Professor Babak Taheri

Professor of Marketing

I am a Professor of Marketing in Edinburgh Business School at Heriot-Watt University, Edinburgh, UK. My research holds dual focus: ‘marketing management’ and ‘consumer research’; with particular interest in the area of “cultural consumption, sustainability, and tourism and leisure marketing,”. The innovative nature of my research traces to multi-disciplinary work and to methodologically robust measurement and assessment of key marketing concepts.  

In recent years, I have published consistently in internationally rated top-tier journals (over 100 publications) and held funds from bodies in the EU and UK such as Horizon 2020 and Innovate UK Research Grant – KTP. I am the co-chairman of tourism marketing special interest group in Academy of Marketing, UK. I am Senior Editor for Tourism Management Perspectives [ABS 2*, impact factor: 2.485] and Associate Editor of two journals: The Service Industries Journal [ABS 2*, impact factor: 2.381] and International Journal of Contemporary Hospitality Management [ABS 3*, impact factor: 5.667]. I serve on the editorial review board of several social science journals, such as the Journal of Business Research [ABS 3*, impact factor: 4.874] and Journal of Travel Research [ABS 4*; Impact factor: 7.027]. 

Areas of interest

  • Marketing Management
  • Consumer Behaviour
  • Leisure and Tourism Studies


2009-2012        PhD in Marketing, University of Strathclyde, UK

2008 -2009       MRes in Management Science, University of Strathclyde, UK

2007-2008        PgDip in Research Methods, University of Strathclyde, UK

2005-2007        MSc Information Systems Analysis, Glasgow Caledonian University, UK

1999-2003        BSc Industrial Engineering, Azad University, Tehran, Iran


Prior to joining the Heriot-Watt University, I worked at the universities of Durham and Strathclyde in the fields of marketing, consumer behaviour and tourism.  I have given keynotes at several academic conferences and industry workshops in Europe, USA, Middle East and UK.

"My teaching philosophy is based around engaging and interactive learning experience that allows students to lean and develop their knowledge beyond the learning objectives. "

Babak Taheri

Key publications

View all publications on Research Portal External link