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EMAC 2023 Annual

Promoting regenerative sustainability to second homeowners

Published: May 24, 2023


Anne-Mette Hjalager, University of Southern Denmark


Second homes are essential components in the Danish tourism accommodation provision, and their role in the achievement of more sustainable tourism futures constitutes a key poli-cy concern. This research contribution assesses the ideas of regenerative tourism and the contexts for the persuasive communication of environmental action to second homeowners. Ingredients in sustainability campaigns can be designed to reflect how second homeowners interpret environmental risk and potential. Governmental and tourism agencies’ promotion of sustainability to second homeowners need to reflect the receptive manners of the owners, and feasible approaches are discussed under: 1) cognitive, 2) experiential, 3) normative, and 4) reciprocal styles. The concept of regenerative tourism is new in tourism research, and this contribution unfolds communication and marketing aspects in a field where property owner-ship and touristic behavior is critically and paradoxically intermingled.