Meet Dr. Hecate Vergopoulos, Senior lecturer at CELSA, Teaching in SUAD’s Master’s in Marketing, Communication and Media

Meet the professors behind our program and discover the expertise, passion, and unique perspectives they bring to enrich your learning experience. Discover exclusive insights through our interview series of "10 Questions with..." where we engage professors in thoughtful conversations to share their expertise and passions. 

We spoke with Dr. Hecate Vergopoulos, a senior lecturer at CELSA, Paris-Sorbonne University about her evolving research on tourism, including the concept of “tourist dysphoria,” and how semiotic analysis helps reveal deeper cultural meanings in travel experiences. Her insights guide students to critically understand tourism marketing, cultural narratives, and the challenges of creating authentic destination brands in today’s global context. 

Dr. Vergopoulos, your research has evolved from focusing on tourism and heritage to exploring more complex concepts like “tourist dysphoria.” How did you develop these interests, and how can they help students better understand the experiences of travelers today? 

Tourism is a particular form of consumption. It brings to light the idea that we must enjoy and have fun, like with any other form of consumption in general. A good tourist is someone who knows how to enjoy themselves, but, like with any other consumer experience, things don’t always go as planned. When that happens during travel, I call those moments “tourist dysphoria.” My research first shows how strong this idea of “having a successful experience” really is. Then, I look at what happens when things go wrong. 

In your work, you’ve examined how the concept of "otherness" is constructed in tourism through guided tours and travel guides. How can students at Sorbonne University Abu Dhabi use semiotic analysis to critically assess the representation of destinations in tourism marketing? 

This is a very interesting concept today, and very pertinent in the interconnected world we live in. For a long time, representations of “otherness” have been shaped by travel. I am referring here to “otherness” as a philosophical, anthropological and sociological concept, or understanding the differences between oneself and other, whether cultural, social, or spatial. With tourism and the industrialisation of travel, these representations of otherness are increasingly rooted in our imaginations.  

Semiotic analysis allows us to distance ourselves from these cultural constructions of otherness. It helps us to see beyond surface images and messages to understand the deeper cultural meanings and interests behind how “otherness” is shown in tourism. It teaches us to question why things are represented in a certain way and reveals the political and commercial motives shaping these images, helping us to uncover the deeper meanings behind the images, signs and messages we encounter every day, especially in tourism and media.  

Your research emphasises how "failure" in the tourist experience can provide valuable insights. What are some key lessons that students can learn from studying these moments of dissonance and misunderstanding in the tourism and branding sectors? 

From a scientific point of view, failure is always heuristic, and it helps us learn by showing what isn’t working. It allows us to understand by negation, by studying what goes wrong or how it deviates from the norm. This way, we can better grasp how a "normal" situation is supposed to happen when everything goes as planned. My research into crisis situations in tourism shows that people often want authentic experiences, but true authenticity, or something unmediated by tourism, can be hard to interpret and may lead to confusion. Tourism is indeed an invitation to make recreational use of the world. However, not all fragments of the world are meant to be consumed recreationally! 

You teach courses in the semiology of tourism and communications at both CELSA Paris and Sorbonne University Abu Dhabi. How do you tailor your teaching approach to the unique context of Sorbonne University Abu Dhabi, and what do you hope students there gain from your courses? 

The audiences at CELSA and SUAD are different, especially because tourism is interpreted and practiced differently in France and the UAE. Beyond the unique histories of these two countries and their different valorisation of heritage, it is clear how tourism has become central in the UAE and the GCC region. This is not only from an identity and unifying perspective but also as part of a broader strategy to build a competitive global destination. It is important to consider these local specificities to build knowledge based on everyone's unique experiences. 

As a leader in the Stratégies de communication Master’s program at CELSA, what skills do you believe are essential for students who are looking to make a career in branding and innovation, and how do you integrate semiotic theories into these areas of study? 

There are two types of skills to develop: practical skills related to the service economy of tourism and hospitality, which in the Emirati market ties into a long tradition of savoir-vivre (knowing how to live) and savoir-être (knowing how to be), and critical thinking skills. My role in the SUAD Master's program is to help students grow the latter. I believe the most important thing is to understand the stakes involved in how cultural and heritage tourism infrastructures are valued. Nothing should be taken for granted, and heritage is always shaped in the present. 

In your work, you delve into the social science aspects of tourism, looking at how cultural narratives shape perceptions. How can students in the field of communication and branding use these insights to create more authentic and meaningful tourism campaigns? 

