Education

Ph.D., Clemson University
M.C.R.P., Clemson University
B.A., College of Charleston

Background

A native of Gaffney, South Carolina, Dr. Rich Harrill is an accomplished center director with a strong record of success and an international reputation as an expert in tourism, urban planning, and economic development with the University of South Carolina (2005-Present) and Georgia Tech’s Enterprise Innovation Institute (2001-2005). He is a research professor and senior director of USC’s International Tourism Research Institute (2005-Present) and was acting school director of USC's School of Hotel, Restaurant and Tourism Management (2012-2016). In 2018, he was named College of Hospitality, Retail and Sport Management Global Scholar of the Year.

Dr. Harrill has made a difference with applied economic development research around the world. He is well-known for his experience and expertise in grant making, contracts and development. Dr. Harrill is one of the few academics to publish in both leading tourism, hospitality and urban planning journals, and have university teaching experience in tourism and urban planning.  He has taught Travel and Tourism in Film and Literature for the No. 1-ranked South Carolina Honors College since 2015. He has been a board member of Experience Columbia since 2019.

In the Media

Expand all

2026

• Understanding the Global Tourism Surge: Morning Wave in Busan
• Meet Me in Columbia — The Midlands' tourism transformation: Columbia Metropolitan
• Americans' wanderlust hits new heights: Axios

2025

• The lake is closed for the season. But town of Lake Lure is ready for visitors to return.: Asheville Citizen Times
• There could be fewer summer jobs available for teenagers this year: Marketplace
• Camden appoints first tourism director to boost growth: WLTX
• Trump’s new visa rules will hurt Florida, U.S. tourism industry: Miami Herald
• Professor Rich Harrill talks with The Weather Channel about Hurricane Melissa's impact: The Weather Channel

2024

• Florence is betting millions on sports tourism. What’s the payout for people living here?: Post and Courier
• The advent of travel and leisure season fuels demand for staff: Marketplace
• How to Travel: DeKalb Talks Tourism Podcast

2023

• Cruise ship five times size of Titanic will set sail next year: The Telegraph
• Passport delays put damper on summer travel: ABC Columbia
• Titanic subs and moon rockets: Why 'thrillionaires' risk their lives: Daily Beast
• Top summer travel destinations in South Carolina: WLTX
• Is the Vista the new Five Points? What a shift in nightlife means for downtown Columbia: The State
• Wildfires are a severe blow to Maui’s tourism-based economy, but other iconic destinations have come back from similar disasters: The Conversation

2022

• 7 things to know about traveling during a hurricane: Washington Post
• This World Tourism Day, Volunteer Shares Experience Supporting Kyrgyzstan’s Budding Tourism Industry: ACDI/VOCA

2021

• Expand Columbia convention center: The State

2020

• Labor Day weekend and its economic impact on SC: WLTX
• Experts Project COVID's Effect on the Business Workplace Going Forward: SC Public Radio
• Summer Guide 2020 — Parks: Enjoy Columbia’s outdoor areas responsibly: Free Times/Post and Courier
• Columbia restaurants and food businesses grapple with changing impacts of COVID-19: Post and Courier/Free Times
• Medical Tourism: Metro Columbia CEO (link unavailable)
• Tourism and Hospitality Research in South Carolina: Metro Columbia CEO (link unavailable)

Research

• Resident attitudes toward tourism development
• Tourism planning and policy
• Destination marketing and management
• Chinese outbound tourism to the United States
• Critical tourism studies
• Travel and tourism in film and literature

Teaching

• HTMT 381 – Travel Industry and Destination Management
• HTMT 388 – Resort Development and Management
• HTMT 482 – Tourism Planning and Policy
• SCHC 482 – Travel and Tourism in Film and Literature

Research Publications

Harrill, R., Dioko, L. A. N., Oshriyeh, O. (2025). Music films and videos as recolonizing media in tourism. Annals of Tourism Research, 114. https://doi.org/10.1016/j.annals.2025.104010

Dioko, L. A. N., Guo, J., & Harrill, R. (2025). Hotels in contested spaces of America's gun culture. Annals of Tourism Research, 111. https://doi.org/10.1016/j.annals.2025.103926

Castillo-Palacio, M., Harrill, R., Zuniga-Collazos, A., & Aguilar-Collazos, P. A. (2025). Visitor attitudes on motivational dimensions in consuming local foods in an emerging tourist destination: The case of Cali, Colombia. Sustainability, 17(3), 1190. https://doi.org/10.3390/su17031190

