Background

Ph.D., Clemson University, S.C., 2000
M.C.R.P., Clemson University, S.C., 1994
B.A., College of Charleston, S.C., 1991

Rich Harrill has a strong record of success in and an international reputation for leveraging his academic and professional experience combining tourism with economic development and urban planning to drive local, regional, national and international business, tourism and economic growth. Harrill brings an industry-driven business mode and academic entrepreneurship to the university level.

Currently, in his role as director of the International Tourism Research Institute (ITRI) at the University of South Carolina, Harrill conducts studies on applied research to provide practical solutions to increase U.S. and international tourism industry competitiveness, resulting in additional revenues and strong economic development opportunities.

Harrill has focused extensively on international tourism and economic development. He collaborated with the U.S. Travel Association and the U.S. Department of Commerce, Office of Travel and Tourism Industries on the definitive study of future Chinese outbound tourism to the U.S., potentially leading to additional tourism dollars for both China and the United States. In doing this research, he directly influenced both U.S. and China federal policies to enable cultural and research exchanges. He is currently working with the U.S. Department of Commerce, Office of Travel and Tourism on a study of the recent decline in Japanese tourists to the United States. He also has conducted additional research in the Dominican Republic on tourism development, and accepted a two-month appointment as a visiting professor at the University of Aruba.

In addition to driving economic development through tourism, Harrill has vastly increased the reputation of the University of South Carolina in China by building strong international ties that have led to research and exchange agreements with top Chinese universities, including Peking University, Nanjing University, Nankai University, Shandong University, and Sun Yat-Sen University, along with the Institute for Tourism Studies, Macao, enriching the academic experience for students.

Harrill's professional work has focused on recreation and open-space planning, land use and comprehensive planning, citizen participation, and survey research. With this background, he has received strong reviews for his ability to enhance graduate and undergraduate student skills while teaching courses on sustainable tourism planning and policy, destination marketing and management, community tourism development, international and national resort development and environmental planning. His research advocates for progress and innovation in economic development at the local level, successfully synthesizing urban planning, economic development and tourism for the benefit of communities.

Harrill published two guidebooks for practitioners, covering his research of 33 best-practice cases in tourism and destination management—Guide to Best Practices in Tourism and Destination Management, Volumes I and II. These books generated interest from tourism organizations throughout the U.S. and internationally, including China, Japan, Vietnam, Brazil, Guatemala and Uruguay, with many resultant speaking and research opportunities. His field experiences also include on-site tourism marketing and development workshops in Sudan and Yemen. His work is frequently cited by major media outlets, including USA Today, CNN Travel, National Public Radio (NPR, All Things Considered), Las Vegas Sun, LA Times, San Francisco Chronicle, Daily Telegraph (Australia) and Reuters.

Harrill earned his Ph.D. in parks, recreation, and tourism management and his master's degree in city and regional planning from Clemson University. He holds a B.A. in political science from the College of Charleston. He has published his research in urban planning's top three journals: the Journal of American Planning Association, Journal of Planning Education and Research and Journal of Planning Literature. The Journal of the American Planning Association is the top-ranked journal for urban studies and number-two ranked journal for planning and development.

Harrill edited Fundamentals of Destination Management and Marketing (American Hotel and Lodging Association, 2005), the first comprehensive textbook for the destination management industry. He is also co-editor of the International Journal of Culture, Tourism and Hospitality Research and research notes editor of Tourism Analysis.

Since 2001, Harrill has been awarded more than $1.2 million in external funding for his research, including grants from more than 30 different government, business and industry clients, making him the highest earning grant recipient in University of South Carolina's College of Hospitality, Retail and Sport Management history. With this funding, he has delivered research results leading potentially to billions of dollars from increased tourism as a principal investigator on 35 major projects and co-principal investigator for 11 major projects covering research in tourism planning and development, destination marketing and management, and economic development.

