Lusine Margaryan

Lektor, biträdande|Lektor, biträdande

My name is Lusine and I am an Assistant Professor at Mid Sweden University, Department of Economics, Geography, Law and Tourism (EJT). I am also part of the European Tourism Research Institute (ETOUR), based in Östersund. In addition, I coordinate Master's programme in Tourism Studies.


My academic background includes Postdoctoral position at the Norwegian University of Life Sciences (NMBU) in Norway; PhD in Tourism Studies from Mid Sweden University (MIUN); MSc. in Leisure, Tourism and Environment (minor in Environmental Policy) from the University of Wageningen, the Netherlands; MSc. in Environmental Sciences and Policy from the Central European University in Budapest Hungary; as well as Specialist Diploma in Social-Cultural Service and Tourism from the Russian-Armenian (Slavonic) State University in Yerevan, Armenia.

Area of interest

My research interests pursue bringing together environmental and social sciences perspectives with a focus on nature-based tourism and outdoor recreation.
You can also check my research at


Articles in journals

Margaryan, L. , Prince, S. , Ioannides, D. & Röslmaier, M. (2022). Dancing with Cranes : A humanist perspective of cultural ecosystem services of wetlands. Tourism Geographies, vol. 24: 4-5, pp. 501-522.    

Dyrset, G. , Margaryan, L. & Stensland, S. (2022). Local knowledge, social identity and conflicts around traditional marine salmon fisheries – A case from Mid‐Norway. Fisheries Management and Ecology, vol. 29: 2, pp. 131-142.    

Fredman, P. & Margaryan, L. (2021). 20 years of Nordic nature-based tourism research : a review and future research agenda. Scandinavian Journal of Hospitality and Tourism, vol. 21: 1, pp. 14-25.    

Godtman Kling, K. , Margaryan, L. & Fuchs, M. (2020). (In) equality in the outdoors : gender perspective on recreation and tourism media in the Swedish mountains. Current Issues in Tourism, vol. 23: 2, pp. 233-247.    

van Rooij, N. & Margaryan, L. (2019). Integration of “Ideal Migrants”: Dutch lifestyleexpat-preneurs in Swedish campgrounds. Rural Society, vol. 28: 3, pp. 183-197.    

Margaryan, L. (2018). Nature as a commercial setting : the case of nature-based tourism providers in Sweden. Current Issues in Tourism, vol. 21: 16, pp. 1893-1911.  

Margaryan, L. & Fredman, P. (2017). Bridging outdoor recreation and nature-based tourism in a commercial context : Insights from the Swedish service providers. Journal of Outdoor Recreation, vol. 17: March 2017, pp. 84-92.  

Margaryan, L. & Wall-Reinius, S. (2017). Commercializing the Unpredictable : Perspectives From Wildlife Watching Tourism Entrepreneurs in Sweden. Human Dimensions of Wildlife, vol. 22: 5, pp. 406-421.    

Margaryan, L. & Fredman, P. (2017). Natural amenities and the regional distribution of nature-based tourism supply in Sweden. Scandinavian Journal of Hospitality and Tourism, vol. 17: 2, pp. 145-159.      

Margaryan, L. & Stensland, S. (2017). Sustainable by nature? The case of (non)adoption of eco-certification among the nature-based tourism companies in Scandinavia. Journal of Cleaner Production, vol. 162, pp. 559-567.  

Articles, book reviews

Margaryan, L. (2022). Review of Feral Atlas : The More-than-Human Anthropocene ( Society & Natural Resources, vol. 35: 4, pp. 465-466.  

Margaryan, L. (2022). Review of: Multispecies leisure: human–animal interactionsin leisure landscapes. Leisure Studies, vol. 41: 3, pp. 455-456.  

Margaryan, L. (2019). A review of: sustainable island tourism: competitiveness and quality of life, edited by Patrizia Modica and Muzaffer Uysal. Tourism Geographies, vol. 22: 1  

Margaryan, L. , Skinner, J. & Toguslu, E. (2019). Book review: Femininities in the Field: Tourism and Transdisciplinary Research, Brooke A. Porter and Heike A. Schänzel (eds) (2018). Hospitality & Society, vol. 9: 1  

Margaryan, L. (2018). A review of: Heritage, Conservation and Communities. Engagement, Participation and Capacity Building, edited by Gill Chitty. Tourism Geographies, vol. 20: 3, pp. 575-577.    

Margaryan, L. (2018). A Review of “Tourism and oil: Preparing for the challenge” by Susanne Becken. Journal of Tourism Futures, vol. 4: 1, pp. 115-116.    

Margaryan, L. (2016). A Review of “Tourism and the Anthropocene”. Tourism Geographies, vol. 18: 4, pp. 458-459.  

Chapters in books

Margaryan, L. & Eriksson, A. (2023). ‘Invisible’ impacts and hybrid spaces of nature-based events : The case of a trail running marathon Fjällmaraton in Sweden. In Cases for Event Management and Event Tourism. Goodfellow Publishers.  

Rice, J. , Ticktin, T. , Díaz-Reviriego, I. , Furukawa, T. , Gandiwa, E. , Lavadinović, V. , Margaryan, L. , Pascua, P. & et al. (2022). Chapter 2: Conceptualizing the sustainable use of wild species.. In Thematic Assessment Report on the Sustainable Use of Wild Species of the Intergovernmental Science-Policy Platform on Biodiversity and Ecosystem Services. Bonn : IPBES Secretariat.  

