Nudge plus in tourism: reflexive behaviours and reflective attitudes

This research explores the potential application of nudge + in a tourismcontext. Nudge + is an intervention that aims to influence consumerdecisions and promote long-term behavioural change by facilitatingreflexive actions alongside reflective processes. Nudge + is conceptualisedas a hybrid approach incorporating elements from green nudging andtransformative experiences. In a laboratory simulation of a visit to ananimal park, nudge + is used to explore how combining successivereflection-inducing messages and menu manipulations influences par -ticipants' food choices and pro-environmental attitudes. The process ofdesigning the simulation constitutes a constructive step in developingand learning how to utilise nudge + in tourism activities. Our interpreta-tion of nudge + entails a purposeful and comprehensive rethinking ofthe tourism experiencescape and customer journey to maintain enjoy-ment, engage visitors and ensure a cohesive stance towards reducingvisitors' onsite climate footprint. Interventions and reflective elementscan be incorporated as sequential interactions that set local norms. Theresults indicate that nudge + can boost participants' pro-environmentalattitudes and behavioural intentions. Moreover, the interventions do notdisturb participants, and nudging is perceived as an acceptable strategyfor reducing tourists' climate footprint.