Professor Morrison is a Distinguished Professor Emeritus specializing in the area of tourism and hospitality planning, development, and marketing in the School of Hospitality and Tourism Management at Purdue University, West Lafayette, Indiana, USA. He currently is the CEO of Belle Tourism International Consulting (BTI). He is the Editor of the International Journal of Tourism Cities.
Professor Morrison is the author of five leading books on tourism marketing and development: Marketing and Managing Tourism Destinations (Routledge, 2013); Global Marketing of China Tourism (China Architecture & Building Press, 2012); Hospitality and Travel Marketing, 4th edition (Cengage Delmar Learning, 2010); The Tourism System, 8th edition, (Kendall/Hunt Publishing Company, 2018); and Tourism: Bridges across Continents (McGraw-Hill Australia, 1998). In an analysis by Ryan (2005), Professor Morrison was placed among the five most prolific contributors in the world to the academic journals in tourism management. He has published more than 250 academic articles and conference proceedings, as well as over 50 research monographs related to marketing and tourism.
Professor Morrison is a highly-regarded teacher and trainer. He received multiple teaching awards from Purdue University including the Charles Murphy Award for Outstanding Undergraduate Teaching; and is an elected member of the Purdue Teaching Academy. He was the co-founder and co-developer of the Certified Destination Management Executive (CDME) program for Destination Marketing Association International (DMAI) and trained many destination management executives from North America and the Caribbean as part of the CDME program. Professor Morrison has conducted industry training programs on several continents on a variety of topics related to tourism planning, development, and marketing.
Professor Morrison was selected by the International Society of Travel & Tourism Educators (ISTTE) as the recipient of the Lifetime Achievement Award for his contributions to tourism education. He has also been elected as a Fellow of the world’s most elite organization of tourism scholars, the International Academy for the Study of Tourism (IAST).
Professor Morrison is a UNWTO (United Nations World Tourism Organization) Consultant and has also provided advice for the World Bank, Pacific Asia Travel Association, European Union, US Agency for International Development, and other multinational organizations. Recently he completed a national tourism marketing strategy for Indonesia on behalf of the UNWTO. In addition to having lived and worked in five different countries, Professor Morrison has had a wide variety of experience in the global tourism industry and has provided tourism planning, development, and marketing advice in approximately 30 different countries.
Professor Morrison has gained in-depth experience in tourism planning, development, and marketing advising in Mainland China. Since 2000, he has completed more than 100 individual projects in China, including as the Team Leader for the Strategic Marketing Plan for Jiangsu Province and the Marketing Strategies for Ningbo and Shaoxing on behalf of the World Bank. He also assisted several agencies with marketing and other planning advice in preparation for the 2010 Shanghai World Expo and the 2015 Milan World Expo.