The trendy destination of Iceland : mass tourism and its effects on students

Abstract

This thesis explores the impacts of mass tourism on local residents in Reykjavík, focusing specifically on university students. Looking through the lenses of social sustainability, place attachment, and social exchange theory, the study uses a qualitative approach. Semi-structured interviews were conducted with both local Icelandic and international students to capture their everyday experiences and views regarding the country's tourism boom. The findings show that students hold a highly nuanced perspective. On the one hand, they view tourism pragmatically and quite favorably, seeing it as a vital source of flexible, part-time jobs that help cover Iceland's high cost of living. Culturally, the influx of visitors is also welcomed for making Reykjavík's downtown livelier and more diverse. On the other hand, serious friction points emerge regarding social sustainability. The rapid growth of short-term rentals like Airbnb has made it incredibly difficult for students to find affordable housing. Additionally, the commercialization of nature and the expansion of parking fees at famous landmarks damage the students' sense of place attachment, leading to a feeling of alienation and a reluctance to visit these native spaces. To protect local well-being, the study concludes that Iceland needs a shift toward stronger tourism governance. Based on student feedback, this should include strict limits on short-term urban rentals, visitor caps at fragile natural sites, and parking fee exemptions for residents to ensure they can still access their own nature.