When people go on holiday, they often leave their eco-friendly habits at home, leading to a significant increase in environmental impact during their travels. Recognizing this, some cities are beginning to incentivize greener behavior among tourists. For instance, Copenhagen has introduced a system where visitors can earn rewards, such as free museum tours or meals, by engaging in climate-friendly activities like cycling, using trains, or participating in clean-up efforts.
In contrast, other destinations are imposing restrictions to protect the environment and improve local quality of life. Barcelona has implemented a tax on cruise ship passengers, while Mallorca levies a sustainable tourism tax. These measures reflect a broader trend where authorities use both incentives (“carrots”) and penalties (“sticks”) to encourage responsible behavior among tourists.
Research suggests that while people generally prefer incentives, penalties often prove more effective in changing behavior. Subsidized public transport, for example, might not be enough to break the habit of driving, whereas congestion charges are harder to ignore. Combining incentives with penalties can be a more effective strategy, as it not only disrupts old habits but also makes alternatives more appealing.
At the UK Centre for Climate Change and Social Transformations, research has shown that changing behavior in one setting doesn’t always translate to another. While individuals may adopt eco-friendly habits at home, these behaviors often don’t carry over to their holidays. This inconsistency is influenced by several factors.
One key reason is the mindset shift that occurs during holidays. People tend to prioritize enjoyment and relaxation over their usual responsibilities, including environmental concerns. This “enjoyment-focused mindset” can lead to increased consumption and pollution. Additionally, unfamiliar environments often lack the infrastructure to support green behavior, making it more difficult for tourists to maintain their usual eco-friendly practices.
Studies have shown that habits like recycling are much weaker on holiday compared to at home. Research involving UK laboratory workers revealed that while 67% of waste was recycled at home, only 39% was recycled in the workplace and 38% on holiday. This suggests that when people are in a new environment, where they don’t have control over the facilities, it becomes harder to stick to sustainable practices.
To address this, tourism providers could introduce measures tailored to the holiday context. For instance, reducing plate sizes at buffets to minimize food waste or requiring guests to opt-in for daily room cleaning are practical ways to promote sustainability.
However, a critical question remains: do these green habits developed on holiday persist once people return home? The answer often depends on the context. Without similar infrastructure or support back home, people are likely to revert to their old habits. The key to lasting change may lie in transformative experiences that alter a person’s sense of self and connection to the environment.
Research on transformative tourism highlights how immersive, meaningful experiences can lead to permanent behavior changes. Programs like Mālama Hawaiʻi, which encourages tourists to volunteer with local communities, provide profound, enriching experiences that can trigger long-lasting shifts in behavior.
These transformative effects are not limited to holidays abroad. Studies have found that local food festivals, where participants actively engage with local producers and learn about local food products, can lead to increased purchases of local food even six months after the event. Similarly, cultural festivals that encourage active participation can foster a deeper connection to local culture, leading to sustained engagement in community events.
In summary, while breaking old habits and promoting new ones are both crucial for fostering sustainable behavior, achieving lasting change requires more than just monetary rewards. It involves engaging people on a deeper cognitive, emotional, and social level. By rethinking tourism as an opportunity for personal growth and giving back, rather than just consumption, we can help travelers maintain their green habits both on holiday and at home.
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