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Dr Saloomeh Tabari
MBA Programme Director
Lecturer in Marketing and Strategy
- Available for postgraduate supervision
Overview
I am a Lecturer in the Marketing and Strategy section. MBA Programme Director at Cardiff Business School. I am a Fellow of Higher Education Academy (FHEA).
My research interests mainly pertain to various aspects of consumer research, intercultural communication, cultural intelligence, and marketing through the use of qualitative methods.
Publication
2025
- Markiewicz-Patkowska, J., Forlicz, M., Karpiński, A. and Tabari, S. 2025. Socioeconomic drivers of Polish seniors' tourism choices. Economics and Sociology 17(4), pp. 197-216. (10.14254/2071-789X.2024/17-4/11)
2024
- Tabari, S., Wei, C. and Colmekcioglu, N. 2024. Consumer Behaviour in Hospitality and Tourism Contemporary Perspectives and Challenges. Routledge & Francis Group. (10.4324/9781032637778)
- Scanlon, E. J. and Tabari, S. 2024. Perceptions and reactions towards tipping from non-tipping cultures: employees’ expectations. In: Tabari, S., Chen, W. and Colmekcioglu, N. eds. Consumer Behaviour in Hospitality and Tourism Contemporary Perspectives and Challenges. London: Routledge, (10.4324/9781032637778-10)
- Tabari, S. and Chen, W. 2024. Impact of health crisis (pandemic) on consumer buying intention: a lesson for future small businesses. In: Tabari, S., Chen, W. and Colmekcioglu, N. eds. Consumer Behaviour in Hospitality and Tourism Contemporary Perspectives and Challenges. London: Routledge, pp. 207-225., (10.4324/9781032637778-12)
- Tabari, S., Chen, W. and Colmekcioglu, N. eds. 2024. Consumer behaviour in hospitality and tourism: Contemporary perspectives and challenges. Abingdon and New York: Routledge.
- Wang, M., Tabari, S. and Chen, W. 2024. Hotel design and its impact on the customer’s booking decision. In: Tabari, S., Chen, W. and Kladou, S. eds. Marketing and Design in the Service Sector Enhancing Customer Experience. Leeds: Emerald Publishing Limited, pp. 51-62., (10.1108/978-1-83797-276-020241005)
- Wu, Y. and Tabari, S. 2024. Intangible, but effective: role of hotel lobbies music background on customer satisfaction. In: Tabari, S., Chen, W. and Kladou, S. eds. Marketing and Design in the Service Sector Enhancing the Customer Experience. Leeds: Emerald Publishing Limited, pp. 35-50., (10.1108/978-1-83797-276-020241004)
- Tabari, S., Egan, D. and Egan, H. 2024. Independent coffee shops and cafes: creating unique environments and servicescapes. In: Tabari, S., Chen, W. and Kladou, S. eds. Marketing and Design in the Service Sector Enhancing the Customer Experience. Leeds: Emerald Publishing Limited, pp. 21-33., (10.1108/978-1-83797-276-020241003)
- Tabari, S., Chen, W. and Kaldou, S. eds. 2024. Marketing and design in the service sector enhancing customer experience. United Kingdom: Emerald. (10.1108/9781837972760)
- Ding, Q. S. and Tabari, S. 2024. Influencers, materialism, mental health and sustainability. In: Tabari, S. and Ding, Q. S. eds. Celebrity, Social Media Influencers and Brand Performance. Palgrave Macmillan, pp. 197-211., (10.1007/978-3-031-63516-8_10)
- Firose, A. M., Chen, W. and Tabari, S. 2024. Impact of social media influencers (SMIs) on millennials choosing a travel destination. In: Tabari, S. and Ding, Q. S. eds. Celebrity, Social Media Influencers and Brand Performance. Palgrave Macmillan, pp. 63–77., (10.1007/978-3-031-63516-8_4)
- Tabari, S. and Ding, Q. S. 2024. Virtual world, fear of missing out and its impact on impulsive buying. In: Tabari, S. and Ding, Q. S. eds. Celebrity, Social Media Influencers and Brand Performance. Palgrave Macmillan, pp. 159-174., (10.1007/978-3-031-63516-8_8)
- Tabari, S. and Ding, Q. S. eds. 2024. Celebrity, social media influencers and brand performance exploring new dynamics and future trends in marketing. Basingstoke: Palgrave Macmillan. (10.1007/978-3-031-63516-8)
- Tabari, S., Colmekcioglu, N. and Chen, W. 2024. Emerging trends in consumer behaviour in the service sector. Goodfellow.
