Sustainability by Design: How to Promote Sustainable Tourism Behavior Through Persuasive Design?

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Sustainability by Design: How to Promote Sustainable Tourism Behavior through Persuasive Design

A thesis submitted to the Graduate School

of the University of Cincinnati in partial fulfillment

of the requirements for the degree of

Master of Design

in the Myron E. Ullman Jr. School of Design

College of Design, Architecture, Art and Planning by

[Zhaoran Liu]

Bachelor of Industrial Design, Northeast Forestry University

Committee Chair: Doehler, Steven

3/28/2019

i ABSTRACT

Sustainable tourism has become the shift in tourism development because it is benefiting residents, tourists and environment. Persuasion for sustainability is not relatively new, notions like “green design’’ and “green technology’’ consider changing people’s habits through persuasive system design.

Starting from these facts, this thesis project aims to promote sustainable tourism through persuasive design. The method of persuasive design evaluation showed that effective persuasive designs are existing in tourism programs today to influence tourists’ behaviors. Some evaluation got bad results because people don’t understand what trigger behavior change effectively and efficiently. This thesis project aims to understand tourists’ behaviors and attitudes and find out the barriers for tourists to be green on tours.

ii From the methods of the sustainable behavior survey and the sustainable attitude survey, the significant negative sustainable tourism behaviors and attitudes were uncovered. They were organized into 6 significant persuasion contents. From the interviews, the tourists’ barriers to perform the target sustainable behaviors were identified.

In the end, the persuasive design principles were proposed specifically for sustainable tourism. At the same time, from the experiment of promoting sustainable tourism behaviors, a new persuasive design methodology and a persuasive design process were proposed.

iii

iv ACKNOWLEDGEMENTS

I would first like to thank my thesis chair Doehler, Steven, of the

College of Design, Architecture, Art and Planning at University of Cincinnati, and my thesis advisor Craig Vogel, of the College of Design, Architecture,

Art and Planning at University of Cincinnati. Prof. Doehler and Prof. Craig consistently allowed this thesis to be my own work but steered me in the right direction whenever he thought I needed it.

I would also like to thank my participants who were involved in the survey for this research project. Without their passionate participation and input, the survey could not have been successfully conducted.

Finally, I must express my very profound gratitude to my parents for providing me with unfailing support and continuous encouragement throughout my years of study and through the process of researching and

v writing this thesis. This accomplishment would not have been possible without them. Thank you.

vi TABLE OF CONTENTS

ABSTRACT ii

ACKNOWLEDGEMENTS v

TABLE OF CONTENTS vii

LIST OF TABLES x

LIST OF FIGURES xi

CHAPTER 1. INTRODUCTION 1

CHAPTER 2. LITERATURE REVIEW 3 2.1 Sustainable Tourism 3 2.1.1 Impacts for Tourism 3 2.1.2 Sustainable Tourism is the Response to the Negative Impacts 6 2.1.3 Mass Tourism and Sustainability 8 2.1.4 Influencing Tourists’ Behaviors as A Strategy 9 2.2 Persuasive Technology 10 2.2.1 The Introduction of Persuasive Technology 10 2.2.2 Fogg’s Behavior Change Model 12 2.2.3 Persuasive System Design Model 14 2.3 Sustainability by Persuasive Design 17

CHAPTER 3. thEORETICAL FRAMEWORK 19

CHAPTER 4. METHODOLOGY 23 4.1 Persuasive Design Evaluation 24 4.1.1 Persuasive Design Evaluation Framework 24 4.1.2 The Eight Persuasive Designs 27 4.2 Tourists Research 31 4.2.1 Participants’ Characteristics 32

vii 4.2.2 Sustainable Tourism Behavior Survey 33 4.2.3 Sustainable Tourism Attitude Survey 35 4.2.4 Interview 36

CHAPTER 5. RESULTS 37 5.1 Persuasive Design Evaluation 37 5.1.1 Allow Tourists to get access to the local community easily 39 5.1.2 Make the Program Process Transparent 41 5.1.3 Offer A Reward to Tourists When They Make Responsible Decisions 43 5.1.4 Offer General Suggestions About How to Support the Local Community 44 5.2 Survey 46 5.2.1 The Gap Between Tourists’ Behaviors and Attitudes 46 5.2.2 Significant Negative Behaviors and Attitudes 50 5.3 Interviews 52 5.3.1 Interview Data Analysis 53 5.4 Significant Persuasion Contents 57

CHAPTER 6. DISCUSSION AND CONCLUSION 60 6.1 Strategy Evaluation Framework 61 6.2 Design Principles for Six Sustainable Tourism Contents 65 6.2.1 Content One: Choosing Transportation Modes with Low Consumption and Pollution 66 6.2.2 Content Two: Staying in Eco-friendly Hotels 67 6.2.3 Content Three: Helping Local People in Need 68 6.2.4 Content Four: Learning and Respecting Local Culture 70 6.2.5 Content Five: Avoiding Waste and Pollution 71 6.2.6 Content Six: Visiting the Local Restaurants and Shops 72 6.3 Design Implementation 73 6.3.1 How to Apply the Persuasive Design Principles 74 6.3.2 Design Implementation One: Travel Navigation App Design 74 6.3.3 Design Implementation Two: Room Monitor Design 76 6.3.4 Design Implementation Three: Local Story Sharing 78

viii 6.3.5 Design Implementation Four: 80 6.3.6 Design Implementation Five: Trash Disposing Mobile Game 82 6.3.7 Design Implementation Six: Food Making Sharing App Design 83 6.4 Persuasive Design Process 85 6.5 Discussion 87

REFERENCES 89

APPENDIX A 95

APPENDIX B 96

APPENDIX C 103

ix LIST OF TABLES

Table 1 – The PSD Model 15

Table 2 – Revised PSD Model 16

Table 3– Research methods and data collection 23

Table 4 – Evaluation framework terms explanation 26

Table 5 – Participants characteristics 33

Table 6 – Tourism behaviors in the survey 34

Table 7 – Tourism attitudes in the survey 36

Table 8 – Grading standards of Behavior and attitude survey 47

Table 9 – Average survey scores 48

Table 10 – Barrier categories 56

Table 11 – Barrier categories explanation 57

Table 12 – Barrier Categories to the persuasion contents 59

x LIST OF FIGURES

Figure 1 – The emerging of sustainable tourism 7

Figure 2 – Locating sustainable tourism 8

Figure 3 – Fogg's Behavior Model (FBM) 13

Figure 4 – Theoretical Framework 20

Figure 5 – Persuasive design analysis Framework 25

Figure 6 – The Average Response of the behavior Survey 50

Figure 7 – The Average Response of the Attitude Survey 50

Figure 8 – Interview Reponses Color Coding 53

Figure 9 – Coded Barriers and Categories 55

Figure 10 – Persuasive strategies evaluation 63

Figure 11 – Travel Navigation App Design 76

Figure 12 – Room Monitor Design 78

Figure 13 – Local Story Sharing 80

Figure 14 – History Reproduction Experience Design 81

Figure 15 – Trash Depositing Game 83

Figure 16 – Food Making Video Sharing App Design 85

xi Figure 17 – Persuasive Design Process 86

xii CHAPTER 1. INTRODUCTION

In the 1980s, the concept of sustainable tourism emerged to respond the negative impacts of conventional mass tourism on the destinations.

