Nudge plus in tourism: reflexive behaviours and reflective attitudes

This research explores the potential application of nudge + in a tourism context. Nudge + is an intervention that aims to influence consumer decisions and promote long-term behavioural change by facilitating reflexive actions alongside reflective processes. Nudge + is conceptualised as a hybrid approach incorporating elements from green nudging and transformative experiences. In a laboratory simulation of a visit to an animal park, nudge + is used to explore how combining successive reflection-inducing messages and menu manipulations influences participants' food choices and pro-environmental attitudes. The process of designing the simulation constitutes a constructive step in developing and learning how to utilise nudge + in tourism activities. Our interpretation of nudge + entails a purposeful and comprehensive rethinking of the tourism experiencescape and customer journey to maintain enjoyment, engage visitors and ensure a cohesive stance towards reducing visitors' onsite climate footprint. Interventions and reflective elements can be incorporated as sequential interactions that set local norms. The results indicate that nudge + can boost participants' pro-environmental attitudes and behavioural intentions. Moreover, the interventions do not disturb participants, and nudging is perceived as an acceptable strategy for reducing tourists' climate footprint.