A Cross-Cultural Comparison of Generation Y and Attitudes to Nature, Wellbeing and Rural Tourism. Dr Melanie Smith and Dr Gabriela Corina Slusariuc

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1 A Cross-Cultural Comparison of Generation Y and Attitudes to Nature, Wellbeing and Rural Tourism Dr Melanie Smith and Dr Gabriela Corina Slusariuc

2 Theories of Nature and Wellbeing Environmental psychology shows that when human beings are surrounded by parks and trees and flowers, their minds function more efficiently and their moods become more positive. The New Economics Foundation (2008) suggest that "The more you relate to nature, the more positive your emotions and the greater your life satisfaction. People in green areas or areas by water ( blue-green areas ) tend to be more physically active (e.g. walking, cycling, swimming). Kaplan and Kaplan (1989) show that nature experiences relieve mental fatigue and lead to renewed attention. Hospital patients who had a view of a forest or fields recovered more quickly, and workers enjoy their work more and become more productive (Ulrich, 1984); students study better (Tennessen and Cimprich, 1995); and prisoners with a green view are ill less often (Moore, 1981); even looking at images of nature can lead to an increased sense of wellbeing (Ulrich, 1984). Nature reduces symptoms associated with Attention Deficit- Hyperactivity Disorder in children (Louv, 2005) Reconnection to the natural world is fundamental to human wellbeing (Louv, 2012: 82)

3 Overview of the Research Research was undertaken to demonstrate the importance of nature and rural activities for Generation Y (aged 21-33). A questionnaire was completed by 483 respondents: 67.9% were female; 153 respondents in Hungary, 143 in Romania, 119 in Poland and 68 in other countries (62 from Israel). It showed their reasons for going regularly to the countryside or not; preferred activities and types of landscape; perceptions of the health benefits of being in nature; and propensity to take holidays in nature As the wellbeing levels of the Hungarian, Romanian and Polish population are very low compared to the OECD and EU average, new ways should be investigated of developing a healthier and happier society, starting with this younger generation. Increasing time spent in nature could be one important way of doing so.

4 Methodology It was decided that the research should focus on Generation Y as the current perceptions, attitudes and actual or intended behaviour of younger people will shape the future. This decision also provided convenient and guaranteed access to a large sample of respondents due to snowball sampling (i.e. Lecturers and students distributed and forwarded the questionnaire to more students). A self-completion questionnaire was designed both in hard copy and Survey Monkey and was distributed to students mainly in Hungary, Romania and Poland, but also Israel. The questionnaire consisted of eleven questions. These were mainly closed questions, however in many cases respondents were able to choose more than one answer, to state their own opinion in an other category, and sometimes they were asked to rank or prioritise their answers. Before the final self-completion questionnaire was distributed, a pilot (test) questionnaire was undertaken with twenty students in Hungary and the results were analysed, after which the questions were refined.

5 Rural Resources in Hungary and Romania Hungary has 10 National parks Lakes and rivers are also an important part of Hungarian tourism (e.g. Lake Balaton, the Danube and River and Lake Tisza). There are 22 wine regions. There are some World Heritage Sites in rural areas: the old village of Hollókő; the Aggtelek karst caves; Hortobágy National Park - the Puszta; Fertő Lake/Neusiedlersee cultural region, and the historic winemaking region of Tokaj. Thermal baths are included in rural tourism statistics (also in Romania). Romania has mountains, plains, lakes, rivers, sea, and the unique Danube Delta. Romania is the only country in Europe which has 5 out of 11 bio-geograpfical areas. A high biological diversity at ecosystem levels but also at species level. The natural environment and countryside lifestyle are the closest to the traditional image that has been conserved in Western Europe. 45% of the total population live in rural areas, the highest in the EU (Eurostat, 2009).

6 The Health and Wellbeing Status of Hungarians and Romanians Life expectancy at birth in Hungary is 74 years. Only 10% eat healthily. 40% do regular sport / exercise. 38% of the population smokes The average person earns 13,696 USD (10,000 EUROs) a year. Approximately 25% of Hungarians suffer from anxiety illnesses. 54% of people in Hungary reported to be in good health, much lower than the OECD average of 70%. Around 45% unemployment. In Romania, life expectancy is 72.7 years. More then 4m people (20%) are suffering from chronic disease. Many Romanians don t eat healthily or do sport regularly. They drink too much alcohol. 25% of the total population smokes. 30% are obese or have diabetes. Around 50% consider their health good. 16% very good, only 4-5% consider it to be excellent (IMAS, 2012). High depression (30%). Average salary 6,000 euro a year, 50% less than the EU average (Eurostat, 2011). Around 40% unemployment.

