Ecolabelling the way to sustainable tourism: A quantitative study of Swedish consumers' attitudes toward ecolabels in the tourism industry
Sammanfattning: The awareness of environmental problems caused by the tourism industry has increased in recent years. Therefore, sustainability has become an increasingly important policy issue in tourism where ecolabels are seen as a tool to guide behavior. The purpose of this quantitative study is to investigate Swedish consumers' attitudes toward ecolabels in the tourism industry and what underlying factors that may influence this. Additionally, the thesis aims to explore the notion of sustainable tourism as well as comparing three attitude measures. The data was collected through an online self-completion questionnaire distributed in Swedish tourism Facebook groups. The results show that Swedish consumers believe that sustainable tourism primarily concern the environmental aspects such as reducing climate impact and social aspects such as decent working conditions. Significant influencing factors on attitudes toward ecolabels in the tourism industry were found to be Knowledge, Trust and Individualism. Educating consumers about tourism ecolabels is suggested to create more favorable attitudes as well as increase trust by working with third-party certifications. Furthermore, cultural cognition needs to be considered when wanting to influence attitudes toward ecolabels in different countries and destinations.
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