Associate Professor Sheranne Fairley
Associate Professor
School of Business
+61 7 334 60761
Researcher biography
Dr Fairley’s research focuses on three major streams: sport and event tourism, volunteerism, and the globalization of sport. Dr Fairley has conducted various research and consultancy projects in the United States, China, the United Kingdom, and Australia. Recent projects she has been involved in include the globalization of Australian Rules Football in international markets, the sport tourism behaviours of friends and family of athletes who travel to the Olympic Games, and the legacy of Olympic volunteerism. Dr Fairley currently serves on the advisory board of the United States Australian Football League.
Book Chapters
Fairley, Sheranne, Babiak, Kathy, MacInnes, Sarah and Dolnicar, Sara (2021). Hosting and co-hosting on Airbnb – before, during and after COVID-19. Airbnb before, during and after COVID-19. (pp. 127-141) edited by Sara Dolnicar. Brisbane, Australia: The University of Queensland. doi: 10.6084/m9.figshare.14204531
Fairley, Sheranne, MacInnes, Sarah and Dolnicar, Sara (2021). Airbnb and events – before, during and after COVID-19. Airbnb before, during and after COVID-19. (pp. 204-214) edited by Sarah Dolnicar. Brisbane, Australia: The University of Queensland. doi: 10.6084/m9.figshare.14204558
Fairley, Sheranne and Dolnicar, Sara (2018). Supporting events. Peer-to-peer accommodation networks: pushing the boundaries. (pp. 109-119) edited by Sara Dolnicar. Oxford, United Kingdom: Goodfellow Publishers. doi: 10.23912/9781911396512-3608
Xing, Ye, Fairley, Sheranne, Wang, Yan and Chien, P. Monica (2018). China. Sports volunteers around the globe: Meaning and understanding of volunteering and its societal impact. (pp. 69-79) edited by Kirstin Hallmann and Sheranne Fairley. Cham, Switzerland: Springer. doi: 10.1007/978-3-030-02354-6_7
Hums, Mary A., Svensson, Per G., Fairley, Sheranne and Lizandra, Mirela (2015). International sport. Principles and practice of sport management. (pp. 198-228) edited by Lisa P. Masteralexis, Carol A. Barr and Mary A. Humms. New York, NY United States: Jones and Bartlett Learning.
Fairley, Sheranne and Lizandra, Mirela (2012). International sport management. Principles and practice of sport management. (pp. 187-220) edited by Lisa P. Masteralexis, Carol A. Barr and Mary A. Humms. Burlington, MA, United States: Jones and Bartlett Publishers.
Fairley, Sheranne, Schoenadel, Tracy, Gladden, James M. and Sutton, William A. (2012). Marketing principles applied to sport management. Principles and practice of sport management. (pp. 45-63) edited by Lisa P. Masteralexis, Carol A. Barr and Mary A. Hums. Sudbury, MA, United States of America: Jones and Bartlett Learning.
Gibson, Heather and Fairley, Sheranne (2011). Sport tourism. Contemporary sport management. (pp. 226-246) edited by Paul M. Pedersen, Janet B. Parks, Jerome Quarterman and Lucie Thibault. Champaign IL, United States: Human Kinetics.
Journal Articles
Fairley, Sheranne (2023). Editorial: 25th Anniversary Special Collection. Sport Management Review, 26 (5), 766-768. doi: 10.1080/14413523.2023.2271779
Sobral, Vitor, Fairley, Sheranne and O'Brien, Danny (2022). Factors influencing event media personnel's frame building process at the 2018 FIFA World Cup Russia. Tourism Management, 92 104553, 1-11. doi: 10.1016/j.tourman.2022.104553
Sobral, Vitor, Fairley, Sheranne and O’Brien, Danny (2022). The utility of including regular sport team events in event portfolios. Journal of Sport Management, 37 (1), 1-12. doi: 10.1123/jsm.2021-0181
Sobral, Vitor, Fairley, Sheranne and O’Brien, Danny (2021). Constraints to leveraging regular season sport team events. Sport Management Review, 26 (1), 1-21. doi: 10.1080/14413523.2021.1989238
Dingle, Genevieve A., Sharman, Leah S., Bauer, Zoe, Beckman, Emma, Broughton, Mary, Bunzli, Emma, Davidson, Robert, Draper, Grace, Fairley, Sheranne, Farrell, Callyn, Flynn, Libby Maree, Gomersall, Sjaan, Hong, Mengxun, Larwood, Joel, Lee, Chiying, Lee, Jennifer, Nitschinsk, Lewis, Peluso, Natalie, Reedman, Sarah Elizabeth, Vidas, Dianna, Walter, Zoe C. and Wright, Olivia Renee Louise (2021). How do music activities affect health and well-being? A scoping review of studies examining psychosocial mechanisms. Frontiers in Psychology, 12 713818, 713818. doi: 10.3389/fpsyg.2021.713818
Hallman, Kirstin, Zehrer, Anita, Fairley, Sheranne and Rossi, Lea (2020). Gender and volunteering at the Special Olympics: interrelationships among motivations, commitment, and social capital. Journal of Sport Management, 34 (1), 1-14. doi: 10.1123/jsm.2019-0034
Chalip, Laurence and Fairley, Sheranne (2019). Thinking strategically about sport events. Journal of Sport and Tourism, 23 (4), 155-158. doi: 10.1080/14775085.2020.1732047
Kelly, Donna M., Fairley, Sheranne and O'Brien, Danny (2019). It was never ours: formalised event hosting rights and leverage. Tourism Management, 73, 123-133. doi: 10.1016/j.tourman.2019.01.016
