Vacation Time!: An explorative case study of Generation Y and 'green' hotels
Author
Larsen, Anne Caroline
Term
10. term
Publication year
2013
Submitted on
2013-05-31
Pages
99
Abstract
This thesis explores how Danish members of Generation Y perceive and relate to green hotels on their leisure vacations, and how these perceptions shape their hotel choices. Framed within a constructivist perspective, the study draws on eight qualitative in-depth interviews and should be understood as a case-based pilot study that indicates tendencies rather than generalizable conclusions. The analysis finds that a hotel stay is viewed as a basic component of the overall travel experience, though its perceived importance varies among participants. While they are aware of green hotels, sustainability rarely functions as an active criterion during decision making; ending up at a green hotel often happens by chance. The dominant selection criteria are price, quality, and location, and information search and evaluation of alternatives occur simultaneously, primarily via online search and booking platforms, which may push sustainability lower on the list. Respondents are more inclined to choose green options when vacationing in Denmark than abroad, suggesting that trips abroad feel further removed from everyday life. Moreover, many relax their everyday green habits while on holiday due to budget and time constraints, reinforcing the view of Generation Y as “smart” or hybrid consumers who seek to optimize resources. The findings reflect majority tendencies while acknowledging variation across interviewees.
Dette speciale undersøger, hvordan danske medlemmer af Generation Y opfatter og forholder sig til grønne hoteller på deres fritidsferier, og hvordan disse opfattelser påvirker deres valg af hotel. Med udgangspunkt i et konstruktivistisk perspektiv bygger studiet på otte kvalitative dybdegående interviews og skal forstås som et casebaseret pilotstudie, der peger på tendenser snarere end generaliserbare konklusioner. Analysen viser, at hotelopholdet opfattes som en grundlæggende del af den samlede rejseoplevelse, men at betydningen varierer på tværs af de interviewede. Selvom de kender til grønne hoteller, indgår grønne tiltag sjældent som et aktivt kriterium i beslutningsprocessen; at vælge et grønt hotel sker ofte tilfældigt. De vigtigste valgkriterier er pris, kvalitet og beliggenhed, og informationssøgning og alternativvurdering foregår parallelt, primært via online søge- og bookingsider, hvilket kan skubbe bæredygtighed ned i prioriteringen. Deltagerne er mere tilbøjelige til at vælge grønne alternativer i Danmark end i udlandet, hvilket peger på, at ferier i udlandet opleves som mere adskilt fra hverdagen. Desuden slækker flere på grønne vaner under ferien af hensyn til økonomi og tidsramme, hvilket understøtter billedet af Generation Y som “smarte” eller hybride forbrugere, der søger at optimere deres ressourcer. Fundene repræsenterer flertallets synspunkter, men afspejler også variation blandt de interviewede.
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