Cultural sociology and anthropology highlight how our understandings of the world are shaped by social and cultural contexts, showing that our beliefs and practices are not fixed but relative. There is no absolute magic formula for thinking about tourism communication, but deeply understanding the cultural, political, economic and social contexts is essential to shaping it effectively. These fields help us analyse human behavior, social structures and cultural practices deeply, thereby promoting cultural empathy and a broader understanding of diversity and social change across many areas of life, beyond just communication or tourism. 

Tourism and branding are closely tied to perceptions and narratives. What are some of the most important challenges in creating a brand identity for a destination, and how can students navigate these challenges in their future careers? 

A destination brand is always two things at once: a way to market itself in the global tourism market, but also a way to build its own story, whether national, regional, or local. This story must first be accepted by the people living in the destination, especially the professionals who will represent it to tourists. One major challenge that the students should be aware of is balancing diverse local interests while maintaining a consistent and appealing brand image in a highly competitive and ever-changing global market. 

Your expertise spans the humanities and social sciences, fields often seen as distinct from professional practices like branding and marketing. How do you bridge this gap in your courses and research, and how can students apply these interdisciplinary methods to their careers in media and communications? 

The social sciences and humanities are not limited to specific objects of study; they investigate all phenomena related to human activities. Both branding and marketing are human endeavors that can be examined through these disciplines, whether from the perspective of social dynamics among actors, such as sociology of work, or from the viewpoint of cultural productions like advertising, social media and media content created by brands. Expanding on this, students can apply interdisciplinary methods by integrating these disciplines into their understanding of branding strategies. This approach allows them to analyse how branding influences social behavior, cultural identity and societal perceptions, therefore making their work more socially relevant, enhancing their effectiveness and adaptability in media and communication careers. 

With your research on tourism and branding, how do you see the tourism industry adapting to modern challenges, such as sustainable travel, digital media and the changing expectations of consumers? What should students keep in mind as they prepare for careers in this dynamic sector? 

Consumption in general is never simple. Being a consumer means constantly balancing conflicting concerns: wanting to support the local economy and short supply chains but also relying on convenient services like Uber and Amazon. Tourism faces the same contradictions, especially regarding environmental issues. The main challenge in the coming years will be finding the right ways to communicate with tourists to ease these “micro-contradictions” shaping their behaviors. This means promoting sustainable travel options that align with both consumer expectations and local environmental and social priorities, leveraging digital media to educate and engage travelers thoughtfully in the transition towards responsible tourism. 

As someone responsible for a Master’s degree program at CELSA, what advice would you give to students at Sorbonne University Abu Dhabi who are considering a career in branding, innovation, or communications? How can they make the most of their time in the program to shape their professional futures? 

My advice to students is to always go to meet the consumers directly and never assume you fully understand a market or business issue just by browsing the Internet or social media. Innovation depends on viewing consumer issues and problems from fresh perspectives. It is essential to listen carefully to consumers so you can develop useful solutions that are more likely to succeed. This hands-on, consumer-centered approach is key to making the most of your time in the program and shaping a successful professional future in branding, innovation, or communications. 

About Dr. Hécate Vergopoulos 

Dr. Hécate Vergopoulos is a senior lecturer at CELSA, Paris-Sorbonne University. An expert in semiology, her research initially focused on tourism, heritage, and culture, exploring the diverse texts and discourses within the tourism industry to analyse what is known as “tourist mediation.” Her work delves into how the concept of "otherness" is constructed through elements including guided tours and travel guides, and how these narratives shape the perception of destinations. Her research interests gradually evolved, examining the concept "tourist dysphoria", or situations where the meaning of the tourist experience is lost or distorted for the traveler. This concept highlights moments of dissonance and misunderstanding from the perspective of tourists abroad, showing how "failure" can offer valuable insights by revealing the implicit conditions that define success. 

Dr. Vergopolous teaches courses in communications, the semiology of tourism, the semiology of texts and discourses, and the sociology of culture at CELSA Paris Sorbonne and Sorbonne University Abu Dhabi. She is also responsible for the Master’s degree programs at CELSA M2 Marque et stratégies de communication (a program combining both initial and continuing education). In line with CELSA’s mission, Dr. Vergopolous is dedicated to demonstrating the relevance of research methods from the humanities and social sciences across professional fields related to the program.