Se­basti­an Zen­ker

I am a professor in branding and tourism with a special focus on place branding, consumer (tourist) behavior, and service environments. My work examines how places – from cities to regions – can strengthen their identity and attractiveness in complex and competitive settings.

I am particularly interested in how positive change can be created within complex systems. Place branding, in this sense, is not only about tourism, but also about broader societal goals such as sustainability, talent attraction, and community development. Increasingly, my research also explores service environments: how respect and working conditions shape employee-customer interactions, and how emerging technologies such as humanoid robots and artificial intelligence are changing service interactions.

My research provides insights that support policymakers, businesses, and institutions in shaping strategies for growth, resilience, sustainability, and responsible innovation.

Research focus: Place branding, tourism, consumer/tourist behavior, sustainability, service environments, human-robot interaction, artificial intelligence, crisis management, nudging, co-creation

Broader impact: Enhancing place attractiveness, supporting sustainable transitions, and improving service environments for employees and customers

Societal contribution: Helping communities and organisations navigate complexity and create positive change

Through teaching, publications, and collaborations, I work to translate research into practices that benefit both academia and society – and create positive change.