research

field research

China (2013 ongoing)

Research project: “Value changes in transforming China” -
Research update in 2014 of the study of 2007-2010 with n=206

A joint research study between:
University of Salzburg (Austria), Department of Communication (Ass.Prof. Thomas Herdin)
Fudan University, Public Opinion Research Center of Fudan University

China (2006 – 2010)

Research project: “Value changes in transforming China”
This research explores the changes in Chinese values in the two Chinese metropolises Beijing and Shanghai
caused by the expanding economic and cultural exchange processes within the country and their effect on cross-
cultural communication.

Method: triangulation (quantitative: n=1.108 and qualitative: n=30).

A joint research study between:
University of Salzburg (Austria), Department of Communication (Ass.Prof. Thomas Herdin)
Fudan University (Shanghai/China), School of Journalism and School of Management
Funded by aws (Austria Wirtschaftsservice GmbH) and EPU (Eurasia Pacific Uninet)

China (2004-ongoing)
Foundation of the “Sino-Austrian Center for Media and Communication Management”
Feasibility study (frequent stays between 2004-2007).
A cooperation with Fudan University, Shanghai.
Topics:  research program (media-marketing research)
student exchange program (double-degree)
doctoral-/post-doctoral studies
train-the-trainer program (academy)

Thailand (2005)
Tsunami-research.
Research about sustainable development of tourism in the Tsunami regions in August and September.

Denmark (2003)
Inquiry of the tourism potential of Danish schools.
(November)

Nepal (2001)
Survey „Gaurishankar Trek“: An Eco-Tourismus Project about the region Rolwaling in Nepal
August to December

Thailand (1998-1999)
Field research for PhD thesis
Topic: “Intercultural Competence in Management in Thailand”.
Scholarship from Austrian Ministry of Science and Education.

Nicaragua, Costa Rica (1993-1994)
Field research for master thesis
Topic: “Public Relations and Corporate Communications in Central America”. Scholarship from Austrian Ministry of
Science and Education.
Research Projects

CRM for an alpine region
Technical solution for CRM (customer relationship management) for “Ski amadé” (method: scenario technique)
Time frame: 2005-2006; Salzburg

„Live in 2014“
is an inter- and transdiscilinary research project that focuses on the regional development in the Austrian region of
Oberpinzgau, Salzburg. Cooperation partners: BOKU (University of Natural Resources and Applied Life Sciences in
Vienna), the University of Salzburg (communication science, geography and sociology) and the Swiss Federal
Institute of Technology (ETH) Zurich.
Time frame: 2002-2005; Zurich, Vienna, Salzburg

Foundation of SAFIT:
Set-up of the research network „tourism“ and founding of the SAFIT (Salzburger Forschungs- und
Innovationsnetzwerk Tourismus)
Time frame: 2003 – 2005; Salzburg

Stakeholder analysis for CRM solutions
The core question of the project is how to determine the needs and requirements of the touristic stakeholders in a
destination for implementation of a CRM solution (customer relationship management). Customer retention projects
with varying success are to be analysed and potentials as well as limits of CRM shall be identified by means of case
studies.
Time frame: 2004-2005; Salzburg

Sustainable Area Management (SAM)
Integrated land use and spatial planning for Europe: a Multi-functional Tool for the Assessment & Management Of
Sustainable Land Use.
SAM is a highly ambitious Integrated Project for the development of a multi-functional, iterative and real-time model
for the assessment & management of sustainable, integrated land use & spatial planning in Europe. (Proposal for
EC FP6)
Time frame: 2003 (July-Nov.); Stuttgart

A synopsis for new markets for school tourism
A synopsis of Denmark, Great Britain, Italy, Netherlands, Poland, Slovakia and Czech Republic.
Time frame: 2003 (Feb.-May); Salzburg

Curriculum for a study course (tourism)
Development of a curriculum for a study course „tourism science“ at the University of Salzburg.
Time frame: 2002 (Sept.-Dec.); Salzburg