Model for Implementing Sustainable Tourism in the Hospitality Sector

• Grant number: 24/16383-0
• Support Opportunities: Scholarships in Brazil - Master
• Start date: February 01, 2025
• End date: May 31, 2026
• Field of knowledge: Applied Social Sciences - Tourism
• Principal Investigator: Marina Toledo Lourenção Rocha
• Grantee: José Eduardo Pires de Oliveira
• Host Institution: Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP). Universidade de São Paulo (USP). Ribeirão Preto , SP, Brazil

Abstract

Given the growing global concern about the use of natural resources and greenhouse gas emissions, sustainable tourism has become a relevant topic, both in theory and practice. However, its implementation still faces various challenges, with the lack of tourist engagement being one of the main obstacles. To address this issue, researchers have begun focusing on nudges, small incentives that facilitate the adoption of sustainable tourism by guiding tourists' choices without limiting their freedom. In this context, this study aims to develop a model for implementing sustainable nudges in hospitality enterprises in the state of São Paulo. To achieve this, the study will begin with a deductive phase, gathering theoretical data to create an initial model. This will be followed by an inductive phase, using empirical data collected through in-depth interviews with hospitality sector managers to refine the model. The research is expected to contribute to the expansion of nudge theory, filling some gaps that still persist in the literature. Moreover, on a practical level, the project could lead to win-win situations, where hospitality enterprises can reconcile cost reduction and environmental impact, while tourists enjoy their experience by benefiting from the nudges provided.