The perception of the Fixed Link is the highest risk
Dr. Schmücker is head of research at the Institute for Tourism and Recreational Research in Northern Europe (NIT) and author of the study (only in German) that analyses the fixed link’s impact on local tourism. He has university degrees in business administration, geography and tourism management and has more than 20 years experience in tourism research. Femern A/S talked to Dr. Schmücker about the results of the study and his work as a tourism scientist.
The study has 357 pages. Can you summarize it in one sentence?
The highest risk for tourism in the region is not the Fehmarnbelt Fixed Link, but its perception by the guests.
Could you explain this?
We found out that the perception of the fixed link’s influence on tourism is much more negative than its actual impact. This negative image is communicated very often and visitors, especially the regular ones, remember this. So they start to wonder if they really want to come back.
Was this finding also the biggest surprise to you?
What surprised me most was how low the objective impacts of the fixed link on tourism actually are. I expected the adverse effects to be much bigger.
From your point of view, what should happen now with the results of the study?
What definitely should not happen is that the study is only looked at once and then put aside. At the end of the study, there are some recommendations on what could happen next. A particular emphasis lies on the importance of positive communication. This should include – but not be limited to – an attractive exhibition center. It is desirable that the region works on a master plan for tourism development with the fixed link.
Many had expected the study to already be published last year. Why is it only presented now?
Many analyses and research results the study is now based on were not finished last year. The sediment spill analysis for example was only finalised a couple of weeks ago. The data basis is very detailed now and the study is therefore much better than it would have been last year.
The study is finished now. What is your next project?
Currently I am working on another Danish-German project, but at the West coast of Schleswig-Holstein. We are conducting an opinion poll there. The Danish-German border region is working on a joint tourism identity right now. A little bit like in Ostholstein, just without the fixed link.
If you are professionally dealing with vacation every day, can you still relax when you are going on holiday?
Sure, after all you have learned to really relax.
You can learn how to relax? How does that work?
Well, there is scientific knowledge on how a relaxed holiday should be. To be able to really relax during your vacation, you should do a little bit of exercising and, very importantly, you should not rush from the office to the airport and back, but calculate sufficient time for a smooth transition.
