Thesis

Sustainable tourism is a form of tourism, which requires a tourist to respect the local culture, environment, preserving cultural heritage, and supporting local economies by purchasing local products which also benefits the people of that country. Sustainable tourism is a form of development, which is Social development, Economic development and Nature protection. According to the World Tourism Organization, Sustainable tourism is “Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment, and host communities” UNWTO (2013). Denmark is more concerned about sustainable environment, for instance the Government is aiming at Copenhagen becoming the world’s first carbon-neutral capital by 2025. Government have put high taxation on vehicles, cars so Danes have to think twice before buying or using them. This could be the strategy of the nation. As they are on the way to gain something remarkable, they also have some challenges. The tourism industry has a million of turnover in Danish economy and Danish government puts a high effort in order to make it more sustainable. The big topic could be how the tourist react on it? All the government efforts could be result less if the customer and the business does not act smart. To the Danes, sustainability is a holistic approach that includes renewable energy, water management, waste recycling and green transportation including bicycle culture. Most of the local restaurants use re-usable things during their service also, practices waste deposable for take away.

Tourism is the best way to experience the culture however, damage and waste can occur due to inappropriate behavior of tourists. According to the Denmark statics (2019), every year tourist spends around 128 billion DKK in Denmark. Denmark is very responsible towards environment and most of the hotels are practicing Corporate Social Responsibility (CSR). For example, Scandic Kødbyen is one of the hotels practicing sustainability, first to implement CSR. It plays a significant support in sustainable tourism business, which includes hotel, restaurant and the service provided sectors. Visit Copenhagen states that 70% of hotels hold an official eco-certification and also known as the happiest country in the world. Sustainable tourism is very important because tourism is about travelling, our travel should not be harmful. We should travel in such a way, which can benefit the local people, local communities, country’s economy. It shows the care towards the environment. With the large number of tourists, travelling every year, which is expected to increase, we can either destroy environment or make it sustainable. Tourism have great potential to make our world a better place by bringing economic benefits through cultural exchange and understanding the tourism in a right way, which is, depend on us.

Sustainable tourism is a type of tourism where social, economic and environmental impacts are carefully assessed with respect to the tourist and local community. We can see the growing interest in local people and tourism industry towards sustainable tourism. Denmark attracts millions of tourists every year and they spend large amount of money in a year. The sustainable tourism has been a big topic in the tourism sectors and Denmark seems quite responsible in it. According to International Congress and Convention Association (ICCA) Copenhagen has already known as strong green internationally profile, which was recently highlighted in the Global Destination Sustainability Index, where the Danish capital now ranks second. Their aim is to make visitors a part of solution towards a local sustainable development and make visitors leave Copenhagen with new inspiration regarding sustainability. It is a positive change of tourism transition by inspiring tourists to make more sustainable choices during their travel and after return back to their home country. Tourism for Good states that it doesn’t only focus on visitors and destination. This could be strategy by setting environmental targets by measuring and reducing food waste. There are sustainable tourists’ attractions places like the very first time they made outdoor food market with an abandoned shipyard. Secondly, CopehHill Copenhagen’s new clean waterpower plan, where people are Ski down and recently, they introduced Forest Tower.

CSRgov (2019) claims that there are certain rules and regulations from the Danish Government that the business needs to follow related to sustainability and environmental protection and it is toughness. CSRgov (2019) also adds that supporting the corporate social responsibility initiatives of Danish companies has been given high priority by Danish authorities. Local people support sustainability so, they want tourist also to follow sustainable tourism. There are millions of tourists travels every year to Denmark (Denmark statistics, 2016). If the hospitality industry including local businesses, restaurants, hotels, national authorities, supermarket take sustainability as a serious topic, this would help the environment a lot. However, the sustainability cost as well. The worried part could be doing the customer/tourist pay for the greening product? In recent years, global tourism has increasingly seen as a challenge to sustainability. The main idea of sustainability is in future tourism shouldn’t be the part of problem, but its ambition is to be part of solution.