- Ma, M., Tabari, S. and Colmekcioglu, N. 2024. Understanding product returns after impulse purchases of fast fashion by millennial. Presented at: Academy of Marketing 2024 Annual Conference and Doctoral Colloquium, Cardiff, UK, 1-4 July 2024 Presented at Strong, C. et al. eds.Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium.
2023
- Mardenova, L., Saira, Y. and Tabari, S. 2023. Discourse to the factors of decision-making of students in choosing a university major. Eurasian Journal of Economic and Business Studies 67(4), pp. 101-115. (10.47703/ejebs.v67i4.291)
- Prokop, D., Tabari, S. and Chen, W. 2023. Survival instincts of Chinese entrepreneurs in the UK: adaptation or hibernation. International Journal of Entrepreneurship and Small Business (10.1504/IJESB.2025.10059695)
2022
- Tabari, S. and Chen, W. eds. 2022. Global strategic management in the service industry: A perspective of the new era. Emerald. (10.1108/9781801170819)
- Choi, S., Cho, M., Yang, E. C. L. and Tabari, S. 2022. Emotional congruence among solo diners. International Journal of Hospitality Management 101, article number: 103108. (10.1016/j.ijhm.2021.103108)
2020
- Choi, S., Yang, E. C. L. and Tabari, S. 2020. Solo dining in Chinese restaurants: a mixed-method study in Macao. International Journal of Hospitality Management 90, article number: 102628. (10.1016/j.ijhm.2020.102628)
2019
- Chen, W., Tajeddini, K., Ratten, V. and Tabari, S. 2019. Educational immigrants: evidence from Chinese young entrepreneurs in the UK. Journal of Enterprising Communities: People and Places in the Global Economy 13(1/2), pp. 196-215. (10.1108/JEC-11-2018-0093)
2017
- King, N., Brooks, J. and Tabari, S. 2017. Template analysis in business and management research. In: Ciesielska, M. and Jemielniak, D. eds. Qualitative Methodologies in Organization Studies. Palgrave Macmillan, pp. 179-206., (10.1007/978-3-319-65442-3_8)
- Khalilzadeh, J., Ghahramani, L. and Tabari, S. 2017. From “hypercritics” to “happy campers”: who complains the most in fine dining restaurants?. Journal of Hospitality Marketing and Management 26(5), pp. 451-473. (10.1080/19368623.2017.1256802)
2016
- Tabari, S., Wilson, J. A. and Ingram, H. 2016. Conceptualising the impact of culture and language upon hospitality service management. Worldwide Hospitality and Tourism Themes 8(1), pp. 12-28. (10.1108/WHATT-10-2015-0037)
2013
- Ingram, H., Tabari, S. and Watthanakhomprathip, W. 2013. The impact of political instability on tourism: case of Thailand. Worldwide Hospitality and Tourism Themes 5(1), pp. 92-103. (10.1108/17554211311292475)
Articles
- Markiewicz-Patkowska, J., Forlicz, M., Karpiński, A. and Tabari, S. 2025. Socioeconomic drivers of Polish seniors' tourism choices. Economics and Sociology 17(4), pp. 197-216. (10.14254/2071-789X.2024/17-4/11)
- Mardenova, L., Saira, Y. and Tabari, S. 2023. Discourse to the factors of decision-making of students in choosing a university major. Eurasian Journal of Economic and Business Studies 67(4), pp. 101-115. (10.47703/ejebs.v67i4.291)
- Prokop, D., Tabari, S. and Chen, W. 2023. Survival instincts of Chinese entrepreneurs in the UK: adaptation or hibernation. International Journal of Entrepreneurship and Small Business (10.1504/IJESB.2025.10059695)
- Choi, S., Cho, M., Yang, E. C. L. and Tabari, S. 2022. Emotional congruence among solo diners. International Journal of Hospitality Management 101, article number: 103108. (10.1016/j.ijhm.2021.103108)
- Choi, S., Yang, E. C. L. and Tabari, S. 2020. Solo dining in Chinese restaurants: a mixed-method study in Macao. International Journal of Hospitality Management 90, article number: 102628. (10.1016/j.ijhm.2020.102628)
- Chen, W., Tajeddini, K., Ratten, V. and Tabari, S. 2019. Educational immigrants: evidence from Chinese young entrepreneurs in the UK. Journal of Enterprising Communities: People and Places in the Global Economy 13(1/2), pp. 196-215. (10.1108/JEC-11-2018-0093)
