The general objective of Nudge My Tour was to contribute to a better management of tourism flows and to a more effective planning of tourism destinations/experiences, in a post-Covid tourism recovery and beyond, through innovative methods based on behavioural science and the Nudge theory. The specific objectives were the following: - Raise the awareness of professionals working on tourism planning and management about the potential of the Nudge theory to positively influence the behaviour of tourists in a destination, towards the prevention of some of the negative effects of Overtourism, and equip them with practical tools; - Build & test innovative pedagogic tools to illustrate how behavioural insights can be applied to tourism flows management - Share examples of Nudges applied to tourism
In the current context of climate crisis, and socio-economic instability, tourism faces unprecedented challenges. A paradigm shift is needed to re-think the way tourism activities are planned and managed, and to re-balance priorities when it comes to tourism development. Within this context, human behaviour plays a crucial role. People are more aware of the need to travel more sustainably, however they find it hard to change their actual behaviour. Behavioural science can play a crucial role in helping to make the sustainable travel options the easiest and seamless, using insights about human behaviour, and to design more sustainable tourism activities and policies. Tourism actors are aware of the need to address human behaviour, but they do not have the necessary knowledge to implement behavioural interventions. Behavioural science is starting to be applied to many issues related to sustainability, but its application in the tourism sector was still relatively unexplored. We therefore decided to apply with the Nudge My Tour project to address this knowledge gap, and to make the knowledge about the application of behavioural approaches to tourism sustainability more accessible within the tourism ecosystem.