According to Budeanu, A. (2007) the research shows positive attitudes towards sustainable tourism, but there are only few tourists act accordingly buying responsible tourism, choosing environmentally friendly transportation and behaving responsibly towards destination communities. The low support from customers is the problems for progression of sustainable tourism in society. One reason can be that existing initiatives are missing customers attention, discouraging industry and governments to continue promoting sustainable tourism. Positive attempts to encourage sustainable consumption in other sectors indicate that specific barriers may reside in the nature of tourist’s choice.

- What is the local perception towards the sustainable tourism?

- How can local people be involved in the practice of Sustainable tourism?

-How does the local people perception impact on sustainable tourism practice?

- To find perspectives of local people towards sustainable tourism and how they are practicing.

- To determine how local people can be involved in sustainable tourism.

-To explore how the local people perception impact on sustainable tourism practice.

The research has begun with introduction of Sustainable tourism and tourists with the local people perception towards Sustainable tourism in Denmark in chapter one. Background of the study is followed by the problem statement stating Additionally, this chapter also consists of research objective and research question. Overall, chapter one provides the clear structure of research and clear guidance to understanding the objectives and purpose of the research.

Similarly, chapter 2 consists of literature review, which contains Attitudes of local people towards sustainable tourism, Practices of Sustainable tourism, Involvement of people in sustainability and Sustainable tourism development.

Under Chapter 3 it presents the research methodology used in this research which includes introduction, research design, sampling method, data collection, measurements and variables and data analysis. The method is used in order to conduct the research is Quantitative method. Online survey is used to collect the data from respondents.

In the same way, Chapter 4 contains

According to Budeanu, tourist acts positive attitude towards sustainability. They act as a tourist by buying responsible tourism product choosing environmentally friendly transportation or behaving responsible towards destination communities. In Denmark, there is strong cycling culture as most people behave responsible biking around the city, which emits less carbon footprints. Copenhagen is the city where people travel in bicycle for office and schools. Here, the response of tourists is positive towards sustainable tourism. could be seen by buying cheap product rather than the eco-friendly. The business sees it as a major challenging part for the progression of sustainability tourism. He also states that the less attention towards the environment friendly product discourage the hospitality industry and government to promote sustainable tourism (Bodeanu, 2005).

Sustainable tourism is a concept of visiting different places and trying to make positive impact in society, environment and economy of the country. Tourism involve primary transportation to local transportation and general location, entertainment and recreation. Travelling can be related to leisure, pleasure, business, visiting friends and families. People are conscious towards environment and trying tourism development should be sustainable. However, the question of how to achieve object and maintain tourism. Without travel tourism no longer exist. So, the concept of sustainable tourism tightly linked to related mobility. To relevant consideration tourism creates fossils, fuels and which effect on climate change. Eco-levels are one of the important factors and frequently used tools by tourism businesses and destinations for promotion of customer awareness. Eco-level is a formal environmental regulation development where company can voluntary choose to comply with pre-defined objective of certification. We can see in the market products have logo on package which is known as eco-label. It seems CSR allowing companies addressing to minimize harmful impact to environment by volunteering following major objectives. The primary motivation for many companies who are choosing environmental certification to implement in their product to increase sustainable development, improve the image of company. Also, many companies’ beliefs the certification of eco-friendly helps to create good image in the market. This could change consumer purchasing behaviour and willing to purchase more good products. For instance, it also motivates company to improve its environmental performance and move towards sustainable development

According to World Tourism Organization UNWTO, 2004, (as cited in Mohadin, Wei & Ali,2017) states that the notion of sustainable tourism is consistent with the theory of sustainable development. (Cooper, 2008) states that Sustainable tourism is based on the concept that economic, environmental and socio-cultural components need to be incorporated as cited in (Mohadin et al., 2017). Tourism is known as emergent industry because it has a great impact on foreign exchanges which helps in economics of the country as well as employment opportunities. Every year number of tourists is increasing either it international or domestic tourists. However, Normala and Soiah, (2010) claims that awareness and inclination of tourists towards sustainable tourism are steadily on the rise, the proportion of those participating in the sustainable tourism sector is relatively lower by (as cited in Mohadinet al., 2017). Tourists travel for various motives. Sustainable tourism destination leads organizers and tourists to be responsible towards the natural, social and cultural element of the destination. Sustainable tourism is made of three elements i.e. protection of cultural heritage, conservation of natural resources and prudent exploitation of human beings (Mohadin et al,2017). Hence, Sarttat (2010) as cited in Mohaidin et al., (2017) states sustainable tourism management can contribute to better tourist satisfaction as well as the experiences by raising their awareness about the importance of conservation of natural and cultural resources and protected from mass tourism. Environmental attitudes positively influence people to choose sustainable tourism destination. WOM plays a vital role on tourist purchase behaviour. It is a kind of traditional marketing way where WOM is considered as a free recommendation advertisement When people are attracted or satisfied to share information about the destination in person. Furthermore, it has shown a positive perspective of destination.

