Testing the effectiveness of increased frequency of norm-nudges in encouraging sustainable tourist behaviour: a field experiment using actual and self-reported behavioural data

Norm-nudges are effective in encouraging sustainable consumer behaviour various settings, by raising the salience of target via social norms. Tourism presents a highly hedonic context, which is primarily framed self-oriented goals as opposed to normative ones related good environment and society. While existing literature provides insights on appropriate content norm-nudges raise goals, less known about an frequency nudges. It important address this gap tourism because tourists need be aware desired behaviours, while overly obtrusive nudges may backfire. A field experiment was conducted test extent increased has backfiring effect tourist behaviour, using donations for mountain-biking trails behaviour. Results show that increasing does not diminish their positive uptake, suggests they can used more encourage enhance tourists’ experiences. Using actual self-reported behavioural data, study new empirical evidence effectiveness real setting, contributing knowledge effects.