Three years
Color Line, a Northern European short-haul cruise company, must meet international climate targets for the period from 2023 to 2050 in order to create a carbon-free transportation and cruise experience. In doing so, the company not only wants to meet the minimum requirements for reducing emissions, but also adapt its offering as ideally as possible to the requirements of the future. Therefore, this three-year collaborative research project, funded by the Norwegian Research Council, aims to identify potential customers’ willingness to pay and purchase in order to better understand and predict how demand can contribute to achieving a zero-carbon future sooner than 2050. To investigate how different supply adjustments affect demand and willingness to pay, and to determine whether the market favors certain fuel alternatives (e.g. ammonia or hydrogen), it is planned to conduct repeated (over three years) experimental conjoint analyses in both Germany and Norway, and possibly in Denmark. Together with the cooperation partners from Norway, the results will be published in scientific articles and presented at conferences.
The project is funded by the Norwegian regional research fund Vestfold and Telemark (Norwegian: Regionalt forskningsfond Vestfold og Telemark). The project owner is COLOR LINE MARINE AS. The DI Tourismusforschung is a project partner in Germany and receives pro rata funding from the project owner in accordance with the tasks.
West Coast University of Applied Sciences
German Institute for Tourism Research
Fritz-Thiedemann-Ring 20
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