Also, Harrill secured a $1.5 million match from the Alfred P. Sloan Foundation that created the Alfred P. Sloan Foundation Travel and Tourism Industry Center. Based on his economic development experience, he co-proposed and secured $4 million funding for a Center for Tourism and Economic Development (CTED) at the university under South Carolina's Centers for Economic Excellence (CoEE) program.

Later in South Carolina, he completed a strategic tourism plan for Kershaw County world-renowned for its equine industry and events. He also conducted a strategic tourism plan for the state's rural, five-county Salkehatchie region, an effort that explored nature-based and ecotourism development opportunities. More recently, Harrill completed a development and economic impact study for the 14 counties of the South Carolina National Heritage Corridor.

Research

• Tourism Planning and Policy
• Destination Marketing and Management
• Tourism as an Economic Development Tool
• Tourism in Growth Markets
• Asia-Pacific Tourism
• Caribbean Tourism

Teaching

HRTM 482 - Tourism Planning and Policy
HRTM 381 - Travel Industry Management
SCHC 482 - Travel and Tourism in Film and Literature
HRTM 590 - Resort Development

Peer-reviewed journal articles

Peterson, R., Harrill, R., DiPietro, R. Sustainability and Resilience in Caribbean Tourism Economies: A Critical Inquiry. Tourism Analysis, 22 (3), 407-420. 2017. 

Castillo-Palacio, M., Harrill, R., and Zuniga-Collazos.  Back from the Brink:  Social Transformation and Tourism in Post-Conflict Medellin, Colombia. World Hospitality and Tourism Themes, 9 (3): 300-315. 2017. 

Ping, S., Cardenas, D., and Harrill, R.  Chinese Customers’ Evaluation of Online Travel Website Quality:  A Decision-Tree Analysis.  Journal of Hospitality Marketing & Management, 25 (4): 476-497. 2016. 

Zuniga-Collazos, A., Harrill, R., Escobar-Moreno, N. R., and Castillo-Palacio, M. "Research note: Evaluation of the determinant factors in Colombia’s tourism product." Tourism Analysis. 20 (1): 117-122. 2015.

Peterson, R. R., Cardenas, D., and Harrill, R. "Research note: Tourism as a catalyst for economic development in Latin America: Setting an agenda for policy and research." Tourism Analysis, 19, 117-122. 2014.

Thomsen, J. M., Harrill, R., Hugo, N., Lacher, R. G., Mihalik, B. J. "Understanding shifts in 3S destination tourist preferences: An importance-performance analysis (IPA) of Punta Cana, Dominican Republic." International Journal of Hospitality and Tourism, V4N1. 2014.

Dioko, L. A. N., So, S-I., and Harrill, R. "Hotel category switching behavior—Evidence of mobility, stasis or loyalty?" International Journal of Hospitality Management, 34, 234-244. 2013.

Draper, J., Oh, C., and Harrill, R. "Preferences for heritage tourism development using a choice experiment approach." Tourism Analysis, 17 (6):  747-759. 2013.

Harrill, R., and Peterson, R. "Research note: Tourism conventional wisdom and the news media." Tourism Analysis 17 (6):  813-817. 2013.

Chengting, L., Li, X., and Harrill, R. "Chinese outbound tourist perceived constraints to visiting the United States." Tourism Management, 37, 136-146. 2013.

He, L., Li, X., Harrill, R., and Cardon, P. "Examining Japanese tourist U.S.-bound travel constraints." Current Issues in Tourism 17 (8):  705-722. 2013.

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

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

Bernthal, M., Nagel, M., Harrill, R., and Riner, P. "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. 2012.

Bliss, B., Li, R., Meng, F., and Harrill, R. "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. 2012.

Li, R. L., Chengting, L., Harrill, R., Kline, S., and Wang, L. "When East meets West: An exploratory study on Chinese outbound tourists’ travel expectations." Tourism Management, 32: 741-749. 2011.

Harrill, R., Uysal, M., Cardon, P., Vong, F., and Dioko, D. "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. 2011.

Li, R., Harrill, R., Uysal, M., Burnett, T., and Zhan, Z. "Estimating the size of the Chinese outbound market: A demand-side approach." Tourism Management, 31: 250-259. 2010.

