Resan mot hållbar turism : En studie av CSR i förhållande till pris inom turismindustrin

Sammanfattning: Corporate Social Responsibility (CSR) has recently become increasingly important for companies to integrate into their ongoing work. CSR is about social, environmental- and financial responsibilities. The tourism industry often involves large impacts especially on environmental and social factors, which is why CSR-work plays an important role according to previous studies. One trend that has increased among consumers in the tourism industry during recent years is to travel to the lowest possible price. It has for example become increasingly common to book airfare by budget airlines. This study examines the relationship between price and CSR-work from a consumer perspective. The purpose of the study is to examine if consumers see an increased value of CSR-work and are prepared to pay more for this. Data has been collected through a survey in which 100 respondents participated. The result shows that consumers are primarily interested in low prices when they book a holiday abroad. The majority of consumers in the survey are interested in CSR but there are few who actually know of any companies that work with this, which suggests that the interest is still limited