Samantha Murdy


  • United Kingdom


Research output per year

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Personal profile

Personal Statement

I am the Director of the Undergraduate Programme and a Senior Lecturer in the Department of Marketing. I have been based in the department since moving from Australia in 2012. My research interests focus on destination branding within communities, visitor behaviour, as well as sustainability and conservation. Additionally, I am the convenor for the ethics committee within the Department of Marketing.

Research Interests

My research explores and examines marketing principles and theories in the context of tourism, with a focus on destination branding within communities, visitor behaviour, sustainability, and conservation. I have presented my research internationally, and have published my research in top tier journals, including: the Journal of Travel Research, Annals of Tourism Research, and Tourism Management.

Teaching Interests

My teaching has covered a range of topics at both an undergraduate and postgraduate level, including introductory marketing, market research, tourism marketing, and consumer behaviour. At the University of Strathclyde I have taught mainly at a postgraduate level (MSc), and my key areas of teaching include: Destination Marketing and Management, (International) Market Research, and International Hospitality and Tourism Management. I was nominated this year for a Teaching Excellence Award. 

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External Examining for Marketing

Harker, M. J., Murdy, S., Wilson, J., Brennan, R. & Ward, J.


Project: Research

Research Output

Customer value creation really works? The mediating role of customer self-determination and role stress

Gong, T., Choi, J. N. & Murdy, S., May 2014.

Research output: Contribution to conferenceProceeding

Open Access
  • Perceptions of visitor relationship marketing opportunities by destination marketers: an importance-performance analysis

    Murdy, S. & Pike, S., Oct 2012, In : Tourism Management. 33, 5, p. 1281–1285 5 p.

    Research output: Contribution to journalArticle

  • 37 Citations (Scopus)


    Commercial Development Fund - awarded £30,000

    Matthew Alexander (Recipient) & Samantha Murdy (Recipient), 2018

    Prize: Other distinction

  • Knowledge Exchange Development Fund - awarded £9,876

    Matthew Alexander (Recipient), Samantha Murdy (Recipient) & Derek Bryce (Recipient), 2016

    Prize: Other distinction

  • Activities

    • 1 Examination

    External Examiner

    Samantha Murdy (Examiner)
    2018 → …

    Activity: Examination typesExamination