Craig Lee

Research Interests

Entrepreneurship Food and Hospitality Services Hospitality Management Innovation management Small Business Management Tourism

APrf Craig Lee

Associate Professor of Tourism

School of Management

College of Business and Law

Eligible to supervise Masters and PhD - email supervisor to discuss availability.

Available For Media Comment.

Dr Craig Lee is an Associate Professor of Tourism at Adelaide University. He holds a PhD in Management and a Master’s and Bachelor’s degree in Hospitality and Tourism Management. His research focuses on entrepreneurship and innovation in hospitality and tourism, with his work published in leading academic journals across various disciplines, including tourism, marketing, and business. He also serves on the editorial boards of several academic journals, such as the Journal of Hospitality and Tourism Management, and is an Associate Editor for the Journal of Foodservice Business Research.
 
Dr Lee is actively involved in consultancy work for the tourism and hospitality industries in Australia and New Zealand. From 2017 to 2019, Dr Lee was a board member of DunedinHOST, the primary industry body for tourism operators in and around Dunedin, New Zealand. He is available for media commentary on matters related to the hospitality industry.
 
Dr Lee has experience teaching undergraduate and postgraduate courses in: Research Methods, Hospitality Management, Entrepreneurship and Small Business, Festivals and Event Managemenet, Tourism Marketing, and Business Ethics. Dr Lee is also actively supervising PhD and master's-by-research students.
 
If you are seeking post-graduate supervision, please provide the following information:
1. Academic transcripts from a completed Masters/Honours degree. Your Masters/Honours degree should include at least 50% of its full-time equivalent load dedicated to research (e.g., dissertation and research courses making up at least 50% of your total course credits).
2. A copy of a research dissertation from your Masters/Honours degree.
3. A PhD/Masters by Research proposal, typically around 5,000-6,000 words, including the following sections: Introduction, Literature Review, Research Questions, Methodology, Proposed Project Timeline, and Funding Sources (e.g., seeking a scholarship, self-funding your study, etc.).
4. Results of an academic-level English language proficiency test (if available, or not required if you meet English language exemption criteria: https://adelaideuni.edu.au/study/international-students/how-to-apply/entry-requirements/english-language-proficiency/).
5. A list of referees (minimum of 3).
6. An up-to-date CV.
 
Post-graduate supervision enquiries that do not include all the required information will not be considered.

Date Position Institution name
2023 - 2025 Associate Professor of Tourism University of South Australia
2020 - 2023 Senior Lecturer University of Otago
2016 - 2019 Lecturer University of Otago
2011 - 2015 Sessional Lecturer University of South Australia
2010 - 2011 Banquet attendant The Westin Melbourne
2010 - 2010 Housekeeping attendant The Grand Hyatt Melbourne
2009 - 2009 Set-up crew The Adelaide Convention Centre

Date Type Title Institution Name Country Amount
2024 Recognition Research Commendation Award University of South Australia Australia -
2022 Recognition Journal of Hospitality and Tourism Management (ABDC = A*, SJR = Q1) Highly Recommended PhD Paper Award Journal of Hospitality and Tourism Management Australia -
2021 Recognition Best Teaching Staff University of Otago New Zealand -
2018 Recognition Best Emerging Researcher University of Otago New Zealand -
2017 Recognition Best Otago Business School Citizen - Academic University of Otago New Zealand -

Language Competency
English Can read, write, speak, understand spoken and peer review
Malay Can read, write, speak, understand spoken and peer review

Date Institution name Country Title
2012 - 2015 University of South Australia Australia Doctor of Philosophy
2008 - 2010 University of South Australia Australia Le Cordon Bleu Master of International Hospitality Management
2005 - 2008 Taylor's School of Hospitality and Tourism Malaysia Bachelor of Hospitality and Tourism Management