Sustainable tourism has become a shift in tourism development because it creates a win-win situation for residents, tourists, and the environment

(Fennell, 2008). Line in with the concept of sustainable development:

“development that meets the need of the present without compromising the ability of future generations to meet their needs (WCED,1087),” one main purpose of this study is to find an effective way to prompt sustainable tourism in the era of rapid development of information technology.

As a result of mass tourism which has become a reality of our contemporary life (Adriana, 2003), many negative impacts of tourism have been observed in destinations. Most of these impacts come from tourists unformed or delinquent behaviors (Hall & Lew,2009; Mason, 2008). Past studies have confirmed that regulating behaviors of tourists can be an effective strategy to minimize the adverse environmental and social impact of tourism (Lee & Moscardo, 2005; Powell & Ham, 2008).

There are many different approaches can be outlined to manage tourists’ behaviors, the approach that will be talked in this paper is persuasive design. In recent years, sustainability in the field of human- computer interaction research has been a popular topic of interest, which aims at designing persuasive systems to change users’ behaviors towards a sustainable action (Mustaquim &Nystrom, 2014). The evidence is that there are many persuasive systems designed for sustainability, but some of them didn’t work successfully because designers and researchers didn’t understand what factors led to behavior change (Fogg, 2009). The key challenge to the success of the persuasive design is the understanding of behavior change. Without this, the design of persuasive experience is mostly guessing at a solution.

CHAPTER 2. LITERATURE REVIEW

Internet devises applications to influence people’s behaviors are numerous in many domains, ranging from health to education to sales.

Before exploring the opportunities to promote tourists’ sustainable behaviors through internet innovations, there is a need to researching on the history and development of tourism, persuasive technology in promoting people’s behavior change, and sustainability through persuasive design.

2.1 Sustainable Tourism

2.1.1 Impacts for Tourism

“Tourism at the turn of the century is growing faster than

even our most optimistic predictions.”

---Francesco Frangialli, World Tourism Organization

Tourism has developed to become one of the world’s most important industrial sectors, growing twice as fast as the world’s gross domestic product (GPD) for the last 30 years, and is forecasted to double in the next

20 years (Adriana, 2003). The term “largest industry in the world” is commonly used with tourism. The World Tourism Organization (2003) estimated that tourism is one of the top five export earners for 83% of all countries. In 1998, tourism ranked top in export earnings compared with other industrial sectors. What’s more, most economic benefits of tourism are increased job opportunities and income for local people.

Because of these obvious economic benefits of tourism, regions and nations all over the world are stimulating its development, which causes the rapid development of tourism in the past 50 years. “People found reasons to travel more than ever” (WTO, 2000). However, it is clear that tourism is not “the smokeless industry it claims to be”, it brings high economic benefits that people need to pay high for.

As talk in the previous paragraphs, tourism is generating wealth and employment opportunities. But in recent years, a great part of the local income leaked away because of the foreign ownership of hotels, excursion organizers and transportation services, or because of the high-quality imported products.

Socially, tourism is considered as an important role for promoting cultural exchange, improving living standards, supporting cultural preventions, and stimulating residents’ pride for their homeland (Adriana,

2003). It creates many good outcomes that benefit destinations, but it doesn’t mean all the results are good. The feelings of unhappy, frustrated even angry are stimulated when locals perceive the tourists’ lifestyles as more desirable than their own, especially for locals who have to work to provide leisure for the tourists.

Tourism provides opportunities to create interactions between representatives of different cultures because it is necessary for people to show respecting and understanding of each other’s values. But mostly, the relationships between tourists and locals are superficial and unbalanced because of language barriers, cultural differences, financial status differences and short time tourists spend on destinations (Adriana, 2003).

Tourism depends directly on environmental quality to provide sceneries and products. In some of the places, tourism industry supports

the protection of natural assets. However, pollution, waste generation and land degradation occur due to the overpopulate in destinations. The statistics from the World Wildlife Fund (2002) showed that the environmental impacts created during a two-week holiday account for 20%-

50% of the earth share of one person for an entire year. The effects are affecting the core value of tourism industry --- the environment.

The adverse impacts that listed in this chapter illustrate that there is an urgent need to prevent them from happening; otherwise, if the ecosystems endanger, tourism would lose much attractiveness and business benefits.

2.1.2 Sustainable Tourism is the Response to the Negative Impacts

To respond to these adverse impacts, sustainable tourism emerged in the 1980s. It was defined by UNWTO (2012) as “tourism that takes full account for its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment, and host communities.” From Branwell and Lane (2012), the concept of sustainable tourism is a reaction of the negative impacts of mass tourism

on the ecological, socio-cultural and economic environment, as Figure 1 shows.

Figure 1 – The emerging of sustainable tourism

As the literature available on negative tourism impacts, mass tourism activities should be responsible for generating the most severe impacts of tourism. The large-scale tourism cannot meet the requirements of sustainability. In contrast, small-scale activities, which are also known as nature tourism, alternative tourism and eco-tourism, are more beneficial and responsible for destinations (Adrianna, 2003). As Figure 2 shows, there is a high possibility to locate sustainable tourism between these two extreme types, finding ways to incorporate mass tourism with more responsible principles.

Figure 2 – Locating sustainable tourism

2.1.3 Mass Tourism and Sustainability

Although mass tourism is considered to be responsible for the negative impacts of tourism, it has the possibility to be compatible with sustainable tourism (Clarke, 1997). Instead of developing either mass tourism or sustainable tourism, the goal is that all scales of tourism should be designed to have sustainability as a common goal because mass tourism has beneficial to promote the development of sustainable tourism

(Clarke,1997):

- Large industry players have greater lobbying power for the protection

of nature and societies (as tourism’s main assets), against the

impacts of other economic activities (e.g. oil industry and mining)

- Large-scale operators have connections with millions of consumers

and numerous supplies, representing a great persuasive force for

sustainability in tourism.

Without a doubt, developing small-scale tourism can mitigate the damages caused by mass tourism, but is incapable of meeting the demand requirement for mass tourism. It can prevent many negative impacts but cannot prevent the problems that created by mass tourism have new impacts. Therefore, the effective approach to developing sustainable tourism is focusing on the problems caused by mass tourism.

2.1.4 Influencing Tourists’ Behaviors as A Strategy

The World Tourism Organization (1998) also defined sustainable tourism as “tourism development that “meets the need of present tourists and host regions while protecting and enhancing opportunities for the future”. Three main stakeholders in the tourism industry are mentioned in this definition, present tourists, people in host regions and future generations. Building partnership and cooperation between each stakeholder groups in tourism is important, but what needs to be realized

that different groups have their own goals in terms of tourism development.

Therefore, the understanding of stakeholder groups’ goals is essential.

The present tourists are important stakeholders in tourism, their attitudes and behaviors toward tourism can influence the tourism industry a lot. As observed in destinations, most of the negative impacts of mass tourism come from tourists’ irresponsible behaviors (Hall & Lew, 2009;

Mason, 2008). Previous studies also confirmed that managing tourists’ behaviors can minimize the adverse environmental and social impact in destinations (Lee & Moscardo, 2005; Powell & Ham, 2008). If tourist’s behaviors can be influenced in order to achieve the goal of sustainable tourism, it can continue to influence the next generations in the future.

2.2 Persuasive Technology

2.2.1 The Introduction of Persuasive Technology

In the past decades, “persuasive technology” has been leveraged and applied to promote people’s behaviors change (Varsolo & Jan-Dirk,

2017) for many areas in personal and ubiquitous computing (Harri, 2012).

