Dr Christine Lundberg
Dr Christine Lundberg was awarded a PhD in Business Administration from the School of Business, Economics and Law at Gothenburg University, Sweden in 2010. In 2014, she was awarded the title Associate Professor in Tourism from the Swedish higher education system. In 2010, she co-founded an international research network called POPCULTOUR, researching tourism and events in the wake of popular culture expressions such as films, TV shows, literature, music, and fashion. Before joining the School of Hospitality and Tourism Management, University of Surrey in 2015, she worked in higher education in Sweden and in the UK for 15 years. Christine is first author on the research paper “Herzberg's Two-Factor Theory of Work Motivation Tested Empirically on Seasonal Workers in Hospitality and Tourism” which is in the Top 20 Most Downloaded papers in the last 90 days in the 4* journal Tourism Management (August 2018). She received “Swedish Association of Educational Writers’ Prize” in 2013. She was awarded the title "Female Researcher of the Year" at University of Borås, Sweden in 2006.
Areas of specialism
popular culture tourism;
fan tourism and events;
film tourism and events;
TV show tourism and events;
Literature tourism and events;
Music tourism and events;
retail tourism and events;
destination marketing management
University roles and responsibilities
- School Director of Communication
Affiliations and memberships
Tourism and events in the wake of popular culture expressions such as films, TV shows, literature, music, and fashion.
Christine teaches modules in tourism and event such as "Strategic Marketing Management in Tourism", "Business and International Context for Events", "Destination Management and Marketing", "Strategic Marketing & Brand Management", and "Perspectives in Tourism Management".
THE ECONOMIC IMPACT OF ON-SCREEN TOURISM: THE CASE OF THE LORD OF THE RINGS AND THE HOBBIT
The economic impacts of on-screen tourism are particularly interesting, and research in this area can provide useful information to governments making decisions regarding subsidising film production and forming relevant marketing strategies. No reliable and systematic approach for measuring the economic impacts of on-screen tourism currently exists, and this study is the first to evaluate the overall economic impacts of on-screen tourism by comparing the impacts of two series of films, The Lord of the Rings and the Hobbit, both filmed in New Zealand. A new approach combining econometric and computable general equilibrium modelling techniques is used in the assessment. The results show that The Lord of the Rings did not significantly impact on the tourism and economy of New Zealand, while the Hobbit Trilogy had a significant positive impact, which may be due to effective marketing strategies and media convergence.
Li, S.Li, H., Song, H., Lundberg, C. & Shen, S. (2017) The Economic Impact of On-Screen Tourism: The Case of The Lord of the Rings and The Hobbit. Tourism Management, 60, pp. 177-187.
CONCEPTUALISING ON-SCREEN TOURISM DESTINATION DEVELOPMENT
This article integrates cultural theory and marketing strategy to examine the complex relationship between on-screen popular culture and tourism destination place-making. Its review of the literature results in the development of an interdisciplinary conceptual framework (termed ‘on-screen dollying’) that provides a culturally grounded and contextually driven theorisation of the means by which on-screen popular culture place-making can foster destination development. In developing the conceptual framework, the article classifies the characteristics of on-screen tourism affecting destination development and identifies six strategies for leveraging on-screen tourism. Based on our interdisciplinary analysis, we propose a research agenda that integrates on-screen tourism and destination place-making and which has implications for policy and theory.
Lundberg, C., Ziakas, V. & Morgan, N. (2017) Conceptualising On-Screen Tourism Destination Development, Tourist Studies. http://journals.sagepub.com/doi/abs/10.1177/1468797617708511