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Success and constrains factors among nature-based tourist companies in Iceland

Hafbergsdóttir, Halla
Master thesis
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Halla Hafbergsdottir_master_oppgave.pdf (1.823Mb)
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http://hdl.handle.net/11250/186965
Utgivelsesdato
2013-08-07
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  • Master's theses (INA) [593]
Sammendrag
This paper deals with the main success and constraint factors among Icelandic

nature-based tourist companies. The main tourist attraction in Iceland as in other Nordic countries

is nature. Over the last decades, nature-based tourism is believed to have been a growing industry

and at the same time tourism in Iceland has grown rapidly. One of the greatest challenges

working with the theme of nature-based tourism is lack of definitions of the concept. The survey

design was a joint work with Iceland, Sweden and Norway. The Icelandic survey was translated

and localized with a help from professor from University of Iceland and not all question are

exactly the same as in Norwegian survey. A total of 90 companies (37%) of a valid sample of

241 responded to a web survey. The main finding was that employees play a large part in

companies’ successes. In fact they scores higher than nature itself. Employees have also a great

effect on the constraints a company faces, in the form of lack of knowledge and recruitment. This

study shows that only small differences were found between what Icelandic companies deal with

in terms of constraint and success factors no matter the size or location.
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Norwegian University of Life Sciences, Ås

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