Phone: (519) 253-3000 ext: 4063
Office: HK Building, Room 120
B.A (McMaster University)
M.H.K (University of Windsor)
Ph.D. (University of Western Ontario)
Dr. Laura Wood conducts research in the areas of sport marketing and consumer behaviour, with a focus on sport participation and sport tourism. Her research has examined how sport programs and events can be designed to meet the needs of various market segments, why and how people experience and negotiate constraints related to sport participation, and the ways in which sport tourism can be strategically managed to create positive impacts for the host community. Dr. Wood teaches courses on Consumer Behaviour in Sport, Sport Communication, and Sport Tourism emphasizing a hands-on application of theoretical frameworks and concepts.
Areas of Research Interest:
- Sport Marketing
- Consumer behaviour in sport participation
- Sport tourism
Key Scholarly Activities:
Wood, L., & Snelgrove, R. (in press). Consumer behaviour in sport. In R. McCarville & K. MacKay (Eds.), Leisure for Canadians (2nd ed.). State College, PA: Venture.
Wood, L. & Danylchuk, K. (2012). Constraints and negotiation processes in a women’s recreational sport group. Journal of Leisure Research. Journal of Leisure Research, 44(4), 463-485.
Wood, L., & Danylchuk, K. (2011). Playing our way: Contributions of social groups to women’s continued participation in golf. Leisure Sciences, 33(5), 366-381.
Snelgrove, R., & Wood, L. (2010). Attracting and leveraging visitors at a charity cycling event. Journal of Sport & Tourism, 15, 269-285.
Wood, L., Snelgrove, R., & Danylchuk, K. (2010). Segmenting volunteer fundraisers at a charity sport event. Journal of Nonprofit & Public Sector Marketing, 22(1), 38-54.