On the Importance of Field Studies for Testing Theory-Driven Behavioral Change Interventions in (Sustainable) Tourism

Abstract

Practical measures to entice tourists to behave in environmentally sustainable ways are urgently needed. The effectiveness of such measures is typically tested in survey experiments. This study demonstrates that this approach can be misleading. We test two messages aimed at reducing buffet food waste. One builds on established theories of human behavior (theory of planned behavior, value-belief-norm theory); it assumes that changing beliefs by providing information triggers behavior change. The second message builds on hedonic psychology; it attempts to change behavior through humor, presenting the pro-environmental behavior as enjoyable. In the survey experiment, the belief-based message significantly increases intentions to reduce plate waste; but both messages fail to change behavior in a real hotel. These insights have methodological and practical implications: the effectiveness of new practical measures developed to trigger specific tourist behaviors must be tested in the field before reliable managerial recommendations can be derived.