GLAMPING – Nature served on silver platter

Leci Sakacova, Katarina

4. term

Tourism, Master

2013

Glamping er en nyere form for turisme, der kombinerer naturoplevelser med komfort. Viden om fænomenet er ofte reduceret til en kort forklaring som “glamourøs camping”. For udbydere er det dog nødvendigt at forstå gæsterne mere i dybden for at udvikle relevante tilbud. Denne undersøgelse bidrager med viden om glampere: deres motivationer, behov og hvad der skaber ferieglæde (en dybere forståelse end traditionel kundetilfredshed). Studiet stiller tre spørgsmål: Hvad kendetegner glampere som turister? Hvilke motivationer, behov, ønsker og forventninger udtrykker de? Og hvordan ser en lykkelig glampingferie ud for dem? Det første er hovedspørgsmålet; de øvrige er delspørgsmål, der skal nuancere forståelsen. Undersøgelsen er et eksplorativt, kvalitativt studie i et socialkonstruktivistisk perspektiv (fokus på, hvordan betydninger skabes socialt). Data blev indsamlet i tre faser: 1) passiv netnografi (stille observation af onlinefællesskaber) af Facebook-grupper, rejseblogs, glampingsider og onlinefora, samt en foreløbig begrebsafklaring på baggrund af mere end 280 kilder (udbyderes hjemmesider, akademisk litteratur, avisartikler og online definitioner); 2) mere fokuseret passiv netnografi af to Facebook-grupper og 13 blogs; 3) seks Skype-interviews og seks e-interviews. Data fra de forskellige kilder blev sammenholdt for at identificere mønstre i adfærd, behov og ferieglæde. Teorier om motivation i naturbaseret turisme, push–pull faktorer (personlige drivkræfter og destinationers tiltrækning), forbrug af luksus samt lykke i turisme blev brugt som analytiske linser. Analysen peger på to hovedgrupper af glampere: resortglampere og campingvognsglampere. Begge ønsker at være tæt på naturen uden at opgive den komfort, de kender hjemmefra—lækker mad, god vin, en komfortabel seng og små detaljer, der skaber hygge. Resortglampere søger afslapning, eventyrlige udendørsaktiviteter og privatliv, som giver tid til at styrke familiebånd. Campingvognsglampere deler disse ønsker, men prioriterer især uafhængighed og kreativitet; de personliggør deres vogne, deler idéer og nyder friheden til at udforske og møde nye mennesker. For dem er det sociale fællesskab en central del af oplevelsen. Formålet er at udfylde en del af videnshullet om glamping og vise, at glamping rummer mere end luksus. Målet er ikke endegyldige, generaliserbare svar, men at identificere mønstre i glamperes motivationer, behov, ønsker og ferieglæde.

Glamping is a newer form of tourism that blends nature with comfort. Public knowledge about it often stops at a brief definition like “glamorous camping.” For providers, however, effective services require a deeper understanding of guests. This study contributes by examining glampers’ motivations, needs, and what creates holiday happiness (a deeper view than basic satisfaction). The research asks three questions: What characterizes glampers as tourists? What motivations, needs, wants, and expectations do they express? And what does a happy glamping holiday look like to them? The first is the main question; the others are sub‑questions that deepen the picture. This is an exploratory qualitative study within a social constructivist perspective (focusing on how meanings are socially shaped). Data were gathered in three stages: 1) passive netnography (quiet observation of online communities) across Facebook groups, travel blogs, glamping sites, and forums, plus an initial definition exercise drawing on more than 280 sources (provider websites, academic literature, newspaper articles, and online definitions); 2) more focused passive netnography of two Facebook groups and 13 blogs; 3) six Skype interviews and six e‑interviews. Material from these sources was compared to identify patterns in behavior, needs, and happiness. The analysis was informed by theories on motivations for nature‑based tourism, push–pull factors (personal drives and destination attractions), luxury consumption, and happiness in tourism. Findings point to two main groups of glampers: resort glampers and caravan glampers. Both want to be close to nature without giving up home comforts—tasty food, good wine, a comfortable bed, and small touches that create a homelike feel. Resort glampers seek relaxation, adventurous outdoor activities, and privacy that helps them bond with family. Caravan glampers also value these, but prioritize independence and creativity; they personalize their caravans, share ideas, and enjoy the freedom to explore and meet people. For them, the social side of glamping is crucial. The study helps fill a knowledge gap and shows that glamping is more than just luxury. It does not aim for definitive, generalizable answers; instead, it identifies patterns in glampers’ motivations, needs, wants, and holiday happiness.

[This abstract was generated with the help of AI]

glamping ; glamper ; nature based tourism ; luxury tourism ; happiness in tourism

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Leci Sakacova, Katarina:

• Tensions and Technology Use in Families with Young Children (2018)