Dr Jane Johnstone

Lecturer

Marketing

Contact

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Personal statement

I am a Lecturer in the Department of Marketing at the University of Strathclyde, where I teach undergraduate and postgraduate classes in marketing and tourism. I am the department’s Knowledge Exchange Director, a member of the ethics committee and undergraduate and postgraduate management team, and collaborate on staff/student liaison activities. My varied work experience spans tourism and hospitality, consultancy, and finance roles in both private and public sectors, alongside academic teaching and research roles in other Scottish universities. I completed my PhD in Marketing at Strathclyde in 2020, which developed my interests in heritage management, tourism, and the sustainability of natural and built heritage, and I have presented my research internationally across Australasia, Europe, and North America. My research advances responsible consumption and carbon-conscious tourism while enhancing community wellbeing, shaping sustainable practices across the tourism sector and enriching student learning with real-world sustainability insights.

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Teaching

I teach across undergraduate and postgraduate levels in marketing and tourism, with experience in subjects including Destination Marketing and Management, Managing Tourism Resources, Understanding Consumers and Markets, Marketing Communications in the Digital Age, Services and Retail Marketing, Strategic Marketing in an International Context. I supervise undergraduate and MSc dissertation students and currently supervise both MRes and PhD researchers. I am a Fellow of the Higher Education Academy and am committed to equipping students with critical, practical skills and insights drawn from real-world sustainability contexts to prepare them for impactful careers in marketing and tourism.

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Research Interests

My research examines tourism within natural and built heritage environments, focusing on how the sector can advance responsible consumption while supporting community wellbeing. My current projects centre on long-distance hiking trails, including knowledge exchange work with the West Highland Way and the Fife Coastal Path in Scotland. These projects utilise both quantitative and qualitative methods to investigate stakeholder collaboration, destination branding, and sustainable tourism management. I retain interests in heritage and tourism development, sustainability, and the role of tourism markets in achieving the UN Sustainable Development Goals, particularly responsible consumption and production, well-being, and carbon-conscious tourism.

Professional Activities

SBS ECR Forum: What is Knowledge Exchange and how can it boost your career?
Participant
26/3/2026
Evaluation of Entrepreneurs Pathway Lab
Consultant
3/2026
Decarbonising Leisure Travel Network
Participant
10/2/2026
External Examiner for the School Assessment Boards for the Marketing, Innovation, Tourism & Events
External Examiner
1/3/2025
Global Marketing Conference 2025 (Event)
Peer reviewer
2025
ANZMAC 2024 (Event)
Peer reviewer
2024

More professional activities

Projects

ESRC IAA Building Resilient Migrant-Led Enterprises: Innovation, Inclusion, Impact
Tonner, Andrea (Principal Investigator) Tomazos, Konstantinos (Co-investigator) Johnstone, Jane (Co-investigator)
This project translates Strathclyde’s research on social enterprises, volunteering, and participatory approaches into tangible, community-led impact with Together Reaching Higher (TRH). Building on prior studies, we will co-produce scalable, place-based growth tools and frameworks that embed evidence in practice, mobilising knowledge inclusively around lived experience.
05-Jan-2026 - 05-Jan-2027
Beavering away: Nature Restoration and the Community
Alexander, Matthew (Principal Investigator) Johnstone, Jane (Co-investigator)
05-Jan-2025 - 01-Jan-2027
Case Club
Harker, Michael John (Principal Investigator) Fisher, Michelle (Co-investigator) Paddison, Andrew (Co-investigator) McAlinden, Thomas (Co-investigator) Lavertu, Laura (Co-investigator) Mendes, Anthea (Co-investigator) Black, Iain (Co-investigator) Johnstone, Jane (Co-investigator) Roman-Kamphaus, Urszula (Co-investigator)
This is the teaching case writing club within the Business School producing material in support of pedagogic efforts that integrates UNSDGs.
16-Jan-2024
Sustainable Transport LLTNP
Johnstone, Jane (Principal Investigator)
01-Jan-2024 - 31-Jan-2024
Exploring Destination Branding and Stakeholder Collaboration in the Context of Long-distance Trails
Johnstone, Jane (Principal Investigator) Murdy, Samantha (Co-investigator)
01-Jan-2022 - 30-Jan-2023
West Highland Way
Murdy, Samantha (Principal Investigator) Johnstone, Jane (Co-investigator)
01-Jan-2021 - 31-Jan-2022

More projects

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Contact

Dr Jane Johnstone
Lecturer
Marketing

Email: jane.johnstone@strath.ac.uk
Tel: 548 2409