Dr Samantha Murdy

Senior Lecturer


Personal statement

I am the Director of the Undergraduate Programme and a Senior Lecturer in the Department of Marketing. I have been based in the department since moving from Australia in 2012. My research interests focus on destination branding within communities, visitor behaviour, as well as sustainability and conservation. Additionally, I am the convenor for the ethics committee within the Department of Marketing.


Appraising research methods training for marketing
Gibbs Juliette, Harker Michael, Murdy Samantha, Evanschitzky Heiner, Stringfellow Lindsay
51st Academy of Marketing Conference (2018)
Appraising research methods for training for marketing
Harker Michael, Wilson Juliette, Murdy Samantha, Evanschitzky Heiner, Stringfellow Lindsay
EMAC 2018 (2018)
What pulls ancestral tourists 'home'? An analysis of ancestral tourist motivations
Murdy Samantha, Alexander Matthew, Bryce Derek
Tourism Management Vol 64, pp. 13-19 (2018)
Tourist reviews of whale watching experiences : exploring TripAdvisor comments
Murdy Samantha, Gibbs Juliette, Tomazos Konstantinos
CAUTHE 2018, Newcastle Business School (2018)
Diaspora, authenticity and the imagined past
Bryce Derek, Murdy Samantha, Alexander Matthew
Annals of Tourism Research Vol 66, pp. 49-60 (2017)
Conservation versus consumer satisfaction : an analysis of cetacean based tourism websites
Murdy Samantha, Gibbs Juliette, Tomazos Konstantinos
Tackling Tourism: Local Responses Symposium (2017)

More publications


My teaching has covered a range of topics at both an undergraduate and postgraduate level, including introductory marketing, market research, tourism marketing, and consumer behaviour. At the University of Strathclyde I have taught mainly at a postgraduate level (MSc), and my key areas of teaching include: Destination Marketing and Management, (International) Market Research, and International Hospitality and Tourism Management. I was nominated this year for a Teaching Excellence Award. 

Research interests

My research explores and examines marketing principles and theories in the context of tourism, with a focus on destination branding within communities, volunteer tourism, visitor behaviour, sustainability, and conservation. I have presented my research internationally, and have published my research in top tier journals, including: the Journal of Travel Research, Annals of Tourism Research, and Tourism Management.

Professional activities

External Examiner

More professional activities


External Examining for Marketing
Harker, Michael John (Principal Investigator) Murdy, Samantha (Co-investigator) Wilson, Juliette (Co-investigator) Brennan, Ross (Co-investigator) Ward, Janet (Co-investigator)
This project is collecting and disseminating views on the processes and practices of programme external examination for marketing programmes at UK institutions.
14-Jan-2017 - 16-Jan-2018
Postgraduate Research Methods Training for Marketing
Harker, Michael John (Co-investigator) Wilson, Juliette (Principal Investigator) Murdy, Samantha (Principal Investigator) Evanschitzky, Heiner (Co-investigator) Stringfellow, Lyndsey (Co-investigator)
This project is examining the past and present of research methods training for postgraduate research students in marketing in respect of historical and current trends and provision of training within doctoral programmes.
07-Jan-2017 - 16-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
Understanding Ancestral Tourism
Murdy, Samantha (Principal Investigator)
30-Jan-2014 - 30-Jan-2014
Understanding Ancestral Tourism
Alexander, Matthew (Academic) Bryce, Derek (Academic) Murdy, Samantha (Academic)
The overall purpose of this research project is to attain a better understanding of ancestral tourism. The key research objectives related to this study are:

• To identify the specific needs and interests of ancestral tourists
• To explore the relationship between ancestral tourism and wider tourism activity
• To explore how tourism destinations and resources support the needs of ancestral tourists and the challenges therein.

This study will look to collect data in a variety of different ways to address the research objectives, and will be used to triangulate the results. As such, the following methods will be used: i) interviews with stakeholders in the tourism and heritage sectors who are involved with ancestral tourists; ii) interviews with ancestral tourists; iii) observation of ancestral tourists; and iv) questionnaires considering the tourist perspective.

More projects