MRS Mary O Keeffe

Jt Lecturer

Contact Details

Tourism Lecturer
Marketing, Tourism & Sport
Staff Office D1033
Department of Marketing, Tourism & Sport
Ash Lane

Jt Lecturer



Mary O'Keeffe is a tourism lecturer in the Department of Marketing, Tourism & Sport at the Institute of Technology, Sligo. Prior to joining IT Sligo, Mary worked with CERT (the Council for Education, Recruitment and Training) providing education / training services to the tourism sector. Mary has been a Guest Lecturer at the Florida University, Valencia, Spain, teaching a new module on Experiential Tourism Marketing. Mary also supervises research dissertations at both undergraduate and postgraduate level.

Research Interests

Social Value Creation and  Heritage Tourism - Community Tourism / Empowering Local Communities  / Development of Heritage Tourism Projects / Service Quality & Customer Care in Tourism & Hospitality Sector

Conference Contributions

  Year Publication
(2020) 3rd International Conference of Tourism Research, (ICTR 2020) Universidad Europea de Valencia, March 2020,
Mary O' Keeffe (2020) Accepted Working Paper Series -Heritage Tourism and Social Value : Jackie Clarke, Ordinary Man, Extraordinary Legacy. [International Refereed Conference], 3rd International Conference of Tourism Research, (ICTR 2020) Universidad Europea de Valencia, March 2020, Valencia, Spain 2020 . [Details]
(2019) THRIC 2019 (Tourism, Hospitality Research in Ireland),
Mary O' Keeffe (2019) Conference Proceedings : Abstract & Poster Presentation Heritage Tourism & Social Value Creation. [Published Abstract], THRIC 2019 (Tourism, Hospitality Research in Ireland), Athlone Institute of Technology . [Details]
(1996) NUI Cork Irish Management Research Conference,
Mary O' Keeffe & Don O' Sullivan (1996) Managing Service Quality of Medical Professionals. [Refereed Abstracts], NUI Cork Irish Management Research Conference, National University of Ireland - Cork / UCC . [Details]

Honours and Awards

  Year Title Awarding Body
1996 M.Sc Strategic Management (1.0 Honours) N.U.I. Cork -University College Cork
1986 H.Dip Hotel & Catering Management (2.1) Dublin Institute of Technology
1986 B.Sc Management Science (Hons) Trinity College, Dublin.


  Committee Function From / To
THRIC 2017 Program Committee Member - Academic Review Panel 2017 / 2017


  Employer Position From / To
CERT (State Tourism & Hospitality Training Provider) Trainer / Instructor /
NUI Cork (University College Cork) Research Assistant / Tutorial Support /
Royal Free Hospital, Hampstead, London Hotel Services Directorate /


  Year Institution Qualification Subject
1986 Trinity College Dublin Management & Marketing
1986 Dublin Institute of Technology Hospitality Management
1996 NUI Cork (University College Cork) Research Masters

Outreach Activities


Provide mentoring and advice to Killala Community Council regarding tourism promotion and product development initiatives such as In Humbert's Footsteps Gathering Festival and North Mayo Irish Traditional Music Summer School. Also EDEN 2017 shortlist - Destination of Excellence Killala Application / support process  

Other Activities


Visiting Lecturer - Erasmus Programme - Valencia International Teaching Week
(Spring 2016)
Teaching Experiential Tourism Marketing Module 

Teaching Interests

As a core Lecturer on the Bachelor of Business in Tourism Programme , I deliver a range of modules across the Tourism Programme including Tourism Entrepreneurship, Experiential Tourism Marketing, Innovative Customer Service, Community Tourism & Capacity Building & Tourism Destination Management.

In addition, I also facilitate the Tourism Field-trips & Seminars module and provide mentoring and tutor support to Tourism research students completing undergraduate tourism dissertations.

I also deliver an Applied Marketing Research module on the BB Marketing programme, where students are guided through the market research process to conduct and complete a market research report on behalf of a client company / organisation. 

I provide support and mentoring advice to tourism start-up businesses and community tourism projects and have worked successfully with community groups and heritage societies. I am an honours graduate of DIT Cathal Brugha St, Trinity College Dublin and University College Cork.

Recent Postgraduates

  Graduation Student Name University Degree Thesis
2014 Zoe Dunne Second Reviewer of Proposal : Destination Image and Mobile Technologies : Visitor Generated Content
2017 David Kruse Sligo Regional College Master of Business Studies Building Brand Loyalty - A Study of Small Local Food Producers
2013 Margaret Finnegan An Exploratory Study of Impulse Purchasing Trigger Factors : A Focus on New Products in the Irish Grocery Sector

Modules Taught

  Term (ID)) Title Link Subject
2015 Applied Research Project MKTG07094 Marketing & Management Research

External Collaborators

  Name Organisation / Institute Country
Community Tourism Project Belturbet Community Development Association IRELAND
2017 EDEN Application / Shortlisted Mayo North IRELAND
Community Tourism Project Hazelwood Heritage Society IRELAND