Jane Johnstone


  • United Kingdom

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Personal profile

Personal Statement

I studied my PhD in Marketing at the University of Strathclyde from 2015 to 2019 (awarded in 2020) and became a full-time teaching associate in the Department of Marketing in 2018. My PhD focused on ancestral tourism, a form of personal heritage tourism, and developed my research interests in the areas of heritage tourism, heritage management, organisational studies and topics relating to services marketing in general, reflecting my membership of the department’s ‘Digital marketing, tourism & customer research’ research cluster.  I have presented my research at international academic conferences in Vancouver and Paris.

I teach both undergraduate and postgraduate classes in marketing and tourism.  I am part of the department’s ethics committee and I am also on the undergraduate management team. I have varied work experience including tourism and hospitality roles, consultancy and finance in both the private and public sectors, and I have previously lectured in tourism and hospitality at Napier University and the now named University of the West of Scotland.

Research Interests

My PhD explored a supply-side perspective of ancestral tourism within a large urban heritage organisation with theoretical contributions to the fields of personal heritage tourism, public sector heritage management, and to qualitative approaches in the study of multifaceted organisations.  An article based on the hermeneutic stance and methodological approach for my PhD was recently published in the International Journal of Contemporary Hospitality Management (with supervisors Dr Derek Bryce and Dr Matthew Alexander).

I also have an interest in sustainability, particularly in the context of tourism development and tourism markets. My current research focuses on long-distance hiking trails, specifically the West Highland Way in Scotland. The project utilises quantitative and qualitative research to explore tourism from a range of stakeholders and to better understand how to maintain the trail for future generations. 

Teaching Interests

I teach undergraduate marketing and tourism classes from 1st to Honours levels in subjects including Understanding Consumers and Markets, Marketing Communications in the Digital Age, Services and Retail Marketing, Strategic Marketing in an International Context, and Destination Marketing and Management. I also teach tourism-related classes at postgraduate level and supervise both UG and MSc dissertation students. I am also a fellow of the Higher Education Academy.

Education/Academic qualification

University Strathclyde

Award Date: 1 Apr 2020


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