Harrill, R., Cardenas, D., Dioko, L. A. N., & Arhin, A. (2024). Gaze and reflexivity in postcolonial cinema: The pragmatic turn in critical tourism studies. Tourism Geographies, 26(3), 351-372. https://doi.org/10.1080/14616688.2024.2311642

Harrill, R., Zuniga-Collazos, A., Castillo-Palacio, M., & Padilla-Delgado, L. M. (2023). An exploratory attitude and belief analysis of ecotourists’ destination image assessments and behavioral intentions. Sustainability, 15(14), 11349. https://doi.org/10.3390/su151411349

Iskender, A., Turk, E. S., Cardenas, D., & Harrill, R. (2022). COVID or VOID: A systematic literature review of technology adoption and acceptance in hospitality and tourism since the breakout of COVID-19. Tourism and Hospitality Research. https://doi.org/10.1177/14673584221133667

Harrill, R., Cardenas, D., & Dioko, L. A. N. (2021). Travel, transformation, and enlightenment in film: A critical review. Current Issues in Tourism, 25(16), 2557-2570. https://doi.org/10.1080/13683500.2021.1980504

Peterson, R. R., DiPietro, R., & Harrill, R. (2020). In search of inclusive tourism in the Caribbean: Insights from Aruba. World Hospitality and Tourism Themes, 12(3), 225-243. https://doi.org/10.1108/WHATT-02-2020-0009

Zuniga-Collazos, A., Harrill, R., Castillo-Palacio, M., & Padilla, L. (2020). Negative effect of innovation on organizational competitiveness of tourism companies. Tourism Analysis, 25(4), 455-461. https://doi.org/10.3727/108354220X15758301241873

Dioko, L. A. N., & Harrill, R. (2019). Killed while traveling: Trends in tourism-related mortality, injuries, and leading causes of death from published English news reports, 2000-2017. Tourism Management, 70, 103-123. https://doi.org/10.1016/j.tourman.2018.08.002

Liu, H., Li, X., Yang, Y., & Harrill, R. (2018). A shrinking world for tourists?  Examining the changing role of distance factors in understanding destination choices. Journal of Business Research, 92(2), 350-359. https://doi.org/10.1016/j.jbusres.2018.08.001

Peterson, R., Harrill, R., & DiPietro, R. (2017). Sustainability and resilience in Caribbean tourism economies: A critical inquiry. Tourism Analysis, 22(3), 407-420. https://doi.org/10.3727/108354217X14955605216131

Castillo-Palacio, M., Harrill, R., & Zuniga-Collazos, A. (2017). Back from the brink:  Social transformation and tourism in post-conflict Medellin, Colombia. World Hospitality and Tourism Themes, 9(3), 300-315. https://doi.org/10.1108/WHATT-02-2017-0012

Ping, S., Cardenas, D., & Harrill, R. (2015). Chinese customers’ evaluation of online travel website quality: A decision-tree analysis. Journal of Hospitality Marketing & Management, 25(4), 476-497. https://doi.org/10.1080/19368623.2015.1037977

Zuniga-Collazos, A., Harrill, R., Escobar-Moreno, N. R., & Castillo-Palacio, M. (2015). Evaluation of the determinant factors in Colombia’s tourism product. Tourism Analysis, 20(1), 117-122. https://doi.org/10.3727/108354215X14205687167789

Peterson, R. R., Cardenas, D., & Harrill, R. (2014). Tourism as a catalyst for economic development in Latin America: Setting an agenda for policy and research. Tourism Analysis, 19(1), 117-122. https://doi.org/10.3727/108354214X13927625340433

Dioko, L. A. N., So, S-I., & Harrill, R. (2013). Hotel category switching behavior—Evidence of mobility, stasis or loyalty? International Journal of Hospitality Management, 34, 234-244. https://doi.org/10.1016/j.ijhm.2013.04.002

Draper, J., Oh, C., & Harrill, R. (2013). Preferences for heritage tourism development using a choice experiment approach. Tourism Analysis, 17(6), 747-759. https://doi.org/10.3727/108354212X13531051127267

Chengting, L., Li, X., & Harrill, R. (2013). Chinese outbound tourist perceived constraints to visiting the United States. Tourism Management, 37, 136-146. https://doi.org/10.1016/j.tourman.2013.01.014

