Small Nudges, Big Impact

Nudge+ is an intervention that is designed to influence consumer decisions, plus an experience that will foster reflection. These two interventions are paired in an effort to promote longer term behavioral change.

Yachin et al. (2024) investigate how this approach could encourage more sustainable choices among travelers. They do this by simulating the visitation of an animal park paired with a menu designed to nudge, or promote, more sustainable choices.

The results showed that nudge+ led to an increase in pro-environmental attitudes and intentions. Beyond that, there was no reduction in the enjoyment of the experience. By integrating these nudges into promotional media, DMOs can encourage behaviors that are sustainable without reducing the enjoyment of the experience.

Those who work in tourism can use nudge+ techniques to promote sustainable behaviors in a way that is natural. Thus, DMOs can support sustainable tourism goals without worrying about compromising traveler satisfaction.

The study can be found here.

Yachin, J. M., Margaryan, L., Lexhagen, M., & Ioannides, D. (2024). Nudge plus in tourism: reflexive behaviours and reflective attitudes. Journal of Sustainable Tourism, 1–18. https://doi.org/10.1080/09669582.2024.2436907