Wildeboer, Jantje (2023) Pro-environmental transformation of Hurtigruten's guests. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
One of the contributors to global warming, while simultaneously highly vulnerable to its causes is the tourism sector. Specifically, the cruise industry is vastly polluting and needs sustainable development. The responsible cruise industry, including companies like Hurtigruten Expeditions, strives to become a greener industry by encouraging crews and guests to engage in pro-environ- mental activities onboard. This mixed-method research investigated how the sustainable measures onboard Hurtigruten Expeditions influence the pro-environmental behaviour of their guests. While the quantitative part focused on the Norm-Activation-Model (NAM) and how it relates to the willingness to change, the qualitative part explored the tourist transformation theory in the context of responsible cruising. The results show that norms have the highest influence on the willingness to change, however, cognitive stimuli are needed to start the transformation process. Only by participating in sustainable activities onboard, do guests reflect and intend to transform towards more pro-environmental behaviour. Thus, to change the guests’ intentions and behaviour, cruise operators should provide a mix of educational and hands-on activities onboard to offer their passengers first-hand what sustainability is about (cognitive stimuli) and why a behaviour change is needed (appealing to their norms). Keywords: responsible cruise industry, pro-environmental behaviour, Norm-Activation-Model, sustainable activities onboard, tourist transformation
| Item Type: | Thesis (Master) |
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| Name supervisor: | Faber, N.R. and Folmer, E.C. |
| Date Deposited: | 12 Sep 2023 10:38 |
| Last Modified: | 12 Sep 2023 10:38 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/311 |
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