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Sz­ilvia Gy­imothy Mørup-Petersen

Associate Professor

Subjects
Tourism Consumer behaviour Moral Mobility Green transition Branding

Primary research areas

Nor­d­ic Place Brand­ing
Ima­gin­ar­ies and Prac­tices of Place-Mak­ing in the An­thro­po­cene.
Con­sumer mor­al­iz­a­tion
New ap­proaches to re­spons­ib­il­ize he­don­ic con­sumers for green trans­itions.
Tour­ism, Trash and the Trop­ics
Cir­cu­lar eco­nomy solu­tions for waste hand­ling in equat­ori­al tour­ism des­tin­a­tions.

Trans­form­ing Mar­kets of Over­con­sump­tion

Szilvia Gyimóthy obtained her PhD from Anglia Ruskin University (UK) and held several research positions at the Centre for Regional and Tourism Research, Lund University and Aalborg University. Before joining academia, Szilvia worked on regional consultancy programs related to sustainable tourism development, which inspired her to explore the consequences of global travel in different regional contexts.  

Her research has shown how tourism is shaping places and the marketing of urban and rural destinations. In her previous research projects, she demonstrated the effects of popular culture and lifestyle trends on travel flows and communities, including food tourism, adventure sports, Bollywood films and modern pilgrimage. 

Her current research focuses on consumer responsibilization, the moralization of travel and contested relationship between short-term mass tourism and host regions. 

Publications

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11 October 2025

Design-Mediated Morality

The Transformative Potential of Aesthetic Objects

Szil­via Gyi­mo­t­hy Mørup-Pe­ter­sen, Associate Professor

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P3 EX­PLAIN­ER ON OVER­TOUR­ISM

A brief over­view of how mass tour­ism is chan­ging cit­ies and the every­day life of cit­izens.
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NOR­D­IC TALKS ON PLACE BRAND­ING

Why and how has the far North be­come so hot on glob­al mar­kets?
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Recent research projects

Waste and Tour­ism

Mit­ig­at­ing tour­ism over­con­sump­tion and waste ac­cu­mu­la­tion.

Mor­al­iz­ing Con­sump­tion – Con­sum­ing Mor­al­ity

Con­sumer re­spons­ib­il­iz­a­tion through mor­al emo­tions.

Sus­tain­able Place­mak­ing

Re­design­ing the Value Re­gime of Tour­ism.

Outside activities

Uni­ver­sity of Palermo , 2019 - cur­rent

Guest lec­turer of tour­ism.

Scand­inavi­an Journ­al of Hos­pit­al­ity and Tour­ism , 2018 - cur­rent

Board Mem­ber.

I-TAG (In­ter­na­tion­al Tour­ism Ana­lyt­ics Group) , 2023 - cur­rent

Uni­ver­sity of Padua , 2025 - cur­rent

Ex­tern­al mem­ber of Centre for Ad­vanced Stud­ies in Mo­bil­ity & Hu­man­it­ies (MoHu).