Exploring Work Exchange Tourism at FAMAC 2025: My First Conference Experience and Research Reflections

 (Text: Muqiu Du | Photos: Muqiu Du)

In June 2025, I had the great privilege of attending FAMAC 2025, Finland’s leading marketing conference held in Tampere. As a first-year PhD student, it was my very first academic conference, an important milestone in my doctoral journey. I presented my research on Work Exchange Tourism and gained valuable insights and inspiration from experts in the field. In this blog post, I would like to share my experiences and key takeaways from FAMAC 2025.

My PhD research focuses on Work Exchange Tourism, a niche sharing economy model where travellers exchange their labour for accommodation. Drawing on 16 months of fieldwork, I am passionate about exploring the dynamics of this sustainable and alternative form of tourism. Both my research and the themes of FAMAC 2025 address important questions related to the evolving marketing landscape shaped by digitalisation and sustainability. Presenting my proposal allowed me to engage with experts and refine my research framework early in my doctoral studies.

Beyond presenting, I gained a lot as an audience member. Several presentations introduced innovative digital tools and platforms for data collection and analysis, which offered practical ideas to enhance my own research design. Moreover, some sessions addressed challenges such as cultural differences in data interpretation, which closely relate to my study. The lively Q&A discussions were especially inspiring, particularly those focusing on research design issues like controlling variables and ensuring data reliability.

Although I am still at an early stage of my research, the feedback I received from scholars has been invaluable. Based on some of their suggestions, I am considering approaching the theoretical framework of one of my research articles from a different angle. Additionally, I plan to explore more deeply the potential of combining work and leisure, which appears to be an research gap within this unique context.

During the conference, I had the opportunity to engage in wonderful conversations with scholars based in Finland, both in formal settings and informal moments. As I am new here, they were incredibly approachable and generous in sharing interesting insights about Finnish culture, as well as practical tips for getting through the winter. We also enjoyed visiting a nice bar in a high-rise building, where we admired the gorgeous Tampere skyline, and a lovely restaurant in Tampere city centre, where we concluded the conference.

Overall, attending the FAMAC 2025 conference was a truly valuable and enriching experience. I am sincerely grateful to Matkailukoulutuksen ja -tutkimuksen kannatusyhdistys for their generous sponsorship, which made this opportunity possible.