The aim of this article is implementing LCT (low-carbon emission) and sustainable tourism program in world heritage city for the preservation of natural resources. It has a positive result which focus mainly in tourism activities in accommodations and recreational places. However, the negative impact is consuming high natural resources and increasing amount of waste in visiting places. The positive thing is less carbon emission, job opportunities for local people and income generate within the country. Sustainable tourism is all about travelling without harming any natural flora, fauna and community surroundings. It is close to eco -tourism but slightly different one to another. The high emission of carbon creates climate change issues. According to Cai and Wang,2010 (as cited in Machima & Vilas,2019) “LCT is a form of tourism that provides greater holistic benefits in economy, society and environment by using low-carbon technologies, setting up a carbon sink mechanism and promoting the implementation of LCT consumption”. With low carbon it helps to experience quality tourism and improve sustainability level. Government and local organization should focus on low-carbon production and technologies to maintain good environment. While travelling tourists should be responsible for consuming low-carbon products.

Sustainable tourism development in coastal area has been practiced in Denmark. According to (Andersen, I.M. V., Blichfeldt, B. S., & Liburd, J.J, 2018) in the past 80 years, the coastlines in Denmark has been protected from development and construction. The perspective of this project is how sustainable tourism are addressed by tourists. We can see less support towards holistic concept of sustainable tourism development whereas, it has positive impact on economy. In recent years, people are conscious on development of sustainable tourism and has been practicing on daily basis. Tourism development should be based on environmentally friendly, no harming animals, socio-cultural and economy support to nation. Bramwell & Alletorpy, 2001(as cited in Andersen et al.,2018) states that Denmark is widely known for environmental standards visible, among others and untouched coastal areas. In 2014, the neoliberal government of Denmark to open for tourism development within coastal zone (Danish Business Authority, 2014). They introduced pilot scheme projects for municipalities and tourism stakeholders in order to protect coastal areas and developed sustainable tourism. According to Danish Business Authority,2014 (as cited in Andersen et al.,2018) Pilot scheme will give selected destinations the opportunity to establish sustainable physical tourism projects with future development opportunities in order to improve coastal and nature-based tourism in Denmark. As tourism is an increasing element of an economy. But several studies. The pilot scheme could give stakeholders an opportunity to plan for projects in coastline tourism development which hopefully new increase the growth of tourism in Denmark. The main purpose of these ten tourism projects is to establish sustainability evidence and to know how tourists are representing STD. As government approved for ten tourism projects, all projects are related to sustainable tourism development and how tourism actors will implement STD in coastal zone. All ten development projects are related to tourism development and they had mentioned some projects focused on new energy saving technology, rebuilding old water tower, aims to incorporate green profile, focus on strong local people participation and sustainability however, some didn’t mention about it. The main aim of this projects is to attract more tourists every year and developed tourism industry in coastal area. Government plays an important role in development sectors through policies and laws to influence tourism development (Bramwell & Sharmann, 1999; Halkier, 2014; Hall, 2000; Ruhanen, 2013). In overall, the ten projects are related to sustainability i.e. socio-cultural, environment and economic principles, environmental issues. The reasons for tourists visiting Denmark is conducted by VisitDenmark (2015) the attractive places are access to beach areas, clean environment. Tourists visiting Denmark value pristine and preserved coastal are the attractiveness places of Denmark to visit.

