Beyond Nudges: Why We Still Need Intrinsic Motivation in Travel

In my previous article, I made the case that the most effective way to accelerate the much-needed transition toward normalizing responsible consumer behavior in travel is through extrinsic motivation, i.e., making the desired option the easiest, most enjoyable, and, whenever possible, the default. Nudges, smart choice design, and well-placed suggestions can shift large shares of traveler decisions in ways that feel effortless and delightful, leading to cost efficiency, reduced footprint, and higher satisfaction.

That said, while extrinsic motivation serves as the accelerator for normalizing sustainable behaviors in travel, it does not eliminate the relevance of strategies that nurture intrinsic motivation to solidify a new culture of travel for upcoming generations.

Why Intrinsic Motivation Still Matters

Intrinsic motivation is slow to grow, but when it takes root, it becomes a powerful and lasting driver of behavior. It is what will prompt younger travelers to think twice before flying to a destination that is accessible by train, or to avoid single-use plastics instinctively, whether at home or on holiday.

So, while we cannot depend on intrinsic motivation for immediate, large-scale behavior change in tourism, it is absolutely something we must cultivate and invest in over the long term.

I see two key ways we can nurture intrinsic motivation over time.

1. Building a New Culture of Travel Through Education

In recent decades, science has significantly advanced our understanding of the benefits that leisure and travel bring to physical well-being and personal happiness. We also have robust knowledge about the actions and choices that make a trip sustainable without compromising enjoyment.

We know that with the right norms of travel behavior, individuals and societies can reap the benefits of travel while ensuring those benefits extend to host places, residents, and local communities. So if responsible behavior can unlock so much value, why wouldn’t we teach it in schools?

If we want future generations to travel more responsibly, we must begin long before they become tourists. Just as children are taught how to cross the street safely or manage their money, they should be taught how to be good travelers. Imagine a school curriculum everywhere around the world that included lessons on:

How to behave outdoors and leave no trace in nature

How to plan trips with a low environmental impact

How to appreciate and respect cultural differences while traveling

How to support local communities through conscious choices

By the time schoolchildren graduate, they will not need to be told to “be responsible travelers” because it will already be part of their travel culture. It would not be a checklist, but second nature.

2. Smart Learning Through Experience

While we wait for future travelers to grow up with these new leisure and travel norms, there is plenty we can do now to help adults become more mindful, without preaching.

Every tourism business has opportunities to create tiny learning moments that spark curiosity and build awareness. These do not need to be formal lessons; in fact, the less “educational” they feel, the better.

Here are a few illustrations:

🏨 An accommodation provider can help guests notice and appreciate their natural surroundings by placing engaging information about unique trees or plant species around the property. If the content is visual and accessible, it can spark curiosity and lead guests to explore and value the local ecosystems more deeply.

🍽️ Hospitality businesses can include short wildlife facts on table cards. For example, guests could learn why feeding foxes near trails disrupts their natural hunting behavior, or why loud noises can disturb nesting birds. This builds awareness while subtly influencing behavior in natural settings.

🎭 Tour operators can build cultural sensitivity not with rules and restrictions, but by sharing stories about local traditions, seasonal celebrations, or everyday customs. Travelers become more respectful, not because they were told to be, but because they are emotionally engaged.

These are small gestures, but over time, they plant the seeds of intrinsic motivation, helping travelers feel connected to place, culture, and nature. That emotional connection is the bedrock of long-term behavior change.

Playing the Long Game While Acting Now

So here is the ideal scenario:

In the short term, we apply choice design to set better defaults and nudge wisely.

In the mid-term, we use existing guest and visitor touchpoints to build awareness in subtle, engaging ways.

In the long term, we work toward a world where responsible travel habits are taught, normalized, and culturally expected.

When it comes to supporting the sustainability transition in travel, we do not need to choose between extrinsic and intrinsic motivation. We simply need to understand and leverage both, each in its time and place.

BehaviorSMART specializes in turning these behavioral insights into practical transformation. Our behavioral tools and design strategies are built to deliver impact, not just intention. If you’re ready to lead the way in shaping smarter, more sustainable travel, we’re here to help you do it: with clarity, confidence, and results.

Wondering how insights about human motivation and travel apply to your work? Follow our work and explore our resources and tools to discover how insights about human behavior can become the basis for both market success and smart sustainability.

*This article is entirely human-written; AI tools were used only for final edits and confirmation of data sources.