Lee Jolliffe



Business, Faculty of

Oland Hall 256

Saint John

1 506 648 5993

Lee Joliffe joined the Faculty of Business in 2000 and is currently teaching in the Bachelor of Applied Management in Hospitality and Tourism (BAMHT) degree program and supervising students in the Masters of Interdisciplinary Studies program.

At the undergraduate level, she teaches Introduction to Tourism; Heritage Tourism; Resort and Recreation Management; Tourism Planning and Development; and Culinary Tourism. At the University of New Brunswick Saint John she has also served as Director of the BAMHT program and Director of the International Office. In the latter capacity she extended the international relationships of UNB Saint John with educational institutions in Hong Kong, Macau, China, Vietnam and Sri Lanka.

Dr. Jolliffe has an academic background in museum studies with a Masters (University of Toronto) and PhD (University of Leicester) in this field. Prior to joining the University of New Brunswick, Lee had careers in heritage management and hospitality and taught tourism at the University of Prince Edward Island and the University of Strathclyde where she also completed her post doctoral studies.

Her current research focuses on cultural and heritage tourism and various forms of culinary tourism including the niche areas of "tea tourism" and "coffee tourism". Ongoing research projects include the study of: national capital tourism and museums in Hanoi, Vietnam; maritime souvenirs in cruise ports in Canada and New Zealand; and, bundling art for urban tourism in Canada and Asia.

Dr. Jolliffe is an active member of a number of a number of editorial boards for tourism journals. She was a founding member of the editorial board for the Journal of Heritage Tourism and is a member of the editorial board of Annals of Tourism Research where she is the Resource Editor for museums.

In addition she is a member of the editorial boards of Tourism, An International Journal and the International Journal of Contemporary Hospitality Management. Lee was also a member of the board of the Travel Tourism Research Association, Canada Chapter (2002 – 2008) where she served in various positions including as Conference Co-Chair, Chair of Academic Relations and Vice-President, President and Chair.

Peer-reviewed journal articles

Jolliffe, L. and Aslam, M.S. M. (2009) “Tea heritage tourism: Evidence from Sri Lanka”,  Journal of Heritage Tourism, 4 (4), 331-344

Jolliffe, L. and Baum, T. (2004) “Event Tourism Partnership Evolution – Evidence from the Highlands of Scotland”, Tourism Today, 4, 7-20

Jolliffe, L. (2004) “Tea and Hospitality: More Than a Cuppa” International Journal of Contemporary Hospitality Management, 18 (2), 164-168

Jolliffe, L. and Farnsworth, R. “Seasonality in Tourism Employment: Human Resource Challenges” (2003), International Journal of Contemporary Hospitality Management, 15 (6), 312-316

MacDonald, R. and Jolliffe, L. (2003) “Cultural Rural Tourism: Evidence from Canada”, Annals of Tourism Research, Vol. 30 (2), 307-32

Jolliffe, L. and Smith, R. (2001) “Heritage Tourism and Museums: The Case of the North Atlantic Islands of Skye, Scotland and Prince Edward Island, Canada”, International Journal of Heritage Studies, 7 (2), 149-173

Conference proceedings or presentations

Jolliffe, L. and Kwan, K. (2008) “Blending Coffee and Tourism: International Tourist Experiences in Vietnam”, TTRA Canada Conference, Victoria B.C.

Jolliffe, L. (2007) “Tea and Nostalgia Tourism”, IGU Heritage Tourism Conference, Guangzhou, China

Jolliffe, L. (2007) “Coffee and Tourism: A Research Framework”, Proceedings of The 2nd International Conference on Tourism and Hospitality, Universiti Utara, Malaysia and National Heritage Department, Ministry of Culture, Arts and Heritage, Malaysia

Jolliffe, L. (2006) “Linking Farmers Markets and Tourism in New Brunswick”, Geotour 2006 Conference, Kosice, Slovakia

Jolliffe, L. with Bui, H.T. (2006) “Coffee and Tourism in Vietnam: A Niche Tourism Product?” TTRA Canada Conference, Montabello, Quebec

Jolliffe, L. (2005) “Mines as Heritage Attractions: Lessons from Atlantic Canada”. Mining Heritage Conference, Cape Breton University, Sydney, Nova Scotia

Jolliffe, L. (2005) “Mines as Heritage Attractions”, Proceedings of TTRA Canada 2005 Conference, Kelowna, B.C., 1-10

Jolliffe, L. (2004 “Not Just A Cuppa: Tea and Commercial Hospitality”.  Proceedings, Bangkok International Conference on Applied Business Research, Kasetsart University, Thailand, 1-11

Jolliffe, L. and Zhuang, P. (2004) “Blending Tea and Tourism for Sustainable Development in Fujian, China”. TTRA International 35th Annual Conference Proceedings, Montreal, Quebec, 1 -15

Jolliffe, L. and Farnsworth, R. (2002) “Seasonality in Tourism Employment: Exploring Human Resource Issues”, Atlantic Schools of Business Conference, Antiginoish, Nova Scotia

Jolliffe, L.  (2003) “Something’s Brewing: Tea and Tourism in Canada”, TTRA Proceedings, Saint John, N.B., 1-10

Jolliffe, L., Rowe, T. and Davis, C. H., (2001) “Using the Worldwide Web to Develop Cultural Heritage Tourism Destinations”. TTRA Canada 2001 Proceedings, Niagara Falls, Ontario, 1-15


Jolliffe, L. Editor, (2007) “Tea and Tourism: Tourists, Traditions, Transformations”. Channel View Publications

Jolliffe, L. Editor, (in press for 2010) “Coffee Culture, Destinations and Tourism”. Channel View Publications

Conlin, M. and Jolliffe, L. Editors (in press for 2010) “Mining Heritage and Tourism: A Global Synthesis”. U.K.: Routledge 

Book chapters

Jolliffe, L. and Bui, H.T. (2009)  "Re-invented national capital city: The case of Hanoi, Vietnam", in National Capital Tourism, Editor Ritchie, B. and Maitland, R. U. K.: CABI

Jolliffe, L., Bui, H, T., and Nuygen, H. (2009) "The Buon Ma Thuot Coffee Festival, Vietnam: Opportunity for Tourism?" in Advances in Tourism Research Series - International Perspectives of Festivals and Events edited by Ali-Knight, J. Elseiver, 125-138

Jolliffe, L. (2008) "Connecting Farmers Markets and Tourists in New Brunswick, Canada" in Food and Wine Festivals and Events Around the World, edited by Hall, C. E., and Sharples, A. E., Butterworth-Heinemann, 232-248

Jolliffe, L. and Farnsworth, R. 2006 "Seasonality Issues" in Extreme Tourism: Lessons from the World’s Cold Water Islands, edited by Godfrey Baldacchino. London: Elseiver, 51-62

Jolliffe, L. (2003) "The Lure of Tea: History, Traditions and Attractions", Food Tourism Around the World: Development, Management and Markets, edited by Hall, C. M. Sharples, L., Camborne, B., Macionis, N., Mitchell, R. Butterworth-Heineman, London, 121-136