Dr Jane Johnstone



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.


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)
Conserving long-distance trails : an exploration of walker perceptions on the West Highland Way
Murdy Samantha, Johnstone Jane
32nd CAUTHE 2022 Hybrid Conference (2022)
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)
Delivering integrated and customised service experiences within a heterogeneous cultural organisation
Johnstone Jane, Alexander Matthew, Bryce Derek
10th SERVSIG Conference, pp. 364-368 (2018)
Organisational convergence, ancestral tourism and provision of cultural heritage
Johnstone Jane, Bryce Derek, Alexander Matthew
2nd International Conference on Tourism and Leisure Studies (2017)

More publications


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.

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. 

Professional activities

Conducting Interviews
Sustainability and the West Highland Way
Conducting Interviews
EMAC 2018
ESRC Festival of Social Sciences

More professional activities


Exploring Destination Branding and Stakeholder Collaboration in the Context of Long-distance Trails
Murdy, Samantha (Principal Investigator) Johnstone, Jane (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
Stakeholder Collaboration and National Parks
Johnstone, Jane (Co-investigator) Murdy, Samantha (Principal Investigator)
Research with stakeholders associated with tourism activities within Loch Lomond & the Trossachs National Park. Issues of Covid impact and sustainability to be explored
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

More projects