Mobile applications as solutions to enhance sustainable travel behaviour among Generation Y
Kiilunen, Olga (2013)
Kiilunen, Olga
HAAGA-HELIA ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013060512959
https://urn.fi/URN:NBN:fi:amk-2013060512959
Tiivistelmä
The aim of this thesis was to investigate the possibility and the best ways of using mobile applications to enhance sustainable travel behavior among Generation Y. The development of Information and Communication Technology (ICT) brings the new opportunities in tourism and travel industry. At the same time, widely accepted as currently most significant segment both in travel industry and global sustainable development, Generation Y is know for their high expertise and passion for using technological innovations. This report attempted to study the use of mobile applications – an innovative ICT development as a tool of Travel Demand Management, aimed to educate and involve Generation Y in a world of sustainable traveling.
The theoretical framework of the study embraces three main topics: sustainable tourism and sustainable purchasing in tourism; the role of mobile applications in tourism, sustainable tourism and technology acceptance model; the portrait of Generation Y, their consumer and travel behavior, and attitudes towards sustainable tourism and mobile applications.
The empirical study used qualitative approach and was done in a form of online-survey. Respondents were required to fit the age criteria of Generation Y, being 18-34 years old. The links to the questionnaire were distributed in social media and via e-mail.
As a result, 100 valid responses were analyzed using descriptive statistics and interpreted by themes.
Generation Y members are active travelers and users of mobile applications, however their awareness of sustainable tourism is very low, which results in indifference and nonacceptance of personal responsibility in it. To succeed mobile applications need to be supported be educating activities and be beneficent for a customer. Conclusions were complemented by a set of recommendations for tourism stakeholders and applications developers.
The theoretical framework of the study embraces three main topics: sustainable tourism and sustainable purchasing in tourism; the role of mobile applications in tourism, sustainable tourism and technology acceptance model; the portrait of Generation Y, their consumer and travel behavior, and attitudes towards sustainable tourism and mobile applications.
The empirical study used qualitative approach and was done in a form of online-survey. Respondents were required to fit the age criteria of Generation Y, being 18-34 years old. The links to the questionnaire were distributed in social media and via e-mail.
As a result, 100 valid responses were analyzed using descriptive statistics and interpreted by themes.
Generation Y members are active travelers and users of mobile applications, however their awareness of sustainable tourism is very low, which results in indifference and nonacceptance of personal responsibility in it. To succeed mobile applications need to be supported be educating activities and be beneficent for a customer. Conclusions were complemented by a set of recommendations for tourism stakeholders and applications developers.