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Dr Derek Bryce

Senior Lecturer


Personal statement

I have been involved with research and teaching at Strathclyde since 2008. My first degree was in History, from the University of Calgary (1991) after which I embarked on a career in the corporate travel management sector, working for a range of multinational and local businesses in the UK and Canada, including American Express and Jarvis-Woodside. I returned to academic life in 2003, gaining a MSc in Tourism from the University of Strathclyde, MRes in Business Management and a PhD in Cultural Studies from Glasgow Caledonian University. I bring strong historicist and humanities perspectives to my teaching and research in the Marketing domain, where my contextual focus is on Cultural Heritage, Destinations and Tourism. 




Has expertise in:

    • Heritage Marketing
    • Destination branding
    • Cultural theory
    • Discourse Analysis


What pulls ancestral tourists 'home'? An analysis of ancestral tourist motivations
Murdy Samantha, Alexander Matthew, Bryce Derek
Tourism Management Vol 64, pp. 13-19, (2018)
Diaspora, authenticity and the imagined past
Bryce Derek, Murdy Samantha, Alexander Matthew
Annals of Tourism Research Vol 66, pp. 49-60, (2017)
Delivering the past : providing personalized ancestral tourism experiences
Alexander Matthew, Bryce Derek, Murdy Samantha
Journal of Travel Research Vol 56, pp. 543-555, (2017)
Domesticating fears and fantasies of 'the East' : integrating the Ottoman legacy within European heritage
Bryce Derek, Čaušević Senija
Journal of Marketing Management Vol 32, pp. 1419-1440, (2016)
Role conflict and changing heritage practice : ancestral tourism in Scotland
Murdy Samantha, Alexander Matthew, Bryce Derek
Journal of Marketing Management Vol 32, pp. 1494-1512, (2016)
Positioning the past through national, religious and postcolonial identities : India, diversity and the myth of the Taj Mahal
Bryce Derek, Causevic Senija
The International Sociological Association’s Research Committee on International Tourism, (2016)

more publications


I currently teach classes on Destination Positioning and Management in the BA Business as well as Tourism Resources Marketing, International Culture and Heritage Marketing, and Market Research in the MSc programmes in Tourism Marketing Management, International Marketing and Marketing. I also supervise undergraduate and postgraduate dissertations in related topics.

Research interests

My research interests lie mainly in the critical appraisal of the commodification of cultural heritage resources, the rendering of places into destinations and, more broadly, the political and cultural discourses underpinning commerce. This is expressed principally in my publications examining the politics of 'Western' representation of Islamic culture and destinations, in which I adopt a Foucauldian/post-Saidian approach with notable contributions in the journals Theory, Culture & Society and Environment and Planning A. I am involved in an ongoing project examining the commercialisation of Ottoman cultural heritage in SE Europe and am an external partner in SOAS-University of London's interdisciplinary Centre for Ottoman Studies. My ongoing activity in broader contexts includes exploring the culturally contingent notion of 'authenticity' in heritage consumption and the commercialisation of 'real and imagined pasts' in ancestral tourism. 



Cultural Heritage and Ancestral Tourism: reclaiming Scottish identity from "Highlandisation"
Alexander, Matthew (Principal Investigator) Bryce, Derek (Co-investigator)
Period 01-Oct-2015 - 30-Sep-2018
Understanding Ancestral Tourism
Alexander, Matthew (Academic) Bryce, Derek (Academic) Murdy, Samantha (Academic)
The overall purpose of this research project is to attain a better understanding of ancestral tourism. The key research objectives related to this study are: • To identify the specific needs and interests of ancestral tourists • To explore the relationship between ancestral tourism and wider tourism activity • To explore how tourism destinations and resources support the needs of ancestral tourists and the challenges therein. This study will look to collect data in a variety of different ways to address the research objectives, and will be used to triangulate the results. As such, the following methods will be used: i) interviews with stakeholders in the tourism and heritage sectors who are involved with ancestral tourists; ii) interviews with ancestral tourists; iii) observation of ancestral tourists; and iv) questionnaires considering the tourist perspective.
Period 16-Jan-2014
Integrating Islam within European Identities: marketing and consumption of Ottoman heritage in the Balkans
Bryce, Derek (Principal Investigator)
Period 02-May-2014 - 30-May-2014

more projects