A Formative Journey in Tourism Management

Mastering challenges: leadership and innovation during the pandemic

During her tenure as Dean from 2018 to 2021, which was particularly challenging due to the pandemic, Prof. Pflicke managed a rapid transition from face-to-face to online teaching, often without the necessary technical and methodological knowledge. "The biggest challenge of my tenure was definitely the pandemic, which caught us all unprepared," explained Prof. Pflicke, emphasizing how difficult it was to maintain teaching under these circumstances.

It is particularly noteworthy that during her tenure as Dean, Prof. Pflicke led the faculty through the difficult times of the corona pandemic with her solution-oriented and uncomplicated approach. Her commitment set a decisive course for the future of the faculty.

Another success was the organization of the DAAD Summer School in cooperation with Vietnamese partners in 2019. This initiative was also launched in cooperation with Solvig Langschwager and enabled students to acquire intercultural skills and gain valuable experience abroad. Unfortunately, the project was interrupted by the pandemic, but Prof. Pflicke expressed the wish that her successors would resume this important collaboration.

Setting the Course for the Future: Research and Projects in Tourism Management

In addition to her teaching duties, Prof. Dr. Pflicke was also actively involved in research. A particular focus of her work was the development and marketing of tourist destinations (destination management) as well as the promotion of innovation in tourism. One of her most significant projects was “InnoTour,” which developed innovative concepts for small and medium-sized enterprises in cultural and health tourism.

Another highlight of her research was the development of a “Wine and Culinary Trail” in the Lower Silesia border region, for which she created a virtual reality application together with students and with the support of partner organizations. “This project was uncharted territory for all of us and showed us how we can integrate innovative technologies into teaching,” recalled Prof. Pflicke.

Favorite Courses and Matters Close to Her Heart: Prof. Dr. Ute Pflicke’s Most Influential Modules

In her teaching, Prof. Dr. Pflicke had several favorite modules that were particularly close to her heart. These included, in particular, the modules “Destination Management 1 and 2,” in which she conducted simulation games with students on destination development. One of these simulation exercises focused on a Swiss Alpine destination struggling with the effects of climate change. “I always particularly enjoyed teaching this module because it gave me the opportunity to pass on my practical experience directly to the students,” said Prof. Pflicke.

The “Tour Operator Management” module, which drew on her 20 years of experience in the industry, was also one of her favorites. In the Master's degree programme, she placed special emphasis on the “International Tourism” module as well as on a module on development cooperation—developed jointly with her colleague Solvig Langschwager—which was designed to broaden the students’ horizons.