Margaryan, L. (2022). The promise of corporate social responsibility (CSR) in ensuring sustainability ofnature-based tourism. In Handbook of Tourism Impacts : Social and Environmental Perspectives. Edward Elgar Publishing. pp. 228-243.  

Margaryan, L. & Fredman, P. (2021). Fantastic, magical and grandiose : Nature’s role in event design. In Nordic Perspectives on Nature-based Tourism : From place-based resources to value-added experiences. Edward Elgar Publishing. pp. 237-249.

Margaryan, L. & Fossgard, K. (2021). Visual staging of nature-based experiencescapes : Perspectives from Norwegian tourism and event sectors. In Nordic Perspectives on Nature-based Tourism : From place-based resources to value-added experiences. Edward Elgar Publishing. pp. 250-262.

Margaryan, L. & Fredman, P. (2021). Working with nature in designing cultural events : The case of Norway. In Managing Visitor Experiences in Nature-based Tourism. CABI Publishing.

Margaryan, L. , Fredman, P. & Stensland, S. (2020). Lifestyle entrepreneurs as agents of degrowth : The case of nature-based tourism businesses in Scandinavia. In Degrowth and Tourism New Perspectives on Tourism Entrepreneurship, Destinations and Policy. Routledge.

Laven, D. , Chekalina, T. , Fuchs, M. , Margaryan, L. , Varley, P. & Taylor, S. (2019). Building the slow adventure brand in the northern periphery. In The Nordic Wave in Place Branding : Poetics, Practices, Politics. Edward Elgar Publishing. pp. 76-90.  

Conference papers

Yachin, J. M. , Margaryan, L. , Lexhagen, M. & Ioannides, D. (2023). Nudge+: Reflexive actions and reflectiveprocesses – how to mitigate externalitiesand promote change. In 31st Nordic Symposium onTourism and HospitalityResearch – Book of Abstracts. Östersund :  

Margaryan, L. (2023). Wildlife Watching Tourism as a Global Practice: Omnipresent yet Invisible. : Insights from the IPBES Sustainable Use of Wild Species Report. In 31st Nordic Symposium on Tourism and Hospitality Research. Book of abstracts.. Östersund : . pp. 355--358.  

Yachin, J. M. , Margaryan, L. , Lexhagen, M. & Ioannides, D. (2022). Nudge+ in tourist destinations - An opportunity to mitigate externalities and promote change. Paper presented at the 5th Advances in Destination Management Forum (ADM22, June 8-10, 2022 in Kalmar (Sweden)

Laven, D. , Chekalina, T. , Fuchs, M. , Margaryan, L. , Varley, P. & Taylor, S. (2018). Building the slow adventure brand in the northern periphery. Paper presented at the 27th Nordic Symposium in Tourism and Hospitality in Alta, Norway, September 24-26, 2018.

Margaryan, L. & Wall-Reinius, S. (2017). Commercializing the unpredictable : Perspectives from wildlife watching tourism entrepreneurs in Sweden. Paper presented at the International Symposium on Society and Resource Management (ISSRM), June 19-22, 2017, Umeå, Sweden  

Margaryan, L. & Fredman, P. (2014). The Supply of Nature-based Tourism in Sweden : A National Inventory of Service Providers. Paper presented at the The 7th International Conference on Monitoring and Management of Visitor Flows in Recreational and Protected Areas. Local community and outdoor recreation. Tallinn, Estonia, August 20-23    

Fredman, P. & Margaryan, L. (2013). Exploring the Supply of Nature-Based Tourism in Sweden. In Innovation and value creation in experience‐based tourism : Book of proceedings.. pp. 113-  

Chekalina, T. , Fuchs, M. , Lexhagen, M. & Margaryan, L. (2013). Measuring Customer-Based Brand Equity for Tourism Destinations - Understanding Missing Value Patterns for Tangible Destination Resources. Paper presented at the The 6th International Conference on Services Management – Managing Services across Continents, 23-25 June, Cyprus

Doctoral theses

Margaryan, L. (2017). Commercialization of nature through tourism. Dis. (Comprehensive summary) Sundsvall : Mid Sweden University, 2017 (Mid Sweden University doctoral thesis : 271)  


Margaryan, L. (2023). 'Follow the Vikings' The European Viking Route : Cultural Routes of the Council of Europe. Independent expert report. Council of Europe Publishing  

Lanzendorf, T. , Högemann, H. & Margaryan, L. (2023). Review of environmental impacts of outdoor events with a focus on orienteering. MISTRA Sport & Outdoors (Rapporter Mistra Sport & Outdoors 2023:6).    

Setoodegan, P. , Pettersson, R. , Margaryan, L. & Nybond, P. (2022). EU funding in the tourism sector : Sweden 2011-2020. Östersund : Mid Sweden University (Rapportserien / European Tourism Research Institute 2022:3).    

Fredman, P. & Margaryan, L. (2014). The Supply of Nature-based Tourism in Sweden : A National Inventory of Service Providers. Östersund : (Rapportserien / European Tourism Research Institute 2014:1).  

The page was updated 5/7/2021