Year Citation
2025 Matsuoka, K., Hallak, R., & Lee, C. (2025). Predictors of food waste management practices in the foodservice sector: a latent profile analysis of businesses in Japan. British Food Journal, 127(13), 737-759.
DOI
2025 Bruwer, J., & Lee, C. (2025). A comprehensive conceptual model of single-serve wine consumption behavior in restaurants. International Journal of Hospitality Management, 130(104244), 1-11.
DOI Scopus1 WoS1
2025 Lee, C., Coetzee, W. J. L., & Nguyen, T. (2025). Beyond binary: measuring gender in tourism studies. Current Issues in Tourism, online, 1-6.
DOI Scopus1 WoS1
2025 Mustafa, M. J., Ngo, M. S. M., Lee, C., & Lau, P. Y. Y. (2025). Job crafting and employee voice behavior: the roles of person-job fit and job-based psychological ownership. Personnel Review, 54(8), 1978-1998.
DOI Scopus2 WoS2
2025 Lee, C., Abdullah, T., Hallak, R., & Kallmuenzer, A. (2025). Hospitality on the streets: a mixed-method study of Indonesian street food micro-enterprises. International Journal of Hospitality Management, 130(104236), 1-12.
DOI Scopus4 WoS1
2025 Abdullah, T., Carr, N., & Lee, C. (2025). Conceptualization of conflict involving local people in tourist destinations. Current Issues In Tourism, online, 1-17.
DOI Scopus3 WoS2
2024 Abdullah, T., Carr, N., & Lee, C. (2024). Conducting online interviews with hard-to-reach hospitality industry participants. Journal of Qualitative Research in Tourism, 5(1), 50-56.
DOI
2024 Ngo, M. S. M., Mustafa, M. J., Lee, C., & Hallak, R. (2024). Managerial coaching and taking charge at work: the mediating roles of work engagement and role breadth self-efficacy. Journal of Organizational Effectiveness: People and Performance, online, 1-25.
DOI Scopus5 WoS6
2024 Tseng, S. H. Y., Higham, J., & Lee, C. (2024). Towards post-COVID-19 responsible academic air travel. International Journal of Sustainability in Higher Education, 25(1), 202-220.
DOI Scopus6 WoS5
2024 Mustafa, M. J., Hallak, R., Lee, C., & Manshor, S. S. B. S. (2024). Leaders' coaching behaviors and the emotional exhaustion of hotel frontline supervisors: examining the serial mediating effects of taking charge and work engagement. Journal of Human Resources in Hospitality & Tourism, 23(3), 386-412.
DOI Scopus5
2024 Pung, J. M., Khoo, C., Del Chiappa, G., & Lee, C. (2024). Tourist transformation: an empirical analysis of female and male experiences. Tourism Recreation Research, 49(5), 1036-1050.
DOI Scopus12 WoS16
2023 Hallak, R., Lee, C., & Mustafa, M. (2023). Editorial: The psychology of tourism entrepreneurs. Frontiers in Psychology, 13(1119778), 1-3.
DOI
2023 Abdullah, T., Carr, N., & Lee, C. (2023). The empowerment of street food vendors, a marginalised community within the hospitality industry. Tourism Recreation Research, 48(6), 885-898.
DOI Scopus24 WoS18
2023 Intason, M., Coetzee, W., & Lee, C. (2023). The cocreation of the Songkran Festival in Thailand and the codestruction of its cultural significance. Event Management, 27(2), 237-251.
DOI Scopus4 WoS5
2023 Abdullah, T., Lee, C., & Carr, N. (2023). Conceptualising human and non-human marginalisation in tourism. Tourism and Hospitality Research, 23(2), 254-268.
DOI Scopus17 WoS12
2023 Tseng, S. H. Y., Lee, C., & Higham, J. (2023). The impact of COVID-19 on academic aeromobility practices: hypocrisy or moral quandary?. Mobilities, 18(3), 445-467.
DOI Scopus11 WoS7
2023 Abdullah, T., Carr, N., & Lee, C. (2023). Muslim hospitality micro-entrepreneurs' perspectives on empowerment: a research note. Journal of Hospitality and Tourism Management, 55, 72-75.
DOI Scopus6 WoS4
2023 Mustafa, M. J., Lee, C., & Galloway, J. E. (2023). The importance of context: How university entrepreneurial climates enhances entrepreneurship in tourism and hospitality graduates. Journal of Hospitality, Leisure, Sport and Tourism Education, 33(100453), 1-10.
DOI Scopus14 WoS9
2023 Lee, C. (2023). Tourism Entrepreneurship in Portugal and Spain: Competitive Landscapes and Innovative Business Models. INTERNATIONAL SMALL BUSINESS JOURNAL-RESEARCHING ENTREPRENEURSHIP, 41(2), 233-235.
DOI
2023 Luong, A., & Lee, C. (2023). The influence of entrepreneurial desires and self-efficacy on the entrepreneurial intentions of New Zealand tourism and hospitality students. Journal of Hospitality and Tourism Education, 35(1), 44-61.
DOI Scopus27 WoS13
2023 Abdullah, T., Lee, C., & Carr, N. (2023). Defining success and failure in the hospitality industry's microenterprises: a study of Indonesian street food vendors. International Journal of Hospitality Management, 109(103403), 1-10.
DOI Scopus15 WoS8
2023 Abdullah, T., Lee, C., & Carr, N. (2023). Do survivalists deserve to be called entrepreneurs? The case of hospitality micro-entrepreneurs in Indonesia. Hospitality & Society, 13(2), 113-136.
DOI Scopus2 WoS2
2023 Su, Y., Lee, C., & Lovelock, B. (2023). Airline and hotel loyalty programme diversity and choice: effects of personality, cultural, and socio-demographic factors. Journal of Travel and Tourism Marketing, 40(8), 653-677.
DOI Scopus9 WoS8
2022 Jenkins, M., Lee, C., Mackenzie, S. H., Hargreaves, E. A., Hodge, K., & Calverley, J. (2022). Nature-based physical activity and hedonic and eudaimonic wellbeing: the mediating roles of motivational quality and nature relatedness. Frontiers in Psychology, 13, 1-13.
DOI Scopus19 WoS16 Europe PMC7
2022 Abdullah, T., Carr, N., & Lee, C. (2022). Successful hospitality micro-entrepreneurs in Bandung, Indonesia. Tourism Cases, 2022(2022), 1-6.
DOI
2022 Tseng, S. H. Y., Lee, C., & Higham, J. (2022). Managing academic air travel emissions: towards system-wide practice change. Transportation Research Part D: Transport and Environment, 113(103504), 1-16.
DOI Scopus22 WoS21
2022 Abdullah, T., Carr, N., & Lee, C. (2022). Re-conceptualising the empowerment of local people in tourism. International Journal of Tourism Research, 24(4), 550-562.
DOI Scopus23 WoS18
2022 Hallak, R., Onur, I., & Lee, C. (2022). Consumer demand for healthy beverages in the hospitality industry: examining willingness to pay a premium, and barriers to purchase. PLoS one, 17(5, article no. e0267726), 1-22.