Fogg (2003) thought persuasive technology is fundamentally about learning to automate behavior change. After he introduced his Behavior Change

Model for Persuasive Design, there is an increasing interest in using technology to deliver interventions. Persuasive technology often takes the form of web or mobile platforms, it inherits with some tradition persuasion ways --- information and incentives to change users’ behaviors.

Fogg (2002) defined “persuasive technology” as technology designed to change attitudes and behaviors of users through persuasion.

He also pointed out that more individuals and organizations can design experience to influence people’s behaviors and attitudes through technology because the tools for creating persuasive products are easier to use with the innovations on the internet. Depending on different persuasive goals, a different technique can be applied. Thus Moyen and Tobias (2004) convinced that using persuasive technology to change people’s behaviors in a practical way is highly conceivable.

In today’s world, the emerging spread of social web and mobile applications has opened up opportunities to design new kinds of information

systems to persuade users’ behaviors (Oinas-Kukkoen, 2012). For instance, the most prominent area appears to be the use of information technology to promote personal health and wellness. The positive results already are reported. Users have succeeded in many aspects such as the management of smoking cessation, hazardous drinking, obesity, diabetes, asthma, stress, anxiety and depression, complicated grief, and insomnia.

There are also some other successful areas including persuading users to adopt greener energy behaviors and helping people to adhere to a healthy diet and exercise habits.

2.2.2 Fogg’s Behavior Change Model

As mentioned above, Fogg’s Behavior Change Model is the pioneering work on “persuasive technology.” The Fogg Behavior Change

Model (FBM) which is shown in Figure 3, is a psychological model, in which human’s behaviors are influenced by three principal factors: motivation, ability, and triggers (Fogg, 2009). According to Fogg, for a person to perform a target behavior, he or she must (1) be sufficiently motivated, (2) have the ability to perform the behavior, and (3) be triggered to perform the behavior.

The relationships between the three factors are also be shown the models

clearly, all factors must be present at the same instant for the behavior to occur (Fogg, 2009).

Figure 3 – Fogg's Behavior Model (FBM)

From Fogg’s perspective, there are two prominent uses of this model. The first one is that it is useful in analysis and design persuasive technologies. The second one is that the model gives a shared way of thinking about behavior change (Fogg, 2009). By using this framework, researchers can look for new persuasive designs, either in research or commercial settings. The significance of this model to this thesis project can be seen in two aspects. The first one is to study examples of persuasive

technology products. The second one is to evaluate the new persuasive design and look for opportunities to leverage the three factors to promote target behavior.

2.2.3 Persuasive System Design Model

Persuasive System Design Model, known as the PSD Model, is the framework introduced by Oinas-Kukkonen and Harjumaa (2009). The PSD

Model is a conceptualization for designing, developing and evaluating persuasive systems.

In the PSD Model, there are four persuasive system features: (1) primary task support, (2) dialogue support, (3) system credibility support, and (4) social support. Primary tasks support is helping users achieve or perform major tasks or target behaviors. Dialogue support enables user- system interaction to keep the user active when using the system. System credibility support is designed to make the system more credible and therefore more persuasive. Social support uses social influence to motivate users (Sunio & Scheocker, 2017). There are several persuasive strategies for each feature, which are shown in Table 1.

Table 1 – The PSD Model

In 2017, a group of research scientists evaluated the persuasiveness of design by using the PSD Model for their project. The revised the PSD

Model by omitted the system credibility support because from their research, they found that the published studies do not sufficiently report these principles, making any evaluation difficult to carry out. The revised

PSD Model is shown in Table two.

Table 2 – Revised PSD Model

The PSD Model is usable when in persuasive design, it likes a database for designers to advice on when they need persuasive strategies to solve their design challenges. It provides many choices, but the problem is that it didn’t provide a methodology to evaluate the strategies. Especially when a persuasion content has several problems. If there is only one major problem, designers can select the appropriate strategy by doing strategy- by-strategy evaluation. If there are several problems, designers need to find the most effective strategies that can solve most of the issues.

2.3 Sustainability by Persuasive Design

Persuasion for sustainable action is a complex and long procedure since changing the behavior for the benefits of collective society rather than the individual is a challenge. Several design theories and methodologies that have been derived for the ease of persuasive system design, but there is no specific theory or methodology have addressed the goal of persuasion to be sustainable (Moyen & Tobias, 2014). Despite this, the success of persuading sustainability through design can be triggered by Fogg’s

Behavior Change Model and the PSD Model.

Designing the system to change users’ action toward a sustainable action is one of the primary goals. There are always two ways to reach the goal: green technology and green design. Green technology reduces the impacts created by people without requiring them to change their habits.

Green design reduces the negative impacts created by people by changing their habits. Persuasive design is one of the most powerful strategies for green design (Fogg, 2003).

As previous sections introduced, although there are several persuasive design models exists, no persuasive design systems for sustainability are evident today, not even in any forms of the framework.

The persuasion for sustainability is an issue that in many ways is directly associated with users and their behaviors, a user-centred element is essential to persuasion for sustainability. Many sustainability researchers ignore user research but only focus on the supply side, there are fewer research findings and conclusion based on users’ characteristics, needs, and skills. Studying user behavior thus is a primary task for design to promote sustainability.

CHAPTER 3. THEORETICAL FRAMEWORK

Previous chapters have provided facts that developing sustainable tourism is the shift in tourism due to the adverse impacts that mass tourism has caused. In order to explore opportunities to achieve the goal of sustainability by design, this thesis project aims to answer this research question:

Research Questions: How to promote sustainable tourism behavior through persuasive design?

Two models are the essential theoretical foundation for the research:

Fogg’s Behavior Change Model and the Persuasive System Design Model.

Fogg’s Behavior Change Model introduced how to evaluate the effectiveness of the persuasive design. Fogg (2003) proposed three important components of persuasive design which were: motivation, ability, and trigger. The Persuasive System Design Model represents 21 persuasive strategies for designing, developing, and evaluating persuasive design.

To answer the research questions, the researcher proposed persuasive design principles specifically for sustainable tourism. As Figure

4 shows, the design principles consist of two parts: significant persuasive contents and effective persuasive strategies. The design principles were proposed according to different significant persuasion contents that uncovered from the tourists’ research and persuasive design evaluation.

Figure 4 – Theoretical Framework

The significant persuasion contents came from two sources: (1) the tourists’ negative tourism behaviors and attitudes, and (2) persuasive design evaluation. To understand tourists’ negative behaviors and attitudes, the researcher conducted two surveys among 15 young international tourists. At the same time, Fogg’s Behavior Model was used to analyze eight existing persuasive designs.

Effective persuasive strategies came from the analysis of the

Persuasive System Model based on the understanding of tourists’ barriers to performing sustainable behaviors. After the tourists’ survey, the researcher conducted interviews with every participant. In the interviews, the researcher was able to ask the participants about the reason for their negative responses in the surveys. These reasons were tourists’ barriers that needed to be collected.

When the researcher was proposing the persuasive design principles, the Fogg’s Behavior Model was used to evaluate each potential design principles so that only the effective ones were preserved in the end.

Since the persuasive design principles were proposed according to different persuasion contents, these principles are advice to designers when they need to persuade the similar contents.

CHAPTER 4. METHODOLOGY

Based on the theoretical framework, this thesis project needed to understand tourists’ sustainable tourism behaviors and attitudes. For this purpose, four research methods were used to conduct the research: (1) sustainable design evaluation, (2) sustainable tourism behavior survey, (3) sustainable tourism attitude survey, and (4) Interview. These methods were used sequentially, the results obtained in each step were of great significance to the next step of research. Table 3 shows the data collected from each method.

