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. 




Augmented reality and experience co-creation in heritage settings
Panhale Tanvi, Bryce Derek, Tsougkou Eleni (Lenia)
Journal of Marketing Management (2022)
Facing three ways : conservation, public access, and commercialisation in an urban public arts and heritage organisation
Johnstone Jane, Bryce Derek, Alexander Matthew
Fifteenth International Conference on the Inclusive Museum (2022)
Experience co-creation and AR : heritage producers perspective
Panhale Tanvi, Bryce Derek, Tsougkou Eleni (Lenia)
The Australian and New Zealand Marketing Academy Annual Conference 2021 (2021)
Using mobile methods to understand multifaceted heritage organisations
Johnstone Jane Hamilton, Bryce Derek, Alexander Matthew J
International Journal of Contemporary Hospitality Management Vol 32, pp. 1675-1691 (2020)
Orientalism, Balkanism and Europe's Ottoman heritage
Bryce Derek, Čaušević Senija
Annals of Tourism Research Vol 77, pp. 92-105 (2019)
Delivering integrated and customised service experiences within a heterogeneous cultural organisation
Johnstone Jane, Alexander Matthew, Bryce Derek
10th SERVSIG Conference, pp. 364-368 (2018)

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. 


Professional activities

ESRC Festival of Social Sciences

More professional activities


Augmented Reality in Heritage
Panhale, Tanvi (Researcher) Bryce, Derek (Academic) Tsougkou, Eleni (Lenia) (Academic)
Delivering Integrated and Customised Service Experiences within a Heterogeneous Cultural Organisation
Johnstone, Jane (Principal Investigator) Alexander, Matthew (Principal Investigator) Bryce, Derek (Principal Investigator)
SERVSIG 2018 Conference, Paris: Opportunities for Services in a Challenging World.
Organisational Convergence, Ancestral Tourism and Provision of Cultural Heritage.
Johnstone, Jane (Principal Investigator) Bryce, Derek (Principal Investigator) Alexander, Matthew (Principal Investigator)
Tourism and Leisure Studies Conference, Vancouver, Canada.
Delivering ancestral tourism in an urban, heritage organisation
Johnstone, Jane (Principal Investigator) Alexander, Matthew (Principal Investigator) Bryce, Derek (Principal Investigator)
PhD Studentship on Ancestral Tourism in Collaboration with Glasgow Life
01-Jan-2015 - 01-Jan-2020
Cultural Heritage and Ancestral Tourism: reclaiming Scottish identity from "Highlandisation"
Alexander, Matthew (Principal Investigator) Bryce, Derek (Co-investigator)
01-Jan-2015 - 30-Jan-2018
Understanding Ancestral Tourism
Alexander, Matthew (Co-investigator) Murdy, Samantha (Co-investigator) Bryce, Derek (Co-investigator)
Knowledge Exchange Development Fund: £9,876
01-Jan-2015 - 31-Jan-2015

More projects