DOI Scopus16 WoS12 Europe PMC1
2022 Lee, C., Pung, J. M., & Del Chiappa, G. (2022). Exploring the nexus of tradition, modernity, and innovation in restaurant SMEs. International Journal of Hospitality Management, 100(103091), 1-10.
DOI Scopus27 WoS22
2022 Prayag, G., Pung, J. M., Lee, C., & Del Chiappa, G. (2022). The self-concept and psychological antecedents of intention to recommend a heritage site: the moderating effects of visitor type. Tourism Management Perspectives, 42(article no. 100962), 1-16.
DOI Scopus19 WoS16
2021 Shaheer, I., Lee, C., & Carr, N. (2021). Factors motivating working holiday travel: the case of Latin American visitors to New Zealand. Tourism and Hospitality Research, 21(3), 330-343.
DOI Scopus9 WoS8
2021 Intason, M., Coetzee, W., & Lee, C. (2021). The development, implementation and challenges to water-saving practices in a water-stressed destination: a case study of the Songkran Festival, Thailand. International Journal of Event and Festival Management, 12(3), 279-296.
DOI Scopus5 WoS3
2021 Hallak, R., Lee, C., & Onur, I. (2021). Health star ratings and beverage purchase intentions: a study of Australian and New Zealand hospitality consumers. Foods, 10(11), 1-16.
DOI Scopus4 WoS4 Europe PMC2
2021 Intason, M., Lee, C., & Coetzee, W. (2021). Examining the interplay between a hallmark cultural event, tourism, and commercial activities: a case study of the Songkran Festival. Journal of Hospitality and Tourism Management, 49, 508-518.
DOI Scopus23 WoS22
2021 Jenkins, M., Houge Mackenzie, S., Hodge, K., Hargreaves, E. A., Calverley, J. R., & Lee, C. (2021). Physical activity and psychological well-being during the COVID-19 lockdown: relationships with motivational quality and nature contexts. Frontiers in Sports and Active Living, 3(637576), 1-11.
DOI Scopus27 WoS27 Europe PMC12
2021 Hargreaves, E. A., Lee, C., Jenkins, M., Calverley, J. R., Hodge, K., & Houge Mackenzie, S. (2021). Changes in physical activity pre-, during and post-lockdown COVID-19 restrictions in New Zealand and the explanatory role of daily hassles. Frontiers in Psychology, 12(642954), 1-13.
DOI Scopus66 WoS62 Europe PMC50
2020 Hermann, U. P., Lee, C., Coetzee, W., & Boshoff, L. (2020). Predicting behavioural intentions of Craft Beer Festival attendees by their event experience. International Journal of Wine Business Research, 33(2), 254-274.
DOI Scopus24 WoS17
2020 Prayag, G., Mills, H., Lee, C., & Soscia, I. (2020). Team identification, discrete emotions, satisfaction, and event attachment: a social identity perspective. Journal of Business Research, 112, 373-384.
DOI Scopus98 WoS88
2020 Hallak, R., Lee, C., & Onur, I. (2020). Examining healthy beverages in the hospitality industry: evidence from Australia and New Zealand. British food journal, 122(2), 365-379.
DOI Scopus6 WoS6
2020 Lee, C., & Hallak, R. (2020). Investigating the effects of offline and online social capital on tourism SME performance: a mixed-methods study of New Zealand entrepreneurs. Tourism Management, 80(104128), 1-14.
DOI Scopus88 WoS62
2019 Coetzee, W. J. L., Lee, C., & Faisal, A. (2019). Predicting intentions to revisit and recommend a sporting event using the event experience scale (EES). Event Management, 23(3), 303-314.
DOI Scopus30 WoS28
2019 Lee, C., Hallak, R., & Sardeshmukh, S. R. (2019). Creativity and innovation in the restaurant sector: supply-side processes and barriers to implementation. Tourism management perspectives, 31, 54-62.
DOI Scopus84 WoS62
2019 Filep, S., Albrecht, J. N., Lee, C., & Coetzee, W. (2019). Editorial: Special issue on CAUTHE 2017 conference: Time for big ideas? Re-thinking the field for tomorrow. Journal of Hospitality and Tourism Management, 38, 159-160.
DOI Scopus2 WoS2
2018 Hallak, R., Assaker, G., O'Connor, P., & Lee, C. (2018). Firm performance in the upscale restaurant sector: the effects of resilience, creative self-efficacy, innovation and industry experience. Journal of retailing and consumer services, 40, 229-240.
DOI Scopus147 WoS127
2018 Kumarasinghe, S., Lee, C., & Karunasekara, C. (2018). Comparing local and foreign perceptions of service quality of five-star hotels in Sri Lanka. Journal of Quality Assurance in Hospitality and Tourism, 20(1), 44-65.
DOI Scopus5 WoS3
2018 Prayag, G., & Lee, C. (2018). Tourist motivation and place attachment: the mediating effects of service interactions with hotel employees. Journal of Travel and Tourism Marketing, 36(1), 90-106.
DOI Scopus50 WoS48
2017 Lee, C., & Hallak, R. (2017). Investigating the moderating role of education on a structural model of restaurant performance using multi-group PLS-SEM analysis. Journal of business research, 88, 298-305.
DOI Scopus93 WoS86
2016 Lee, C., Hallak, R., & Sardeshmukh, S. (2016). Innovation, entrepreneurship, and restaurant performance: a higher-order structural model. Tourism Management, 53, 215-228.
DOI Scopus214 WoS172
2016 Lee, C., Sardeshmukh, S. R., & Hallak, R. (2016). A qualitative study of innovation in the restaurant industry. Anatolia, 27(3), 367-376.
DOI Scopus20 WoS14
2016 Lee, C., Hallak, R., & Sardeshmukh, S. R. (2016). Drivers of success in independent restaurants: a study of the Australian restaurant sector. Journal of hospitality and tourism management, 29, 99-111.
DOI Scopus34 WoS27
2013 Hallak, R., Assaker, G., & Lee, C. (2013). Tourism entrepreneurship performance: the effects of place identity, self-efficacy, and gender. Journal of travel research, 54(1), 36-51.
DOI Scopus141 WoS114
- Malthus, T. K., Lee, C., Finkler, W., Walker, L., & Carr, N. (2023). Surviving through the COVID-19 Pandemic: The Case of iFLY Queenstown. Tourism Cases.
DOI
- Dold, P., Finkler, W., Walker, L., Carr, N., & Lee, C. (2023). The Role of Technology in Promoting Environmental Conservation and Cross-Cultural Understanding: Lessons From Ridgeline Wanaka. Tourism Cases.
DOI
- Lu, J. Y., Carr, N., Lee, C., Finkler, W., & Walker, L. (2023). Enhancing Awareness of the Needs of Muslim Visitors among New Zealand Tourism Operators. Tourism Cases.
DOI

