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MAO - Onderzoek (7,1!!)
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Geheel onderzoeksverslag - HEM2 TIO
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2020BEPERKEN
AFVALSTROOM OP
TOMORROWLAND
ONDERZOEK BEWUSTWORDING AFVALSTROOM
BAS VAN RIJNSBERGEN EN CHAYENNE ALTHOF
TIO UTRECHT – HEM2 – MAO – David Bruggeman
,Voorwoord
Wij zijn Bas van Rijnsbergen en Chayenne Althof en wij volgen op dit moment de studie Hotel- en
Eventmanagement aan Hogeschool TIO Utrecht. Voor het vak marktonderzoek (MAO) hebben wij een
onderzoek uitgevoerd.
In dit verslag gaan wij antwoord geven op de volgende probleemstelling: Hoe kan Tomorrowland de
afvalstroom beperken door gasten bewust te maken van afval door middel van een
communicatiestrategie? Dit gaan wij doen door middel van literatuuronderzoek, deskresearch en een
(online) enquête.
Wij gaan dit onderzoeken omdat wij beide duurzaamheid op festivals een belangrijk onderwerp vinden
waar nog niet veel mensen mee bezig zijn als ze een festival bezoeken. Daarom waren wij erg
benieuwd naar wat mensen nou echt verstaan onder duurzaamheid en of zij zich hiervan bewust zijn.
Wij willen de docent, David Bruggeman, bedanken voor de alle hulp. Hier hebben wij veel van geleerd.
Ook willen wij de respondenten bedanken, zonder hen was dit onderzoek niet mogelijk geweest. Wij
hebben veel aan elkaar gehad, we hebben elkaar geholpen waar nodig was en daarom bedanken wij
elkaar voor alle hulp.
Bas van Rijnsbergen en Chayenne Althof
30 maart 2020, Utrecht
Bas van Rijnsbergen & Chayenne Althof - MAO 1
,Managementsamenvatting
There are many questions in the field of sustainability in the festival industry. Tomorrowland also
combats this. Is it up to the organizers that so much waste is produced or is it because visitors are not
aware of the waste flow at a festival? To verify this, advice must be given on how to make
Tomorrowland guests aware of the waste stream. The following research question was formulated for
this: How can Tomorrowland limit the waste flow by making guests aware of waste by means of a
communication strategy? Awareness plays a very important role in this. People often only become
aware of something when they see the seriousness of the situation.
An online survey has been developed to provide an answer to the research question. This online
questionnaire was distributed to a couple of Dutch respondents. The respondents are of all ages and
therefore no specific target group was chosen. The results of the survey showed that people think
sustainability is important, but that this is not the guideline for whether to go or not to go to a festival.
Many respondents also indicated that they consider waste separation important. This could mean that
Tomorrowland has to place more separate waste bins on the festival site.
Based on this, it is recommended that the Tomorrowland organization should offer guests the
opportunity to change in terms of sustainability. Tomorrowland must place more separate waste bins
so that visitors can see that the organization is consciously recycling waste.
A follow-up study will certainly also be needed to further investigate awareness. In this way,
connections can be made between the waste flow and the awareness of festival visitors. In this way,
the missing information can be supplemented, and the festival organizers can actually use the
research to set up a conscious sustainable festival.
Bas van Rijnsbergen & Chayenne Althof - MAO 2
, Inhoudsopgave
Voorwoord .............................................................................................................................................. 1
Managementsamenvatting ................................................................................................................... 2
1. Inleiding .............................................................................................................................................. 5
1.1 Bedrijfs- en onderwerp beschrijving .............................................................................................. 5
1.2 Aanleiding...................................................................................................................................... 5
1.3 Doelstelling .................................................................................................................................... 6
1.4 Probleemstelling ............................................................................................................................ 6
1.5 Deelvragen .................................................................................................................................... 6
1.6 Indeling onderzoeksrapport........................................................................................................... 6
2. Literatuuronderzoek .......................................................................................................................... 7
2.1 Contextanalyse.............................................................................................................................. 7
2.1.1 Interne analyse ...................................................................................................................... 7
2.1.2 Externe analyse ..................................................................................................................... 8
2.2 Theoretisch kader ....................................................................................................................... 10
2.2.1 Begripsafbakening ............................................................................................................... 10
2.2.2 Theorieën en modellen ........................................................................................................ 11
2.2.3 Bevindingen eerdere onderzoeken ...................................................................................... 14
3. Methodologie ................................................................................................................................... 15
3.1 Onderzoeksbenadering ............................................................................................................... 15
3.2 Onderzoeksstrategie ................................................................................................................... 15
3.3 Beschrijving methoden ................................................................................................................ 16
3.3.1 Kwantitatieve onderzoekstrategie ........................................................................................ 16
3.3.2 Kwalitatieve onderzoekstrategie .......................................................................................... 16
3.4 Overzicht methoden per deelvraag ............................................................................................. 17
3.5 Operationalisatie ......................................................................................................................... 18
3.6 Onderzoekspopulatie .................................................................................................................. 19
3.7 Steekproef ................................................................................................................................... 20
3.7.1 Wijze van steekproeftrekking ............................................................................................... 20
3.7.2 Berekening minimale steekproefomvang ............................................................................ 20
3.7.3 Wijze van benaderen van de deelnemers ........................................................................... 20
3.8 Validiteit en betrouwbaarheid ...................................................................................................... 20
3.9 Ethische aspecten van het onderzoek ........................................................................................ 21
4. Resultaten ........................................................................................................................................ 22
5. Conclusies........................................................................................................................................ 26
6. Aanbevelingen ................................................................................................................................. 27
7. Discussie .......................................................................................................................................... 28
7.1 Bespreking kwaliteit van de resultaten ........................................................................................ 28
7.2 Bespreking waarde van de conclusies ........................................................................................ 29
7.3 Aanbevelingen voor vervolgonderzoek ....................................................................................... 29
Bas van Rijnsbergen & Chayenne Althof - MAO 3
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