How can travelers be motivated to travel by public transport instead of by car on vacation? This question was the focus of the joint research project "Target Nudging" in collaboration with Arosa Tourism. The aim was to scientifically investigate how targeted stimuli - so-called nudges - can influence the choice of means of transport.
Various scientifically based messages were played out as nudges via several social media campaigns. Nudging means motivating people to behave sustainably without pressure or regulations through small impulses, for example through nudges that point to social norms, such as "More and more outdoor fans are taking the train", information nudges that draw attention to the economic advantages of travelling by public transport with "Also good for Graubünden business" or emotional campaigns that emphasize the personal benefits, such as the "me time" or "freedom" gained.
The nudges were aimed specifically at target groups that can realistically adapt their mobility behavior, in particular multimodal travelers and urban DINKs (Double Income No Kids). The effectiveness of the nudges was tested using scientific experiments. The results show: Simple, emotionally appealing messages and those that convey a sense of belonging and social orientation are particularly effective. Hedonistic arguments such as comfort or extra travel time also increased the willingness to use public transport.
Complex content and moral appeals, on the other hand, had little effect. Simplicity, clear benefits and target group-specific communication are therefore crucial. The project is one of the first evidence-based studies on the use of nudging in the context of tourist mobility. The findings were summarized in a practical guide that shows destinations step by step how effective communication campaigns can be developed, tested and optimized.
