Dr Niels Frederik Lund
About
Biography
Niels Frederik Lund (Fred) first joined University of Surrey in August 2011 as a tourism lecturer. He was stationed at Surrey International Institute (SII) which is a joint academic partnership institution between the University of Surrey and Dongbei University of Finance and Economics (DUFE). While in Dalian, he was appointed social director and organised several trips and events for the staff. During his 2 years at SII in Dalian he embarked on a PhD at Surrey with supervisors Scott Cohen and Caroline Scarles. He graduated with a PhD in 2018. Fred was then rehired by Surrey University as a teaching fellow in Events and Digital Marketing for the autumn semester 2018. In the past, Fred has worked in the tourism industry for five years. He was a tour guide in China for 2½ years and also worked with marketing strategy and product development for tour operators in Denmark. Furthermore, he created a website and branding strategy for Anshun, a region in Guizhou Province in China.
Before joining Surrey, Fred has also been a tourism lecturer at Bremen University of Applied Sciences, Germany. In addition, he has previously been a english teacher at universities in China and a lecturer at University of Southern Denmark teaching Chinese history, culture and society. He has also been a lecturer at Copenhagen Business School teaching Services Marketing and Economics as well as Tourism Supply and Operation Management. In 2017 Fred became a lecturer in Events and Leisure at Bournemouth University.
Fred holds a BA honours in history with politics from University of Central Lancashire, a MA in history with Film and TV from Aarhus University, Denmark. Also in 2011 he picked up a MBA in International Tourism Management from Bremen University of Applied Sciences, Germany.
Fred is originally from Denmark but has lived most of his adult life abroad. Six years in UK, Six years in China, one and a half years in Germany and half a year in New Zealand.
ResearchResearch interests
Social media, destination branding, brand co-destruction, storytelling, mobilities, power, tour package design, performances, performativities, digital marketing
Research projects
The interactive theatrical experience of Hamlet Live, Elsinore, Denmark The renaissance castle of Kronborg in Denmark is the setting for Shakespeare’s Hamlet. In 2016, , an interactive theatrical experience. For three months during the summer 14 professional actors divided into 2 teams (each team playing a duration of 7 days) are playing the essential characters of Hamlet. Scenes of the play are taking place in various spots throughout the castle with an interval of 10 minutes within a 3-hour period, and it inevitably leads up to the final dramatic sword fighting scene in which Hamlet is killed. to explore what makes Hamlet so successful with the audiences.
In close cooperation with the directors of Hamlet Live, Peter Holst-Beck and Barry McKenna, we are trying to pinpoint what makes Hamlet so successful with the audiences. The objective is to identify the various elements that merge together to create the Hamlet theatrical experience and consequently articulate the overall strategy that underscores it. This strategy and its elements can then be utilised by other visitor attractions to replicate the success of Kronborg’s Hamlet.
Data collection is based on interviews with directors and actors as well as TripAdvisor reviews.Hamlet Live Re-imagining the multi-dimensional tour package design In cooperation with leading Danish tour operators, we are exploring the multi-facetted service design of a escorted group tour package, examining the functional and experiential aspects of it, facilitated by tour guides.
The renewed four on tour package design can be used by universities and other institutions to teach students of the importance and complexities of the tour package, enabling them to step into the role of a product manager at a tour operator more easily. Also, in research into the multi-facetted design of a tour package in which there are functional and experiential aspects, you have to draw on a variety of subject disciplines within business management and humanities. Furthermore, one has to recognise the importance of storytelling, scripts and social performances in executing the tourist experience of the tour package. There is an acknowledgement that tour packages are much more than bundled together services – they are in fact complex designs that demands a high level of skill from the tour operator.
Data collection via interviews with product managers at 3 leading Danish group tour operators as well as surveys from tourists who have travelled with these tour operators.
Research interests
Social media, destination branding, brand co-destruction, storytelling, mobilities, power, tour package design, performances, performativities, digital marketing
Research projects
Teaching
Present teaching:
Services Marketing
Tourism Services Marketing
Digital Marketing and Social Media in tourism
Issues in International Event Management
Tourist Behaviour
Event portfolio and destination management
Visitor Attractions
Previous teaching at Surrey:
International Tourism Destinations
Tourism policy and Development
Tourist Behaviour
Issues in international Event Management
Project management
Publications
Highlights
Lund, N.F, Cohen, S. A, & Scarles, C. (2018) “The power of social media storytelling in destination branding”, Journal of Destination Marketing & Management, 8, pp. 271 – 280.
Additional publications
Lund, N. F., (2017) “The power of co-creative story-telling in narratives of place: An account of VisitDenmark's social media practices to build alliances with storytellers”, In Dredge, D. & Gyimóthy, S. (red.), Building our stories: Co-creating tourism futures in research, practice and education, 21-22 August 2017, Aalborg University, Copenhagen, Denmark, pp. 115 - 116.
Choe, J. O’Regan, M., Kimbu, A., and Lund, N. F. (2017) “Social sustainability and quality of life in tourism destinations: a cross-cultural analysis”, In BU Tourism and Hospitality Conference - Visitor Economy: Strategies and Innovations, 04-06 Sep 2017, Bournemouth University, UK.
Lund, N. F. (2015) “The Mediation of Tourism Experiences through Storytelling in Social Media: How DMOs Can Utilise Consumer Storytelling in Their Brand Narratives”, In Fuchs, M., Höpken, W., Xiang, Z., & Mariussen, A. (eds.) ENTER PhD Workshop Proceedings, Lugano, Switzerland, 3 February 2015 Lugano: ENTER, pp. 27 – 34.
Lund, N. F. (2012) “The application of the Hollywood Storytelling formula to destination marketing”, In Richards, V. (ed.) The Destination Branding & Marketing IV Conference proceedings, Cardiff, Wales, 5 – 7 December 2012 Cardiff: Welsh Centre for Tourism Research, pp. 199-209.