- Khalilzadeh, J., Ghahramani, L. and Tabari, S. 2017. From “hypercritics” to “happy campers”: who complains the most in fine dining restaurants?. Journal of Hospitality Marketing and Management 26(5), pp. 451-473. (10.1080/19368623.2017.1256802)
- Tabari, S., Wilson, J. A. and Ingram, H. 2016. Conceptualising the impact of culture and language upon hospitality service management. Worldwide Hospitality and Tourism Themes 8(1), pp. 12-28. (10.1108/WHATT-10-2015-0037)
- Ingram, H., Tabari, S. and Watthanakhomprathip, W. 2013. The impact of political instability on tourism: case of Thailand. Worldwide Hospitality and Tourism Themes 5(1), pp. 92-103. (10.1108/17554211311292475)
Book sections
- Scanlon, E. J. and Tabari, S. 2024. Perceptions and reactions towards tipping from non-tipping cultures: employees’ expectations. In: Tabari, S., Chen, W. and Colmekcioglu, N. eds. Consumer Behaviour in Hospitality and Tourism Contemporary Perspectives and Challenges. London: Routledge, (10.4324/9781032637778-10)
- Tabari, S. and Chen, W. 2024. Impact of health crisis (pandemic) on consumer buying intention: a lesson for future small businesses. In: Tabari, S., Chen, W. and Colmekcioglu, N. eds. Consumer Behaviour in Hospitality and Tourism Contemporary Perspectives and Challenges. London: Routledge, pp. 207-225., (10.4324/9781032637778-12)
- Wang, M., Tabari, S. and Chen, W. 2024. Hotel design and its impact on the customer’s booking decision. In: Tabari, S., Chen, W. and Kladou, S. eds. Marketing and Design in the Service Sector Enhancing Customer Experience. Leeds: Emerald Publishing Limited, pp. 51-62., (10.1108/978-1-83797-276-020241005)
- Wu, Y. and Tabari, S. 2024. Intangible, but effective: role of hotel lobbies music background on customer satisfaction. In: Tabari, S., Chen, W. and Kladou, S. eds. Marketing and Design in the Service Sector Enhancing the Customer Experience. Leeds: Emerald Publishing Limited, pp. 35-50., (10.1108/978-1-83797-276-020241004)
- Tabari, S., Egan, D. and Egan, H. 2024. Independent coffee shops and cafes: creating unique environments and servicescapes. In: Tabari, S., Chen, W. and Kladou, S. eds. Marketing and Design in the Service Sector Enhancing the Customer Experience. Leeds: Emerald Publishing Limited, pp. 21-33., (10.1108/978-1-83797-276-020241003)
- Ding, Q. S. and Tabari, S. 2024. Influencers, materialism, mental health and sustainability. In: Tabari, S. and Ding, Q. S. eds. Celebrity, Social Media Influencers and Brand Performance. Palgrave Macmillan, pp. 197-211., (10.1007/978-3-031-63516-8_10)
- Firose, A. M., Chen, W. and Tabari, S. 2024. Impact of social media influencers (SMIs) on millennials choosing a travel destination. In: Tabari, S. and Ding, Q. S. eds. Celebrity, Social Media Influencers and Brand Performance. Palgrave Macmillan, pp. 63–77., (10.1007/978-3-031-63516-8_4)
- Tabari, S. and Ding, Q. S. 2024. Virtual world, fear of missing out and its impact on impulsive buying. In: Tabari, S. and Ding, Q. S. eds. Celebrity, Social Media Influencers and Brand Performance. Palgrave Macmillan, pp. 159-174., (10.1007/978-3-031-63516-8_8)
- King, N., Brooks, J. and Tabari, S. 2017. Template analysis in business and management research. In: Ciesielska, M. and Jemielniak, D. eds. Qualitative Methodologies in Organization Studies. Palgrave Macmillan, pp. 179-206., (10.1007/978-3-319-65442-3_8)
Books
- Tabari, S., Wei, C. and Colmekcioglu, N. 2024. Consumer Behaviour in Hospitality and Tourism Contemporary Perspectives and Challenges. Routledge & Francis Group. (10.4324/9781032637778)
- Tabari, S., Chen, W. and Colmekcioglu, N. eds. 2024. Consumer behaviour in hospitality and tourism: Contemporary perspectives and challenges. Abingdon and New York: Routledge.
