Markedsanalyse af bæredygtig turisme i Danmark: En eksplorativ analyse

Casper Rasch Hansen

Student thesis: Master thesis


The following is a resume of the ‘Market Analysis of Sustainable Tourism in Denmark – an exploratory analysis’, and includes the background, results and conclusion of the thesis work. Background: The tourism industry is one of the biggest industries in the world responsible for 9,2% of the overall world GNP and with an expected annual growth rate of 4%. There has been considerable academic interest in limiting the negative effects of the tourism industry over the past 20 years. Sustainable tourism seeks to make a positive impact on the economy, society and environment. Despite considerable global attention in sustainable tourism, this has been neglected in the Danish industry. This thesis investigates the Danish market for sustainable tourism. Results: Mixed Method Strategy was used to examine the Danish market using qualitative and quantitative research methods. Six Danish tourism agencies were interviewed, revealing that the Danish tourism industry does not use the term ‘sustainable tourism’, but the term ‘responsible tourism’. The Danish agencies do not believe that there is a market demand for responsible tourism and there are no government pressures or incentives to enforce responsible tourism. Nevertheless, the agencies provide excursions following a responsible tourism strategy. Through a survey of 111 respondents, it was found that many people have not heard about responsible tourism and feel that more attention should be paid to the subject. Additionally, the Danish market can be split into three market segments, one of which is a potential area to target responsible tourism product marketing. Conclusion The Danish market for responsible tourism is passive and needs to be activated by a combination of advertisement and education, targeted at the appropriate market sector by constructing a suitable media plan. Further action needs to be taken by the Danish tourism industry and the responsible authorities in order to close the existing difference between attitudes toward, and sale of, responsible tourism excursions. Since the results of this thesis cannot be generalized, there is a need for further study on this topic in the Danish tourism industry.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2014
Number of pages166