Excerpt: “There is an urgent need to transform tourism more sustainable to guarantee the long-term economic, environmental, and social sustainability of the sector. Through five main entry points, this paper shows the benefits of designing and implementing responses that use behavioural science to empower individuals to shift their behaviours towards sustainable tourism policy outcomes: 1) Identify the needs, expectations, and behavioural blockers of today and tomorrow’s tourists; 2) Make tourism human-centred and sustainable by design; 3) Enhance communications on green tourism with evidence from behavioural science; 4) Leverage behavioural science for the supply and demand side of the tourism ecosystem; and 5) Broaden indicators of sustainability used to monitor progress.”
Working Paper
(34 pages)
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