Samantha is currently a Senior Lecturer in the Marketing Department at the Strathclyde Business School, and has been working there since 2012. She sits on the University Senate, and is on the Senate Business Committee. For the last four years she has convened the departmental ethics committee, and is currently the Deputy Director for Teaching and Learning.
Samantha was awarded her PhD in 2012 from the Queensland University of Technology. Her PhD considered the development of a model to measure destination brand performance across travel situations.
Her 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. She has presented her research internationally, and have published my research in top tier journals, including: the Journal of Travel Research, Annals of Tourism Research, and Tourism Management.
Samantha's teaching has covered a range of topics at both an undergraduate and postgraduate level, including but not limited to, consumer behaviour, destination marketing and management, and market research.