Dr Jane Johnstone
Lecturer
Marketing
Prize And Awards
- Dept of Marketing Doctoral Colloquium
- Recipient
- 2018
- Professor Michael Baker Award
- Recipient
- 2017
Publications
- Customer-based brand equity (CBBE) and long-distance trails : exploring brand perception and its role in trail tourism
- Murdy Samantha, Johnstone Jane
- Academy of Marketing Conference (2025)
- An analysis of the motivations of long-distance walkers : segmenting walkers on the West Highland Way
- Murdy Samantha, Johnstone Jane
- Tourism Recreation Research (2025)
- https://doi.org/10.1080/02508281.2025.2457078
- Stakeholder collaboration and destination branding in long-distance trail tourism
- Johnstone Jane, Murdy Samantha
- 35th Annual Conference for Council for Australasian Tourism and Hospitality Education (CAUTHE) (2025)
- Trossachs Explorer Evaluation Report
- Johnstone Jane, Murdy Samantha
- (2025)
- Branding complexities of long-distance trails
- Murdy Samantha, Johnstone Jane
- Australian & New Zealand Marketing Academy (2024)
- Examining long-distance trail brand equity : a walker-based approach
- Murdy Samantha, Johnstone Jane
- Ninth International Conference on Tourism & Leisure Studies (2024)
Teaching
I have taught 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 currently supervising (second) both MRes and PhD researchers. 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.
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 working on knowlegdge exchange projects in relation to the West Highland Way and the Fife Coastal Path in Scotland. These projects utilise quantitative and qualitative research and focus on both demand and supply, investigating stakeholder collaboration and destination branding to develop insights for sustainable tourism management.
Professional Activities
- 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
- Conducting Interviews
- Speaker
- 10/2021
- Sustainability and the West Highland Way
- Consultant
- 2021
- Conducting Interviews
- Speaker
- 10/2020
Projects
- Beavering away: Nature Restoration and the Community
- Alexander, Matthew (Principal Investigator) Johnstone, Jane (Co-investigator)
- 05-Jan-2025 - 01-Jan-2027
- 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
- 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
- 01-Jan-2021
- 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.
- 11-Jan-2018