The price of the sky: Perceptions of aviation taxes in a warming world
Author
Svidrnochova, Lenka
Term
4. term
Education
Publication year
2025
Submitted on
2025-06-02
Pages
50
Abstract
Dette speciale undersøger, hvordan turister opfatter flyafgifter, og hvordan den danske implementering af en passagerafgift fra 2025 bliver formidlet i medierne. Med et kvalitativt, konstruktivistisk design kombinerer studiet temaanalyse af semistrukturerede interviews med europæiske turister med en diskursanalyse af artikler fra Danmarks Radio. Den teoretiske ramme forener value-belief-norm-teori, der belyser psykologiske processer bag miljøvenlig adfærd, og degrowth-teori, som kritiserer overforbrug og fremhæver behovet for systemiske omstillinger. Interviewene viser udtalt kognitiv dissonans: deltagere udtrykker klimabekymring, men prioriterer pris, tid og bekvemmelighed i rejsevalg. Afgifter mødes overvejende med støtte, forudsat gennemsigtighed og rimelighed; mange ønsker øremærkning til miljøindsatser og at afgifter også omfatter privatflyvning. Flere opfatter nuværende ordninger som indtægtsfrembringende snarere end adfærdsregulerende og sætter håb til teknologiske løsninger frem for markant efterspørgselsreduktion. Mediediskursen i DR’s dækning af afgiften vægter især økonomiske konsekvenser—som ruteændringer, konkurrenceevne og potentielle tab for turisme og lokalsamfund—mens de miljømæssige begrundelser får mindre plads. Samlet peger studiet på, at reduktion af luftfartens udledninger kræver mere end afgifter; en bredere omstilling af mobilitetssystemet og målrettet, troværdig kommunikation kan styrke legitimitet og effekt. Resultaterne er relevante for beslutningstagere, der designer og formidler grønne afgifter.
This thesis examines how tourists perceive aviation taxes and how Denmark’s 2025 passenger tax is communicated in the public sphere. Using a qualitative, constructivist design, it combines thematic analysis of semi-structured interviews with European tourists and a discourse analysis of news articles from the public broadcaster Danmarks Radio. The theoretical framework brings together value-belief-norm theory, which explains psychological processes behind pro-environmental behavior, and degrowth theory, which critiques overconsumption and emphasizes systemic transitions. Interviews reveal pronounced cognitive dissonance: participants voice climate concern yet prioritize price, time, and convenience in travel choices. Taxes are generally supported if transparent and fair; many want revenues earmarked for environmental purposes and coverage to include private aviation. Several perceive current schemes as revenue-raising rather than behavior-changing and put hope in technological solutions over substantial demand reduction. The media discourse in DR’s coverage prioritizes economic and connectivity impacts—such as route withdrawals, competitiveness, and potential losses for tourism and local communities—while environmental rationales receive less emphasis. Overall, the study suggests that cutting aviation emissions will require more than taxation alone; broader mobility system transformation and credible, targeted communication may strengthen legitimacy and effectiveness. The findings inform policymakers designing and communicating green taxes.
[This abstract was generated with the help of AI]
Keywords
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