National destination pledges as innovative visitor management tools – social marketing for behaviour change in tourism

Abstract

Since the announcement of the Icelandic Pledge in June 2017, destinations are increasingly turning to national destination pledges as a possible tool to address negative impacts caused by visitors. This article uses qualitative interviews with 17 stakeholders involved in the development and implementation of the full sample of national destination pledges at the time of the research (namely the Icelandic Pledge, the Palau Pledge, the New Zealand Tiaki Promise and the Sustainable Finland Pledge) as an empirical basis. It explores the catalysts for the development of national destination pledges including undesirable visitor behaviour, increasing visitor numbers and a desire to protect the destination and its people. It then demonstrates how national destination pledges are social marketing initiatives, which employ commercial marketing techniques to positively influence visitor behaviour. By analysing the social marketing strategies used by national destination pledges and linking these strategies to behaviour change literature, this paper demonstrates that pledges’ use of peer pressure, emotional engagement of visitors, and positive, targeted messaging are all characteristics that hold potential to influence visitor behaviour.