The socio-cultural perceptions of overtourism among Asian and European university students

Abstract

THE AIMS OF THE PAPER

This study examines the preferences and attitudes of representatives of Gen Z regarding the phenomenon of overtourism among the Asian and Hungarian university students.

METHODOLOGY

The study was conducted as a “cross-cultural study” in Taiwan and Hungary with Asian and European university students in focus group interviews. The Asian interviews were carried out in English, the Hungarian groups’ were in Hungarian, and as a total of 37 students were involved in the research.

The survey examined how young people are affected by crowds, how they behave in crowded places and situations, and when they experience overtourism during their travels, and how that experience influenced their future travel preferences and decisions.

MOST IMPORTANT RESULTS

The research explored that all interviewees were deter by the crowd, even though, they have positive experiences, associations towards it, such as participating in sport events or spiritual gatherings. Especially, European students experienced the phenomenon of ovetourism during their travels to the popular destinations. Some have experienced, primarily in Europe that overtourism as a phenomenon diminishes visitor experience to an extent that makes them not want to revisit the given destination. The results show that young people are eager to travel and that the phenomenon of crowdedness, overtourism does not deter them from traveling, especially if the travel is ‘a once in a lifetime experience’. As visitors or travelers, they cannot suggest how to curb overtourism as a phenomenon, but the young expect the broader management bodies and governments of the destinations to handle these negative phenomena.

RECOMMENDATIONS

Although, the results of the qualitative research cannot be generalized; however, the interviews refer to that no self-limitation can be expected from the young travelers’ side. Reflecting the above, from the point of view of destination management, there is a need for more efficient and modern management of mass tourism, especially with regard to long-term sustainability.