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Eva Maria Jernsand


Eva Maria Jernsand
+46 31 786 1459

Room number: J214
Postal Address: Box 610, 40530 Göteborg
Visiting Address: Vasagatan 1 , 41124 Göteborg

Department of Business Administration (More Information)
Box 610
405 30 Göteborg
Fax: +46 31 786 1466
Visiting Address: Vasagatan 1 , 411 24 Göteborg

About Eva Maria Jernsand

My PhD studies were based on a transdisciplinary research project in Kisumu, Kenya. The project was partly funded by Mistra Urban Futures and their local interaction platform in Kisumu. I worked with other PhD students, practitioners and residents in the fishing village Dunga by Lake Victoria. Our common aim was to develop the place for ecotourism purposes. My research was about understanding and developing participatory place branding. It includes what it is about and how it comes about, and what is needed for place branding and other development work to become participatory. I worked closely with a PhD student from design, Helena Kraff (HDK). We integrated marketing and design to reach community participation and to develop processes, methods and tools together with the local community. The research was both pragmatic and critical. For example, we developed a spiral model of tourism experience innovation where the specific characteristics of experiences are considered. We also discussed who is left out and who has the power in participatory processes. We criticized consensus thinking in place branding since it does not correspond with the multifaceted nature of places or the pluralistic point of democracy and participation. A lot of the work focused on understanding transdisciplinary research, since it is based in a developing country in a project where research and practice were intertwined and where several disciplines were involved.

I am now involved in a maritime development project in Bohuslän, where I study the development of an innovation arena for maritime tourism. The project is partly EU-funded. An innovation arena can be seen as part of the expected outcome of the project, i.e. "a model for the future development of the maritime business community in Bohuslän, and create enhanced cooperation on issues such as transport, ports and business development." The innovation arena can be in the form of clusters/networks, collaborations on specific packages or products, or physical venues, what can be called test beds or "living labs". It can also be a way to work with common tools, strategies or definitions. The actors may be researchers, the public, private and non-profit sectors.

On other web sites

Research areas

  • Place branding
  • Experience Innovation
  • Sustainable Tourism
  • Design
  • Transdisciplinary Research

Research in progress

Teaching areas

  • CSR in Tourism and Events
  • Experience Innovation
  • Place Branding
  • Transdisciplinary Research

Selected publications

Tourism Experience Innovation Through Design
Jernsand, Eva Maria, Kraff, Helena, Mossberg, Lena
Scandinavian Journal of Hospitality and Tourism, 15:1, s. 98, 2015

Participatory place branding through design: the case of Dunga beach in Kisumu, Kenya
Jernsand, Eva Maria, Kraff, Helena
Place Branding and Public Diplomacy, 11:3, s. 226-242, 2015

Showing 1 - 10 of 39


Learning through extraordinary tourism experiences
Eva Maria Jernsand, Sandhiya Goolaup
The Routledge handbook of tourism experience management and marketing, Abingdon, Oxon ; New York, NY, Routledge, Chapter in book 2020
Chapter in book

Clustering and assemblage building
Henrietta Palmer, Erica Righard, Nils Björling, Eva Maria Jernsand, Helena Kraff et al.
Comparative Urban Research from Theory to Practice: Co-production for Sustainability, Bristol, UK, Policy Press, Chapter in book 2020
Chapter in book


Old habits die hard
Helena Kraff, Eva Maria Jernsand
Anatomy of a 21st century sustainability project: The untold stories, Gothenburg, Mistra Urban Futures, Chalmers University of Technology, Chapter in book 2019
Chapter in book

The role of small-scale social enterprises in the Swedish integration system – opportunities and challenges
Helena Kraff, Eva Maria Jernsand
2019 Organizing Migration and Integration in Contemporary Societies - OMICS, 6-8 November, University of Gothenburg, Gothenburg, Sweden, Conference contribution 2019
Conference contribution

Small but diverse: the role of urban and rural communities in place-based diversity and inclusiveness
Eva Maria Jernsand, Emma Björner, Lillian Omondi
Mistra Urban Futures annual international conference Realising just cities - lessons, impacts and outcomes, 15 October 2019, Sheffield, UK , Conference contribution 2019
Conference contribution

Multiculturalism in place and destination development of rural communities
Eva Maria Jernsand, Helena Kraff
28th Nordic Symposium on Tourism and Hospitality Research, 23-25 October 2019, Roskilde University, Denmark, Conference contribution 2019
Conference contribution

Living labs: forums for tourism experience innovation and learning
Eva Maria Jernsand
28th Nordic Symposium on Tourism and Hospitality Research, 23-25 October 2019, Roskilde University, Denmark, Conference contribution 2019
Conference contribution

Initial involvement of stakeholders in transdisciplinary projects - exploring issues of expectations, roles and inclusion
Helena Kraff, Eva Maria Jernsand, Lillian Omondi, Emma Björner, Sayaka Osanami Törngren
International Transdisciplinarity Conference 2019 - Joining forces for change, Gothenburg 10-13 September, Conference contribution 2019
Conference contribution

Showing 1 - 10 of 39

Page Manager: Malin Tengblad|Last update: 6/29/2016

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