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A "nudge" towards sustainability
How can travelers be motivated to travel more sustainably? The joint project by Futouris and Tourism Ireland Germany provides answers to this question. A concept for the use of effective nudging methods to successfully communicate sustainable travel offers in Ireland was developed and tested in practice. The results were summarized in a practical guide.
Tatjana Peters)
Project objectives
The term sustainability
The almost inflationary use of the term "sustainability" is coming under increasing criticism and leaves many people rather skeptical about it. Moreover, travel offers never offer 100% sustainability, but offering an alternative with a conscious focus on it is no longer enough. Calling a trip "sustainable" is therefore not enough. Instead, other methods are needed to make travelers aware of sustainable vacation offers and encourage them to book. The method of "nudging" has proven to be particularly effective in "nudging" people towards positive behaviour.
Which communication methods can be used to motivate travellers to use more sustainable offers?
As part of the joint project between Futouris and Tourism Ireland Germany, the question of which communication methods can be used to raise awareness among travellers to Ireland of the destination's commitment to greater sustainability and motivate them to use climate-friendly offers was investigated. A concept for the use of effective nudging methods for the successful communication of sustainable travel offers in Ireland was developed and tested in practice.
Effective nudges range from transparent additional information in the booking tool to raise awareness of greener travel options to carbon footprint comparisons of selected means of transport and the adaptation of pre-selected standard options when booking.
The results were summarized in a practical guide for effective sustainability communication. The focus here is on the principle of "nudging", i.e. small, targeted impulses that intuitively encourage people to behave in a more environmentally friendly way.
Project activities
The following activities were implemented
Analysis of the status quo with regard to existing sustainable travel offers and communication measures used
Analysis and development of specific nudging methods
Definition of criteria for measuring success Defining criteria for measuring success
Testing the developed nudging methods in Tourism Ireland's social media channels and newsletters
Evaluation of the nudges used based on the previously defined criteria
Summary of the results in a practical guide
