How sustainability perceptions influence buying decisions in travelling industry? : Teko Travel case
Seregina, Aleksandra (2020)
Seregina, Aleksandra
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020090820243
https://urn.fi/URN:NBN:fi:amk-2020090820243
Tiivistelmä
The purpose of the thesis is to study the attitudes of people regarding sustain-ability and to determine to what extent they are influencing buying decisions in the travelling industry. Based on this study recommendations on marketing actions to Teko Travel, a Finnish start-up operating in the tourism industry, are given. In order to fulfil this objective, the concepts of ecotourism and sustaina-bility as well as buying behaviour are considered. The role of sustainable life-style in the modern world is reviewed and the key dimensions of tourism such as accommodation, food and shopping are studied in detail.
The theoretical part of the thesis provides a framework to understanding the key concepts and to executing empirical research in the way that allows to get the most valuable insights. Firstly, it defines the concepts of sustainability and ecotourism in order to create fundament for the whole research. After that, such dimension of tourism as immersion travelling, accommodation, food and shopping are studied and the main sustainable practices within each dimen-sion are identified. It is followed by analysis of buying behaviour that aims to find the role of sustainability among motivators of tourists. In the end of theoret-ical chapter potential marketing actions to be applied by tourism companies are considered.
The methodology and empirical parts describe precisely the data collection process and review the key results of statistical analysis. Empirical study allows to connect the studied theory to practice and to determine the actual attitudes of travellers towards sustainability. The empirical chapter proved the im-portance of sustainable lifestyle in various aspects of life and defined the are-as where travel companies can make contribution in terms of education and minimization of environmental footprint of tourists.
The final chapter of the thesis includes a comprehensive summary of theoreti-cal and empirical findings, answering the research questions and giving rec-ommendations to Teko Travel on sustainability actions that can be implement-ed into the marketing strategy. Additionally, suggestions for future research are given.
The theoretical part of the thesis provides a framework to understanding the key concepts and to executing empirical research in the way that allows to get the most valuable insights. Firstly, it defines the concepts of sustainability and ecotourism in order to create fundament for the whole research. After that, such dimension of tourism as immersion travelling, accommodation, food and shopping are studied and the main sustainable practices within each dimen-sion are identified. It is followed by analysis of buying behaviour that aims to find the role of sustainability among motivators of tourists. In the end of theoret-ical chapter potential marketing actions to be applied by tourism companies are considered.
The methodology and empirical parts describe precisely the data collection process and review the key results of statistical analysis. Empirical study allows to connect the studied theory to practice and to determine the actual attitudes of travellers towards sustainability. The empirical chapter proved the im-portance of sustainable lifestyle in various aspects of life and defined the are-as where travel companies can make contribution in terms of education and minimization of environmental footprint of tourists.
The final chapter of the thesis includes a comprehensive summary of theoreti-cal and empirical findings, answering the research questions and giving rec-ommendations to Teko Travel on sustainability actions that can be implement-ed into the marketing strategy. Additionally, suggestions for future research are given.