After eight years in the City as a Lloyds Broker in the marine, oil, gas and North American markets, John Sparrowhawk read Social and Political Studies and then an MSc in Management at the University of Sheffield. He has travelled extensively throughout Asia, South America and Australasia and has worked in academia since 1996. After a period as Lecturer in Political Economy at the Shandong Finance Institute in Jinan, China he moved to University of North London (UNL) as Senior Lecturer in Arts and Cultural Management, with responsibility for academic links and student recruitment. At UNL he became Academic Leader and Undergraduate Scheme Director. Subsequently, John worked at  University of Northumbria where he was responsible for student affairs  in the School of Pyschology and Sport Management before joining UEL in December 2004.

John heads the Human Resource, Organisation and Leisure Management Field [HROLM] within the Royal Docks Business School. He is responsible for the  resourcing and performance of modules and staffing in the Field and a member of the School Management Team, as well as School Board, the School Standing Quality Committee and the Learning and Teaching Committee. John teaches on a number of HROLM modules and is currently reading for his doctorate at the University of Durham.

Political economy and the management of tourism in less developed states and regions. Particular focus on the role of cultural industries and world heritage- a key theme within the tourism programme at UEL.

• MBA
• MA Sustainable Tourism Management
• International Tourism Management
• Music Industry Management
• Events Management

• Tourism Marketing
• The Leisure Environment
• Entertainment Law
• Museums, Heritage and Cultural Tourism
• Sustainable Tourism
• Project / Dissertation Supervision

• Research active on my Doctorate at the University of Durham which looks at the management of World Heritage Sites

• Sparrowhawk, J. & Holden, A. (2002) 'Understanding the Motivations of 'Eco-Tourists': the Case of Trekkers in Annapurna, Nepal', Journal of Travel Research
• Holden, A. & Sparrowhawk, J. (2000) The motivations of trekkers in the Annapurna region of Nepal;  ‘Motivations, Behaviour and Tourist Types’ (Robinson, M. et al.), Sunderland, Business Education Publishers Ltd; pages.
• Sparrowhawk, J. & Holden, A. (1999) ‘Human Development – Tourism Based NGOs in Nepal’ in Tourism recreation research, Vol.24, No. 2
• Nicholls, G. & Sparrowhawk, J. (1999) ‘Local Authorities’ role in distributing the lottery to sport, in Local Government Studies, Vol.23, No.3

• Former Chair of Tourism Concern
• Member of the Editorial Board of 'In Focus'

From Sparrowhawk, J. & Holden, A. (2002)

Despite the growth in eco- and nature-based tourism, relatively little is understood about the intrinsic motivations of ecotourists. In addition to furthering our knowledge of the market, such an understanding may also provide a basis for the improved management of tourists for environmental goals. This paper is based upon empirical research of the intrinsic motivations of ecotourists visiting Annapurna in Nepal. Conclusions are reached that the medium of nature is central to the fulfilment of trekkers needs and that environmental education is essential for improved management. It also is suggested that the success of tourism in Annapurna should not be judged primarily on increasing the number of visitor arrivals.