Ulrich Schmudde

Tell us about Ulrich Schmudde.

After completing my master's degree at Mid Sweden University, I worked for a while as a product manager at a tourism company and later as the head of destination marketing in Freudenstadt, a small town in the Black Forest in southwestern Germany. Currently, I am employed at the Östersund campus, but I live in a picturesque small community located 60 kilometres south of Östersund, with an excellent view of the lake. I have always had a passion for nature and enjoy exploring places that may not be well-known to most people. When I'm not exploring nature, I like to spend time with my friends.

Describe your research.

My research focuses on the concept of shadow destinations and their relationship to value creation and capture in tourism. The main aim is not to maximize economic profits but to strive for long-term value capture. Shadow destinations are lesser-known areas that exist in the shadow of established tourist destinations. These areas often struggle with inadequate tourism development and lack the attention that their popular counterparts receive. My goal is to investigate how these shadow destinations can contribute to the overall value in a region and enhance their own value.

By adopting a value creation perspective that emphasizes the active participation of local actors in co-creating experiences, I aim to uncover the potential of shadow destinations and their impact on local development. Through my research, I aim to highlight untapped opportunities and strategies that can benefit both shadow destinations and the main attractions in a region.

How did you become interested in this area?

In my previous profession, I primarily focused on destination management, marketing, and urban development, collaborating with various stakeholders such as colleagues in tourism, other departments within the municipality, businesses, politicians, local residents, guides, and tourists to address various challenges and promote destination development.

Through this experience, I realized the practical difficulties of creating value, such as collaboration within official city networks and social networks. I also noticed differences between less innovative guides and those who were more envious and less willing to share knowledge. These observations sparked my interest in examining collaboration networks among smaller European cities that are well-known but seem relatively unnoticed due to their rural environments.

This interest led me to focus on smaller towns and rural environments as shadow destinations in my doctoral thesis at Mid Sweden University. Through my research, I aim to explore how these destinations can collaborate and benefit from each other to increase their visibility and attractiveness. I believe that by promoting collaboration and innovation, these places can achieve more sustainable development and attract visitors who appreciate their unique qualities.

Why is your research needed?

My research is needed to understand and explore the potential and value that shadow destinations can contribute to the tourism industry. By focusing on these lesser-known areas and their relationship to value creation, we can identify strategies and opportunities to promote their development and strengthen their position in the tourism industry. By studying shadow destinations, we can increase knowledge about how different places and areas can leverage their unique qualities and create a more balanced and diversified tourist experience. This can benefit not only the shadow destinations themselves but also contribute to a more sustainable and inclusive tourism industry that benefits both visitors and local communities.

How do you divide your time between research and teaching?

I strive for a balance between research and teaching. I dedicate time to conducting research studies, analyzing data, and publishing results. At the same time, I prepare lectures, supervise students, and answer their questions. Through careful time planning and task prioritization, I can give both research and teaching the time and attention they deserve.

Dream scenario in terms of your job?

In terms of my job, the dream scenario would be to work as an esteemed educator and supervisor. I would have the opportunity to create and develop my own courses, giving me the freedom to share my knowledge and passion for the subject with students. Additionally, I would have the opportunity to collaborate with university partners and participate in exciting interuniversity projects.

Working together with other universities would allow me to exchange ideas, explore new research areas, and contribute to advancements in my field on a larger scale. This dream scenario would provide me with a rewarding and dynamic work environment where I can continue to grow and contribute to both teaching and research at the highest level.