Vart jag mig i världen vänder: En studie om konsumenters förhållande till researrangörers CSR
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Purpose: To examine how a tour operator works to implement sustainability in the development of the business, as well as what significance it has to consumers in selecting a tour operator. Furthermore, the purpose is to provide recommendations on how tour operators should work to communicate their commitments.
Methodology: The research strategy applied is a case study which follows an abductive approach. Qualitative and quantitative methods were applied to complement each other. A semi-structured interview with a tour operator and a consumer survey constitute the empirical foundation.
Conclusion: The conclusion of the study is that consumers show a positive attitude towards CSR, but do not see it as a determinant when choosing a tour operator. Thus, CSR does not constitute a competitive advantage against competitors. However, that is not to say a tour operator can choose not to part take in acts for sustainability since the risk of negative publicity would increase remarkably, as well as loss of legitimacy. Consequently, CSR could be moving towards something consumers take for granted and expect tour operators to work with.
Place, publisher, year, edition, pages
2012. , 119 p.
Corporate Social Responsibility, CSR, researrangör, turism
IdentifiersURN: urn:nbn:se:lnu:diva-21136OAI: oai:DiVA.org:lnu-21136DiVA: diva2:543869
Subject / course
Business Administration - Marketing
Tourism Management Programme, 180 credits
UppsokSocial and Behavioural Science, Law