Table 3– Research methods and data collection

The following sections introduces each method and how they were conducted.

4.1 Persuasive Design Evaluation

Based on the literature review, a sustainable design evaluation framework was designed to evaluate the existing persuasive design in tourism. The goal was to understand what contents these designs are persuading to tourists and what strategies they are using to influence tourists’ behaviors. Eight tourism websites and mobile phone applications were studied at this step. An essential standard of choosing the websites and applications was that each one of them should have its particular features to persuade tourists. This requirement can assure that this study covers different aspects of persuasive contents in tourism as much as possible.

4.1.1 Persuasive Design Evaluation Framework

Learned from the Fogg Behavior Change Model (Fogg, 2003) and

Persuasive System Design Model (Oinas-Kukkonen & Harjumaa, 2009), an evaluation framework (Figure 5) was designed by the researcher to analyze

selected tourism sustainable designs. The framework has two parts:

Persuasiveness and Evaluation. The first part analyzed the persuasive designs in terms of persuasion content, persuasive strategy, and persuasion point-in-time. The second part evaluated the persuasive designs in terms of motivation, ability, and trigger. The explanations of the framework terms are introduced in Table 4.

Figure 5 – Persuasive design analysis Framework

Table 4 – Evaluation framework terms explanation

As Fogg’s Behavior Change Mode explained, the person who has high motivation, ability and triggers is more likely to have the target behavior

(Fogg, 2003). In this evaluation, the persuasive designs which have strong motivation, ability and triggers were more easily to influence tourists’ behaviors successfully. Based on this theory, the research was able to find out the effective persuasive designs in tourism.

4.1.2 The Eight Persuasive Designs

An online search was conducted by using keywords such as

“sustainable tourism design”, “sustainable tourism behavior persuasion”

“sustainable tourism website”, etc. Eight persuasive design examples which are tourism websites and applications were founded in this search, and each of them had the particular persuasive contents. Following paragraphs introduce the eight persuasive designs that has been evaluated in this thesis project.

4.1.2.1 Persuasive Design One: Meaningful Travel Map in Jordan

The meaningful travel map in Jordan is a website for Jordan tourists to plan their tours. Users can learn all the destinations in Jordan and what each location has to offer tourists. On their website, there is a category on the navigation bar called “Meaningful Travel Plan”, where presented a map that marks twelve enterprises that have special sustainable meaning to the destinations. The website indicates that the map satisfies the demand from travelers seeking an authentic sustainable experience that make a difference and their need to use the power of travel to help people and place thrive.

4.1.2.2 Persuasive Design Two: Collette Impact Travel Tours

Collette is an international travel agency, where people can book tours on destinations around the world. It has “Impact travel” as an option when users choose travel styles on their official websites. The difference between “Meaningful Travel Map” and “Collette Impact Travel” is that the map offers the information about local enterprises that need help, such as where they are, what they do and what they need. The latter offers impact tours for choosing directly. Tourists will spend half of their time sightseeing and the other half visiting community-based improvement projects.

4.1.2.3 Persuasive Design Three: Good Travel Advisor

Good Travel Advisor is a non-profit organization that offers sustainable travel advisors who can help people achieve a meaningful experience. The website shows the contact information of each advisor and their travel specialty. These advisors are professional in sustainable tourism, and they are trained by Tourism Cares, a philanthropic community of the travel and tourism industry.

4.1.2.4 Persuasive Design Four: Kind Traveler

“Kind Travelers enable travelers to become effective change agents while enjoying a relaxing vacation” has won praise from Logging Magazine.

It is a hotel booking website offers discounted rooms for customers who make a 10$/night donation to the charities affiliated with the hotel. Between

2016 and 2017, they created an impressive impact on education, hunger, forests, medical, and animal protection.

4.1.2.5 Persuasive Design Five: Airbnb

Airbnb is an online platform for tourists to book housing, experience, and restaurant. There is a category in the experience service called Social

Impact. Tourists who book these experiences can create positive impacts on the place. For example, there is an experience called Community

Healing Gardens. The website indicates the mission is to foster community, educate on the importance of growing food, as well as planetary and human health through urban gardening.

4.1.2.6 Persuasive Design Six: Trip Zero

Trip Zero is a hotel booking website. It can calculate the carbon footprints created by a tourist on a trip. Users are asked to provide their departing place, destination, and transportation. If customers book hotels on Trip Zero, the website will offset their footprints by funding reforestation and renewable energy projects.

4.1.2.7 Persuasive Design Seven: Spinlister

Spinlister is an online platform for tourists to book bikes, skis, and snowboards in more than 100 countries all over the world. It advocated an environmentally friendly way of travel by encouraging tourists to save money, meet local people and consume less.

4.1.2.8 Persuasive Design Eight: How to Pack for A Purpose

This is a website that offers communities that need help in different destinations all over the world. Users are encouraged to help local people

in need. The meaning of the name of this website is using a small amount of space in the luggage to pack supplies needed by communities around the world.

4.2 Tourists Research

After the persuasive design evaluation, the researcher conducted the tourist's research. The study has three steps: sustainable tourism behaviors survey, sustainable tourism attitude survey, and interviews. All the participants took part in the sustainable tourism behavior at the beginning, then took the sustainable attitude survey after 3-5 days, the interview happened right behind the attitude survey. The sustainable tourism survey took the forms of online questionnaires, and the sustainable attitude survey took the form of the paper questionnaire.

The researcher differed the behavior survey and attitude survey by designing them in different forms and conducting them at a different time to make sure that the participants could distinguish between behaviors and attitudes. When the researcher did the pre-research, the behavior survey and the attitude survey were both took the form of the paper questionnaire.

The participants took the attitude survey right behind they took the behavior survey. A problem was found in the interview conversation: people didn’t realize that they were taking two different surveys, and most of them answered both two surveys based on their tourism behaviors. In order to ensure that tourists could distinguish between behaviors and attitudes, the two surveys were designed differently.

4.2.1 Participants’ Characteristics

The participants who took part in this survey were international tourists, aging from 20 years old 30 years old. The questionnaires were distributed on January 17, 2019, and the data was collected on January 31,

2019. There were 33 questionnaires returned, but only but only 15 of them were valid for this thesis project because these 15 participants were willing to participate in the sustainable tourism attitude survey and interviews. The participants were aged from 20-30 and came from the United States, China,

India, Mexico, and Columbia. Table 5 shows the characteristics of the 15 participants.

Table 5 – Participants characteristics

4.2.2 Sustainable Tourism Behavior Survey

The sustainable tourism behaviors survey used online questionnaires to collect data. The behavior survey used questionnaires for collecting data. Behavior is one of the way or actions in which an individual can express an attitude (Manstead 2001). The general ecological behavior scale is the most widely used scale to measure environmental behavior

(Kaiser, 1998). Since the purpose of this study was to focus on young

international tourists, 10 sustainable tourism behavior scale questions were developed from the 20-item sustainable tourism behavior scale (Poudel and

Nyaupane, 2013). Table 6 shows the 10 tourism behaviors in the survey. In this thesis study, there were three types of questions. The scale behaviors were measured in a 7-point Likert-type scale from (1) always to (7) never.

The yes/no format questions were also used in the questionnaires, and then the open-ended questions collected respondents’ answers about the reason why they made their choice. The questionnaire example can be found in Appendix B.

