Rebecca Biggins

Rebecca Biggins is Associate Dean at York Business School, York St John University, responsible for Marketing, Sport, Fashion, Tourism, Events, and HR programs. She holds a PhD in Heritage Marketing from the University of Leeds (2017) and is a Senior Fellow of the Higher Education Academy.

Research Interests: Social anthropological marketing, generational cohort theory applications, and millennial consumer behavior in tourism, sports, and fashion industries. Her work bridges academic theory with practical consultancy for organizations like Yorkshire Archeological Trust and Hiscox insurance.

Publications & Research Trends: Focus on millennial luxury consumption, heritage tourism marketing, and post-pandemic digital education. Her work integrates sociocultural analysis with commercial strategies across tourism, fashion, and digital marketing sectors.

Scientific Recognition:

• Best Paper Award, Academy of Marketing (2016)

Education & Supervision: Supervises PhD and undergraduate students. Holds a 1st class BA and Postgraduate Certificate in Academic Practice from York St John University before obtaining her doctorate.

Professional Contributions: Serves on the Journal of Fashion Education steering board, Kyra Women’s Foundation trustee (2017-2021), and participates in program validation panels for Robert Gordon University and National Consortium UK.