Dr Jo Guiver
Research Fellow, Senior Lecturer
Lancashire School of Business and Enterprise
Jo is passionate about sustainability and her research and teaching reflect this. She has written extensively about making tourism travel more sustainable and teaches a Module about tourism development and sustainability. She has also published papers about travel disruption and how people adapt and adjust and is currently researching the connections between wellbeing and sustainability.
Jo is a researcher in the Institute of Transport and Tourism, where she has led a number of projects about tourist travel, focussing on the potential of reducing car travel in rural destinations. She also contributes to the Institute’s role as researchers for the European Parliament. Her interest in language and discourse recently resulted in co-authoring a paper about European tourism planning documents and how they address (or not) the conflict between sustainability and tourism growth. She has also used discourse analysis to examine Slow Tourism and how people talk about car travel and public transport. As Sustainability Lead for the School, Jo not only teaches an undergraduate module about tourism development and sustainability, but gives guest lectures about sustainability on a number of other modules within and outside the School. She firmly believes in equipping young people with the facts about climate change, but also potential alternative ways of organising society to be less destructive to nature and the planet: humans’ habitat.
Jo has always been intrigued by the way transport shapes society, both physically and in terms of power, wealth and opportunity. After her first degree in Geography and Economics, she spent several years at the University of Life, as a volunteer, temporary social worker, postie, English teacher, kitchen, bar and agricultural worker in England, Scotland, Spain and France. She then took a post graduate course in Transport and eventually became Assistant Transport co-ordinator for Norfolk. Dismayed by the dismantling of public transport in 1980s, Jo left her job and threw her energies into campaigning, while funding life as a prison teacher, temporary researcher and by teaching English. As an active campaigner for Friends of the Earth, Jo was asked to lead a national information-gathering exercise about the impacts of bus deregulation organised by a consortium of leading social and environmental charities. This involved numerous TV and radio appearances (eg Today Programme, BBC 6 o’clock News) and conference presentations. After raising a family and more English teaching, Jo was introduced to discourse analysis on a Master’s course and used this methodology for part of her doctorate research into bus and car travel. She has been a research fellow at the University of Central Lancashire since 2004 and in that time has published a number of papers about tourism and sustainability. She is also Vice President (Research) of the International Tourism Masters Network and in that role has attended a number of their conferences and meetings across Europe, always travelling by train, ferry and bus.
- PhD in Transport Studies, University of Leeds (2003)
- MA (Dist) in Science, Society and Nature, Lancaster University (1998)
- RSA Certificate in Teaching English as a Foreign Language Bell School of Languages (1980)
- Membership Exams, CharteredInstitute of Transport (1981)
- Dip. Transport Design, University of Liverpool (1977)
- BSc (Geog/Econ) University of Bradford, 1973
- Tourism, Growth and Climate Change
- Travel and Sustainability
- Wellbeing and Sustainability
- Slow Tourism
- Travel Disruption
- Discourse analysis, Power and Inequity
- Vice President (Research) International Tourism Masters Network
Jo’s research reflects her concern about sustainability and mainly focusses on travel issues. Leisure travel has largely been ignored by transport planners, despite often involving long journeys, in fact 75% of tourism’s greenhouse gas emissions come from travel to and from the destination and a high proportion are emitted by relatively few people. Making the travel become part of the experience can encourage slower and less damaging journeys. The need for far-away holidays is often blamed on hectic work schedules. Interest in this led Jo and Gareth Evans to investigate attitudes towards a shorter working week in 2015 and conduct a nationwide survey, which showed broad support for reduced working hours. She, Pat Cox, Champika Liyanage, Naomi Fallon and Justyna Urbanczyk have been studying how wellbeing and sustainable living are related, with some interesting findings about how students concerned about sustainability may have lower levels of wellbeing than those who do less for the environment. Jo and Davina Stanford of Leeds Beckett University have collaborated on two papers about the difficulties of providing sustainable travel for visitors in National Parks and together with Kate Torkington of University of Algarve have recently published a paper examining the discourses used by national tourism plans about growth and sustainability. During the Corona virus epidemic, she is investigating the impacts of lock down on tourism in the Lake District with Dr Andrew Carmichael and perceptions of risk from Covid19 and climate change with Daniel Lythgoe.
Use the links below to view their profiles:
- View their unique and persistent identifier on the ORCiD registry
- Full list of publications and articles on CLoK
- Institute of Transport and Tourism
- Centre for Sustainable Transitions
- Institute of Citizenship, Society and Change
- Time Matters
- 19 Research projects
- Impacts of Lock Down on Lake District (2020)
- Perceptions of Risk from Covid19 and Climate Change (2020)
- Growth and Sustainability in European National Tourist Plans (2016-2020)
- Tourism Provision in Solway Coast (Samuel Lindow, Foundation) and Cenarth (Wales) 2007-2018)
- Wellbeing and Sustainability (2014--)
- Impacts of Travel Disruption (Workington, Cumbria County Council) Winter Weather and Volcanic Ash. (2010-2015) Shorter Working Week (2011-2014)
- Before and after study of impact of changes in travel provision in the Lake District (2011-2016)
- Tourism on Board and Seasonal Buses in Tourist Areas Lake District Visitor Travel Survey, Craven Link Bus Study, Bowland Bus Study, etc: Passenger surveys of bus users in National Parks and other tourist areas across UK (2006-2012).
- Evaluating Methods of Monitoring Cycling, Contingent Valuation of BikeIt (Sustrans), Cycling in Lancashire (Lancashire County Council): Assessing how to measure individual and societal benefits and potential of modal shift to cycling (2004-2010).
- Travel Patterns of Older People (2008-2009)
- Review of International Outdoor Recreation (Countryside Commission for Wales) (2007-2008)
- Travel and Expenditure at Outdoor Events (Cumbria) (2009)
- Attitudes towards Visitor Travel Plans (Hadrian Wall) (2004-2006)
- Variety of internal and external grants
- Unruly Landscapes 2020
- Nordic Geographers Meeting 2019
- Nordic Geographers 2011
- Disruption 2013
- University Transport Study Group 2013, 2015
- Freiburg Workshop on Sustainable Tourism Travel 2012, 2014, 2016