- Tabari, S., Chen, W. and Kaldou, S. eds. 2024. Marketing and design in the service sector enhancing customer experience. United Kingdom: Emerald. (10.1108/9781837972760)
- Tabari, S. and Ding, Q. S. eds. 2024. Celebrity, social media influencers and brand performance exploring new dynamics and future trends in marketing. Basingstoke: Palgrave Macmillan. (10.1007/978-3-031-63516-8)
- Tabari, S., Colmekcioglu, N. and Chen, W. 2024. Emerging trends in consumer behaviour in the service sector. Goodfellow.
- Tabari, S. and Chen, W. eds. 2022. Global strategic management in the service industry: A perspective of the new era. Emerald. (10.1108/9781801170819)
Conferences
- Ma, M., Tabari, S. and Colmekcioglu, N. 2024. Understanding product returns after impulse purchases of fast fashion by millennial. Presented at: Academy of Marketing 2024 Annual Conference and Doctoral Colloquium, Cardiff, UK, 1-4 July 2024 Presented at Strong, C. et al. eds.Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium.
Research
Primary research interests
- Consumer research
- Consumer acculturation/ intercultural communication competence
- Service marketing
- Social media and consumption behaviour
- Digital nomad
- Segmentations and market
- Ethnic consumers
- Solo consumers
- Qualitative research methods
Teaching
I am a module leader for the following modules:
- BST357 International Marketing (Marketing MSc)
- BS3725 Advertising and Marketing Communications (BA, Year 3)-(2022-2023)
Supervisor for Marketing Project (MSc Marketing)
Biography
Prior to joining Cardiff, I worked as a Senior Lecturer in Marketing at Huddersfield University and MBA Course Leader at Sheffield Hallam University.
Committees and reviewing
- Associate Editor of Journal of Islamic Marketing
- External Examiner at Oxford Brookes (MSc Marketing)
- Ad-hoc journals and international conferences reviewer
Supervisions
Currently, I am externally supervising two PhD students (international).
I am interested in supervising PhD students who wish to research the following areas:
- Influence of culture and intercultural communications on customer experience and behaviour
- Consumer attitude, experience and buying behaviours in a cross-cultural and cultural intelligence (CQ) context
- Influence of intercultural communication competence (ICC) in a cross-cultural context
- Examining different generations and their consumption behaviour
- Solo consumers and their experience and buying intention
- Social media influencer, influential marketing and branding
- Digital nomad, culture of working from anywhere
- And broader consumer behaviour and consumption patterns topics
Methods: qualitative
Prospective PhD candidates are encouraged to send a research proposal to TabariS@cardiff.ac.uk and outlining their research topic and their aim and preferred methodology.
Current supervision
Xinran Li
Research student
Mengyuan Ma
Research student
Contact Details
TabariS@cardiff.ac.uk
+44 29225 11760
Aberconway Building, Room Room F05, Colum Road, Cathays, Cardiff, CF10 3EU
+44 29225 11760
Aberconway Building, Room Room F05, Colum Road, Cathays, Cardiff, CF10 3EU
Specialisms
- Consumer behaviour
- consumer culture
- Multicultural, intercultural and cross-cultural studies
- Influencer Marketing
- Marketing