7 Where did you grow up / live most of your life? Hungarian 200 Polish 150 Romanian 100 Other (please specify) 50 0 City Countryside

8 How often do you go to the countryside for leisure or tourism reasons? Hungarian Polish Romanian Other (please specify) Most weekends About once a month Several times a year Rarely Never

9 My parents/family live in the countryside We have a summer home in the countryside I find the countryside beautiful I find the countryside relaxing I love wildlife If you DO go to the countryside several times a year, why is this? (More than one answer is possible) Hungarian Polish 100 Romanian 50 Other (please specify) 0

10 I do not find the countryside interesting I do not have time I do not know what the benefits of going to the countryside are Rural areas are hard to reach Rural areas are uncomfortable (e.g. cold, wet, no facilities, insects) If you DO NOT go to the countryside several times a year, why is this? (More than one answer is possible) Hungarian Polish Romanian 0 Other (please specify)

11 Which of the following rural or nature-based activities do you like or would like to do? (More than one answer is possible) Hungarian Polish Romanian 0 Other (please specify)

12 Which of the following statements do you agree with the most? (Ranked 1-7) The food is fresher and more organic in the countryside Being in nature can help mental problems and depression Being in nature can make people feel more spiritual It is easier to do exercise and get fit in the countryside It is easier to slow down and relax in the countryside Countryside air can help with breathing problems Being in nature can help to reduce stress

13 200 What facilities or services would improve your experience of being in the countryside? Better access or transport to get there Better quality accommodation or places to stay Nice restaurants and cafés Evening entertainment Nature and wildlife trails or walks Visitor centres with more tourist information

14 How important is it for you to have some time in nature on holiday? Hungarian 150 Polish Romanian Other (please specify) 0 Very important Quite important Important Not very important Not at all important

15 Which of the following environments/activities would you consider for a holiday? (Ranked 1-7) A thermal spa A wine tour A farm holiday Staying in a small village Wildlife watching River Forests Mountains A lake A national park

16 250 Which of the following do you think are the main markets for rural tourism? Older retired Families with people (60+) children Active couples without children Single men Single women Groups of friends Young people (18-30)

17 If you do have a trip to the countryside, who would you prefer to go with? (More than one answer is possible) Hungarian 200 Polish Romanian 50 0 Alone With my family With my partner (husband, wife, girlfriend, boyfriend) With my friends With a tour group Other (please specify)

18 I do not have any plans to spend more time in the countryside I would like to work in rural tourism I would like to go on more day trips to the countryside I would like to take more holidays in the countryside I would like my children to grow up in the countryside Yes, I would like to live in the countryside Other (please specify) Romanian Polish Hungarian

19 Additional Qualitative Comments... Bathing and tanning by the sea are seen as part of nature (especially in Israel). Sailing, picnics, grilling, camping, working in a garden, and extreme sports are also important (as well as drinking strong alcohol outdoors in Eastern Europe!) It can make the family closer, being away from computers and electronic devices, and just spending fun time in the outdoors together.

20 Conclusions The research shows that young people from Generation Y actually do visit the countryside regularly, even if it is mainly to visit their parents or use their summer home. They prefer a combination of nature and water (i.e. lakes) as well as activities like hiking and cycling. Stress reduction, relaxation and slowing down are seen to be the most important health benefits. They prefer to go with friends, partners or family than alone. Lack of time or problems of transport, access and quality accommodation seem to be the main barriers for those who do not go regularly. However, many of them claim to eventually want to live in the countryside, bring their children up there, and to take more rural excursions and holidays. If these intentions can be translated into actions, a healthier, happy society may be created in the future. Nevertheless, there may be considerable work to be done still with other segments of the population who have low levels of wellbeing and spend very little time in nature. Further research is needed to assess this.

21 Recommendations Public health organisations should work more closely with environmental agencies and National Parks to promote the healthgiving benefits of nature (e.g. as has been done in Australia). The healing and health benefits of natural environments in should be promoted more by tourism organisations, especially to domestic tourists. Thermal spa packages could be combined with more active components undertaken in nature (e.g. Nordic walking) to improve physical fitness and mental wellbeing. Lakes could be promoted better as active fitness destinations (for example, Finland has been promoting Lake Wellness ) and easily accessible cycle, hiking and walking paths should be developed if they do not exist already. Horse-riding traditions could be promoted better for both fitness and health, for example, horse-therapy. Forest therapy could be promoted as it is in Finland. This is a growing trend for Japanese tourists, for example. A healthier gastronomy could be developed based on local, organic and slow food principles and encouraging people to pick their own fruit, vegetables and herbs. More countryside retreats could be established which offer outdoor yoga, meditation and other activities connecting people to themselves through nature.

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