Design and Co-creation of Experiences in Green Hotels
Author
Kesidou, Sonia
Term
4. term
Education
Publication year
2020
Submitted on
2020-06-02
Pages
85
Abstract
Although environmentally friendly hotels are growing in popularity, attracting and retaining guests remains challenging when sustainability alone is the differentiator. This thesis explores how green hotels design and co-create experience-centric services with their customers. The theoretical framework combines green marketing and experience marketing with the notion of co-creation. Guided by social constructivism and interpretivism, the study uses a qualitative approach: five interviews (four semi-structured and one structured) and netnographic online data from five cases in Denmark and Greece. A thematic analysis focusing on sustainability, consumers, and frontline employees informs the findings. The main results show that green hotels (1) actively promote green brand positioning, (2) collect personal information on guests’ preferences and needs to tailor experiences, and (3) provide information to guests about their green practices. The study offers insights into how green hotels can engage customers in the design and co-creation of memorable experiences.
Selvom miljøvenlige hoteller vinder frem, er det udfordrende at tiltrække og fastholde gæster, når bæredygtighed alene skal differentiere. Dette speciale undersøger, hvordan grønne hoteller designer og samskaber oplevelsescentrerede services sammen med deres gæster. Teoretisk bygger studiet på grøn markedsføring, oplevelsesmarkedsføring og samskabelse. Med udgangspunkt i socialkonstruktivisme og interpretivisme anvendes en kvalitativ tilgang: fem interviews (fire semistrukturerede og ét struktureret) samt netnografiske online data fra fem cases i Danmark og Grækenland. En tematisk analyse med fokus på bæredygtighed, forbrugere og frontlinjemedarbejdere ligger til grund for resultaterne. De vigtigste fund er, at grønne hoteller (1) arbejder aktivt med grøn brandpositionering, (2) indsamler personlige oplysninger om gæsters præferencer og behov for at skræddersy oplevelser, og (3) informerer gæsterne om deres grønne praksisser. Studiet giver indsigt i, hvordan grønne hoteller kan engagere gæster i design og samskabelse af mindeværdige oplevelser.
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Keywords