He, L., Li, X., Harrill, R., & Cardon, P. (2013). Examining Japanese tourist U.S.-bound travel constraints. Current Issues in Tourism, 17(8), 705-722. https://doi.org/10.1080/13683500.2012.749842

Dioko, L., Harrill, R., & Cardon, P. (2013). The wit and wisdom of Chinese tour guides: A critical tourism perspective. Journal of China Research, 9(1), 27-49. https://doi.org/10.1080/19388160.2013.756767

Harrill, R., & Peterson, R. (2012). Tourism conventional wisdom and the news media. Tourism Analysis, 17(6), 813-817. https://doi.org/10.3727/108354212X13531051127465

Harrill, R., Dioko, D., & Peterson, R. (2012). The contemporary international social science research center: Guidelines for effective management. Journal of Higher Education Management, 27(1), 21-39.

Bernthal, M., Nagel, M., Harrill, R., & Riner, P. (2012). All work and no play makes Jack a dull boy: An exploration of business travelers’ attendance at live, ticketed entertainment events. Tourism Analysis, 17(2), 213-224. https://doi.org/10.3727/108354212X13388995267940

Bliss, B., Li, R., Meng, F., & Harrill, R. (2012). Applying causal mapping to tourism research: A case study of American college students’ experiences in China study abroad programs. Tourism Analysis, 17(1), 1-14. https://doi.org/10.3727/108354212X13330406123936

Li, R. L., Chengting, L., Harrill, R., Kline, S., & Wang, L. (2011). When East meets West: An exploratory study on Chinese outbound tourists’ travel expectations. Tourism Management, 32, 741-749. https://doi.org/10.1016/j.tourman.2010.06.009

Harrill, R., Uysal, M., Cardon, P., Vong, F., & Dioko, D. (2011). Resident attitudes toward gaming and tourism development in Macao: Growth machine theory as a context for identifying supporters and opponents. International Journal of Tourism Research, 13(1), 41-53. https://doi.org/10.1002/jtr.798

Li, R., Harrill, R., Uysal, M., Burnett, T., & Zhan, Z. (2010). Estimating the size of the Chinese outbound market: A demand-side approach. Tourism Management, 31(2), 250-259. https://doi.org/10.1016/j.tourman.2009.03.001

Dioko, L., Harrill, R., & Cardon, P. (2010). Brand China: Tour guide perceptions and implications for destination branding and marketing. Tourism Analysis, 15(3), 345-355. https://doi.org/10.3727/108354210X12801550666187

Wang, S., Bickle, M., & Harrill, R. (2010). Residents’ attitudes toward tourism development in Shandong, China. International Journal of Culture, Tourism and Hospitality Research, 4(4), 327-339. https://doi.org/10.1108/17506181011081505

Lacher, G. R., & Harrill, R. (2010). Going beyond sun, sand and surf? An importance-performance analysis of activities in a 3S resort destination. e-Review of Tourism Research, 8(4), 57-68.

Zhang, X., Cai, L., & Harrill, R. (2009). Rural tourism research in China: 1997-2006. Tourism Analysis, 14(2), 231-239. https://doi.org/10.3727/108354209789116583

Siracaya-Turk, E., Ingram, L., & Harrill, R. (2009). Resident typologies within the integrative paradigm of sustaincentric tourism development. Tourism Analysis, 13(6), 531-544. https://doi.org/10.3727/108354208788160405

Harrill, R., & Bender, B. (2008). From sales tool to site development: The evolution of destination marketing on the web. Tourism Analysis, 13(3), 295-307. https://doi.org/10.3727/108354208786094870

Harrill, R., & Bender, B. (2007). State tourism funding: Equity, consensus and accountability models. Tourism Analysis, 12(4), 287-298. https://doi.org/10.3727/108354207782212404

Harrill, R. (2004). Residents’ attitudes toward tourism development: A literature review with implications for tourism planning. Journal of Planning Literature, 18(3): 251-266. https://doi.org/10.1177/0885412203260306

Harrill, R., & Potts, T. D. (2003). Tourism planning in historic districts: Attitudes toward tourism development in Charleston. Journal of the American Planning Association, 69(3), 233-244. https://doi.org/10.1080/01944360308978017

Harrill, R. (2003). Fear of falling: An ethnography study of heritage tourism in Pineburg, South Carolina. Tourism Analysis, 7(3-4), 241-250. https://doi.org/10.3727/108354203108750085

Harrill, R., & Potts, T. D. (2002). The social psychology of tourist motivation: Exploration, debate and transition. Tourism Analysis, 7(2), 105-114. https://doi.org/10.3727/108354202108749989

Harrill, R. (1999). Political ecology and planning theory. Journal of Planning Education and Research, 19(1), 67-75. https://doi.org/10.1177/0739456X9901900106

Potts, T. D., & Harrill, R. (1998). Enhancing communities for sustainability: A travel ecology approach. Tourism Analysis, 3(3-4), 133-142.

