Behavior Change for Sustainability
Master Class for Destination Leaders
ability to employ cutting-edge science-based solutions changing behavior
Introduction
Welcome to the cutting-edge Behavior Change for Sustainability Master Class designed for destination professionals who want to effortlessly drive value creation and sustainability in their destinations. Discover the secrets of behavior change with our expert Milena Nikolova.
Key Information
- The topic: Learn practical strategies to effortlessly promote sustainability among travelers and workers in your destination.
- Timeframe: Engage in five real-time modules, each lasting 120 minutes, a hands-on lab session and a personalized one-on-one consultation focused on your destination.
- Format: Small group; Interactive online live sessions (via GoogleMeet)
- Audience: tourism professionals leading sustainability or outreach efforts at destination authorities
- Flexible Meeting Times:
Americas friendly time: 12-2pm PST; 16 – 24 January, 2024
Europe friendly time: 2-4pm CET; 23 Jan – 1 Feb, 2024
Master Class Tuition:
Regular price: 750 EUR | 675 EUR for ETC members
Early Bird: 675 EUR | 600 EUR for ETC members (until 30 Nov., 2023)
Ready to secure your spot?
More Information
This is a 5-module hands-on Master Class that offers a deep dive in behavior change techniques that can support the sustainability efforts at your destination.
A mix of practical lectures, engaging discussions and practice activities will ensure effective learning and preparedness to apply behavioral approaches immediately after the program. One-on-one consultations ensure direct relevance to each represented destination.
Topics We Will Cover:
- How behavior change really works?
- Changing the behavior of travelers, workers, entrepreneurs, residents and even politicians.
- How destination offerings shape traveler behaviors?
- How marketing and communications influence traveler desires and actions?
- How destinations can employ behavior-smart thinking on strategic level?
Master Class Schedule
Americas friendly time: 16-24 January, 2024
Time: 12.00-2.00pm PST
Pre-Master Class Assessment: 15 minutes, to be completed any time between 9-15 January 2024
Module 1: 16 January 2024
Module 2: 18 January 2024
Module 3: 19 January 2024
Module 4: 22 January 2024
Module 5: 24 January 2024
One-on-One Consultation: 30 minute session scheduled any time between 1-29 February 2024
Europe friendly time: 23 Jan – 1 Feb, 2024
Time: 2.00-4.00pm CET
Pre-Master Class Assessment: 15 minutes, to be completed any time between 9-15 January 2024
Module 1: 23 January 2024
Module 2: 25 January 2024
Module 3: 26 January 2024
Module 4: 30 January 2024
Module 5: 1 February 2024
One-on-One Consultation: 30 minute session scheduled any time between 1-29 February 2024
*Recordings from the modules will be accessible for a week after the real-time session. All course materials remain accessible for participants until 29 February 2024.
Master Class Benefits
Tuition and Money-back Guarantee
The tuition for this master class is for individual registrations. If you would like to register more than one person from your organisation contact us for a special group rate.
We are certain that this program will unpack many benefits for your professional expertise and your destination but we want you to have peace of mind. If you start the course and feel that the content is not a strong fit for you (or your destination), you can terminate the program and ask for a full refund until the starting time of Module 3.
I enthusiastically recommend Milena Nikolova’s First Mile Master Class. Milena’s profound insights and practical tools have greatly enhanced my work in developing sustainable tourism at Royal Djurgården, Stockholm. Her class seamlessly blends theory and hands-on advice, empowering participants to implement behavioral science strategies effectively. I highly recommend this class to anyone seeking to deepen their understanding of human behavior and apply it to real-world challenges.
Upcoming Editions
Our pilot edition (May 2022) is now closed for registrations.
Fall 2022
The next edition of The First MileTM Lab for Destinations will run in October/ November 2022. The price for the program is 950,- EUR*.
If you are interested in joining us you can reserve your spot now or contact us for more details.
*If you represent a destination from an emerging market and are interested in this course, please note that we may be able to provide a special rate. Contact us for confirmation.
2023 editions to be announced in the near future.
The First MileTM Activation Program for Destinations
This is an advisory program that involves working with your destination to design and execute a First MileTM effort shaped around the specific sustainability and net zero goals of your destination. Contact us to express interest and schedule an exploratory call so we can establish how an activation program can work for you and maximize the return of your investment.
Interested? Contact us for exploratory call
Master Class Leader
Milena S. Nikolova is a leading expert in applying knowledge about human behavior to improve the market and sustainability performance of travel companies and destinations. She is the author of the first book (Behavioral Economics for Tourism) exploring how how behavioral sciences can be applied to strategic issues in tourism.
Milena is a frequent speaker at leading industry events and frequent guest speaker at universities around the world, including Harvard University (US), Nord University (Norway), University of Otago (NZ), and many others. She holds a Doctoral Degree in Consumer Behavior and Sustainable Tourism from The George Washington University School of Business.
You can find some of Milena’s talks, academic and non-academic publications in our Knowledge Corner.
Past Attendees include:
I enthusiastically recommend Milena Nikolova’s First Mile Master Class. Milena’s profound insights and practical tools have greatly enhanced my work in developing sustainable tourism at Royal Djurgården, Stockholm. Her class seamlessly blends theory and hands-on advice, empowering participants to implement behavioral science strategies effectively. I highly recommend this class to anyone seeking to deepen their understanding of human behavior and apply it to real-world challenges.
Interested but can’t attend this time?
If you are interested in the Behavior Change for Sustainability Master Class but have a conflict with the schedule for the upcoming edition, you can express interest in future programs. We will be scheduling more editions so you can express your interest to join a future cohort.