Dioko, L., Harrill, R., and Cardon, P. "Brand China: Tour guide perceptions and implications for destination branding and marketing." Tourism Analysis, 15 (3), 345-355. 2010.

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

Lacher, G. R., and Harrill, R. "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. 2010.

Zhang, X., Cai, L., and Harrill, R. "Research note: Rural tourism research in China: 1997-2006." Tourism Analysis, 14(2): 231-239. 2009.

Siracaya-Turk, E., Ingram, L., and Harrill, R. "Resident typologies within the integrative paradigm of sustaincentric tourism development." Tourism Analysis, 13 (6): 531-544. 2009.

Harrill, R., and Bender, B. "From sales tool to site development: The evolution of destination marketing on the Web." Tourism Analysis, 13: 295-307. 2008.

Harrill, R., and Bender, B. "State tourism funding: Equity, consensus and accountability models." Tourism Analysis, 12 (4): 287-298. 2007.

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

Harrill, R., and Potts, T.D. "Tourism planning in historic districts: Attitudes toward tourism development in Charleston." Journal of the American Planning Association, 69 (3): 233-244. 2003.

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

Harrill, R., and Potts, T.D. "The social psychology of tourist motivation: Exploration, debate and transition." Tourism Analysis, 7 (2): 105-114. 2002.

Harrill, R. "Political ecology and planning theory." Journal of Planning Education and Research, 19 (1): 67-75. 1999.

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

Editorial review

Dioko, L., and Harrill, R. "Affirmation, assimilation and anarchy: Critical undercurrents in destination branding." International Journal of Culture, Tourism and Hospitality Research, 5 (3): 215-226. 2011.

Bickle, M. C., and Harrill, R. "Avoiding cultural misconceptions during globalization of tourism: Introduction to 2010 special issue." International Journal of Culture, Tourism and Hospitality Research, 4 (4): 283-286. 2010.

Woodside, A., Crotts, J., and Harrill, R. 'Integrating multidisciplinary perspectives: An editorial." International Journal of Culture, Tourism and Hospitality Research, 1 (1): 5-13. 2007.

Books

Harrill, R. Guide to Best Practices in Southern Tourism and Destination Management. Washington, DC: Southern Governors’ Association. 2006.

Harrill, R. Fundamentals of Destination Management and Marketing. Editor. Lansing, MI: Educational Institute of the American Hotel and Lodging Association. 2005.

Harrill, R. Guide to Best Practices in Tourism and Destination Management: Volume II. Lansing, MI: Educational Institute of the American Hotel and Lodging Association. 2005.

Harrill, R. Guide to Best Practices in Tourism and Destination Management. Lansing, MI: Educational Institute of the American Hotel and Lodging Association. 2003.

Book chapters

Harrill, R., X, Li., and Xiao, H.  "China Outbound Tourism:  A Critical Inquiry." In China Outbound Tourism 2.0.  Xiang, X., ed.  Apple Publishing Company. 2015.

Uysal, M., Harrill, R., and Woo, E. "Destination Marketing Research: Issues and Challenges." In Tourism Destination Marketing and Management: Foundations and Applications. Youcheng Wang and Abraham Pizam, eds. London: CABI. 2011.

Harrill, R. "Destination Management: New Challenges, New Needs." In Handbook of Tourism Studies. Jamal, T. and Robinson, M. eds.  Thousand Oaks, CA: Sage Publications. 2009.

Harrill, R. "Fables of the Reconstruction or Reconstruction of the Fables? Pragmatic Aesthetics for Advancing Tourism, Culture, Place and Community." In Advances in Culture, Tourism and Hospitality Research, Volume 1. Woodside A., ed. London: Elsevier. 2007.

Harrill, R. "Moving Forward with Destination Management (Preface)." In Fundamentals of Destination Management and Marketing. Lansing, MI: Educational Institute of the American Hotel and Lodging Association. 2005.