Alonso-Vazquez, Marisol, Packer, Jan, Fairley, Sheranne and Hughes, Karen (2018). The role of place attachment and festival attachment in influencing attendees’ environmentally responsible behaviours at music festivals. Tourism Recreation Research, 44 (1), 1-12. doi: 10.1080/02508281.2018.1545393
Lamont, Matthew and Fairley, Sheranne (2018). When an Ironman Triathlon Isn't Hard Enough: The Beer Mile as a Subworld Ritual. Sociology of Sport Journal, 35 (4), 375-385. doi: 10.1123/ssj.2017-0195
Lovegrove, Hannah and Fairley, Sheranne (2018). Student volunteer placements in events, tourism, and hospitality: understanding the views of multiple stakeholders. Event Management, 22 (3), 483-500. doi: 10.3727/152599518X15263071602750
Li, Na and Fairley, Sheranne (2018). Mainland Chinese cruise passengers’ perceptions of Western service. Marketing Intelligence and Planning, 36 (5) MIP-08-2017-0171, 601-615. doi: 10.1108/mip-08-2017-0171
Kelly, Donna and Fairley, Sheranne (2018). What about the event? How do tourism leveraging strategies affect small-scale events?. Tourism Management, 64, 335-345. doi: 10.1016/j.tourman.2017.09.009
Kelly, Donna M. and Fairley, Sheranne (2018). The utility of relationships in the creation and maintenance of an event portfolio. Marketing Intelligence & Planning, 36 (2), 260-275. doi: 10.1108/MIP-11-2017-0270
Cunningham, George B., Fairley, Sheranne, Ferkins, Lesley, Kerwin, Shannon, Lock, Daniel, Shaw, Sally and Wicker, Pamela (2017). ESport: Construct specifications and implications for sport management. Sport Management Review, 21 (1), 1-6. doi: 10.1016/j.smr.2017.11.002
Fairley, Sheranne, Gibson, Heather and Lamont, Matthew (2017). Temporal manifestations of nostalgia: Le Tour de France. Annals of Tourism Research, 70, 120-130. doi: 10.1016/j.annals.2017.09.004
Fairley, Sheranne and O’Brien, Danny (2017). Accumulating subcultural capital through sport event participation: the AFL International Cup. Sport Management Review, 21 (3), 321-332. doi: 10.1016/j.smr.2017.08.003
Fairley, Sheranne and Kelly, Donna M. (2017). Developing leveraging strategies for pre-Games training for mega-events in non-host cities. Marketing Intelligence and Planning, 35 (6), 740-755. doi: 10.1108/MIP-01-2017-0011
Lovegrove, Hannah and Fairley, Sheranne (2016). Using equity theory to understand non-host city residents’ perceptions of a mega-event. Journal of Sport and Tourism, 21 (1), 1-14. doi: 10.1080/14775085.2016.1254108
Fairley, Sheranne, Lovegrove, Hannah, Smith, Natalie L. and Tyler, B. David (2016). Scoring on and off the field?: the impact of Australia's inclusion in the Asian Football Confederation. Sport Management Review, 19 (5), 578-586. doi: 10.1016/j.smr.2016.02.001
Fairley, Sheranna, Lovegrove, Hannah and Brown, Michael (2016). Leveraging events to ensure enduring benefits: the legacy strategy of the 2015 AFC Asian Cup. Sport Management Review, 19 (4), 466-474. doi: 10.1016/j.smr.2016.01.003
Fairley, Sheranne, Cardillo, Maria Louise and Filo, Kevin (2016). Engaging volunteers from regional communities: non-host city resident perceptions towards a mega-event and the opportunity to volunteer. Event Management, 20 (3), 433-447. doi: 10.3727/152599516X14682561070836
Fairley, Sheranne, Gardiner, Sarah and Filo, Kevin (2016). The spirit lives on: the legacy of volunteering at the Sydney 2000 olympic games. Event Management, 20 (2), 201-215. doi: 10.3727/152599516X14610017108747
Fairley, Sheranne, Green, B. Christine and Chalip, Laurence (2015). The effects of commitment and identification on consumption. Journal of Sport and Tourism, 19 (1), 55-78. doi: 10.1080/14775085.2015.1005118
Scott, Noel, Green, Christine and Fairley, Sheranne (2015). Investigation of the use of eye tracking to examine tourism advertising effectiveness. Current Issues in Tourism, 19 (7), 634-642. doi: 10.1080/13683500.2014.1003797
Fairley, Sheranne, Warner, Stacy, Lovegrove, Hannah and Phillips, Pamm (2015). Mind games: the inclusion of trivia as a sport in the Pan Pacific Masters Games. Sport Management Review, 19 (2), 240-250. doi: 10.1016/j.smr.2015.07.001
Fairley, Sheranne, Lovegrove, Hannah, Newland, Brianna L. and Green, Christine (2015). Image recovery from negative media coverage of a sport event: Destination, venue, and event considerations. Sport Management Review, 19 (3), 352-360. doi: 10.1016/j.smr.2015.08.005
Fairley, Sheranne, Green, B. Christine, O'Brien, Danny and Chalip, Laurence (2015). Pioneer volunteeers: the role identify of continuous volunteers at sports events. Journal of Sport and Tourism, 19 (3-4), 233-255. doi: 10.1080/14775085.2015.1111774
Fairley, Sheranne, Ruhanen, Lisa and Lovegrove, Hannah (2015). On frozen ponds: the impact of climate change on hosting pond hockey tournaments. Sport Management Review, 18 (4), 618-626. doi: 10.1016/j.smr.2015.03.001
Phillips, Pamm and Fairley, Sheranne (2014). Umpiring: a serious leisure choice. Journal of Leisure Research, 46 (2), 184-202.
