in the fields of innovation and entrepreneurship in hospitality and tourism. His key strengths lie in the design and administration of surveys (both in-person and online) and the analysis of quantitative data across a range of statistical techniques such as Partial Least Squares Path Modelling (PLSPM), Structural Equation Modelling (SEM), and Cluster Analysis. In addition, he is proficient in qualitative methods using interviews and the analysis of qualitative data through thematic analysis. Craig's work has been published in leading academic journals across tourism, business, and marketing. In addition, he has been involved in consultancy work within New Zealand and Australia's tourism and hospitality industries. In 2018, Craig won the Otago Business School's Best Emerging Researcher award. Craig is currently the Undergraduate Course Adviser for the Department of Tourism, serves on several editorial boards including Tourism Management Perspectives, and is a former Board Member of DunedinHOST (2017-2019), the primary industry body for tourism operators in and around Dunedin, New Zealand.

Author's Books

Managing Tourism Enterprises

Start-up, Growth and Resilience