Dear Lisa Flora, once again a big CONGRATULATIONS on completing your Master's degree in Sustainable Regional and Destination Development! Can you give us a brief insight into how you methodically approached this major sustainability topic of "making rural areas more attractive for young people"?
Thank you very much and with pleasure! It was clear to me that the first thing I wanted to do was analyse statements from young people throughout Germany. That's why I carried out youth study analyses. The aim was to find out: what is particularly important to young people between the ages of 12 and 25 when planning their future? I then used the information gained from this to carry out a systematic literature analysis and focused on technological trends, rural areas and the wishes of young people. This is the short version, because a Master's thesis consists of many individual methodological steps that are probably not so exciting for our readers. But our MAp mantra also applies here: #StepByStep.
Now, of course, we are looking forward to the answer! What do young people in Germany want for their future? Or what do they expect?
Three aspects seem to be particularly important to young people in Germany when it comes to their future: Flexibility, social life and standard of living. All three aspects are related to both everyday private life and professional life. It can currently be observed that young people feel that they can mainly realise these ideas in a city or urban area. Unfortunately, young people are therefore considering rural communities less and less as a place to live.
An interim question Lisa Flora, why did you set your Master's thesis in Germany?
The topic affects many people, of course! But I find it particularly interesting in Germany because there have been active attempts since the 1990s to initiate a counter-movement to rural exodus. For example, attempts were made to create equal living conditions and opportunities for urban and rural areas with the so-called spatial planning programme. However, this has not been a great success. I found it exciting to find out how technology could be used to achieve these goals in the future.
However, the results can also be applied to comparable countries such as Austria.
Why was it important to you to research and better understand the dynamics of rural areas in an urbanised world? What significance does this topic have for society and, above all, for future developments?
In times when the focus is increasingly on urban centres, rural areas are increasingly being pushed into the background. We can see that this has led to a negative spiral in recent years: As population density decreases, the infrastructure network in rural areas tends to become "patchier". This in turn means that many rural communities are struggling with the decline in educational opportunities, catering facilities and the closure of doctors' offices and police stations. And this makes local people unhappy, which is why many see the solution as moving to the city.
For the future, I see it as crucial that this trend changes. Firstly, in terms of social cohesion, so that there is a balanced and fair society in which all citizens have access to the same resources, services and opportunities regardless of where they live. And secondly, to ensure a diverse economic structure and the preservation of cultural identities. But the list is long and varied!
To what extent do technological trends play a role in the development of rural communities?
In recent years, technological progress has had a major impact on our daily lives, whether in the countryside or in the city. We have integrated technology into our everyday lives to such an extent that it is hard to imagine life without the many opportunities it has created. Young people in particular are making completely new demands on their place of residence as a result.
However, as already mentioned, in many rural areas in Germany, the infrastructure - including the digital infrastructure - is not as good as in the city and it is therefore not possible to keep up with the urban offer.
In summary, this means that successful rural community development today consists of using technology not only as infrastructure, but also as a driver for social interaction, education and professional opportunities. By integrating technologies that reflect the individual wishes and dreams of future generations, rural communities can not only become more attractive, but also better tailored to the needs of the future.
Does the topic of sustainability also play a role in relation to your research results?
The topic of sustainability plays a crucial role in the context of rural areas and is of great importance for their long-term development. However, my research findings primarily emphasise the social aspect of sustainability. For young people, it seems to be particularly important for their personal future to live in a place that promotes social justice, strengthens the community and offers initiatives that improve quality of life. Always in the context of technological offerings and opportunities.
How can the findings of your master's thesis be put into practice? What are the top 5 concrete measures that can be taken to make rural areas more attractive to young people through technology?
What I like about my work is that I was able to identify concrete examples of implementation. Even simple measures can enhance rural areas for young people.
My top 5 recommendations for rural communities are:
1. Promotion of social infrastructure through technology:
Introducing digital platforms for information, announcements, voting and coordination of community activities and neighborhood assistance.
2. Improving mobility through technology-based solutions:
Introduction of coordinated mobility offers that can be controlled via an app. Combined ticket offers in particular increase attractiveness (combining car-sharing, buses, e-bikes, etc.). When planning digital routes, always offer barrier-free routes (suitable for wheelchairs, etc.) for comprehensive accessibility for all.
3. Creation of flexible working options and co-working spaces:
Provide creative workspaces (co-working spaces) to appeal to people with (increasingly common) flexible working models. Actively promoting rural areas as attractive places for "workation" also attracts young people.
4. Digital storytelling in places steeped in history:
Integrating technology to make stories and information accessible at historically significant places. The playful exchange of information generates interest among many young people. Use of QR codes to provide background information and emphasise the history of a place/street. (For example: Why is Jägergasse called what it is and what used to stand on such and such a street corner?)
5. Cross-generational technology accessibility:
Young people want to feel they can be happy where they live, even as they age. Therefore, creating inclusive technology solutions that are accessible to all age groups; providing technology courses, especially for older people, to improve their technological literacy. Introducing technology gradually and in consultation with the community for seamless integration.
Source: Lisa Flora Buchauer
Of course, our final MAp meets question should not be missing today: What makes a truly unique hotel experience for you personally?
For me personally, a truly unique hotel experience is above all a "certain gut feeling". If I have a positive feeling when I first enter the hotel, I know it's something special.
A unique hotel experience for me is therefore a place that creates an emotional connection. And for me, such an emotional connection is created, for example, by offering various local experiences or creatively displaying the hotel's history in corridors / on the website.
And I have to admit: I'm also happy about the classic little chocolate on the bed pillow - preferably locally produced ;-)
About Lisa Flora Buchauer:
Lisa Flora was born in Innsbruck. Through her Bachelor's degree in Sociology and Master's degree in Sustainable Regional and Destination Development, holistic sustainability has become a matter close to her heart. She now lives in Zurich and is not only an expert in sustainability, but also a passionate coffee enthusiast and cyclist. Connect with her on LinkedIn.
ke time for prosecco