Fairley, Sheranne, Snyder, Kevin, Kellett, Pamm and Hill, Brad (2013). When professional athletes change sports: Sport development, sanctity of contract, and restraint of trade in the NRL. Sport Management Review, 16 (1), 111-119. doi: 10.1016/j.smr.2011.12.001
Fairley, Sheranne and Kellett, Pamm (2013). Branding and positioning Australian rules football for participation growth in North America. Sport Management Review, 16 (3), 397-406. doi: 10.1016/j.smr.2012.06.004
Fairley, Sheranne, Lee, Younghan, Green, B. Christine and Kim, Mi Lyang (2013). Considering cultural influences in volunteer satisfaction and commitment. Event Management, 17 (4), 337-348. doi: 10.3727/152599513X13728763846492
Fairley, Sheranne and Tyler, B. David (2012). Bringing baseball to the big screen: building sense of community outside of the ballpark. Journal of Sport Management, 26 (3), 258-270. doi: 10.1123/jsm.26.3.258
Agha, Nola, Fairley, Sheranne and Gibson, Heather (2012). Considering legacy as a multi-dimensional construct: the legacy of the Olympic Games. Sport Management Review, 15 (1), 125-139. doi: 10.1016/j.smr.2011.08.004
Filo, Kevin, Groza, Mark D. and Fairley, Sheranne (2012). The role of belief in making a difference in enhancing attachment to a charity sport event. Journal of Nonprofit and Public Sector Marketing, 24 (2), 123-140. doi: 10.1080/10495142.2012.679165
Fairley, Sheranne, Tyler, B. David, Kellett, Pamm and D'Elia, Kari (2011). The Formula One Australian Grand Prix: exploring the triple bottom line. Sport Management Review, 14 (2), 141-152. doi: 10.1016/j.smr.2010.07.001
Fairley, Sheranne and Tyler, B. David (2011). The Kia Amateur Australian Open: lessons for sponsor activation and event management. Sport Management Review, 14 (1), 25-32. doi: 10.1016/j.smr.2009.09.006
McKelvey, Steve, Fairley, Sheranne and Groza, Mark D. (2010). Caught in the web?: the communication of trademark rights and licensing policy on university official athletic websites. Journal of Legal Aspects of Sport, 20 (1), 1-34.
Fairley, Sheranne (2009). The role of the mode of transport in the identity maintenance of sport fan travel groups. Journal of Sport and Tourism, 14 (2-3), 205-222. doi: 10.1080/14775080902965231
Fairley, Sheranne and Tyler, B. David (2009). Cultural learning through a sport tourism experience: the role of the group. Journal of Sport and Tourism, 14 (4), 273-292. doi: 10.1080/14775080903453823
Fairley, Sheranne, Kellett, Pamm and Green, B. Christine (2007). Volunteering abroad: motives for travel to volunteer at the Athens Olympic Games. Journal of Sport Management, 21 (1), 41-57. doi: 10.1123/jsm.21.1.41
Fairley, Sheranne and Gammon, Sean (2005). Something lived, something learned: nostalgia’s expanding role in sport tourism. Sport in Society, 8 (2), 182-197. doi: 10.1080/17430430500102002
Fairley, Sheranne (2003). In search of relived social experience: group-based nostalgia sport tourism. Journal of Sport Management, 17 (3), 284-304. doi: 10.1123/jsm.17.3.284
Getz, Donald and Fairley, Sheranne (2003). Media management at sport events for destination promotion: Case studies and concepts. Event management, 8 (3), 127-139.
Research Reports
Fairley, Sheranne (2009). Rebranding and positioning Australian Rules Football in the American market. Not available:
Fairley, S. and D'Elia, K. (2009). Renegotiating the Shanghai Formula One event. Not available: