When is Behavioral Optimisation Applicable?
It is possible to pursue behavioral optimization at different levels and with problems of different scale. It can be useful with something as focused and specific as pricing where a business can end up with different consumer outcomes depending on small details such as whether the price ends on a 5 or a 9, whether the price comes before or after the product description and whether the description makes reference to another comparable offering.
At the same time, behavioral optimization can make a significant difference in the tackling of complex large-scale challenges such as minimizing the energy footprint of the tourism economy on a destination or eliminating single-use plastics from the tourism system, or even facilitating a transition to new destination design that is COVID-19-safe and that prioritizes human wellbeing.
See a summary of the different levels at which behavioral optimization can be applied in the tourism system.