Harrill, R. "About the International Association of Convention and Visitors Bureaus (IACVB)." In Fundamentals of Destination Management and Marketing. Lansing, MI: Educational Institute of the American Hotel and Lodging Association. 2005.

Potts, T. D., and Harrill, R. "Travel Ecology and Developing Naturally: Making Practice-Theory Connections." In Sustainable Tourism: A Global Perspective. Harris, R., Griffin, T. and Williams, P., eds. Oxford, UK: Butterworth-Heinemann. 2002.

Harrill, R. "New Town: Comparing British and European Models." In Geographic and Planning Research Themes for the New Millennium. (Feschrift for Dr. Ashok Dutt). Noble, A.G., ed. New Delhi, India: Vikas Publishing. 2000.

Harrill, R. "Urban Planning and Social Ecology: Philosophy, Literature and Convergence." 2000. In Preserving the Legacy: Concepts in Support of Sustainability. Costa, F.J. and Noble, A.G., eds. New York: Lexington Books. 1999.

Harrill, R. "Beyond Sustainability: Bioregionalism and Bioregional Planning." In Preserving the Legacy: Concepts in Support of Sustainability. Costa, F.J. and Noble, A.G., eds., New York: Lexington Books. 1999. 

Selected grants and contracts

University of South Carolina

Mihalik, B., Harrill, R., Kellett, C. ($2 million). The J. Willard and Alice S. Marriott Foundation Culinary Lab. Sponsor: The J. Willard and Alice S. Marriott Foundation.

Harrill R. ($2 million). Smart State Center in Tourism and Economic Development. Sponsor: State of South Carolina.

Mihalik, B., Lutheran C., and Harrill, R. ($1 million). Willam McFall “Mac” Pearce Endowed Professorship. Sponsor. The Pearce Family.

Harrill, R., and Li, X. The Future Outbound Chinese Tourism Market to the United States ($170,208). Sponsor: U.S. Travel Association/U.S. Department of Commerce, Office of Travel and Tourism Industries/Alfred P. Sloan Foundation Travel & Tourism Industry Center.

Li, X., and Harrill, R. An Evaluation of the Japanese Outbound Tourism Market. ($104,997). Sponsor: U.S. Department of Commerce, Office of Travel & Tourism Industries/Alfred P. Sloan Foundation Travel & Tourism Industry Center.

Harrill R., Li, X., Brown, M., and Nagel, M. A Development and Economic Impact Study of the South Carolina National Heritage Corridor. ($99,000). Sponsor: South Carolina National Heritage Corridor/South Carolina Department of Parks, Recreation, & Tourism/Alfred P. Sloan Foundation Travel & Tourism Industry Center.

Turk, E., Kline, S., and Harrill, R. Brand America: Understanding Tourism Images and Quality Expectations of Travelers. ($90,000). Sponsor: Alfred P. Sloan Foundation Travel & Tourism Industry Center.

Li, X., and Harrill, R. Establishing a Japan Travel Trade Barometer. A project monitoring Japanese visitation to the United States. ($75,000). Sponsor: U.S. Department of Commerce, Office of Travel and Tourism Industries.

Harrill, R. and Li, X. Local Community’s Perception and Sentiment towards Shanghai Disney Resort. ($71, 835). Sponsor: Shanghai International Theme Park.

Harrill, R., Li, X., Brown, M., and Nagel, M. Development of a Comprehensive and Systematic Plan for Management, Branding, and Sustainability of South Carolina’s Four National Byways. ($60,000). Sponsor: South Carolina National Heritage Corridor/Duke Energy.

Harrill, R., Brown, M., and Bernthal, M. The Cost Effectiveness of Exhibition Participation. ($50,990). Sponsor: Center for Exhibition Industry Research/Alfred P. Sloan Foundation Travel & Tourism Industry Center.

Harrill, R., Brown, M., and Nagel, M., and Cardon, P. Center for Exhibition Industry Research: CEIR Index 2010 Edition. ($46,000). Sponsor: Center of Exhibition Industry Research.

Li, X., Feng, M., and Harrill, R. ($41,524). Sponsor: Shanghai Resort Development Corporation/College of Hospitality, Retail, & Sport Management.