Year Citation
2025 Hallak, R., Mustafa, M. J., & Lee, C. (2025). An introduction to leadership in tourism and hospitality. In Source details - Title: Leadership in Tourism and Hospitality (pp. 1-14). US: Edward Elgar Publishing.
DOI
2024 Malthus, T. K., Lee, C., Finkler, W., Walker, L., & Carr, N. (2024). Surviving through the COVID-19 Pandemic: The Case of iFLY Queenstown. In Tourism and Covid 19 Impacts Responses and Realignments (pp. 125-130). CABI.
DOI
2024 Hallak, R., & Lee, C. (2024). An introduction to tourism entrepreneurship. In R. Hallak, & C. Lee (Eds.), Source details - Title: Handbook of Tourism Entrepreneurship (pp. 2-9). UK: Edward Elgar Publishing.
DOI Scopus1
2024 Lee, C., Hallak, R., & Shaheer, I. (2024). Human capital, social capital, and psychological capital of tourism entrepreneurs. In R. Hallak, & C. Lee (Eds.), Source details - Title: Handbook of Tourism Entrepreneurship (pp. 56-68). UK: Edward Elgar Publishing.
DOI Scopus6
2024 Abdullah, T., Carr, N., & Lee, C. (2024). Tourism enterprises and barriers to business growth. In R. Hallak, & C. Lee (Eds.), Source details - Title: Handbook of Tourism Entrepreneurship (pp. 176-187). UK: Edward Elgar.
DOI Scopus1
2024 Luong, A., Lee, C., & Houge Mackenzie, S. (2024). Motivation of tourism lifestyle entrepreneurs: a self-determination theory perspective. In R. Hallak, & C. Lee (Eds.), Source details - Title: Handbook of Tourism Entrepreneurship (pp. 87-101). UK: Edward Elgar.
DOI Scopus1
2023 Lee, C. (2023). Innovation in restaurants. In Elgar Encyclopedia of Services (pp. 428-429). Edward Elgar Publishing Limited.
DOI
2022 Tseng, S. H. Y., Higham, J., & Lee, C. (2022). Academic Air Travel Cultures: A Framework for Reducing Academic Flying. In Academic Flying and the Means of Communication (pp. 327-353). Springer Nature Singapore.
DOI Scopus14