Table 6 – Tourism behaviors in the survey

4.2.3 Sustainable Tourism Attitude Survey

The attitude survey used a paper quiz to collect data. Attitude is defined as “a tendency to evaluate an entity with some degree of favour or disfavour, ordinarily expressed in cognitive, affective, and behaviour responses” (Eagly & Chaiken 1993). A scale named sustainable tourism attitude scale was developed by Choi and Sirakaya (2005) to measure residents’ attitudes toward sustainable tourism, before very few attempts have been made to develop scales to measure environmental attitudes in sustainable tourism. In 2013, Poudel and Nyaupane developed a 20-items sustainable tourism attitudes scale to understand Nepal visitors' attitudes toward sustainable tourism. For this study, 10 sustainable tourism behavior questions were developed from the 20-item sustainable tourism behavior scale (Poudel & Nyaupane, 2013). Table 7 shows the tourism attitude in the survey. The attitudes were measured in a 7-point Likert-style scale from (1) agree to (7) disagree. The questionnaire example can be found in Appendix

Table 7 – Tourism attitudes in the survey

4.2.4 Interview

The researcher had interview with the 15 participants right after they took the attitude survey. The goal for the interview is to understand the reasons why the participants made their choices in both surveys. In the interviews, the researcher also encouraged participants to talk about their tour experience, from which the researcher was able to know the details of how the participants performed on their tours.

CHAPTER 5. RESULTS

This chapter aims to describe the data collection and present the significant results from the four research methodologies in Chapter 3:

Programs evaluation, online behavior survey, offline attitude survey, and interviews.

5.1 Persuasive Design Evaluation

The evaluation framework introduced in Figure 5 evaluated the eight tourism service programs. The evaluation process is in Appendix A. Some of the programs are non-profit programs, like The Meaningful Travel Map of

Jordan, Good Travels Advisors, and How to Pack for A Purpose. Some of them are driven by profits but persuade users to make responsible decisions on their platforms. For example, Collette Impact Travel Tours is a travel agency. Their website provides users with different tour plans to meet different user groups’ needs and includes responsible goals in their plans.

Kind Traveller is makes profits by persuading tourists to book hotels on their website. They donate to charities when a user books a night in a hotel from them.

Persuasive design never forces people to do anything. It leverages persuasive technologies to increase people’s motivation and ability to have the target behaviors. For behaviors to occur, people must have a non-zero level of both motivation and ability (Fogg, 2003). The target behavior will not appear when people are not able to perform it, even when their motivation increases. Motivation and ability are the trade-offs, people with low motivation may perform the behavior if it is easy enough. In cases of sustainable tourism, tourists at least have a modest level of motivation and ability to perform responsibly in tours. The effective persuasive technologies either boots tourists’ motivation, ability, or both.

The study found five the most common persuaded contents that are in line with the goals of sustainable tourism: (1) Persuade tourists to visits the places, and the consumption can have social impacts on the destinations. (2) Persuade tourists to book the environmentally friendly hotels in terms of either the eco-friendly facilities or the donation to local charities. (3) Persuade tourists to respect and learn about local cultures. (4)

Persuade tourists to choose transportation modes with low consumption

and pollution. (5) Persuade tourist to understand the local lifestyle and help people in need.

To persuade these contents, programs use unique strategies and technologies. Four strategies are outstanding and surprising the researcher: (1) Allow tourists to get access to the information of the local community easily. (2) Make the program process transparent. (3) Offer a reward to tourists when they make responsible decisions. (4) Offer general suggestions about how to support the local community. These strategies will be good inspiration for designers who plan to use persuasive design.

The following sections will discuss the four outstanding strategies.

5.1.1 Allow Tourists to get access to the local community easily

Meaningful Travel Map in Jordan is a website designed specifically for Jordan, Figure 6 shows twelve local supportive companies were highlighted in the map, and users can quickly get the information about each enterprise by clicking the location on the map. The website shows the social impacts and recommends the experience visitors can enjoy there. The information is the approach so that tourists can help the local community.

This website simplifies the way for people to get access to the local experience that can support communities. As Figure 7 shows, presenting the social impacts of every enterprise stimulates users to be involved in the activities to support the place. What’s more, success stories about how previous tourists travel responsibly and help the local community are provided to motivate users to learn from them.

Figure 6 – The screenshot of the meaningful travel map in Jordan

Figure 7 – Social impacts of an enterprise in Jordan

5.1.2 Make the Program Process Transparent

The Kind Traveler is a hotel booking website that encourages users to help destinations by donating a local or world charity. On the homepage of the website, it shows the process of booking hotels, from choosing destinations and hotels and donating to the charities, to getting hotel rates and exploring stories (Figure 8). The website provides the facts, introductions, projects, places, impacts, and videos of each charity, so users believe the website is helping charities. Showing pictures and videos of people in need and how they get help from others is an excellent simulation because it can persuade users by enabling them to observe the link between cause and effect immediately. In the landing page of each charity, it indicates the goal this year and how much they raised so far (Figure 9).

From statistics, users know many other people are performing this behavior, and their natural drive to cooperate is easily triggered.

Figure 8 – The workflow of booking hotels in the Kind Traveler

Figure 9 – The screenshot of the Kind Traveler

5.1.3 Offer A Reward to Tourists When They Make Responsible Decisions

The Trip Zero is an environmentally responsible hotel website. It designed in an exciting way for users to find hotels. Users need to input not only the necessary reservation information but also the departure place and the transportation they choose. As Figure 11 shows, the system calculates the carbon footprint according to the information users provide. By showing the negative impact directly, the website aims to persuade users to book hotels on their websites by indicating that they can help to erase their carbon footprint. The website is helping with reforestation, forest protection works and renewable energy, which are valid approaches to reduce the impact of mass transportation. The calculation is a powerful trigger for users to book the hotels on their websites because users know that their purchase can help with the environmental organisations, and their guilt can be alleviated.

Figure 11 – The workflow of footprint calculation in Trip Zero

5.1.4 Offer General Suggestions About How to Support the Local

Community

How to Pack for A Purpose is an interesting website. As the website said: “Have a big impact in the community you visit, simply use a small amount in your luggage to pack supplies needed by the community in the world,” it persuades travelers to pack supplies to the destinations and help local people in need. Users will firstly choose where they are planning to travel on the homepage. Then it will show what supplies travelers can pack to the destinations to help local people.

Figure 12 shows the workflow of the function. After selecting the destinations, the website will recommend the accommodations and tour companies that people can visit; then the page will also show the list of the 44

supplies that people can bring. Figure 13 is a screenshot from the website showing a part of the supply list of Caminhos Language Center in Brazil.

Figure 12 – The workflow of How to Pack for a Purpose

Figure 13 – A Part of The Supply List of Caminhos Language Center in Brazil

How to Pack for a Purpose provides users with the knowledge about what people need in the destinations, and it is easy for tourists to understand how they can help local people, even for tourists who don’t realize they can help the local community by easily packing some supplies with them. By providing the list of certain items, users find it’s easy for them to support the destinations.

5.2 Survey

As the Methodology introduced, 15 international young tourists took part in the survey which had two parts: the sustainable behavior survey and the sustainable attitude survey. The survey found the gap between tourists’ tourism behaviors and attitude, their significant negative tourism behaviors and significant negative tourism attitudes.

5.2.1 The Gap Between Tourists’ Behaviors and Attitudes

The behavior and attitude surveys from respondents were scored by the same grading to compare the differences between young international tourists’ behaviors and attitudes. The score of each behavior or attitude

question in the survey ranged from 1 point to 7 points. The grading is shown in Table 8. Respondents got higher points when their choices were more positive toward sustainable tourism. There were ten sustainable tourism behaviors and ten sustainable tourism attitudes in the survey, so the full score of both the behavior survey and the attitude survey is 70 points each.

Table 8 – Grading standards of Behavior and attitude survey

The respondents were found to have a big gap between their behaviors and attitudes towards sustainable tourism. The average scores of behavior survey and attitude survey from the fifteen respondents are shown in Table 9. The average behavior score was 33.3 points, and the average attitude score was 47.8 points, with a 14.5 points difference between them.

Table 9 – Average survey scores

This difference indicates that respondents were interested in sustainable tourism, but they were not acting out. The next part of the data analysis focused on finding out how was the difference between their behaviors and attitudes generated.

When designing the surveys, questions in the behavior survey were asked about the same content in the attitude survey, but for different purposes. For example, in the behavior survey, the question was “How often did you visit crowded places on trips?”, and in the attitude survey, the question was “How do you agree that we shouldn’t visit crowded viewpoints”. The responses of these questions were compared, and the results are shown in Figure 14.

Figure 14 – The Comparison between Behaviors and Attitudes

From the comparison, the significant gaps can be found in five sustainable contents: (1) Living in eco-friendly housing/hotels, (2) Rejecting to use plastic containers, (3) Not visiting crowded places, (4) Correcting irresponsible behaviors, and (5) Doing local handicrafts. These behaviors were the critical questions in the subsequent interviews. Understanding why the gaps happen between participants’ actions and thoughts on these behaviors were the main task for the following interviews.

5.2.2 Significant Negative Behaviors and Attitudes

This step of data analysis was to understand how the gap between respondents’ behaviors and attitudes happened. For this goal, the average response of every sustainable content was calculated and compared. The result is shown in Figure 5 and Figure 6. From the figures, it is easily to find the respondents’ negative tourism behaviors and attitudes.

Figure 6 – The Average Response of the behavior Survey

Figure 7 – The Average Response of the Attitude Survey

From Figure 15, it is evident that B1, B6, and B9 are the respondents’ most negative behaviors, which are: (B1) Riding a bike in sightseeing tours,

(B6) Rejecting to use plastic containers, and (B9) Making local handicrafts.

At the same time, B3, B4, B7, and B8 are slightly negative behaviors, which are (B3) Sharing a room with others, (B4) Looking for eco-friendly hotels,

(B7) not visiting crowded viewpoints, and (B8) Correcting other tourists’ unsustainable behaviors.

From Figure 16, A5 and A9 have the respondents’ most negative tourism attitudes, which are (A5) It’s not acceptable to use plastic containers on trips and (A9) It’s important to help people who beg on trips. At the same time, other attitudes like A2, A4, A7, A8 and A9 are slightly negative. They are (A2) Doing handcraft is a good choice in trips, (A4) We need to pay attention to other tourists’ behaviors, (A7) We shouldn’t visit crowded places, (A8) The hotels are best made of environmentally friendly materials, and (A9) It’s better to hire local guides and services.

These negative tourism behaviors and attitudes were the reasons why sometimes participants perform irresponsibly in tours. To develop

sustainable tourism, finding out the barriers for people to have positive tourism behaviors and attitudes is essential. The following interviews with every respondent focused on understanding the barriers.

5.3 Interviews

The previous sections talked about the sustainable contents that had a significant difference between behaviors and attitudes, the negative tourism behaviors and the negative tourism attitudes. They were the critical contents that needed to be asked in the interviews. The contents included ten topics, which are: (1) Riding a bike, (2) Using public transportation, (3)

Living in eco-friendly hotels, (4) Sharing rooms with other tourists, (5)

Rejecting to use plastic containers, (6) Buying local food and products, (7)

Not visiting crowded places, (8) Making local handicrafts, (9) Correcting others’ irresponsible behavior and (10) Helping people who beg.

Participants’ responses to each question were collected.

5.3.1 Interview Data Analysis

The interview transcription was the core data, and it was analyzed in the following three steps.

In the first step, participants’ actual responses in the interviews were collected and then the responses to the same questions were organised together. Different colors were used to code the sentences that reflected participants' barriers to different critical questions.

Figure 8 – Interview Reponses Color Coding

Figure 8 shows the color coding of accommodation related questions, the coded data like “unsafe to share housing with strangers”,

“what kind of person the roommates were” and “would cost a lot” were the barriers for them to live sustainably on tours including living in material- friendly hotels and sharing rooms with other tourists.

In the second step, the barriers of each question were classified into several sub-categories. The value of each sub-category was also indicated.

The value means how many times this sub-category was mentioned. Figure

9 shows the barriers that were coded from the questions related to sharing rooms with other tourists and living in material-friendly hotels, and how the barriers were classified into the sub-categories.

Figure 9 – Coded Barriers and Categories

In the third step, all the barrier sub-categories found in the second step were re-organized and simplified into twelve general tourists’ barriers categories. Table 10 shows the barrier categories and the value of each category. The value means how many times it was mentioned by the participants.

Table 10 – Barrier categories

The specific explanation of these barrier categories will be different when they were in different contents. For example, when talking about living in eco-friendly hotels, the barrier category information access means the tourists didn’t know where they can find eco-friendly hotels. However, when talking about helping local people in need, this category means people lack access to where people need help and what help they need. The general explanations of the barrier categories were shown in Table 11 to give readers an understanding of these barrier categories.

Table 11 – Barrier categories explanation

5.4 Significant Persuasion Contents

Previous sections introduced how the survey and interview were conducted, how the data were collected, and how the data were analysed.

The most significant finding was the significant gap between young

international tourists’ behaviors and attitudes toward sustainable tourism.

The participants had the motivation to behave responsibly in tours, but they performed worse than their attitudes towards sustainable tourism. Based on this finding, participants’ responses to the 10 sustainable tourism behaviors and 10 sustainable tourism attitudes in the survey were analysed. The survey found six significant persuasion contents which came from the participants’ negative tourism behaviors and attitudes:

• Choosing transportation modes with low consumption and pollution

• Staying in eco-friendly hotels

• Helping local people in need

• Learning and respect local culture

• Avoiding waste and pollution

• Visiting local restaurants and shops

The next step of the data analysis was to identify the barriers to each content. The 12 barrier categories were compared with the barrier sub- categories of each persuasion content. The results were in Table 12 which showed barrier categories to each persuasion content.

Table 12 – Barrier Categories to the persuasion contents

CHAPTER 6. DISCUSSION AND CONCLUSION

Persuasion for sustainable actions is a complicated and long procedure since changing the behavior for the benefit of collective society rather than the individual is a challenge (Moyen and Tobias, 2014). This project is a further study based on the previous study on persuasive design.

Based on the study of the literature review and the evaluation of existing persuasive design, the researcher opened up a new research perspective on how to help designers apply the theoretical models to actual design projects more effectively.

The researcher used the sustainable tourism project as an experiment, during the experiment, the researcher constantly thought about how to solve the confusion encountered by the designers in the application of the theoretical models of persuasive design. At last, the researcher proposed the persuasive strategy evaluation framework and the persuasive design process to help designers use the theories proposed by the predecessors more effectively. The outcome of this thesis also includes the principles of persuasive design for sustainable tourism behaviors, and the design implementations about how to apply these principles into the design.

To promote sustainable tourism, this thesis project conducted research to have a deep understanding of tourists’ behaviors and attitudes.

Previous chapters introduced the research on 15 young international tourists. The study included a behavior survey, an attitude survey, and an interview. The entire research process uncovered six significant contents that are needed to persuade to tourists, the contents were introduced in

Chapter 4.

This chapter will introduce the persuasive design principles to sustainable design, design implementations of the principles, the persuasive strategy evaluation framework, and persuasive design process.

6.1 Strategy Evaluation Framework

Previous literature review introduced “persuasive technology” defined as technology designed to change the attitudes and behaviors of users through persuasion (Fogg, 2003). While persuasive design for sustainability considers changing people’s habits and thus reducing the

ecological impacts. A powerful strategy of using persuasive system design towards achieving green design is yet to be practiced thoroughly (Fogg,

2003). This thesis project is ongoing to find out the design solutions to promote sustainability.

The researcher designed a methodology which was an evaluation framework to evaluate the effectiveness of persuasive strategies. As Figure

10 shows, the horizontal header of the framework lists the barrier categories to the persuasive content, and the vertical header lists persuasive strategies that came from the Persuasive System Design Model. All the strategies were analyzed one by one. When the strategy could eliminate a barrier, the box where this barrier and this strategy interact was coded by the color. The results of this evaluation were the potential persuasive strategies for each persuasion content. Some of the strategies were powerful because they were coded several times in one evaluation.

Figure 10 – Persuasive strategies evaluation

The evaluation was based on the Persuasive Design Model (PSD

Model). The PSD Model used in this thesis project was the one revised by

Varsolo Sunnio and Jan-Dirk Schmocker in 2017. As it was introduced in

Chapter 2, the PSD Model represents effective persuasive strategies for designing, developing, and evaluating persuasion contents. In the evaluation, the barriers of every persuasion contents were analyzed one by one, and the persuasive strategies that can mitigate the barriers were coded. The outcome of the evaluation was design principles for the six significant persuasion contents.

The Strategy Evaluation Framework is effective when the persuasion content has multiple barriers because this framework can provide a method to evaluate the effectiveness of the persuasive strategies. It’s difficult to identify which strategy will work better when the problem is complicated.

Researchers can even add value to the barrier that is significant to the problem, the strategies for this barrier can have more weight. In this case, the researcher can use another color to code the strategies that can mitigate the main barriers.

6.2 Design Principles for Six Sustainable Tourism Contents

This section will introduce persuasive design principles for every significant persuasion content. These principles were developed from the persuasive strategies proposed by Kukkoen in Persuasive System Design

Model. Designers can advise on these principles when they need to persuade the similar contents.

Before talking about the design principles, it is necessary to talk about the forms a design could take. As it was discussed in the literature review, persuasive technology always takes the form of apps or websites, or with the new capabilities of devices to change users’ behaviors. In this case, apps, websites and physical products are the forms of the persuasive design according to the requirements of different design contexts. When choosing a design form, designers need to think carefully about when and where the persuasion will happen. For example, if the persuasion needs to happen before the tourist leaves, the persuasive design has to take the form of apps or websites rather than physical products, which are out of the reach of tourists. If the persuasion needs to happen wherever users are, the

design best takes the form of a mobile app. If the persuasion will happen in a specific place, the persuasive design can take the form of a physical product.

6.2.1 Content One: Choosing Transportation Modes with Low

Consumption and Pollution

This persuasion content aims to persuade tourists to choose green transportation mode when they are at their destinations. The green transportation modes include riding a bike, taking public transportation, driving new energy vehicles, sharing cars with others, etc. The persuasion of these target behaviors is best happening on mobile phone applications so that users can get access easily when they are traveling. Based on the barriers that found in the research, four persuasive design principles are proposed:

• Simulation. Persuade people by providing cause and effect

immediately. People’s behaviors are likely to be influenced if they

know the outcomes in advance. This is especially helpful when

people have different choices, people will be motivated when they

see the outcomes of choices.

• Self-monitoring. Persuade people by tracking their performance or

status in real time and letting them see their performance. People

are more likely to be motivated when it was combined with other

strategies.

• Give feedback. Persuade people by providing feedback to their

behaviors to let them know the outcome of what they have done.

People will be encouraged when they see a positive result and be

motivated when they see the adverse outcome.

6.2.2 Content Two: Staying in Eco-friendly Hotels

This persuasion content aims to persuade tourists to book local eco- friendly hotels for their trips. The most ordinary tourists’ barrier is that they don’t know where they can find eco-friendly hotels or how to make sure the hotel is environmentally friendly. A few participants mentioned that they didn’t have the awareness of the benefit of staying in eco-friendly hotels.

Since most young international tourists are booking accommodations for their trips online, the effective form for this persuasion is mobile applications

or websites. According to the barriers, three persuasive design principles are proposed:

• Social Role. Persuade people by pretending there is a social

instructor or an advisor. People are more likely to perform the

behaviour if the social role can guide them or monitor them. People

will be motivated when the social role and they establish a

relationship.

• Praise. Persuade people by offering praise at a real time when they

have the target behaviour. People are more likely to be motivated

when their performance is recognized.

• Self-monitoring. Persuade people by tracking their performance or

status in real time and letting them see their performance. People

are more likely to be motivated when it was combined with other

strategies.

6.2.3 Content Three: Helping Local People in Need

This persuasion content aims to persuade tourists to help local people when they visit some poor areas like places close to mountains and

poor villages. The main barriers of this sustainable behavior include two aspects: tourists didn’t know how to help local people, and they sometimes could not trust what they heard in destinations. Mobile applications and websites are effective forms for this persuasion because they provide access to tourists to learn by themselves, and three persuasive design principles are proposed:

• Social Learning. Persuade people by letting them know how other

people with the same goal are performing the same behaviors.

People will feel more motivated and comfortable if they are behaving

or thinking in the same way that shared by others.

• Cooperation. Persuade people by letting them know that other

people are working together to the same goal and allowing them to

see other people’s outcomes. People will be motivated by leveraging

their natural drive to cooperate.

• Suggestions. Persuade people by providing fitting suggestions that

are useful in their situations. The proper suggestions can help people

to reach the target behaviour. People will feel more motivated if they

know that the source of the recommendations is reliable.

6.2.4 Content Four: Learning and Respecting Local Culture

This content aims to persuade tourists to not only enjoy the place but also learn about the local culture, including people’s lifestyle, customs, and history on trips. Tourists can either look at the cultural knowledge online or participate in some local activities like festivals and handicraft making. The mobile phone application is a suitable form for this persuasion since it allows users to get access to cultural knowledge and activity information on the trip. To improve tourists’ motivation or ability to learn about the local culture through either approach, the researcher proposes three persuasive design principles:

• Liking/Attractiveness. Persuade people by attracting them or

persuading them in the way that they like based on their habits,

interests, personalities, etc. People will feel motivated id the process

is attractive to them.

• Reduction/Convenience. Persuade people by making the task

easier or convenient for them to do. People are more likely to perform

the target behaviour when it is simple for them. This is especially

useful then the persuasion process is complicated.

• Suggestions. Persuade people by providing fitting suggestions that

are useful in their situations. The proper suggestions can help people

to reach the target behaviour. People will feel more motivated if they

know that the source of the recommendations is reliable.

• Social Learning. Persuade people by letting them know how other

people with the same goal are performing the same behaviors.

People will feel more motivated and comfortable if they are behaving

or thinking in the same way that shared by others.

