Dr Shola Osinaike

I am the Head of Tourism, Hospitality, Events and Marketing and Principal Lecturer, where I provide strategic leadership for a multidisciplinary portfolio of undergraduate and postgraduate courses. My role centres on academic quality, curriculum development, student experience, and supporting colleagues to deliver inclusive, innovative, industry-informed education. I hold a PhD in Business with Hospitality Management from the University of Plymouth, MA in Hospitality Management from the University of Wolverhampton and a BSc (Hons) in Accounting from the University of Ilorin, Nigeria.

Before joining CCCU in 2014, I spent four years as a visiting lecturer at the University of Wolverhampton, following over 15 years as an operations and finance manager in fast-food restaurants. This industry background enriches my teaching and research, and I am passionate about building learning environments where students thrive, focusing on student experience, belonging, engagement, and curricula that prepare graduates for successful careers. I have extensive expertise in quality assurance, curriculum review, partnerships, and higher education leadership.

My research examines contemporary issues in hospitality and tourism management, particularly sustainability, organisational behaviour, and strategic management. I have published extensively in peer-reviewed journals, present regularly at national and international conferences, and supervise and will accept MSc and PhD students across hospitality, tourism, business and management, collaborating on interdisciplinary research projects that create impact beyond the University.

As a Senior Fellow of Advance HE and Chartered Manager, I am committed to colleagues' professional development, a positive academic culture, and outstanding student outcomes. I serve on several committees, including the Sustainable Futures Board, Course Changes and Micro-Credentials Panel, and Academic Regulations and Policy Scrutiny Group.

I teach across Tourism, Hospitality and Events courses and am committed to delivering an engaging, inclusive and student-centred learning experience that connects academic theory with professional practice. My teaching emphasises active learning, critical thinking enabling students to develop the knowledge, skills and confidence needed for successful careers. I teach both undergraduate and postgraduate on the following modules:

• Strategic Resources Management and Marketing
• Applied Consultancy Projects
• Strategic Financial Management
• Hospitality Revenue Management
• Accounting and Finance for the Service Industry

My research explores contemporary issues in hospitality and tourism management, focusing on sustainability, organisational behaviour and strategic management. I am interested in how organisations adopt sustainable practices, improve performance, and respond to evolving industry challenges. Much of my work examines these issues within developing countries, deepening understanding of the opportunities and constraints shaping sustainable development and responsible business practices in emerging economies.

My current research spans interconnected themes including performance measurement, revenue management, food waste management in hospitality and food service, sustainability practices in hotels, talent management, employer branding, employee wellbeing, and workplace challenges such as sexual harassment. I am also exploring emerging areas such as the sustainability of space tourism and its implications for responsible tourism development, alongside a growing interest in diaspora-related research examining the contribution of diaspora communities to tourism and hospitality and sustainable development. Through interdisciplinary and collaborative research, I aim to advance academic knowledge, support innovation in business, and inform policy and societal change.

Publications and research outputs Conference Presentations  

Osinaike, A. A and Walmsley, A. (2017) Connecting Critical Success Factors (CSF) and Business Excellence- an exploration of Hospitality and Tourism SMEs. 4th World Research Summit for Tourism and Hospitality December 8-11, UCF Rosen College of Hospitality Management, Orlando, Florida, USA.  

Osinaike, A. A. (2018) An Exploratory study on Revenue Management Practice in Nigeria Small and Medium Hotels. GLOBE Conference (Global Conference on Business and Economics) June 4-8, University of South Florida, Sarasota-Manatee, Florida, US.  

Osinaike, A. A. (2019) Revenue Management and Pricing Strategies in Nigeria Small and Medium-sized Hotels (SMH). 28th Council for Hospitality Educational (CHME) Annual conference, 21st-24th May, University of Greenwich, UK.    

Journal Publications and Book Chapter

Lorna Thomas, Adesola Osinaike and Tara Brown (2022)   Book Chapter: Social distancing in the homes of queuing: Reopening Theme Parks. Emerald Handbook of Destination Recovery in Tourism and Hospitality. Edited by Priyakrushna Mohanty; Anukrati Sharma; James Kennell and Azizul Hassan  

Osinaike, A. (2021) An Exploratory Study of Revenue Management Practice in Nigeria's Small and Medium-sized Hotels. International Journal of Management Practice, Vol. 14, No 2, pp. 174 – 197.  

Oriade, A., Osinaike, A., Aduhene, K. and Wang Y. (2020) Sustainability awareness, management practices and organisational culture in hotels: Evidence from developing countries. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2020.102699  

Muhs, C., Osinaike, A. and Thomas, L. (2020), "Rave and hardstyle festival attendance motivations: a case study of Defqon.1 weekend festival", International Journal of Event and Festival Management, Vol. 11 No. 2, pp. 161-180. https://doi.org/10.1108/IJEFM-07-2019-0036  

Oriade, A. Gelder, S. Osinaike, A & Robinson, P. (2016) Business Operations Management, in Robinson, P., Fallon, P., Cameron, H. & Crotts, J.  (eds.) Operations Management in the Travel Industry, 2nd edition, Oxford: CABI    

Industry Case Studies Report  

Oriade, A., Osinaike, A., Booker, N. & Sabah, S. (2014) Holiday Confidence Index. Spring. First Rate

I contribute to the higher education sector and the wider community through leadership, governance and scholarly activities. I serve as a Trustee of Eastbridge Hospital, Canterbury, one of England's oldest charitable foundations, with a rich history of providing hospitality to pilgrims and visitors. In this governance role, I help shape the charity's strategic direction, supporting its mission, heritage and long-term sustainability.

I also serve as an External Examiner for UK universities, the University of Derby (2021–2026) and the University of West London (2022–2026), maintaining academic standards and enhance programme quality. In addition, I regularly review manuscripts for leading international journals in tourism, hospitality and management, supporting the dissemination of high-quality research within the discipline.

I am committed to advancing scholarship through editorial leadership and collaborative research, having served as Guest Editor for special issues on Events in Africa and Gastronomy Tourism in the Global South, bringing together international scholars to explore emerging issues and debates on sustainable tourism, hospitality and destination development. Through these activities, I aim to strengthen links between academia, industry and society, while promoting innovation, responsible leadership and impactful research.