  • BGANZ Visitor Experience Surveys 2024, Australian National Botanic Gardens, 10/06/2024 - 31/12/2024

  • Community Market Event Management Education Program 2024 (City of Salisbury), City of Salisbury, 08/11/2023 - 30/06/2024

Courses I teach

  • TOUR 2016 UO Managing Hospitality Operations (2025)
  • TOUR 2017 Managing Hospitality Operations (2025)
  • BUSS 3010 Business Internship 30 Days (2024)
  • TOUR 2018 Restaurant and Food Service Management (2024)
  • TOUR 5009 The Business of Tourism (2024)

Date Role Research Topic Program Degree Type Student Load Student Name
2025 Co-Supervisor Contributions in an innovative firm in Saudi Arabia: How is technology impacting on business accelerators and entrepreneurs? Doctor of Philosophy Doctorate Full Time Mr Mahmoud Babour
2025 Principal Supervisor The Invisible Thread: Volunteers in Regional Community Festivals Doctor of Philosophy Doctorate Full Time Mrs Julia Jones
2024 Principal Supervisor Self-efficacy and growth aspiration of women migrant entrepreneurs: does mentoring and wellbeing matter? Doctor of Philosophy Doctorate Full Time Oyekunle Oyelakin

Date Role Board name Institution name Country
2025 - 2025 Member UniSA Business Academic Board University of South Australia Australia
2021 - 2023 Member Commerce Divisional Teaching and Learning Board University of Otago New Zealand
2020 - 2023 Chair Teaching and Learning Board - Department of Tourism University of Otago New Zealand

Date Role Membership Country
2023 - ongoing Member Council for Australasian Tourism and Hospitality Education (CAUTHE) -

Date Title Engagement Type Institution Country
2024 - 2024 Charting the Future of Tourism in Regional South Australia Public Community Engagement University of South Australia Australia
2024 - 2024 Introduction to Event Management Public Community Engagement University of South Australia Australia

Date Role Editorial Board Name Institution Country
2023 - ongoing Associate Editor Journal of Foodservice Business Research Taylor & Francis United Kingdom
2021 - ongoing Board Member European Journal of Tourism Research Varna University of Management Bulgaria
2020 - ongoing Board Member Journal of Hospitality and Tourism Management Elsevier Netherlands
2018 - 2023 Board Member Tourism Management Perspectives Elsevier Netherlands

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