Thompson Rivers University

John S. Hull

Name: Dr. John S. Hull
Position: Associate Professor
Affiliation: FAN 117
Phone: 1-250-852-7638


John likes skiing, hiking, biking, and being on the water. He has lived most of his life in small towns, on islands and in the Arctic.

John has worked on tourism projects in North America, Europe, the Middle East, South America, Africa, and Asia. He has collaborated on projects with the UNWTO, UNCBD, UNEP, UNESCO, World Bank, Nordic Council, European Tourism Research Institute, Commission on Environmental Cooperation, Destination Canada, Tourism Atlantic, and Parks Canada.

John is presently a visiting professor at the Harz University of Applied Sciences, Wernigerode, Germany and he is a member of the New Zealand Tourism Research Institute (NZTRI), New Zealand. He is also a member of the Sonnino Working Group, Italy, a research group focused on wine and culinary tourism futures and he presently serves on the Province of British Columbia's Minister of Tourism Engagement Council (MTEC).

Research Interests

Current interests in the planning and management of sustainable tourism in a context of:

mountain tourism, peripheral tourism, adventure tourism, destinations and events, spa and wellness tourism, wine and culinary tourism futures, creative tourism, indigenous tourism, and community-based tourism.


Ph.D. McGill University (1998)
M.L.A./M.U.P. University of Michigan (1992)
B.A. Williams College (1985)


Bachman, J., Hull, J.S. & B. Marlowe (2021) Non-economic impact of craft brewery visitors in British Columbia: A quantitative analysis. Tourism Analysis. Volume 4. (In press)

Lonardi,S., Martini, U. & J.S. Hull (2021) Positive impacts of sustainable tourism. In M. Della Lucia and E. Guidici (eds) Humanistic Management and Sustainable Tourism. DOI: 10.4324/9781003108955-13

Bachman, J., Hull, J.S. & S. Haecker (2020) Millennials are not all the same: Examining millennial craft brewery and winery visitors' social involvement, self image, and social return. International Journal of Tourism Research 23(1):123-133

Lonardi, S., Martini, U., & Hull, J. S. (2020). Minority languages as sustainable tourism resources: From Indigenous groups in British Columbia (Canada) to Cimbrian people in Giazza (Italy). Annals of Tourism Research, 102859.

McIntyre, J., Senese, D. & J.S. Hull (2020) Fruit forward? Wine regions as geographies of innovation in Australia and Canada. In A. Van Luyn & E. de la Fuente (eds) Regional cultures, economies and creativity: innovating through place in Australia and beyond. Routledge: London.

Bachman, J.R., Hull, J. S., & Haecker,S. (2019) "Comparing Millennial Visitors to Wineries and Breweries in British Columbia: An Examination of Social Involvement, Social Return, and Self-Image Congruency". TTRA Canada 2019 Conference. 15.

Hull, John S., Bachman, J. R. & Haecker, S. (2019) "Understanding Millennial Interest in Participating in Wine Tourism A Case Study on the Kamloops Wine Trail, British Columbia, Canada". TTRA Canada 2019 Conference. 16.

Senese, D., Hull, J.S. & B. McNicol (2019) Terroir driven tourism and migration in British Columbia, Canada. In J. Dutton & P.J. Howland (eds) Wine, terroir and utopia: making new worlds. Routledge: London.

Kruger, M., Saayman, M. & J.S. Hull (2019) A motivation-based typology for natural event attendees. Journal of policy research in tourism, leisure and events. 11 (1) 35-53.

Ali, A. & J.S. Hull (eds) (2018) Multi-stakeholder perspectives of the tourism experience. Responses from the International Competence Network of Tourism Research and Education. Peter Lang Ltd.: Frankfurt, Germany.

Bachman, J. & J.S. Hull (2018) Investigating the role of social return on understanding of craft brewery visitors in British Columbia, Canada. Proceedings of the TTRA 2018 Conference, Canada Chapter, Halifax, Nova Scotia.

Gill, S., Terwiel, A.A. & J.S. Hull (2018) Developing a sense of place as a staff retention strategy: the case of Sun Peaks Resort, Canada. In A. Ali & J.S. Hull (eds) Multi-stakeholder perspectives of the tourism experience. Responses from the International Competence Network of Tourism Research and Education. Peter Lang Ltd.: Frankfurt, Germany.

Hull, J. S. (2017) Health tourism: a global perspective. In Mathilde Gross (ed) Gesundheitstourismus, (pp. 165-79) Stuttgart: utb.

Hull, J.S. & Mason, C. (2017) Understanding the links between wellness and indigenous tourism in western Canada: critical sites of cultural exchange. In Melanie Smith & Laszlo Puczko (eds) (pp. 430-449) Routledge Handbook of Health Tourism. London: Taylor & Francis.

Hull, J.S., de la Barre, S. & Maher P.T. (2017) Peripheral geographies of creativity: the case for Aboriginal tourism in Canadas Yukon Territory. In Arvid Viken and Dieter Muller (eds) (pp. 157-81) Tourism and indigeneity in the Arctic. Tourism and Cultural Change Series 51. Bristol: Channelview Publications.

Schanzel, H., Hull, J.S. & Velvin, J. (2017) Family Tourism and the Ski Experience at Sun Peaks Resort Canada. Proceedings of CAUTHE 2017 Conference, University of Otago, Dunedin, New Zealand.

Employment History

John S. Hull Associates, Inc. Canada, 2008 to 2013

Senior Lecturer, AUT University/Associate Director, New Zealand Tourism Research Institute (NZTRI), New Zealand, 2007 to 2010

Intervale Associates, Inc. Canada, 2002 to 2007

Courses Taught

TMGT 2090 Health and Wellness Tourism
TMGT 2080 Culinary Tourism
TMGT 3020 Tourism Policy and Planning
TMGT 4020 Graduating Seminar
TMGT 4030 Introduction to Resort Management

Other courses: Global Tourism, Tourism and Community Development, Tourism Planning and Development, Tourism Strategy

Professional Affiliations

Member, BC Minister of Tourism Engagement Council, Victoria, British Columbia
Visiting Professor, Harz University of Applied Sciences, Wernigerode, Germany
Sonnino Working Group on Wine and Culinary Tourism Futures, Montespertoli, Italy
Member, TTRA Canada
Member, New Zealand Tourism Research Institute, NZTRI
Visiting Professor, University of Southeast Norway, Kongsberg, Norway
Visiting Professor, MCI, Innsbruck, Austria
Visiting Professor, Icelandic Tourism Research Centre, Iceland
Visiting Professor, eTourism Research Group, University of Trento, Italy


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