How can we encourage more sustainable practices in tourism without imposing constraints or increasing the operational burden on businesses?
This is the question addressed by the projet FIRST MILE which draws on behavioural sciences to make the transition to action easier, for both tourism professionals and travellers.
Understanding the mechanisms of behaviour change
The FIRST MILE approach is based on a key principle from behavioural economics: our choices are not always rational, and they are largely driven by automatic processes.
According to a widely recognised theory, human decision-making operates through a dual-system model:
System 1: fast, intuitive and automatic
System 1 corresponds to our fast decision-making mode. It seeks to act efficiently, with minimal cognitive effort. To do so, it relies on mental shortcuts, avoids complex comparisons and often favours the default option.
In a tourism context, this system is constantly at work: choosing a mode of transport, sorting (or not sorting) waste, limiting water or energy consumption… Most of these decisions are made without conscious deliberation.
System 2: deliberate, slow and analytical
By contrast, System 2 comes into play when we take the time to compare options, assess their consequences and select the one we consider most beneficial at a given moment.
This type of decision requires more attention, information and effort—resources that are often limited, especially while travelling.
Why focus on nudges in tourism?
The innovation of FIRST MILE lies in working with these cognitive mechanisms, rather than against them.
Instead of constantly trying to persuade or impose constraints, the project identifies situations where small adjustments can positively steer behaviour.
The FIRST MILE approach therefore focuses on key decision points where:
- travellers’ choices generate a significant environmental footprint, but one that can be optimised;
- these choices can be influenced simply and smoothly, without disrupting the visitor experience.
These adjustments—known as behavioural nudges, subtly reshape the decision environment: signage, messaging, spatial organisation, default options… Discreet levers that make sustainable behaviour easier, more natural and sometimes even automatic.
Making sustainability accessible and operational
By applying these principles, FIRST MILE shows that the ecological transition does not rely solely on major structural changes.
On the contrary, targeted, low-cost and well-designed interventions can deliver concrete, measurable and lasting results.
For tourism stakeholders, this approach offers a double benefit:
- it reduces the effort required from both travellers and staff;
- it embeds sustainability directly into everyday practices.