Dr Peter Varley

Dr Peter Varley is Director of the Centre for Recreation and Tourism Research (CRTR) based in the School of Adventure Studies in Fort William. His qualifications include a BA (Hons) in Business Studies, PG Cert in Education, and PhD in Sociology. Peter also has over 12 years’ experience teaching marketing at Manchester Metropolitan University at pre- and post-graduate levels.

His current research interests include the marketing of experiences as emotional / service products, and of the marketing, management and consumption of wild places.

Peter has conducted funded research for Scottish Canals, Developing Mountain Biking in Scotland, SportScotland, Glenmore Lodge, Cairngorm Mountain Ltd. and many others. Other projects have included tourism development workshops for small and remote communities in Iceland and the facilitation of similar workshops in Greenland and Norway. His academic research centres upon the experiential dimensions of tourism, along with ways of enhancing tourism destination brands via positioning, theming and social marketing. A current theme is that of slow adventure, based on the ideas of outdoor living and journeying in wild places.