Anna KleinLifestyles of Health and Sustainability:
Gestaltung touristischer Angebote unter Berücksichtigung der LOHAS

About this book deutschenglish

Since the description of the Lifestyles of Health and Sustainability (LOHAS) by Paul Ray and Sherry Ruth Anderson (2000) and the publication of their study in Germany through the Future Institute in 2007, the term LOHAS was taken up by the marketing industry with great enthusiasm. The numerous studies showed that the conscious consumers have an above-average purchasing power, high interest in technologies and willingness to pay extra for environmentally and socially responsible products. Nevertheless, there has been little scientific research on the LOHAS, especially in terms of their travel behavior and travel preferences.

The present work, which was submitted as a dissertation at the University of Hohenheim in Stuttgart, fills that gap. The author focuses on two main questions – how LOHAS customers are travelling and how can they be identified? On the basis of an online survey among users of the main German LOHAS web portals – utopia.de, karmakonsum.de and lohas.de a travel profile of conscious consumers is outlined – from the choice of transport and the destination, to accommodation and activities on-site. Particularly interesting are the results referring to the preferences in choosing an accommodation, which were obtained by applying the so-called MaxDiff method. This shows the great importance of the sustainability aspects of an accommodation such as organic food and sustainability labels. In addition, the author developed a tool to identify the LOHAS - until now the only publicly accessible method, which was developed on the base of the theoretically secured assumptions and then tested empirically.

The extremely successful combination of theory, methodology and practice makes this book a must-read for the tourism industry. Using the model to identify the LOHAS also provides a practical tool that can be used to study the conscious consumers in many different areas.

Ihr Werk im Verlag Dr. Kovač

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Dissertation veröffentlichen