Harrill, R., Cardenas, D., DiPietro, R., and Li, X. ($35,000). Toward a World-Class International Destination Airport for Curacao. Sponsor: Curacao Airport Holdings, NV.

Harrill, R., Brown, M., Ballouli, K.., and Li, X. A Comprehensive Visitor Profile, Economic Impact and Destination Image Study for Patriots Point and the USS Yorktown 2014. ($32,000). Sponsor: Patriots Point Development Authority.

Harrill, R., Brown, M., Ballouli, K.., and Li, X. A Comprehensive Visitor Profile, Economic Impact and Destination Image Study for Patriots Point and the USS Yorktown 2014. ($32,000). Sponsor: Patriots Point Development Authority.

Harrill, R., Brown, M., Ballouli, K.., and Li, X. A Comprehensive Visitor Profile, Economic Impact and Destination Image Study for Patriots Point and the USS Yorktown 2013. ($32,000). Sponsor: Patriots Point Development Authority.

Li, X.., and Harrill, R. American Baby Boomers’ Travel Behavior and Destination Preferences in China. ($30,000). Sponsor: China National Tourism Administration.

Harrill, R., and Li, X. A Strategic Tourism Plan for the Salkehatchie Region. ($30,000). Sponsor: Western Carolina Higher Education Commission/U.S. Department of Agriculture.

Harrill R., So, K.F., and Meng, F. Attracting “Hot Asian Tourists Markets to the Real Southern Hotspot. ($25,000). Sponsor: Experience Columbia, SC (CVB).

Ballouli, K., Harrill, R., and Brown, M.T. A Comprehensive Visitor Profile, Economic Impact, and Day Group Study of Patriots Point and the USS Yorktown: Seasonal Data Collection. ($25,000). Sponsor: Patriots Point Development Authority.

Ballouli, K., Harrill, R. Brown, M.T., and Koesters, T.C. (25,000). An Internal and External Audit of Current Consumers, Prospect Audiences, and Industry Trends Related to Camping Services at Patriots Point and the USS Yorktown. Patriots Point Naval & Maritime Museum. 2015.

Harrill, R. Best Practices in Southern Tourism and Destination Management. ($27,000). Sponsor: Southern Governors’ Association.

Ballouli, K, Harrill, R., and Campbell, J. Analysis of Sales and Marketing Efforts Related to Gift Shop Operations at Patriots Point. ($22,000). Sponsor: Patriots Point Naval & Maritime Museum.

Harrill, R. A Feasibility Study for Open Studio Development in Olde Town Conyers, Georgia. ($21,000). Sponsor: Conyers-Rockdale Economic Development Council.

Harrill, R. and Cardenas, D. International Students in Hospitality and Tourism Internship Settings: Identifying Barriers and Constraints. ($20,000). Sponsor: Shorelight Education Global Engagement.

Harrill, R. A Strategic Tourism Development and Marketing Plan for Kershaw County. ($20,000). Sponsor: Kershaw County Administrators Office.

Harrill, R. and Carpenter, J. A Tourism Marketing Plan for the Salkehatchie Region. ($20,000). Sponsor: Western Carolina Higher Education Commission/U.S. Department of Agriculture.

Harrill, R. Tourism, Innovation, Creativity, and Growth: Growing Aruba’s Knowledge Economy—Consulting and Teaching. ($15,000). Sponsor: University of Aruba, Faculty of Hospitality and Tourism Management.

Harrill, R., and Brown, M. Center for Exhibition Industry Research: CEIR Index 2009 Edition. ($15,000). Sponsor: Center for Exhibition Industry Research.

Harrill, R., and Brown, M. Center for Exhibition Industry Research: CEIR Index 2009 Edition. ($15,000). Sponsor: Center for Exhibition Industry Research.

Harrill, R. 2012. Punta Cana International Airport Tourist, Aircrew, and Real Estate Report. ($11,800). Sponsor: Grupo Punta Cana.

