Dr Jane Johnstone
Lecturer
Marketing
Prize And Awards
- SBS Knowledge Exchange Excellence Awards 2024/2025: Impactful Early Career Academic
- Recipient
- 29/5/2025
- 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 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.
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
- 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