Bath Spa University's collaborative research with local businesses

At Bath Spa University, we believe in research that makes a difference. Our latest initiative, led by Dr Li Li, Reader in Management and Tourism Management Pathway Leader, focuses on the power of online customer reviews and AI-supported technologies to transform the tourism and hospitality sector in Bath and beyond.

Real-world research. Real impact

In partnership with local businesses, including the luxury Roseate Villa Bath, we’re exploring how digital reviews influence:

  • Booking decisions
  • Guest satisfaction
  • Brand reputation

Our collaborative research also examines how businesses are beginning to use Artificial Intelligence to manage and respond to reviews more efficiently and effectively.

Supporting innovation in Bath’s visitor economy

From independent operators to national brands, strong engagement across the sector is enabling shared learning, best practice exchange, and business-focused solutions.

Kristiana, Operations Manager at Roseate Villa Bath, highlights the growing demand for skilled, industry-ready graduates—a demand we’re meeting through our Tourism Management programme.

What I would like to gain from participating in this project is increased knowledge. I'd like to know if other businesses are doing things differently to the way I do them. - General Manager of a local pub, Bath

 

Two-women-sitting-at-a-table-by-a-window-eating-a-cream-tea
Dr Li Li and Kristiana at Roseate Villa Bath enjoying afternoon tea and sharing insights

Shaping the future of tourism in the South West

This project reflects our ongoing commitment to:

  • Strengthening University-business relationships
  • Supporting professional practice
  • Building the evidence base for regional funding opportunities
  • Enhancing digital engagement in the visitor economy

Together, we’re creating a smarter, more connected tourism sector—right here in Bath.

Get in touch

Together, we connect people, places, and possibilities.

Join us in shaping the future of tourism.

Interesting in collaborating with us on this exciting project? We'd love to hear from you. For more information, contact Dr Li Li.