Tourism is a fast-growing industry and every year it is increasing subsequently. Tourists has positive attitudes towards sustainable tourism however, there are few responsible tourists who consume environmentally friendly products. Human beings are consuming natural resources continuously, in some point we all realize our activities is harming environment. Therefore, sustaibility is trending also it’s our responsibility to protect natural things. Local community is essential for the development of tourism and sustainability. Participation of local community helps them to understand about tourism. It helps to increase awareness and interest in local people. Community is a place where group of people live together with same norms, values and religions. The participation of local people can support for the development of tourism projects which definitely benefits locals. However, we can see community participation is hard in order to practice sustainability due to lack of knowledge and uneducated people.

Tourism contribution towards development of sustainable community is less. However, sustainability is becoming the part of corporate social responsibility. Though people are educated towards development of sustainability, still it is difficult to change community behaviour. Now many universities are implementing sustainable development program within their colleges and practices since long time. Sustainable development campus mainly focuses on awareness program, promotion, minimizing environmental impacts. It includes carbon emission, waste and recycling process, greenhouse gas emissions and institutional commitment. According to Velazquez ,2006 (as cited into & Bajracharya,2015) to shift towards sustainable university should have a vision, where sustainability can be conceptualized. Environmentally sensitive behaviour starts when individually people understanding their behaviors. Knowledge is an important element which makes people to understood and it directly affects people’s attitudes about environment. As we can see many programmers are promoting environmentally friendly campaign through organizing programs, social media to make people understand about it.

Green products and services should satisfy customers’ needs and support to maintain quality of environment. It can enhance consumer purchasing behaviour or influence them to adapt more environmentally friendly products in daily basis. Providing information to save environment is not enough to change behavior of people. Many green product companies are failed in market because they focus more only in greening rather than providing good services.

Effective community participation requires education, practice, trust and strong governance (Sarkissian, 2009). According to they developed 6P factors to engage community for sustainable campus. It shows holistic approach to engage any community for the development of sustaibility. Similarly, it identifies phycological, physical, personal, public perception, price and policy factors are important element for to engage community in sustainable projects ().

Sustainable development concept is introduced through the concerned of environmental factors to protect natural resources. However, tourism industry also implementing sustainability. The main key of achieving moral implications are social equity, economic growth and friendly environment. According to Brundtland WECD,1987 (as cited in Jamrozy,2007) states that the d development of sustainable should be in such a way which don’t affect our future generations to meet their needs. The model reflects three principles of sustainable development i.e. Social, Environment and Economy:

It is the combination of three components, where sustainability can be achieved when social, environment and economy act in a systematic way. The figure represents equal balance and interconnection between them. Well, all human beings have different perspective in different things, and we are interrelated with each other in living system. In terms of tourism sector also it is related. It mainly focuses on environment pollution control, optimal use of natural resources, development of society and how it can support in economy sector.

CHAPTER:3

Methodology

The aim of this chapter is to outline the steps undertaken by the researchers to find the appropriate answers that addresses the research questions.

In this research, the quantitative research design would be utilized as a part of examination, consolidated with essential approach, which would enable the researcher to concentrate on the different parts of circumstances, in this way concentrating for the purpose of exploring the Danish local people perception towards sustainable tourism. A set of questions are prepared in a structured way to make the participants easier to answer. The purpose of the questionnaire survey is to include large number of people who can freely answer without any difficulties.

Research design is a plan or procedures used for collecting and analyzing the information on research study to identify the accumulated fact around us. It can be considered as a systematic and scientific plan of study to find out issues and problems.

In this research, descriptive research method is used. The descriptive method gives the general overview of the research which is helpful for future references. Generally, descriptive method is depending on observation for collecting data. It allows in-depth gathering of information through survey. For the collection of required data’s, a set of questionnaires were designed for respondent to answer. The data acquired from this research helps to identify how local people are participating in Sustainability and importance of Sustainable tourism in Denmark.

Data is very important in any research to prove your point. To collect a large size of data within a limited time frame, questionnaire is the best way. For the collection of data online survey was done. The research questionnaires were sent to all the respondents through social media. The survey was prepared with a set of questions regarding demographics, income, concept of Sustainable tourism and measures taken to support Sustainable tourism. To collect a large size of data within a limited time frame, questionnaire is the best way. There is an option to keep the identity of the respondent anonymous. The main reason for choosing this method is because of the cheaper cost in comparison to other primary data collection methods. This method is cost-effective and quickest methods for the questions and statements. All the questions are prepared for this method were short, simple and easy to save time for respondents to answer without any difficulties. The questionnaire survey is done only in Denmark.

