Can nudges influence the demand for environmental interpretation in protected areas? Study at Cantareira State Park-SP

Abstract

Environmental interpretation (IA) is an important component of ecotourism and public use in protected natural areas, as it provides information about biodiversity, ecosystems and environmental issues related to these places. However, understanding the factors that influence visitors to be interested in interpretive content is limited. In this context, research was conducted with the objective of identifying a behavioral direction in the search for interpretative content stimulated by nudges, with the help of mobile technology. The application of nudges, which are small interventions that seek to influence people's behavior in a subtle and non-coercive way, has proven increasingly relevant in several areas, including nature tourism. This is because these interventions can be applied in a non-intrusive way and can contribute to improving the visitor experience. The assumption was that, by reading the QR code installed at the entrance to a trail, visitors would be more interested in learning more about AI. Furthermore, it was tested whether social norm nudges would be more effective than direct questions in stimulating visitors' interest. The survey results showed that nudges were effective in sparking visitors' interest in AI. Furthermore, social norm nudges were more effective than direct questions. These results indicate that the use of nudges and gamification can be promising ways to increase visitors' interest in environmental themes in nature tourism itineraries.