Responsible Nature Tourism

Abstract

Tourism has long been an important industry in Denmark, with the German market representing the largest group of international visitors, who primarily is drawn by Denmark’s nature-based holiday offerings. As cultural values, social preferences and technological developments evolve, alongside an increasing emphasis on sustainability, the tourism market continues to shift, resulting in destinations continuously needing to adapt to maintain relevance and competitiveness. This thesis investigates how Denmark can strategically position itself as an attractive nature-based destination for the German market, while addressing the opportunities and challenges associated with balancing tourism growth and sustainable development. With a growing interest in responsible travel among German tourists, the study examines how value-based communication and destination branding can be tailored to meet the values and preferences of the most relevant segments. The research is based on a qualitative methodology, including five expert interviews with key stakeholders from Denmark’s tourism value chain and five semi-structured interviews with German tourists. These empirical insights are supported by secondary data and literature within the fields of consumer behaviour and destination branding. Through the analysis two particularly relevant German segments are identified: The conscientious families and The nature-oriented outdoor tourists. Both segments prioritise authenticity, closeness to nature, responsibility, and time relax with their family or partner. Since these values already are reflected in many Danish tourism offerings, this study highlights the need for more targeted and strategic communication. Importantly, the study highlights the importance of promoting experiences that actively involves tourists as co-creators of local value, especially through local, meaningful nature experiences. This approach allows for the tourist to enjoy their holiday with a clearer conscience. Furthermore, the findings argue that sustainability should be perceived as a hygiene factor rather than a unique selling point. Regenerative tourism is presented as a strategic opportunity, offering a more transformative approach where tourism contributes positively to their local environments and communities and enables tourists to take part in that approach. Local examples already illustrate how these initiatives can foster tourist engagement while generating positive international attention and resulting in positive benefits for the local environments and the nature. For these suggestions to be realised the importance of coordinated collaboration across the tourism value chain is emphasised.