Li., X., and Harrill, R. Examining the Antecedents of Tourism Destination Loyalty: The Case of South Carolina. ($9,950). Sponsor: South Carolina Department of Parks, Recreation, and Tourism/University of South Carolina College of Hospitality, Retail, & Sport Management.

Harrill, R. Exploring Travel and Tourism as Catalyst for Global Economic Development, Corporate Investment, and Technological Innovation. ($8,998). Sponsor: University of Pittsburgh, Alfred P. Sloan Foundation Center for Industry Studies.
9. Harrill, R. Aligning State, Regional, and Local Tourism Marketing in Pennsylvania: Analysis and Policy Recommendations. ($8,000). Sponsor: Pennsylvania Tourism Office.

Xi, L., and Harrill, R. American Tour Operators’ Perception of China as a Tourism Destination. ($5,000). Sponsor: University of South Carolina/College of Hospitality, Retail, & Sport Management.

Harrill, R. 2011 Punta Cana International Airport Tourist and Aircrew Survey. ($4,565). Sponsor: Grupo Punta Cana.

Harrill, R. Tourism and Economic Development: Columbia South Carolina’s Top Visitor Inquiry Segments. ($4,500). Sponsor: Alfred P. Sloan Foundation Travel & Tourism Industry Center.

Cardon, P., and Harrill, R. Soldiers’ and Family Satisfaction with Graduation Family Day at Fort Jackson, South Carolina. ($4,500). Sponsor: Fort Jackson/U.S. Army/Department of Defense.

Harrill, R. Alfred P. Sloan Foundation Travel Grant. ($4,450). Sponsor: Alfred P. Sloan Foundation.

Harrill, R. 2010 Punta Cana International Airport Tourist and Aircrew Survey. ($4,038). Sponsor: Grupo Punta Cana.

Baliouli, K., Koesters, T., and Harrill, R. Assessment of Patriots Point Overnight Camping Services and Consumers. ($4,000). Sponsor: Patriots Point Development Authority.

Harrill, R. South Carolina Arts Commission Cultural Tourism Initiative. ($2,000). Sponsor: South Carolina Arts Commission.

Georgia Tech

Harrill, R. Best Practices in Tourism and Destination Management. ($70,000). Sponsor: U.S. Economic Development Administration.

Wilkins, J., and Harrill, R. Accelerating Economic Development Innovation within Four USDA Champion Communities in Georgia: Clay, Quitman, Randolph, and Stewart Counties. ($50,000). U.S. Department of Agriculture.

Wilkins, J., and Harrill, R. Fannin County Economic Development Feasibility Assessment and Strategic Plan for Sustainable Economic Development. ($50,000). Sponsor: One Georgia.

Harrill, R. A Feasibility Study for the Golden Isles Parkway. ($35,000). Sponsor: Georgia Rural Economic Development Center.

Harrill, R. A Feasibility Study for the Woodpecker Trail. ($27,000). Sponsor: Georgia Rural Economic Development Center.

Harrill, R. Fundamentals of Destination Management and Marketing. ($27,000). Sponsor: Destination Marketing Association International (DMAI).

Harrill, R. A Market Segmentation and Targeting Study for the Lower Chattahoochee Region. ($25,832). Sponsor: One Georgia Authority.

Harrill, R. Georgia’s Lake Hartwell Region: Opportunities for Further Tourism Development. ($25,000). Sponsor: One Georgia Authority.

Harrill, R. A Feasibility Study for the Arabia Mountain National Heritage Area. ($25,000). Sponsor: Arabia Mountain National Heritage Area.

Harrill, R. A Feasibility Study for the Heard-Chattahoochee Greenway. ($21,000). Sponsor: Heard County Development Authority.

Harrill, R. Lower Chattahoochee Region Tourism Workshops. ($20,000). Sponsor: Lower Chattahoochee Regional Development Center.

Bihu, W. (Peking University), and Harrill, R. ($2,000). Tourism and Urban Design Recommendations for Hangzhou (China) Grand Canal. Sponsor: Hangzhou Tourism Commission.