Using Incentives and Nudges to Promote Sustainable Behavior in Touristic Destinations: Developing Approaches for the Island of Sylt
Grenz, Lena (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023061924209
https://urn.fi/URN:NBN:fi:amk-2023061924209
Tiivistelmä
A majority of German travelers want to travel more sustainably in the near future, but it is rarely a decisive factor for vacation. This leads to an attitude-behavior-gap in the tourism industry. The thesis evaluates how nudges and incentives can be used in tourism to promote sustainable behavior among travelers. Furthermore, approaches for the chosen model destination Sylt were developed.
Nine expert interviews were conducted, including a scale system to rank different potential measures according to their effectiveness. Additionally, two example projects were analyzed. The results show that combining measures is most effective and addresses several target groups. The highest-ranked measures were default changes, descriptive norms and discounts as financial rewards. Taking the interviews and example projects from Juist and Switzerland into account, five approaches were developed for Sylt. They target the problems of mobility, food and sustainable accommodation. When implemented carefully, nudges and incentives in sustainable tourism have an enormous potential that will become increasingly relevant for the travel industry.
Nine expert interviews were conducted, including a scale system to rank different potential measures according to their effectiveness. Additionally, two example projects were analyzed. The results show that combining measures is most effective and addresses several target groups. The highest-ranked measures were default changes, descriptive norms and discounts as financial rewards. Taking the interviews and example projects from Juist and Switzerland into account, five approaches were developed for Sylt. They target the problems of mobility, food and sustainable accommodation. When implemented carefully, nudges and incentives in sustainable tourism have an enormous potential that will become increasingly relevant for the travel industry.