Nudging for Good: Can Marketing Science and Responsible Tour Operations Drive Pro-Environmental Tourist Behaviour?

This webinar examines the behavioural paradox of the environmentally conscious traveller. It explores why closing the gap between guests' domestic sustainability habits and their vacation-induced "licence to sin" is necessary for reducing the industry's food waste and energy consumption. The academic contribution will frame the research debates and empirical evidence on behavioural economics, detailing field experiments where "nudging" and choice architecture reduced resource consumption by 20% to 60%. The practitioner contribution will focus on implementation, exploring how tour operators and hospitality managers can subtly redesign environments to guide guests towards eco-friendly behaviours. The session is part of the Scholardemia Research-to-Practice Webinar Series, pairing academic insight with professional experience through two short presentations and a moderated discussion. Attendees will learn how to apply "Low Harm Hedonism" operational models that lower environmental impact without diminishing the guest's perception of luxury or freedom. Speakers: To be confirmed. Format: 5-minute introduction, 15-minute academic presentation, 15-minute practitioner presentation, and 15-minute moderated discussion/Q&A. Scheduled as a 60-minute session at 10:00 UTC. Please check your local time zone when registering.