Exploring Role of Digital Apps in Promoting Sustainable Consumption in Tourism: A Case of 'Too Good To Go' Mobile App
Authors
Rai, Priyanka ; Bhatta, Akhil
Term
4. term
Education
Publication year
2024
Abstract
Food consumption while traveling has significant environmental implications, and digital tools offer new ways to support sustainability. This thesis examines how the 'Too Good To Go' mobile app can promote sustainable food consumption in tourism and what user challenges may hinder that goal. Drawing on open qualitative interviews with people who know and have used the app across different destinations, the study analyzes behavioral impacts and shifts in perceptions of responsible consumption, situated within consumer behavior theory (e.g., TPB and VBN). The analysis indicates that the app helps reduce food waste, raises travelers' awareness and commitment to sustainable practices, and is viewed positively, with high satisfaction regarding its service and social impact. At the same time, barriers to wider uptake are identified that may constrain sustainability objectives. The findings suggest that mobile technologies can support responsible tourism, and the study recommends that developers and tourism stakeholders leverage this potential while calling for further research on long-term effects.
Madforbrug på rejser har stor miljømæssig betydning, og digitale løsninger åbner nye muligheder for at fremme bæredygtighed. Dette speciale undersøger, hvordan mobilappen 'Too Good To Go' kan støtte bæredygtigt madforbrug i turismen, og hvilke udfordringer brugere oplever, som kan hindre denne målsætning. Med udgangspunkt i åbne kvalitative interviews med personer, der kender og har brugt appen på forskellige destinationer, analyserer studiet adfærdsmæssige effekter og ændrede opfattelser af ansvarligt forbrug, med forankring i teorier om forbrugeradfærd (fx TPB og VBN). Analysen peger på, at appen bidrager til at reducere madspild, øger rejsendes bevidsthed og engagement i bæredygtig praksis og opleves positivt af brugerne med høj tilfredshed med service og social effekt. Samtidig identificeres barrierer for bredere anvendelse, som kan udfordre bæredygtighedsambitioner. Resultaterne indikerer, at mobile teknologier kan være nyttige redskaber i ansvarlig turisme, og studiet anbefaler, at udviklere og turismeaktører udnytter dette potentiale, mens der efterlyses yderligere forskning i langsigtede effekter.
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