Co-creating tourist experience under pandemic and climate change crises: Lessons for sustainable place branding

About the Project
Various popular tourist destinations, such as the Great Barrier Reef, Venice and Mumbai, are facing unprecedented challenges due to climate change and the impact of over-tourism. The COVID-19 pandemic demonstrated a new dimension that has almost paralysed tourism activities globally. During lockdown periods, some industries manage to adapt to digital platforms and continue their struggle for survival. Tourism is one industry that suffered from travel restrictions. Over-tourism might have been spectacularly ‘solved’ overnight during the pandemic, but the industry has experienced undue pressure due to the pandemic. Tourism practitioners now also hold accountable for the public health of local community. For local community, tourism activities are a double-edged sword: A source of economic growth and risk to the environment and public health. For visitors, without experiencing destinations in-person, travel and leisure activities can rarely create meaningful memories. This challenge is complex that cannot be dealt with by the industry alone. This highlights the need for collaboration between various stakeholders in making the tourism industry more environmentally sustainable and socially responsible.

This project aims to investigate the co-creation of delightful and sustainable visitor experience under climate change and post-Covid-19 world. It will explore the immediate response of over-touristified destinations to the post-pandemic crisis and environmental management challenges. To tackle this challenge, this project plans to engage with stakeholders, including tourism practitioners, visitors, and local residents, to actively identify issues and concerns in times of crisis. It will also explore visitor experience and behaviour at destinations. Such understanding is crucial for co-designing sustainable tourism activities that create a delightful experience. The insights derived from multiple stakeholder perspectives will provide actionable recommendations on place branding strategy. 

For informal enquiries about the project, contact Dr Szu-Hsin Wu ([email protected])

For general enquiries about the University of Dundee, contact [email protected]

Our research community thrives on the diversity of students and staff which helps to make the University of Dundee a UK university of choice for postgraduate research. We welcome applications from all talented individuals and are committed to widening access to those who have the ability and potential to benefit from higher education.

QUALIFICATIONS

Applicants must have obtained, or expect to obtain, a UK honours degree at 2.1 or above (or equivalent for non-UK qualifications), and/or a Masters degree in a relevant discipline. For international qualifications, please see equivalent entry requirements here: www.dundee.ac.uk/study/international/country/.

English language requirement: IELTS (Academic) overall score must be at least 6.5 (with not less than 5.5 in any element). The University of Dundee accepts a variety of equivalent qualifications; please see full details of the University’s English language requirements here: www.dundee.ac.uk/guides/english-language-requirements.

APPLICATION PROCESS

Step 1: Email Dr Szu-Hsin Wu ([email protected]) to (1) send a copy of your CV and (2) discuss your potential application and any practicalities (e.g. suitable start date).

Step 2: After discussion with Dr Wu, formal applications can be made via our direct application system. When applying, please follow the instructions below:

Candidates must apply for the Doctor of Philosophy (PhD) degree in Management and Marketing using our direct application system: Business, management and marketing.

Please select the study mode (full-time/part-time) and start date agreed with the lead supervisor.

In the Research Proposal section, please:

–       Enter the lead supervisor’s name in the ‘proposed supervisor’ box

–       Enter the project title listed at the top of this page in the ‘proposed project title’ box

In the ‘personal statement’ section, please outline your suitability for the project selected.