- B.S. - Lasell College
- M.B.A. - DeVry University
- Ph.D. - University of Central Florida
- University Department Event Management
- Location Plato Wilson 336
- Phone Number (336) 841-2805
- Email [email protected]
Dr. Jessica Wiitala joined the High Point University faculty in August 2019 and teaches a variety of courses in the Event Management program, including experience design, marketing, sponsorship, risk management, finance, and legal issues in events. She’s passionate about hands-on learning and regularly incorporates project-based learning to connect students with real-world partners on campus and in the community.
She recently led a study abroad program focused on Meetings and Conference Planning to Austria and Germany during Maymester 2025, where students participated in behind-the-scenes visits with top venues and industry professionals and attended the Future Leaders Forum at IMEX Frankfurt. Dr. Wiitala also mentors students through exciting new initiatives, including Hospitality Internships’ Launchpad Series, which will include a series of student-led podcast projects spotlighting careers in events.
Her research explores event marketing, tourism risk perception, experience design, and emerging trends like AI adoption and design thinking. She’s published in top academic journals, including International Journal of Contemporary Hospitality Management and Event Management, where she also serves on the Editorial Board.
Dr. Wiitala brings over a decade of industry experience in hotel sales, boutique property management, and large-scale event operations. She holds a Ph.D. in Hospitality Management from the University of Central Florida’s Rosen College of Hospitality Management and an MBA with a concentration in Marketing. Dr. Wiitala has also invested significant time into her professional development within the events industry and holds a certificate in Meeting Management (CMM) from Meeting Professionals International (MPI) and the IU Kelly School of Business. She regularly presents at national and international academic and industry conferences and is actively working on new podcast, research, and textbook projects in the areas of events, experience design, and transformative learning.
Outside the classroom, she loves spending time with her husband, son, and their Cane Corso, Turner, traveling to theme parks and beaches, attending festivals and concerts, hiking in Central and Western North Carolina, discovering new local restaurants, and relaxing at home while indulging in binge-worthy shows.