Staff profile

Barbara Tomasella


Woman with light brown hair and glasses sitting at a table holding a discussion




College of Business, Law and Social Sciences


Derby Business School

Research centre

Centre for Business Improvement, Environmental Sustainability Research Centre




Kedleston Road, Derby Campus



Experienced CSR and sustainability marketing professional, with a background in business consultancy, tourism and information technologies. Skills in Marketing, Sales, E-commerce, Entrepreneurship, Event Management, CSR certification. My professional activity focuses on encouraging more responsible and ethical business practices across the industry. Currently an educational professional (Lecturer and active researcher) with a Post Graduate Certificate in Learning and Teaching in Higher Education. 

Teaching responsibilities

Experience of teaching across a broad range of marketing and CSR/sustainability modules

Professional interests

  • Marketing consultancy for SMEs
  • Principle of Responsible Management in education
  • Sustainable Transport and Tourism

Research interests

Sustainability marketing, sustainability branding, business ethics, social entrepreneurship.

Membership of professional bodies

  • Chartered Institute of Marketing
  • Higher Education Academy
  • Member of the British Academy of Management
  • Social Entrepreneurs Ireland Alumni


  • PhD in Organisation and Management, Sheffield Hallam University (2014 – 2019)
  • PG Cert in Higher Education, Sheffield Hallam University  (2014 – 2015)
  • PG Cert in Research Design. Sheffield Hallam University (2014 – 2015)
  • Diploma in Sales and Marketing, Irish Management Institute (2002 – 2003)
  • MSc in Responsible Tourism Management, Leeds Beckett University (2008 – 2011)
  • M.Econ. in Business and Economics, University of Udine (1994 – 1999)
  • Erasmus Diploma, University of Wales, Swansea  (1997 – 1998)         

Recent conferences

  • Tomasella, B. (2019), Delivering transformative tourism experiences, Tourism Naturally Conference (Buxton Campus, University of Derby, June 2019).
  • Tomasella, B. (2018), Hospitableness: driving Social responsibility in small hospitality businesses (Buxton Conference in Tourism, May 2018).
  • Tomasella B. (2017), CSR, Strategy and Ethics in small foodservice businesses, Doctoral Conference, Sheffield Business School, Sheffield Hallam University.
  • Tomasella B. (2017), Social Responsibility of the Independent Foodservice Sector, 2nd Tourism Research Network Symposium University of Lincoln.
  • Tomasella, B., Ali, A. (2016), A pluralistic framework for the analysis of corporate social responsibility and its application to small and medium enterprises, British Academy of Management conference: Thriving in Turbulent times, Newcastle Business School, Newcastle.
  • Tomasella, B., Ali, A. (2016), Corporate Social Responsibility and digital communication in small independent restaurants, 5th International Conference on Social Responsibility, Ethics and Sustainable Business, Bocconi University, Milan (Italy).
  • Tomasella B. (2015), Critical analysis of social responsibility in the independent foodservice sector, 9th International Competence Network of Tourism Research and Education Embracing the Past, Visioning the Future: Hospitality and Tourism 2020+, Sheffield Business School, Sheffield.
  • Tomasella, B. (2013), Small tourism enterprises, responsibility and the visitor experience, European Realities of Responsible Tourism conference, December 2013, Bruxelles (Belgium).
  • Tomasella, B. (2011), Local Food as a marketing strategy for Sustainable Tourism, Green Jobs and Community Resilience Convergence Festival, Dublin (Ireland).
  • Tomasella, B. and Melchiorre G. (2007), The Irish Market for Sustainable Tourism: A quantitative research for destination marketing, European Tourism, and the Environment: Promotion and Protection, Achieving the Balance, Dublin Institute of Technology, Dublin (Ireland).

International experience

I worked across many geographies, particularly managing global European teams of tele-sales representatives

I worked as marketing assistant in South America

I consulted small businesses in Ireland, Italy, UK

Additional interests and activities

  • My family! A 24 x 7 commitment...
  • Running
  • Volunteering
  • Photography

Recent publications

  • Tomasella, B. (2020), Thematic analysis for qualitative research in small tourism and hospitality businesses (forthcoming), in Okumus F. et al, Contemporary Research Methodology for Hospitality and Tourism. Emerald Publishing Group.
  • Tomasella, B. and Ali A. (2019), The importance of personal values and hospitableness in small foodservice businesses’ social responsibility, Hospitality & Society, 9(3): 307-329.
  • Tomasella, B. (2016), Il turismo responsabile in Irlanda, pp.124-126. In Davolio, M., Alfredo L. Somoza (2016). Il viaggio e l'incontro. Che cos'è il turismo responsabile (Meeting and travelling: what is responsible tourism). Altreconomia, 2016. Available at:
  • Tomasella B. (2015), Motivations for sustainability engagement among small tourism enterprises, WIT Transactions on Ecology and The Environment, 193: 895-904. Available at:
Person pointing to some notes with a pencil at desk on which sits two laptops.

Barbara Tomasella, Lecturer in Marketing at the University of Derby, discusses the impact of Covid-19 on Black Friday and gives her advice on how to shop responsibly.