For the research, it is very necessary to identify and measure variables. A set of questions are prepared for online survey for this research. The online questionnaire consists of three parts: Demographics, measure taken to support Sustainable tourism and understanding the concept of Sustainable tourism. The demographic part consists questions regarding their age, gender, employment status, education and income per month. The first part of the questionnaire is about their basic information that helps to identify the status of the respondents which leads to answer the second part of the survey.

The second part of the survey aim is to measure how individuals are supporting sustainable tourism and what they were doing. Respondents were asked how local people are participating in sustainable tourism, how often they travel as a responsible tourist and impacts of sustainability. The aim of this part was to find perception of local people towards sustainable tourism and how they are practicing in their daily life in order to support sustainable tourism.

Likewise, the third part of the survey was all about respondent’s opinion on how effective sustainability practicing decision during their travel, did they understand the concept of sustainable tourism and whether they believe sustainable tourism benefit both local communities and natural environment. They were asked to give their opinion on “strongly agree” or “strongly disagree” to make them easier to answer. To measure independent and dependent variables, respondents were given the option of willing good, bad, not willing in some questions.

Data analysis is the method of scientifically applying statistical or logical techniques to explain and illustrate. The respondent was asked some basic information about them and their opinion on sustainable tourism. Data was analyzed for demographic profile of respondents, how they are practicing sustainability in daily life, measures taken to support and presented in frequency, percentage and histogram. All the data were collected through online survey by using social media, email and later transferred the data in excel for the analysis. To determine the relationship between dependent and independent variable, for instance practicing sustainability, perception towards sustainable tourism, benefits of practicing, the chi square analysis was used. Chi square

CHAPTER:4

Findings

4.1 Introduction

The chapter discusses the researcher to analyze and interpret the data to find the results of the research. In this section, chi-square test and different figures are conducted to interpret different dependent and independent variables to find out the essence of the research. All the observed findings have been interpreted to derive meaningful conclusion.

4.2 Respondents and profile

Respondents are the one who reply back the answers based on their knowledge and perceptions about the surveyed questionnaire of the researcher. Without a respondent, there would not be an answer or a conclusion or any findings. A research is incomplete without a respondent. They vary on the basis of demographic aspect like age, gender, education level etc. The frequency test will help the researcher to understand the nature of respondent in-depth. For this research, 59 people respondents to the questionnaire.

Figure 4.1. Age group

Based on the above bar graph, the highest number of respondents for the questionnaire is between an age 20-30 which is 44 percent out of 100 percent. Whereas, the respondent above 50 is 0 percent and 30-40 is 11.5 percent out of total 100.

Figure 4.2 Gender

Here, the percentage of male respondent is higher than the female, which is 33 percent out of 100, 25 percent is the female respondent who has respondent to the research questionnaire.

Figure 4.3 Martial status

From the above bar graph, the highest number of respondents for the questionnaire is single which is 34 percent, divorced is the lowest 3 percent, others is 7 percent and married is 15 percent out of total 100.

Figure 4.4 Nationality

According to the given figure above the respondents are lowest is Swedish with 3 percent, highest is Nepalese 27 percent, Danish is 20 percent and others is 9 percent.

Figure 4.5 Education

The above figure 5 illustrate that more of Bachelor’s education respondents are more with 35 percent and master education is 12 percent, primary and secondary level is 4 and 7 respectively.

Figure 4.6 Employment

This figure illustrates the employment of the respondent and most of them are employed with 27 percent and following the student were 22 percent, retire respondents were 2 percent, unemployed and self-employed are 3 and 7 percent respectively.

Figure 4.7 Income

The figure 7 clearly represents 4 different income level of respondents. It shows the majority of the respondent’s income range is between below 30,000 DKK with 39 percent. The second is14 percent with 30,000-35,000. And above 35,0000 DKK is 2 percent.

Figure 4.8 Suggestion to support local community.

The above figure illustrates respondents sometime has highest suggestion with 20 percent to buy local products to support local community. Respondents who never suggest is around 8 percent, people who suggest every day, not very often and very often are 11, 8 and 13 percent respectively.

