Associate Professor

Department of Marketing

Gyimothy Mørup-Petersen
Associate professor

Room: SOL/C3.19

I am interested in how tourism is shaping places and place marketing; in other words, I study the character and effects of global mobility and mediatized travel. I am an interdisciplinary scholar, who thrives at the intersections of strategic market communication, tourism geography, and consumer culture studies. My previous research projects explored the commodification of rural places and regions along popular consumer culture trends, including the Nordic terroir, adventure sports, Bollywood films and contemporary pilgrimage. My current research project investigates place-making practices in the sharing economy, and the marketization of social relationships in emergent communitarian phenomena. These contexts call for multi-method explorations bridging across qualitative/ quantitative and textual /visual divisions. I am currently working on developing comprehensive framework for textural analysis, which combines narrative approaches with digital and geo-locational methods to capture the “beaten track” of urban tourism flows.

After obtaining my PhD at Anglia Ruskin University, I held several positions related to tourism and service research; most notably at the Centre for Regional and Tourism Research (Denmark), Lund University (Department of Service Management) and Aalborg University (Department Culture & Global Studies). I am dedicated to knowledge collaboration with practitioners and policy makers, and acted both as board member and/or speaker at several tourism industry-relevant fora.

Primary research areas
  • Place consumption and tourism
  • Platform economy and collaborative consumption
  • Consumer culture, misbehaviour and morality
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Publications sorted by:
Szilvia Gyimothy Mørup-Petersen / The Tourist Gait and Sidewalk Rage
Abstract from UGI-IGU Paris 2022, 2022
Conference abstract for conference > peer review
Caterina Sciortino; Mauro Ferrante; Stefano De Cantis; Szilvia Gyimothy Mørup-Petersen / Tracking Cruise Passengers' Consumption : An Analysis of the Relationships between Onshore Mobility and Expenditure.
In: Annals of Tourism Research Empirical Insights, Vol. 3, No. 2, 11.2022
Journal article > peer review
Szilvia Gyimothy Mørup-Petersen; Erik Braun; Sebastian Zenker / Travel-at-home : Paradoxical Effects of a Pandemic Threat on Domestic Tourism.
In: Tourism Management, Vol. 93, 12.2022, p. 1-14
Journal article > peer review
Szilvia Gyimothy / “Not in My Stairway” : How Do Neighbours Cope with Peer-to-peer Rentals in Housing Cooperatives?.
In: Peer-to-peer Accommodation and Community Resilience: Implications for Sustainable Development. . ed. /Anna Farmaki; Dimitri Ioannides; Stella Kladou. Wallingford : CABI Publishing 2022, p. 123-132
Book chapter > peer review
Cecilia Cassinger; Szilvia Gyimothy; Andrea Lucarelli / 20 years of Nordic Place Branding Research : A Review and Future Research Agenda.
In: Scandinavian Journal of Hospitality and Tourism, Vol. 21, No. 1, 2021, p. 70-77
Review article > peer review
Dimitri Ioannides; Szilvia Gyimothy; Laura James / From Liminal Labor to Decent Work : A Human-Centered Perspective on Sustainable Tourism Employment.
In: Sustainability, Vol. 13, No. 2, 1.2021
Journal article > peer review
Cecilia Cassinger; Andrea Lucarelli; Szilvia Gyimothy / Guest editorial
In: Journal of Place Management and Development, Vol. 14, No. 3, 2021, 5 p., p. 257-261
Martin Trandberg Jensen; Szilvia Gyimothy Mørup-Petersen / Snow Matters : From Romantic Background to Creative Playground in Alpine Tourism Practices.
In: Weather: Spaces, Mobilities and Affects . . ed. /Kaya Barry; Maria Borovnik ; Tim Edensor . Abingdon : Routledge 2021, p. 111-129 (Planetary Spaces Series)
Book chapter > peer review
Cecilia Cassinger; Andrea Lucarelli; Szilvia Gyimothy / The Nordic Wave in Place Branding : Global Implications and Relevance.
In: A Research Agenda for Place Branding. ed. /Dominic Medway; Gary Warnaby; John Byrom. Cheltenham : Edward Elgar Publishing 2021, p. 117–130 (Elgar Research Agendas)
Book chapter > peer review
Sebastian Zenker; Erik Braun; Szilvia Gyimothy Mørup-Petersen / Too Afraid to Travel? : Development of a Pandemic (COVID-19) Anxiety Travel Scale (PATS).
In: Tourism Management, Vol. 84, 6.2021
Journal article > peer review
More results... (total 99 results)
Research Projects
Outside activities
  • Board Member, Center for Regional and Tourism Research (CRT), since 2013
  • Editorial Board Member, Scandinavian Journal of Tourism and Hospitality, since 2008
  • Board Member & Scientific Advisor, Norwegian Hotel School, Stavanger University, Since 2017
  • Scientific Committee Member ATLAS, ENTER-IFITT