Editorial Review

Dioko, L., & Harrill, R. (2011). Affirmation, assimilation and anarchy: Critical undercurrents in destination branding. International Journal of Culture, Tourism and Hospitality Research, 5(3), 215-226. https://doi.org/10.1108/17506181111156916

Bickle, M. C., & Harrill, R. (2010). Avoiding cultural misconceptions during globalization of tourism. International Journal of Culture, Tourism and Hospitality Research, 4(4), 283-286. https://doi.org/10.1108/17506181011081460

Woodside, A., Crotts, J., & Harrill, R. (2007). Integrating multidisciplinary perspectives: An editorial. International Journal of Culture, Tourism and Hospitality Research, 1(1), 5-13. https://doi.org/10.1108/17506180710729583

Books

Harrill, R. (2006). Guide to best practices in Southern tourism and destination management. Southern Governors’ Association.

Harrill, R. (Ed.). (2005). Fundamentals of destination management and marketing. Educational Institute of the American Hotel and Lodging Association.

Harrill, R. (2005). Guide to best practices in tourism and destination management (Vol. II). Educational Institute of the American Hotel and Lodging Association.

Harrill, R. (2003). Guide to best practices in tourism and destination management (Vol. I). Educational Institute of the American Hotel and Lodging Association.

Book Chapters

Harrill, R., & Potts, T. D. (2017). Tourism planning in historic districts: attitudes toward tourism development in Charleston. In D. J. Timothy (Ed.), Tourism planning: Critical concepts in tourism (2nd ed.). Routledge.

Harrill, R. (2017). Residents' attitudes toward tourism development: a literature review with implications for tourism planning. In D. J. Timothy (Ed.), Tourism planning: Critical concepts in tourism (2nd ed.). Routledge.

Harrill, R., X, Li., and Xiao, H. (2015). China outbound tourism: A critical inquiry. In X. Xiang (Ed.), China outbound tourism 2.0 (pp. 347-364). Apple Academic Press. https://doi.org/10.1201/b19856

Uysal, M., Harrill, R., & Woo, E. (2011). Destination marketing research: Issues and challenges. In Y. Wang & A. Pizam (Eds.), Tourism Destination Marketing and Management: Theories and Applications (pp. 99-112). CAB International.

Harrill, R. (2009). Destination management: New challenges, new needs. In T. Jamal & M. Robinson (Eds.), The SAGE Handbook of Tourism Studies (pp. 448-464). Sage Publications.

Harrill, R. (2007). Fables of the reconstruction or reconstruction of the fables? Pragmatic aesthetics for advancing tourism, culture, place and community. In A. Woodside (Ed.), Advances in Culture, Tourism and Hospitality Research (Vol. 1). Elsevier.

Harrill, R. (2005). Moving forward with destination management (preface). In Fundamentals of Destination Management and Marketing. Educational Institute of the American Hotel and Lodging Association.

Harrill, R. (2005). About the international association of convention and visitors bureaus (IACVB). In Fundamentals of Destination Management and Marketing. Educational Institute of the American Hotel and Lodging Association.

Potts, T. D., & Harrill, R. (2002). Travel ecology and developing naturally: Making practice-theory connections. In R. Harris, T. Griffin & P. Williams (Eds.), Sustainable Tourism: A Global Perspective. Butterworth-Heinemann.

Harrill, R. (2000). New town: Comparing British and European models. In A. G. Noble (Ed.), Geographic and Planning Research Themes for the New Millennium. (Feschrift for Dr. Ashok Dutt). Vikas Publishing.

Harrill, R. (1999). Urban planning and social ecology: Philosophy, literature and convergence. In F. J. Costa & A. G. Noble (Eds.), Preserving the Legacy: Concepts in Support of Sustainability. Lexington Books.

Harrill, R. (1999). Beyond sustainability: Bioregionalism and bioregional planning. In F. J. Costa & A. G. Noble (Eds.), Preserving the Legacy: Concepts in Support of Sustainability. Lexington Books.