Figure 4.9 Pay more for green products

The above given bar graph represent respondents are very willing to pay for more green products which is around 23 percent. Somewhat willing respondents is around 18 percent. It means people are interested towards Sustainable tourism.

Figure 4.10 Participation of local people in Sustainable tourism.

The graph illustrates local people participation towards sustainable tourism is strongly agree on the basis of survey. It has the highest 21 percent of strongly agree respondents and the lowest is disagree with 7 percent. Similarly, both agree and Neutral are 15 and 14 percent respectively.

Figure 4.11 Practicing eco-friendly products in restaurants.

The above figure shows we can find out that 29 percent agree with the question that local people attitudes are changing towards sustainability and practicing eco-friendly products. Continuing with around 12who are neutral, whereas 11 percent strongly agree and 4 percent disagree.

4.3 Reliability Test

In order to view outcome of the examination as valid, the evaluation should be valid first. The reliability test helps to find the reliability between the questions that has been surveyed.

CHAPTER:5

Discussion

CHAPTER:6

Conclusion

Reference:

- UNWTO. (2013). Sustainable Tourism of development Guidebook

-   Budeanu, A. (2005). Impacts and Responsibilities for Sustainable tourism: a tour operator’s perspective. Journal of Cleaner Production, 13 (2), 89-97.

· Muresan, I., Oroian, C., Harun, R., Arion, F., Porutiu, A., Chiciudean, G., ... & Lile, R. (2016). Local residents’ attitude toward sustainable rural tourism development. Sustainability, 8(1), 100.

· Aaronson, L. (1994). Sustainable tourism systems: The example of sustainable rural tourism in Sweden. Journal of Sustainable Tourism, 2(1-2), 77-92.

· Andersen, I. M. V., Blichfeldt, B. S., & Liburd, J. J. (2018). Sustainability in coastal tourism development: an example from Denmark. Current Issues in Tourism, 21(12), 1329-1336.

·

· Cole, S. (2006). Information and empowerment: The keys to achieving sustainable tourism. Journal of Sustainable tourism, 14(6), 629-644.

· Thongdejsri, M., & Nitivattananon, V. (2019). Assessing impacts of implementing low-carbon tourism program for sustainable tourism in a world heritage city. Tourism Review.

·

· Mohaidin, Z., Wei, K. T., & Murshid, M. A. (2017). Factors influencing the tourists’ intention to select sustainable tourism destination: a case study of Penang, Malaysia. International Journal of Tourism Cities.

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· Too, L., & Bajracharya, B. (2015). Sustainable campus: engaging the community in sustainability. International Journal of Sustainabilityy in Higher Education.

· Jamrozy, U. (2007). Marketing of tourism: a paradigm shift toward sustainability. International Journal of Culture, Tourism and Hospitality Research.

Social

Environment

Sustainable development

Economy

age below 20 20-30 30-40 above 50 4 43 12 0

Nationality Nepalese danish Swedish Others 28 20 2 9

1

0

5

10

15

20

25

30

35

male female

gender

0

5

10

15

20

25

30

35

40

MarriedSingleDivorcedothers

marial status

0

5

10

15

20

25

30

35

40

PrimaryseconadryBachelor'sPhdmasters

Education

0

5

10

15

20

25

30

EmployedUnemployedRetireStudentself-employed

Employment

0

5

10

15

20

25

30

35

40

45

Below 30,000 DKK30,000 DKK-35,000

DKK

35,000 DKK-40,000

DKK

Above 40,000 DKK

Income level

0510152025

Do you make suggestions to tourists to

purchase local products to support local

community?

Chart Title

Not very oftenNeverVery oftenEverydaySometime

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Would you willing to pay more for green

products to support sustainable tourism?

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NeverSomewhat WillingVery WillingNot WillingWilling

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Do you believe participation of local people

towards sustainable tourism will be

effective?

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AgreeStrongly AgreeNeutralDisagreeStrongly Disagree

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Do you agree local people attitudes are

changing towards sustainability and many

more restaurants are using eco-friendly

products?

Chart Title

AgreeStrongly AgreeNeutralDisagreeStrongly Disagree