Financial incentives and tourist motivation: Understanding drivers of sustainable tourism

This study examines how financial incentives, as extrinsic motivators, can effectively nudge tourists towards eco-friendly behavior, even in cases where pro-environmental motivations may not be intrinsic. The study uses a randomized control trial involving 180 tourists. The treatment group received a specially designed mobile app providing financial rewards for engaging in eco-friendly activities, such as frequency and type of sustainable activities, spending on local businesses, participation and spending in community-based tourism activities, and pro-environmental orientation. The control group received a standard app without financial incentives. Results showed significant improvements in sustainable behaviors and support for local economies among the treatment group. The findings include increased frequency and variety of sustainable activities, higher spending on local businesses, and enhanced pro-environmental attitudes. Drawing on Crompton's Push and Pull Theory, the study interprets these results as showing how external financial incentives (pull factors) can activate and reinforce tourists' internal pro-environmental motivations (push factors). The study provides insights for policymakers and practitioners aiming to implement effective incentive-based strategies for sustainability in the tourism sector.