Alyaa Darwish

Alyaa Darwish is a Lecturer in Marketing at Newcastle Business School, Northumbria University. She holds a PhD in Marketing (2020) and specializes in virtual reality adoption, tourism marketing, and reputation management. Her research bridges technology, consumer behavior, and destination branding.

Research Interests
Ms. Darwish focuses on how emerging technologies like VR reshape tourism experiences and consumer interactions. She explores barriers to VR adoption, digital influencer authenticity, and defining destination reputation through empirical studies. Her work spans interdisciplinary fields of marketing, psychology, and tourism.

Recent Work Trends
Her 2025 publications highlight VR's impact on religious tourism and technology anxiety, while earlier work (2018-2019) established foundational destination reputation theories. Recent studies increasingly integrate digital media (e.g., Instagram influencers) into marketing analysis.

• Supervising PhD student Sehar Sohail on Metaverse brand experiences
• No scientific awards listed

Grants & Labs
No specific grants or labs mentioned in provided texts. Collaborations include global partners through Northumbria’s network.