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.
Journal Article: Factors influencing event media personnel's frame building process at the 2018 FIFA World Cup Russia
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
Journal Article: The utility of including regular sport team events in event portfolios
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
Journal Article: Constraints to leveraging regular season sport team events
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
(2016) Fraser Coast Opportunities
(2013) UQ New Staff Research Start-Up Fund
(2013) Tourism and Events Queensland
Understanding How Sport Organisations Can Leverage eSports
Doctor Philosophy
(2021) Doctor Philosophy
Essays on Event Leverage: The strategic use of event leverage in host destinations
(2019) Doctor Philosophy
Rebranding and positioning Australian Rules Football in the American market
Fairley, Sheranne (2009). Rebranding and positioning Australian Rules Football in the American market. Not available:
Renegotiating the Shanghai Formula One event
Fairley, S. and D'Elia, K. (2009). Renegotiating the Shanghai Formula One event. Not available:
Airbnb and events – before, during and after COVID-19
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
Hosting and co-hosting on Airbnb – before, during and after COVID-19
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
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
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
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.
International sport management
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.
Marketing principles applied to sport management
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.
Factors influencing event media personnel's frame building process at the 2018 FIFA World Cup Russia
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
The utility of including regular sport team events in event portfolios
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
Constraints to leveraging regular season sport team events
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
Thinking strategically about sport events
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
It was never ours: formalised event hosting rights and leverage
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
When an Ironman Triathlon Isn't Hard Enough: The Beer Mile as a Subworld Ritual
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
Mainland Chinese cruise passengers’ perceptions of Western service
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
What about the event? How do tourism leveraging strategies affect small-scale events?
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
The utility of relationships in the creation and maintenance of an event portfolio
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
ESport: Construct specifications and implications for sport management
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
Temporal manifestations of nostalgia: Le Tour de France
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
Accumulating subcultural capital through sport event participation: the AFL International Cup
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
Developing leveraging strategies for pre-Games training for mega-events in non-host cities
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
Using equity theory to understand non-host city residents’ perceptions of a mega-event
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
Leveraging events to ensure enduring benefits: the legacy strategy of the 2015 AFC Asian Cup
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
The spirit lives on: the legacy of volunteering at the Sydney 2000 olympic games
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
The effects of commitment and identification on consumption
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
Investigation of the use of eye tracking to examine tourism advertising effectiveness
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, 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
Mind games: the inclusion of trivia as a sport in the Pan Pacific Masters Games
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
On frozen ponds: the impact of climate change on hosting pond hockey tournaments
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
Pioneer volunteeers: the role identify of continuous volunteers at sports events
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
Umpiring: a serious leisure choice
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
Branding and positioning Australian rules football for participation growth in North America
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
Considering cultural influences in volunteer satisfaction and commitment
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
Bringing baseball to the big screen: building sense of community outside of the ballpark
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
Considering legacy as a multi-dimensional construct: the legacy of the Olympic Games
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
The role of belief in making a difference in enhancing attachment to a charity sport event
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
The Formula One Australian Grand Prix: exploring the triple bottom line
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
The Kia Amateur Australian Open: lessons for sponsor activation and event management
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.
Cultural learning through a sport tourism experience: the role of the group
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
The role of the mode of transport in the identity maintenance of sport fan travel groups
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
Volunteering abroad: motives for travel to volunteer at the Athens Olympic Games
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
Something lived, something learned: nostalgia’s expanding role in sport tourism
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
In search of relived social experience: group-based nostalgia sport tourism
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
Media management at sport events for destination promotion: Case studies and concepts
Getz, Donald and Fairley, Sheranne (2003). Media management at sport events for destination promotion: Case studies and concepts. Event management, 8 (3), 127-139.
(2016) Fraser Coast Opportunities
(2013) UQ New Staff Research Start-Up Fund
(2013) Tourism and Events Queensland
Understanding How Sport Organisations Can Leverage eSports
Doctor Philosophy — Principal Advisor
Survival on the fringe: Investigating the cultural conditions affecting fringe festival production and reception
Doctor Philosophy — Associate Advisor
Other advisors:
(2021) Doctor Philosophy — Principal Advisor
Essays on Event Leverage: The strategic use of event leverage in host destinations
(2019) Doctor Philosophy — Principal Advisor
An Exploratory Study of the Cruise Experiencescapes: Mainland Chinese Tourists' Experiences
(2019) Doctor Philosophy — Joint Principal Advisor
Other advisors:
(2015) Doctor Philosophy — Associate Advisor
Other advisors: