Dr. Robin Back
Expertise: Consumer Experience Tourism, Consumer Behavior, Wine Tourism & Marketing, Corporate Social Responsibility and New Business Models within the Wine Industry
Dr. Back has over 25 years of experience in the retail, travel and tourism, and alcoholic beverage industries in South Africa, the United Kingdom, the Caribbean, and the United States. He holds a PhD in Management from the University of Massachusetts Amherst, a Master’s degree in International Hotel Management from the University of Surrey, and a Bachelor’s degree in Institutional Management from London Metropolitan University.
Dr. Back’s experience includes management positions with companies such as Harvey Nichols of London, Avis Rent-a-Car, and Budget Rent-a-Car International, as well as extensive experience in wine and beer sales, marketing, brand management, and education. His professional memberships include the Institute of Hospitality, the International Council on Hotel, Restaurant, and Institutional Education, the Travel and Tourism Research Association, the Society of Wine Educators, and the American Association of Wine Economists.
Dr. Back’s primary research area is consumer experience tourism and consumer behavior, focusing on wine tourism and wine marketing. His research also includes corporate social responsibility and new business models within the wine industry, and slow tourism. He teaches Exploring Wines of the World and the History and Culture of Wine, and brings his extensive experience and truly global perspective to his classes.