Crowne Plaza Copenhagen Towers - "Bæredygtighed, oplevelse og autenticitet"

Crowne Plaza Copenhagen Towers - "Sustainability, experiences and authenticity"

Bastholm, Thor

4. semester

Kommunikation, Kandidat

2011

2011-08-01

100

Specialet undersøger, hvordan bæredygtige principper implementeres i hotelbranchen, og hvordan de kan danne grundlag for gæsteoplevelser og oplevet autenticitet, med udgangspunkt i et casestudie af Crowne Plaza Copenhagen Towers i København. Hotellet deltager i FN Global Compact og er blevet kåret af SKÅL som verdens grønneste hotel. Den overordnede problemformulering er: I hvilket omfang har hotellet skabt et grundlag for en hoteloplevelse, der fremstår autentisk i relation til bæredygtighed? Metodisk anvendes en hermeneutisk, eksplorativ enkeltcase-tilgang. Analysen omfatter: 1) en vurdering af den organisatoriske implementering af bæredygtighed med afsæt i Network Branding, en gennemgang af CSR-indsatser samt en analyse af ekstern kommunikation om bæredygtighed, 2) deltagerobservation af gæsteoplevelsen med inspiration fra oplevelsesøkonomiens fire sfærer suppleret af biologiske og refleksive perspektiver, og 3) en vurdering af autenticitet med Pine og Gilmores ramme. Resultaterne viser, at hotellet har etableret et solidt bæredygtigt fundament og mange konkrete tiltag, men at det ikke fuldt ud formår at omsætte dette til iscenesatte oplevelser, der opleves som autentisk bæredygtige. Specialet konkluderer derfor, at grundlaget for en autentisk bæredygtig hoteloplevelse endnu ikke er tilstrækkeligt. Samtidig peger studiet på, at den kombinerede teoretiske tilgang, der sammentænker bæredygtighed, oplevelser og autenticitet, har generel relevans for forskning og praksis i hotelbranchen.

This thesis examines how sustainable principles are implemented in the hotel sector and how they can underpin guest experiences and perceived authenticity, using a single case study of Crowne Plaza Copenhagen Towers in Denmark. The hotel participates in the UN Global Compact and has been named the Greenest Hotel in the World by the international tourism organization SKÅL. The guiding research question asks to what degree the hotel has established a foundation for a guest experience that appears authentic in relation to sustainability. The study adopts a hermeneutic, exploratory single-case approach. The analysis includes: (1) an assessment of the organizational implementation of sustainability informed by Network Branding, alongside a review of CSR efforts and external sustainability communication; (2) participant observation of the guest experience through the lens of the experience economy’s four realms, supplemented by biological and reflexive perspectives; and (3) an evaluation of authenticity using Pine and Gilmore’s framework. Findings indicate that the hotel has created a solid sustainability foundation with numerous initiatives but has not fully leveraged this to stage experiences perceived as authentically sustainable. The thesis concludes that the groundwork for an authentic sustainable hotel experience remains insufficient. It also suggests that the combined analytical perspective linking sustainability, experience creation, and authenticity is broadly relevant for research and practice in the hotel industry.

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Crowne Plaza Copenhagen Towers - Bæredygtighed, oplevelse og autenticitet

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