Assistant Professor

BA (UPEI); MBA (Windsor)

In 2007, Melissa joined the public service of Prince Edward Island as Deputy Minister of Tourism. In 2011, she was asked to serve as Deputy Minister of Innovation and Advanced Learning. She has served as professor of marketing at the University of Prince Edward Island (UPEI) in Charlottetown since 2003 and has acted as the Faculty Director of the Tourism Research Centre at UPEI since 2006.

Her past industry experience includes marketing management, marketing research and business development. She has also held positions at Aliant, Island Tel, Strait Crossing and Bell Canada.

Recent Publications

Perceptions of pre- and post-event impacts of PEI 2014 year-long celebrations

2016 TTRA Canada Conference, 28 – 30 September, 2016, Edmonton, AB, Canada, 2016

International export marketing for higher Education: A case study evaluation of adoption

Administrative Sciences Association of Canada Conference 2016, MacEwan University, Edmonton, AB, Canada 4-7 June, 2016

The evolution of export market orientation in higher education: A Canadian case study

HEC 2016: The Scholarship of Learning, Teaching and Organizing, Amsterdam, Netherlands, 13-15 July, 2016, 2016

Positioning analysis of Atlantic Canadian provinces as travel destinations by Americans

International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 2016

The effects of advertising awareness and media channels on travel intentions

Journal of Hospitality Marketing and Management, 2010

Research Classification

  • No classification given

Research Interests

  • Tourism and tourism marketing
  • Labour market and labour market mobility
  • Post-secondary internationalization
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