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Personal profile


Claire joined the University in May 2014 as Lecturer in Marketing. Claire completed her PhD at University of Ulster in 2014. Her thesis examined the process of strategic marketing planning in the context of the tourism industry, with a specific focus on heritage tourism. She investigated the coordination and management of strategic marketing functions, while also examining processes of strategic implementation, using qualitative research methods. Her research engaged both the public and private sectors. Claire compeleted her BA at Queen’s University, Belfast in International Studies with French and she has a Msc Marketing (with distinction) from University of Ulster.

Claire has previously lectured at University of Ulster, at undergraduate and postgraduate level, across Marketing and Management courses. She also has experience of working in both public and private sectors. Before embarking on her academic career, she worked in industry as a Marketing Executive and prior to that, as a Research Assistant on several public sector consultancy projects.

Research Expertise and Interests

  • Strategic Marketing Planning
  • Small Business Marketing
  • Tourism Marketing
  • Heritage Tourism
  • Consumer Resistance

Fingerprint Dive into the research topics where Claire McCamley is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

small and medium-sized enterprise Earth & Environmental Sciences
heritage tourism Earth & Environmental Sciences
fragmentation Social Sciences
Tourism Social Sciences
tourism Earth & Environmental Sciences
Heritage tourism Business & Economics
supply Social Sciences
Strategic marketing Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2016 2018

Open Access
Marketing theory
Marketing practices
5 Citations (Scopus)

Aggravated fragmentation: A case study of SME behaviour in two emerging heritage tourism regions

McCamley, C. & Gilmore, A., Jun 2017, In : Tourism Management. 60, p. 81-91 11 p.

Research output: Contribution to journalArticle

Open Access
small and medium-sized enterprise
heritage tourism
Supply chains
2 Citations (Scopus)
Open Access
Strategic marketing
Conceptual model
Marketing planning
Heritage tourism

Activities 2015 2018

  • 7 Oral presentation

Coffee for One: An Exploration of the Lone Customer Experience

Leigh Morland (Speaker), Claire McCamley (Speaker)
3 Jul 2018

Activity: Talk or presentation typesOral presentation

Exploring Entrepreneurial Networking: A Case Study of Cooperation in Heritage Tourism Marketing

Claire McCamley (Speaker)
8 Aug 2017

Activity: Talk or presentation typesOral presentation

Entrepreneurial Co-Creation in Emerging Heritage Tourism Regions: The Role of Entrepreneurial Networks

Claire McCamley (Speaker), Audrey Gilmore (Speaker)
4 Jul 2016

Activity: Talk or presentation typesOral presentation

Press / Media

Retail fallout linked to need for innovation

Claire McCamley


1 item of Media coverage

Press/Media: Expert Comment