Det "svarta hålet" inom turismnäringen : En studie om hur en svensk researrangörs hållbarhetsarbete påverkar kunden
Sammanfattning: This study aims to investigate whether or how the tour operator Fritidsresors customers gets affected by their sustainable environmental work and what kinds of effects the work has generated. A secondary data analysis of Fritidsresors website has been made, and an in-depth interview with Fritidsresors sustainability manager. Also a quantitative survey was conducted by fifty respondents, all customers of Fritidsresor. The answers have since been interpreted and processed in accordance with a comparative and phenomenological approach and with an exploratory purpose. Scientific articles have been studied and analyzed in order to generate an explanation for the phenomenon as a research field, and how previous research has looked. Relevant information from Fritidsresors website, the in-depth interview and the questionnaire survey represents the collected empirical data and represent perceptions of Fritidsresors sustainable environmental work from a producer perspective and a customer perspective. The results of the study showed that a “black hole” exists in the tourism industry, namely the lack of any deeper environmental awareness among most of the requested tourists, which may be due to insufficient information from governments and authorities. The results also showed that Fritidsresor has applied good and effective sustainability strategies, in order to try to communicate information and knowledge to their customers on sustainability and environmental issues. However, it turned out that the message is not really reached by Fritidsresors customers, since sustainability is a topic that is not really taken seriously for many of the surveyed respondents.
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