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Dr Martin Maccarthy

Dr Martin MacCarthy is a Lecturer in the School of Business and Law.


By appointment

Current teaching

  • Consumer Behaviour
  • Consumer Behaviour


  • School Academic Integrity Officer
  • School Status Appeal Reviewer

Professional Associations

  • Australian Marketing Institute (AFAMI CPM)

Research areas and interests

  • The active areas of experiential consumption including:
    • Firearm consumption
    • Pilgrimage and experiential tourism


  • Doctor of Philosophy, Edith Cowan University, 2008.
  • Master of Management, The University of Western Australia, 1995.
  • Bachelor of Business, UNKNOWN, 1988.


Recent Research Grants

  • Research into the use of Sound Moderated Firearms in NSW,  NSW Game Council,  NSW Game Council - Grant,  2011,  $19,320.

Recent Publications (within the last five years)

Journal Articles

  • Maccarthy, M., (2016), Consuming symbolism: marketing D-Day and Normandy. Journal of Heritage Tourism, 12(2), 13p., Taylor and Francis, DOI: 10.1080/1743873X.2016.1174245.
  • Willson, G., Maccarthy, M., (2016), Discontentment with modern life: The case for tourism. Journal of Tourism Challenges and Trends, 9(1), 31-46, Online, Romanian-American Association of Project Managers for Education and Research (RAAPMER).
  • Maccarthy, M., Willson, G., (2015), The business of D-Day: an exploratory study of consumer behaviour. International Journal of Heritage Studies, 21(7), 698-715, Oxon, United Kingdom, Routledge, DOI: 10.1080/13527258.2014.1001423.
  • Martin, DS., Murray, D., O'Neill, M., Maccarthy, M., Gogue, J., (2013), Target shooting as a serious leisure pursuit – an exploratory study of the motivations driving participant engagement. World Leisure Journal, 56(3), 204-219, Philadelphia, USA, Taylor & Francis, DOI: 10.1080/0419057.2013.836560.

Conference Publications

  • Maccarthy, M., O'Neill, M., Willson, G., (2016), Suppressing Suppressors: Australia's Prohibition of Sound Moderation in Firearms. Marketing in a Post-Disciplinary Era, 106-112, Christchurch, New Zealand, University of Canterbury.
  • Maccarthy, M., Willson, G., (2016), Revisiting D-Day and Holt’s Model. Engineering the Visitation Experience. Marketing in a Post-Disciplinary Era, 1030-1036, Christchurch, New Zealand, University of Canterbury.
  • Maccarthy, M., (2013), Australian gun culture, a rich web of meaning. Asia-Pacific Advances in Consumer Research, 10(6-8 July 2012), 391-395, Association for Consumer Research.
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