Experimental design for sustainable tourism: a horizon 2050 paper

Purpose This paper aims to uncover the insights derived from past experimental studies in promoting sustainable tourism. It also advocates for leveraging future experimental designs to position tourism as a catalyst for positive change toward sustainable development goals. Design/methodology/approach A review of previous literature examines the contributions of experimental design in both tourist studies and employee studies within the tourism fields. Findings Previous experimental studies have explored effective methods shaping tourists’ sustainable behaviors and management strategies contributing to employees’ decent work. The importance of integrating digital technology in these interventions is highlighted. A future research agenda encompassing three dimensions – technological progress, theory development and practical implications and research design – is proposed to leverage experimental studies for fostering sustainable development within the tourism industry. Originality/value This study, through a comprehensive review, highlights the significant impacts of previous experimental studies on encouraging responsible consumption among tourists and championing improved working conditions for employees. It underscores the necessity for enhanced experimental design, which should integrate theoretical frameworks and prioritize technological innovations to address real-world challenges. These improvements are crucial for advancing the tourism industry toward greater sustainability.