{"id":28217,"date":"2025-11-19T11:07:00","date_gmt":"2025-11-19T11:07:00","guid":{"rendered":"https:\/\/avitem.fr\/?p=28217"},"modified":"2025-12-19T11:17:50","modified_gmt":"2025-12-19T11:17:50","slug":"sciences-comportementales-et-tourisme-durable-retour-aux-faits-avec-first-mile","status":"publish","type":"post","link":"https:\/\/avitem.fr\/en\/sciences-comportementales-et-tourisme-durable-retour-aux-faits-avec-first-mile","title":{"rendered":"Behavioural Sciences and Sustainable Tourism: Getting Back to the Facts with FIRST MILE"},"content":{"rendered":"\t\t
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How can we encourage more sustainable practices in tourism without imposing constraints or increasing the operational burden on businesses?<\/p>\n\n\n\n

This is the question addressed by the projet FIRST MILE<\/strong><\/a> which draws on behavioural sciences to make the transition to action easier, for both tourism professionals and travellers.<\/p>\n\n\n\n

Understanding the mechanisms of behaviour change<\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

According to a widely recognised theory, human decision-making operates through a dual-system model:<\/p>\n\n\n\n

System 1: fast, intuitive and automatic<\/h3>\n\n\n\n

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.<\/p>\n\n\n\n

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\u2026 Most of these decisions are made without conscious deliberation.<\/p>\n\n\n\n

System 2: deliberate, slow and analytical<\/h3>\n\n\n\n

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.<\/p>\n\n\n\n

This type of decision requires more attention, information and effort\u2014resources that are often limited, especially while travelling.<\/p>\n\n\n\n

Why focus on nudges in tourism?<\/h2>\n\n\n\n

The innovation of FIRST MILE lies in working with these cognitive mechanisms, rather than against them.<\/p>\n\n\n\n

Instead of constantly trying to persuade or impose constraints, the project identifies situations where small adjustments can positively steer behaviour.<\/p>\n\n\n\n

The FIRST MILE approach therefore focuses on key decision points where:<\/p>\n\n\n\n