• Camilla Bonde Riis
  • Caroline Kjær Lerche
  • Amanda Marie Borby
4. term, Tourism, Master (Master Programme)
This thesis sets out to investigate how Danish campsites engage in sustainable innovation, what barriers they face, and how they overcome them. To examine the problem formulation, a questionnaire has been distributed to Danish campsites. Employing an explanatory mixed-method research design, 26 interviews with Danish campsites have been carried out as well. Through descriptive statistics, the answers of the 85 respondents of the questionnaire are calculated and subsequently analyzed. The survey analysis creates a basis for further in-depth examination of the interviews which are analyzed through Structural, In Vivo, and Pattern coding. In the analysis of the interviews, a division of the respondents is made based on their number of innovations, which is a measure of innovativeness. This results in three groups: less innovative, medium innovative, and highly innovative. The analysis of the data has provided the researchers with knowledge on how Danish campsites engage in sustainable innovation and the that barriers they face. It also reveals that the innovation process for the Danish Campsites begins with drivers of sustainable innovation, which can be narrowed down to four drivers: economization and efficiency, customer demands, the influence of policy, and green values. The driver of the influence of policy is a current topic due to recent regulations regarding waste sorting being imposed on Danish businesses, including campsites.The innovation process is also investigated, and the analysis reveals that the campsites go through five phases when engaging with sustainable innovation. The stages are: Idea generation, decision-making, acquisition of support prior to implementation, implementation, and evaluation. When engaging in sustainable innovation, the respondents also face certain barriers. The barriers are: Economic constraints, time and human resources, and finally regulations. All the campsites are facing these barriers to some extent, yet how they overcome the barriers is very different. Finally, the analysis findings are combined in a discussion of possible ways to overcome barriers to sustainable innovation. Theoretically, this thesis contributes to a greater understanding of the innovation process within campsites. Practically, the thesis suggests several policy recommendations relating to how more Danish campsites can be helped to overcome barriers to innovation. The recommendations include creating more financial incentives, making applying for funding easier, getting DMOs to help with planning and implementation of sustainable innovations due to scarcity of time, developing stronger collaboration between DMOs and SMEs so that DMOs can better understand campsite needs, as well as better facilitation of networks, groups, and other collaborations which will benefit campsites in pursuing more sustainable innovations.

Keywords: Sustainability, innovation, innovation process, barriers to innovation, camping
Publication date31 May 2023
Number of pages112
ID: 532328856