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Nudging for good: Can marketing science and responsible tour operations drive pro-environmental tourist behaviour?

  • 15:00–15:55 UK time55 minutes
  • Online, on Zoom, inside ScholardemiaRegister, then join on this page from 14:50. How to join
  • Sofie Voss and Amberley Shermon-JonesChaired by Dr. Faye Taylor, convened by Prof. Eugenia Wickens

Can prompts, defaults and social norms support greener travel without manipulating visitors or shifting responsibility onto them?

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Speakers

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Sofie Voss

Presenter

University of Surrey

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Amberley Shermon-Jones

Presenter

Journey Mexico | Costa Rica | Brazil

Scholardemia profile
Scholardemia
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Nudging for good: Can marketing science and responsible tour operations drive pro-environmental tourist behaviour?

WebinarOnlineSession 1 of 29

Can prompts, defaults and social norms support greener travel without manipulating visitors or shifting responsibility onto them?

  • 15:00–15:55 UK time
  • Online, on Zoom, inside Scholardemia · 55 minutesRegister, then join on this page from 14:50. How to join
  • Sofie Voss and Amberley Shermon-JonesChaired by Dr. Faye Taylor, convened by Prof. Eugenia Wickens

About this webinar

Speaker update, 2 October 2026: Confirmed speakers: Sofie Voss and Amberley Shermon-Jones. Chair: Dr Faye Taylor.
Choice architecture, default settings, timely feedback and messages about social norms can encourage travellers to select options with lower environmental impacts. This webinar critically examines the evidence for such interventions in tourism and hospitality. It considers where behavioural nudges are effective, how outcomes should be measured and when persuasive design becomes manipulation. The session will distinguish changes in stated intention from verified changes in behaviour and environmental performance, with attention to whether effects persist after an intervention ends.
Panellists will emphasise that communication cannot compensate for the absence of sustainable infrastructure or affordable alternatives. The discussion will connect behavioural research with itinerary design, transport, food procurement, waste systems, staff practice and the physical management of facilities. It will explore how context, culture and economic constraints influence responses to an intervention. Potential rebound effects will also be examined, including cases in which efficiency or moral reassurance encourages additional consumption that reduces or reverses the expected environmental benefit.
Participants will learn how to define a behavioural problem, select an ethically appropriate intervention and establish a credible comparison for evaluation. They will consider transparency, informed choice, accessibility and the distribution of responsibility between guests and operators. The webinar will provide criteria for deciding when a nudge should be revised, withdrawn or replaced by a structural measure. Delegates will leave with a method for designing testable interventions that respect visitor autonomy while contributing to clearly specified and measurable environmental objectives. This evidence can inform wider operational changes and more effective environmental policy over time.

How to join

This webinar runs on Zoom. You join it here on Scholardemia, where the meeting opens inside the page with the chat, questions and polls beside it. You do not need a Zoom account or a Zoom link.

  1. RegisterFree, with your Scholardemia account.
  2. Come back on the dayThe room opens at 14:50 on Friday 30 October. We email you a reminder with the Join button the day before.
  3. Press JoinSign in with the same account. The meeting opens here, with questions, polls and the group chat beside it.

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Speakers, chair and convenor

Sofie Voss

Presenter

University of Surrey

Scholardemia profile

Amberley Shermon-Jones

Presenter

Journey Mexico | Costa Rica | Brazil

Scholardemia profile

Dr. Faye Taylor

Chair

Cambridge Advance Online

United Kingdom

Dr. Faye Taylor chairs this event and is affiliated with Cambridge Advance Online.

Scholardemia profile

Prof. Eugenia Wickens

Convenor

OTS Academy

United Kingdom

Professor Eugenia Wickens edits the Journal On Tourism & Sustainability (JOTS) and the Journal of Tourism and Hospitality Education (JTHE), and chairs Scholardemia webinar sessions. Her research covers tourist experience and typologies, tourism routes and rural development, volunteer tourism, and event and cultural tourism. Formerly Reader in Tourism at Buckinghamshire New University, she has helped plan tourism education in Malaysia, Cambodia, Laos, Nepal, Serbia, Greece, Ireland and Turkey.

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Organised by Scholardemia.

Committee

Organising Committee

Operational leadership and event delivery team.

Dr. Faye Taylor

Chair

Cambridge Advance Online

United Kingdom

Dr. Faye Taylor chairs this event and is affiliated with Cambridge Advance Online.

Scholardemia profile

Prof. Eugenia Wickens

Convenor

OTS Academy

United Kingdom

Professor Eugenia Wickens edits the Journal On Tourism & Sustainability (JOTS) and the Journal of Tourism and Hospitality Education (JTHE), and chairs Scholardemia webinar sessions. Her research covers tourist experience and typologies, tourism routes and rural development, volunteer tourism, and event and cultural tourism. Formerly Reader in Tourism at Buckinghamshire New University, she has helped plan tourism education in Malaysia, Cambodia, Laos, Nepal, Serbia, Greece, Ireland and Turkey.

Scholardemia profileORCIDGoogle Scholar

Scholardemia

Organizer

Event committee

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Photos

  • Making responsible visits practical. Illustrative photograph — Vietnam Photographer / Pexels.

  • Make lower-impact journeys practical — AI-generated editorial illustration.

  • Design for less food waste — AI-generated editorial illustration.

  • Support care for fragile places — AI-generated editorial illustration.

  • Measure behaviour and environmental outcomes — AI-generated editorial illustration.

Next in this series

All 29 sessions
  1. Fri 6 Nov09:00Decarbonising travel: The future of sustainable transport and its impact on mass tourismSession 2
  2. Fri 13 Nov09:00Tech-enhanced hospitality: Balancing AI-driven efficiency with the human touch in luxury serviceSession 3
  3. Fri 27 Nov14:00Beyond satisfaction: How can tourism and hospitality genuinely enhance community quality of life?Session 4
  4. Fri 4 Dec09:00Destination marketing in the digital age: From academic theory to global campaign successSession 5