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Assistant Professor
(902) 566-0737
Faculty of Business
McDougall Hall, 419

Melissa James is an Assistant Professor at the University of Prince Edward Island’s School of Business and specializes in research, strategy, and marketing.

With a background in education and business development, Ms. James received her first executive appointments in 2007 as Deputy Minister of Tourism and Culture for the Province of Prince Edward Island and CEO of Tourism PEI. In these roles, she orchestrated innovative strategies to position PEI’s as an international tourism destination, including major media events such as Live with Regis and Kelly, The Golf Channel’s Big Break, and the 2011 Royal Visit. In addition, she lead the renewed strategic focus on the tourism sector on culinary and cultural tourism and was instrumental in the expansion of the Charlottetown Convention Centre and the development of the Charlottetown Events Centre. In 2011, she was appointed Deputy Minister for Innovation and Advanced Learning where she oversaw initiatives to support PEI’s long-term economic growth, particularly in the areas of business diversification, immigration, and labour market and skills development. She has contributed to numerous boards and working groups at local and national levels, such as the Task Force on Post-Secondary Education for Prince Edward Island which explored ways to grow post-secondary in PEI; others examine issues such as economic development, innovation, trade policy, and culture and tourism.

Citations on Island Scholar (

Hennessey, S. M., Yun, D., MacDonald, R. M., & MacEachern, M. (in press). Defining and profiling the cultural tourism market. International Journal of Tourism Policy.

Hennessey, S. M., Yun, D., MacDonald, R.M., & MacEachern, M. (2010). The effects of advertising awareness and media channels on travel intentions. Journal of Hospitality Marketing & Management, 19(3), 217–243.

Hennessey, S. M., MacDonald, R. M., & MacEachern, M. (2008). A framework for understanding golfing visitors to a destination. Journal of Sport & Tourism, 13(1), 5–35.

Hennessey, S. M., Yun, D., MacDonald, R. M., & MacEachearn, M. (2007). Travel intentions to a major Canadian Tourist destination: the results of a web-based survey. Canadian Journal of Marketing Research, 24(1), 53–63.

MacEachern, M. (2007). Review of Contemporary Marketing, First Canadian Edition [Book] by Boone, L.E., Kurtz, D.L., MacKenzie, H.F., & Snow, K.

  • post-secondary internationalization
  • tourism and tourism marketing
  • labour market and labour market mobility
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