IP Forte III – Dutch Team

The Perception of Dutch Tourists with Regard to Sustainable Tourism

Agenda

Research QuestionResearch MethodData Results and AnalysisConclusionsRecommendations

Research Question

“What role does sustainability play in the selection process of Dutch tourists, with

respect to their destination and their activities?”

Research MethodSurvey

Online SurveySurvey (Hardcopy)

Geographical areasRotterdamDen HaagZeelandArnhem

Limitations Time Constraint As there was little time in to carry out the questionnaires (approximately two weeks). Language Barrier As the questionnaires were in English, it is possible that there were difficulties understanding the

questions in the survey. Although this was less problematic for the younger respondents, it was evident that the elder generations had more problems understanding the questions.

  Questionnaire Translation Bias In order to help respondents understand the various what the questions were asking, the

questionnaire was also translated into Dutch. Although it helped the interviewees understand the question, the questions could have been translated in such a way that it became biased to the manner in which the Dutch team members understood the questions. Approximately 20% of all the respondents used the translation in order to comprehend a query.

  Comprehensive Limitation Another limitation is the misunderstanding of a question. Some queries were unclear to the

respondents, by which the respondents answered how they interpreted the question. This means that every interviewee may have understood and answered the same question differently, depending on the manner in which they comprehended the query.

Refer also to the fact that on the online questionnaire you could not undo the answer if you click it wrong in some of the economical questions. (Need to add also on the report)

Research Method

Target group17 to 65 years old Income Independently make decisions Dutch nationality

Research Findings

Findings – EnvironmentalThe possibility to travel shorter distances and/or locally is important

when choosing a tourist route.

Findings – Environmental

The possibility to enhance responsible tourism (keeping in mind nature’s biodiversity, minimizing one’s own footprint) is important when choosing a

route.

Findings - Social

When I travel in an ecological way, and get myself completely immersed in the local culture, I should get a reward/reduction for that, given by the

government.

Findings - CulturalWhen choosing a responsible tourist route, I would like to visit such cultural

attractions that are certified as sustainable.

Findings – ICTI always consult my friends and family through the Web 2.0 (Facebook,

Twitter, Myspace) to inform myself and obtain documents about all type of responsible tourist routes.

Findings – ICTWhen I’m planning my trips, I use as a source of information

and recommendations specific Web page site reviews.

Findings – Economical

Findings – Economical

Conclusions“What role does sustainability play in the selection

process of Dutch tourists, with respect to their destination and their activities?”

Dutch tourists are To an extent sustainable Would like to consider sustainable aspects Sustainability does not play a role in the selection

process

Recommendations1. Make public transportation more environmental-friendly,

e.g. by using biogas. 2. Providing cooking shows to promote more locally

produced products, organic food and drink.3. Government or tourism offices can certify

accommodations and attractions with sustainable labels. 4. Travel websites can target younger people whom are

using certain webpages or websites more often than elder people.

5. Raise more awareness by providing information about being sustainable in hotels, travel agencies etc.

6. Make sustainable activities more attractive e.g. bicycling in the Netherlands.