Role
Senior Lecturer in Marketing, Nottingham Business School, NTU
Career overview
Dr. Insha Amin is a Senior Lecturer in Marketing at Nottingham Business School, Nottingham Trent University. She holds a PhD in Service Marketing, where her research focused on how service quality affects the hotel industry. She also has an MBA iand a teaching qualification (PGCLTHE), along with recognition as a Fellow of the Higher Education Academy (FHEA).
Before joining NTU, she taught at top universities in India, where she helped design and develop courses for both undergraduate and postgraduate students.
Dr. Amin has taught a range of subjects, including Marketing Management, Services Marketing, Consumer Behavior, Entrepreneurship, Destination Management, and Research Projects. She is passionate about making learning engaging and practical, helping students think critically and apply marketing concepts to real-world challenges.
Prior to starting at NTU, Insha was an Assistant Professor at the ICFAI, IBS hyderabad India.
Research areas
Dr. Insha’s research interests centre around destination branding, technology adoption, consumer behavior, and service marketing, with a strong focus on understanding how businesses and consumers interact in an evolving digital landscape. Dr. Insha has published her research in various reputed journals recognized in ABS and ABDC rankings.
Her work explores the strategic role of destination branding in shaping tourist perceptions and driving competitiveness in the global travel industry. She examines how technology adoption influences consumer decision-making, particularly in service industries, where digital transformation is reshaping customer experiences. Additionally, her research delves into consumer behavior, analyzing psychological and behavioral factors that drive purchasing decisions and brand engagement.
Publications
Agag, G., Yousaf, A., Mishra, A., & Amin, A. (2025). How Marketing Analytics & Marketing Agility enhance Firms’ Performance in the Hospitality & Tourism sector? The Role of Innovation Capability & Fit Facets. International Journal of Hospitality Management, 126(April), 104060 (Elsevier; ABS 3; ABDC A*; H-index = 169). Available online at: https://doi.org/10.1016/j.ijhm.2024.104060.
Yousaf, A., Mishra, A. & Amin, I. (2023). Autonomous/Controlled Travel Motivations & Their Effect on Travel Intentions of Indian Millennials: A Mixed Method Approach. Tourism Recreation Research, 48(2), 286-304. (T&F; ABS = 2; ABDC A; H-index = 57). Available online at: https://doi.org/10.1080/02508281.2021.1891741.
Yousaf, A., Amin, I., Jaziri, D., & Mishra, A. (2021). The Effect of Message Orientation/Vividness on Consumer Engagement for Travel Brands on Social-Media. Journal of Product & Brand Management, 31(1), 44-57 (Emerald; ABS = 1; ABDC A; H index = 97). Available online at: https://doi.org/10.1108/JPBM-08-2019-2546
Mishra, A., Yousaf, A. & Amin, I. (2021). An attribute-based framework for students’ motivation to join an HEI: A self-determination theory perspective. International Journal of Educational Management, 35(1), 201-215(Emerald; ABS = 1; ABDC B; H index = 59). Available online at: 10.1108/IJEM-06-2020-0281
Insha, A., Yousaf, A., Walia, S. & Bashir, M. (2021). What shapes e-learning effectiveness among tourism education students? An empirical assessment during Covid19. Journal of Hospitality, Leisure, Sport & Tourism Education, 30, 100337 (Elsevier; ABS = 1; ABDC B; H index = 34). Available online at: https://doi.org/10.1016/j.jhlste.2021.100337.
Yousaf, A., Amin, I., & Jose, A. (2018). Tourist Motivations to Travel: A Theoretical Perspective into Existing Literature. Tourism and Hospitality Management, 24(1), 1-16. (Indexed in Scopus, H-index = 14). Available online at: https://doi.org/10.20867/thm.24.1.8.
Yousaf, A., Aravind, P., & Amin, I. (2018). From Transactional Marketing to Building Strong Relationships: A Case of Amazon Prime. Case Study published by Case Center (UK). Case Reference No. 518-0007-1.
Yousaf, A. & Amin, I. (2017). Can Customer Based Brand Equity Help Destinations to stay in race? An Empirical Study of Kashmir valley. Tourism and Hospitality Management, 23(2), 251-266. (Indexed in Scopus, H-index = 14).). Available online at: https://doi.org/10.20867/thm.23.2.4.
Yousaf, A., Amin, I., & Gupta, A. (2017). Conceptualizing Tourist Based Brand-Equity Pyramid: An Application of Keller Brand Pyramid Model to Destinations. Tourism and Hospitality Management, 23(1), 119-137 (Indexed in Scopus, H-index = 14).). Available online at: https://doi.org/10.20867/thm.23.1.1.
Yousaf, A., Bashir, M., & Amin, I. (2016). Youth Motivations to Watch Sports: Exploring Cross Nationality & Cross- Gender Differences. Management and Marketing: Challenges for the Knowledge Society, 10(2), 330-340 (Indexed in Scopus). Available online at: https://doi.org/10.1515/mmcks-2015 0022.
Amin, I., Yousaf, A., & Gupta, A. (2016). Destination Branding and Social Media: Developing Theoretical Propositions for the State of Jammu and Kashmir. International Journal of Applied Business and Economic Research, (5), 119-130. (Indexed in Scopus). http://serialsjournals.com/serialjournalmanager/pdf/ 1499668478.pdf.
Conference presentations
Amin, I. (2024). How Marketing Analytics & Marketing Agility enhance Firms’ Performance in the Hospitality & Tourism sector? The Role of Innovation Capability & Fit Facets organized by British Academy of Management at Nottingham Trent University (UK) from September 2 -6, 2024.#
Amin, I. (2023). Measuring a hotel’s perceived health safety service quality (PHS-SERVQUAL) and its impact on customer revisit intentions: Using a Serial-Mediation Approach in Academy of Marketing Conference organized by university of Birmingham.
Amin, I. (2019). Are you following me on Facebook? A comparative content Analysis of travel brands engaging their customers in international conference on strategic marketing initiatives in emerging markets organized by The Business school, University of Jammu in collaboration with North American society of Marketing Education in India on March 15-16, 2020.
Amin, I. (2018). Measuring Customer Perception towards Service Quality & Gaps: An Empirical Assessment of Select Hotels of Kashmir in CERE (2018) organized by Indian Institute of Management (IIM), Indore.
Internal Grants
2025: Principal Investigator- internal small grant (Seed Corn, £2,492) Intelligent Virtual Assistants (IVAs) and Continuance Usage intentions: Investigating IVAs social, conversational, and emotional intelligence in travel and tourism context
2024: Co- Investigator- Internal small grant (seed corn, £ 2500). Harnessing artificial intelligence (AI) to increase wellbeing and economic growth: A view from macroeconomic perspective.