Shabnam Sheikh-Waseem

Shabnam Sheikh-Waseem is an Associate Lecturer in Business at the University of Derby's College of Business, Law and Social Sciences. Her research examines the role of cultural events in shaping destination images and tourism experiences, with particular focus on ethnic cultural events and their impact on perceptions of authenticity in tourism destinations.

Her primary research interests center on tourism marketing strategies that leverage cultural heritage and ethnic events to enhance destination appeal. While detailed publication information is limited, her documented work demonstrates expertise in analyzing how cultural events contribute to authentic destination branding and influence tourist perceptions and experiences.