How does digital storytelling impact youth tourism and young travelers' perceptions of destinations and travel, specifically regarding sustainability?
Authors
Marziale, Mattia ; De Almeida Paixao, Pedro Miguel
Term
4. term
Education
Publication year
2025
Submitted on
2025-06-02
Pages
90
Abstract
Afhandlingen undersøger, hvordan digital storytelling påvirker unges turisme og deres opfattelser af destinationer og rejser, særligt i relation til bæredygtighed. Med udgangspunkt i en konstruktivistisk tilgang anvendes et abduktivt mixed-methods design bestående af en online spørgeskemaundersøgelse blandt unge europæiske rejsende (n=221) og dybdegående interviews (n=8). Surveydata er analyseret med deskriptiv statistik, interviewdata med tematisk analyse, og resultaterne er trianguleret og holdt op mod litteraturen. Studiet identificerer fem sammenhængende temaer: et autenticitet–forventningsgab mellem idealiserede onlinebilleder og faktiske oplevelser; en aktiv konstruktion af digital tillid, hvor gennemsigtige, brugergenererede og upolerede fortællinger vægtes højere end kommercielt indhold; en forhandlet bæredygtighedspraksis med en tydelig intention–handling-kløft præget af bl.a. pris og bekvemmelighed, men også med vedvarende støtte til lokale virksomheder; en udbredt tro på, at digitale platforme kan fungere som drivkraft for ansvarlig turisme og social forandring, bl.a. ved at styrke lokale stemmer; samt fremkomsten af den bevidste digitale rejsende, kendetegnet ved øget medielæsning og kritisk sans. Afhandlingen konkluderer, at digital storytelling både inspirerer og samtidig udfordrer autenticitet og bæredygtighed i unges rejsepraksis. Den bidrager med nye begrebsrammer (Digital Authenticity Paradox, Constructed Digital Trust, Negotiated Sustainability Practice, Platform-Enabled Responsible Tourism og Digital Sustainability Dilemma) og giver praktiske indsigter til platforme, destinationer og virksomheder om en mere etisk og effektiv brug af digitale medier for at fremme mere autentiske og bæredygtige rejseoplevelser.
This thesis examines how digital storytelling shapes youth tourism and young travelers’ perceptions of destinations and travel, with a particular focus on sustainability. Guided by a constructivist paradigm, it uses an abductive mixed-methods design combining an online survey of young European travelers (n=221) with in-depth interviews (n=8). Survey data were analyzed using descriptive statistics and interview data through thematic analysis, followed by triangulation and integration with existing literature. The study identifies five interconnected themes: an authenticity–expectation gap between idealized online images and on-the-ground experiences; the active construction of digital trust that favors transparent, peer-generated, and candid content over polished commercial messages; a negotiated sustainability practice marked by an intention–action gap driven by factors like cost and convenience, alongside a consistent preference for supporting local businesses; a widely held view that digital platforms can catalyze responsible travel and social change, particularly by amplifying local voices; and the emergence of the conscious digital traveler with heightened media literacy and critical awareness. The thesis concludes that digital storytelling simultaneously inspires travel and complicates authenticity and sustainability for young people. It introduces new conceptual frameworks (Digital Authenticity Paradox, Constructed Digital Trust, Negotiated Sustainability Practice, Platform-Enabled Responsible Tourism, and the Digital Sustainability Dilemma) and offers practical insights for platforms, destinations, and businesses to use digital media more ethically and effectively to foster more authentic and sustainable travel experiences.
[This abstract was generated with the help of AI]
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