Role
Dr. Insha Amin is a Senior Lecturer in Marketing at Nottingham Business School, Nottingham Trent University. She holds a PhD in Service Marketing, with a research focus on the impact of service quality in the hotel industry, alongside a Postgraduate Certificate in Learning and Teaching in Higher Education (PGCLTHE) and Fellowship of the Higher Education Academy (FHEA). She also holds an MBA in Business Management, equipping her with a strong foundation in both academic research and industry practice.
Before joining NTU, Dr. Insha taught at leading universities in India, where she contributed to curriculum development and module design for undergraduate and postgraduate programs. She has extensive experience in higher education and has taught Marketing Management, Services Marketing, Consumer Behaviour, Entrepreneurship, destination management and research project modules.
Dr. Insha is deeply committed to enhancing student learning experiences by creating dynamic and engaging classroom environments. Her teaching philosophy is rooted in fostering critical thinking, problem-solving, and real-world application of marketing concepts.
Career overview
Dr. Insha Amin joined Nottingham Trent University in 2022 as a Senior Lecturer in Marketing, NBS. Insha holds a PhD in Service Marketing and has more than 6 years of teaching experience which includes teaching at undergraduate and postgraduate level in the UK and Various Indian Universities.
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 behaviour, 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 recognised 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 behaviour, analysing psychological and behavioural 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.