People often find themselves less environmentally conscious while on vacation compared to their usual routines at home. Despite the rise in green initiatives, holiday behaviors remain inconsistent, with many travelers prioritizing convenience and enjoyment over sustainability. Recognizing this, cities like Copenhagen have introduced rewards for eco-friendly actions, such as cycling and participating in clean-up efforts, offering incentives like free museum tours and kayak rentals. Meanwhile, places like Barcelona and Mallorca have opted for stricter measures, such as taxes on cruise ship passengers, to discourage environmentally harmful behaviors.
Research suggests that while people generally favor incentives, punitive measures like congestion charges or penalties tend to be more effective in changing behavior. This is because incentives may not be strong enough to disrupt established habits, whereas penalties are harder to ignore. However, a combination of both approaches—offering rewards while imposing penalties—might strike the best balance by both breaking old habits and making eco-friendly alternatives more accessible.
Despite these efforts, many people struggle to maintain green behaviors while on vacation. Studies show that factors such as an “enjoyment-focused mindset,” which leads to increased consumption, and the lack of supportive infrastructure—like recycling facilities in hotels—can make it difficult to stay eco-conscious. For instance, a survey revealed that UK laboratory workers recycled 67% of their waste at home, but only 38% while on holiday.
To counter these challenges, tourism providers can introduce measures that encourage sustainable behavior in a vacation context. For example, reducing plate sizes at buffets to minimize food waste or offering guests the option to opt-in for daily room cleaning can help promote sustainability without compromising the holiday experience.
However, the lasting impact of these green behaviors is questionable. The so-called “spillover effect,” where vacation habits influence behaviors at home, is often weak unless there is supportive infrastructure in both locations. For a more profound and lasting change, tourists need to experience transformative moments that deeply engage them with local communities and environmental practices. Programs like Hawaiʻi’s Mālama initiative, which encourages tourists to volunteer with local communities, have shown potential in creating lasting behavioral changes by fostering a deeper connection with the environment.
Interestingly, these transformative experiences don’t necessarily require international travel. Local events, such as food and cultural festivals, can also drive sustainable behaviors long after the event ends. Studies have shown that visitors who actively participate in festival activities are more likely to continue engaging in eco-friendly practices, such as buying locally-produced food or participating in cultural events.
In summary, creating lasting green behavior changes requires more than just monetary incentives; it involves transforming how people see themselves and their connection to the world around them. By rethinking tourism as a chance for personal growth and environmental stewardship, rather than just another form of consumption, we can encourage more sustainable practices both on holiday and at home.