6.2.5 Content Five: Avoiding Waste and Pollution

This content aims to persuade tourists to pay attention to the negative behaviors that will cause waste and pollution. The difficulty in persuading this content is regulating tourists’ behaviors in real time, while tourists already understand they should avoid waste and pollution, it’s hard for them to follow in the real case. Therefore, it is not useful to do this persuasion on an app or a website, and it is more valid to take the form of tourist facilities in the sites. The researcher has developed two persuasive design principles:

• Rehearse. Persuade people by providing ways for them to rehearse

the behaviors in the virtual world. People are more likely to have the

target behaviors in the real world them they are familiar with the

process.

• Liking/Attractiveness. Persuade people by attracting them or

persuading them in the way that they like based on their habits,

interests, personalities, etc. People will feel motivated id the process

is attractive to them.

• Give feedback. Persuade people by providing feedback to their

behaviors to let them know the outcome of what they have done.

People will be encouraged when they see a positive result and be

motivated when they see the adverse outcome.

6.2.6 Content Six: Visiting the Local Restaurants and Shops

This content aims to persuade tourists to visit local restaurants and shops during their trips. At the places where tourism is the major industry to support local people’s lives, the income of local restaurants, hotels, shops, and services are the primary source of local revenue. A great number of local incomes leaked away because of foreign ownership of restaurants and hotels. The effective persuasive strategy is making tourists understand that

consuming local enterprises can support the local community, especially in some poor areas. Two persuasive principles are proposed:

• Linking/Attractiveness. Persuade people by attracting them or

persuading them in the way that they like based on their habits,

interests, personalities, etc. People will feel motivated id the process

is attractive to them.

• Suggestions. Persuade people by providing fitting suggestions that

are useful in their situations. The proper suggestions can help people

to reach the target behaviour. People will feel more motivated if they

know that the source of the recommendations is reliable.

6.3 Design Implementation

The previous section introduced the persuasive design principles to each of the six persuasion contents. This chapter will introduce how to apply the persuasive design principles and the design implementations of the six significant persuasion content.

6.3.1 How to Apply the Persuasive Design Principles

The last section introduced the design principles for each of the six significant persuasion content. For every content, there are two to four design principles. Designers don’t need to follow all the principles when they do persuasive design, they can select one or two principles, which are sufficient to mitigate the barriers of the content.

Before selecting the design principles, the designer needs to decide which form the design will take and select the proper principles according to the design context. Having the design form and proper principles, the designer can start to do the ideation. The following sections will introduce some design implementations.

6.3.2 Design Implementation One: Travel Navigation App Design

As it was shown in Figure 11, it is a design implementation for choosing transportation modes with low consumption and pollution. The effective form of persuasive design for this content would be the app since it can influence the users wherever they are when they need to find a route

in their travel. The design principles used in this implementation are simulation and self-monitoring.

The app allows users to search the route from one location to another, and it shows different transportation modes just like Google Maps. The difference is that once the user choosing one mode they want, there will be a button on the interface showing how much carbon dioxide can be saved by exchanging to a green route. When the user clicks this button, the app will show the navigation of the green route instead of the old one. The app shows the positive effect of exchanging to a green route to influence users’ choices, which it the application of Simulation. The system is tracking users travel performance and letting users see the outcome of their choice at real time, which is the application of Self-monitoring.

Figure 11 – Travel Navigation App Design

6.3.3 Design Implementation Two: Room Monitor Design

Figure 12 is a room monitor design, which is a design implementation of staying in eco-friendly hotels, more specifically, it was designed to persuade users to save electricity in hotels. The design takes the form of a physical product because the persuasion needs to happen in the room. This design implementation applied the principles of Self-monitoring and Praise.

As the storyboard shows, the device monitors how users use electricity. For example, when users remember to turn off the light whenever they leave the room, the room monitor will praise the user by saying:

Congratulations! The sensor of the device tracks how users use the electricity in the place, which is the application of Self-monitoring. The room monitor provides users praise when they perform well, which is the application of Praise.

Figure 12 – Room Monitor Design

6.3.4 Design Implementation Three: Local Story Sharing

A persuasive design doesn’t need to be a new product. It can be attached to other existing products. Figure 13 shows the design implementation of helping local people in need. This design implementation is leveraging the power of social media by attaching to Instagram. It applied the principles of Social Learning and Cooperation.

Tourists can create hashtag topics and share the stories about the places they visited including the photos, videos of people’s lives, and how tourists help the local community. Potential tourists can know more about the site before they visit, they are more likely to help local people in need if they see the truth shared by other tourists in advance. Seeing how visitors helping local people, potential visitors are more likely to have the motivation.

This is an application of Social Learning. Social media creates an opportunity for visitors to work together to support the local community, which is an application of Cooperation.

Figure 13 – Local Story Sharing

6.3.5 Design Implementation Four:

The persuasive design can also leverage the latest technology like virtual reality and artificial intelligence. Figure 14 shows the history reproduction experience design, which is a design implementation of learning and respecting local culture. This design takes the form of physical products since the persuasion needs to happen in historical places. It applied the principles of Linking/Attractiveness.

As the storyboard shows, the users can wear VR glass to look back at history when they are visiting the historical sites. The technology can reproduce the historical scenes of local historical monuments. The visitors are able to see the appearance of the place many years ago and how it evolved into what it is today. This is the application od Liking/Attractiveness.

It uses the VR experience to attract tourists to learn more about the culture and history of sites.

Figure 14 – History Reproduction Experience Design

6.3.6 Design Implementation Five: Trash Disposing Mobile Game

Figure 15 shows a trash depositing mobile game. It is the design implementation of avoiding waste and pollution. This game aims to help users to learn how to classify garbage in their daily life, so it takes the form of a mobile app. This design implementation applied the principles of

Rehearsal and Liking/Attractiveness.

Users can play the game by choosing the trash and move it to the right trash can. It will show whether it is correct. The game can even allow users to compete with their friends to increase users’ motivation. By playing the game, the users will be familiar with how to classify the trash and deposit them correctly. “Classifying trash” on the mobile phone is an application of

Rehearsal. Letting users learn how to classify trash in the right way in the form of a game is an application of Liking/Attractiveness.

Figure 15 – Trash Depositing Game

6.3.7 Design Implementation Six: Food Making Sharing App Design

Figure 16 is a good making sharing app design, which it a design implementation of visiting local restaurants and shops. It takes the form of mobile app and leverages the power of social media. This design implementation applied the principles of Liking/Attractiveness and

Suggestion.

This app only allows local restaurants and shops to post videos about how they make the food or the back story about their brand. When users search the place they want to visit, the platform will list the videos about the local food. If users are interested in the food, they can get more information about the restaurants that serve the food and customers comments. Using the videos to present the process of making the food to attract users it an application of Linking/Attractiveness. The app recommends food and restaurants when users search the places they will visit is the application of

Suggestion.

Figure 16 – Food Making Video Sharing App Design

6.4 Persuasive Design Process

Though the experience of sustainable tourism project, the researcher proposed a persuasive design process, which is not limited to sustainable tourism, but for the universal persuasive design.

As Figure 17 shows, in the first step, designers should have the persuasion content, which is the behavior they want to persuade to the

target users. Secondly, based on the persuasion content, designers need to determine the forms of design in mobile app, website and physical product. Thirdly, designers need to understand the barriers and the motivation for their target users for the behaviors. Having the barriers and motivation, the designer can select the most appropriate strategies from

Persuasive System Design Model by using Strategy Evaluation Framework.

After identifying the most effective persuasive strategies, designers can start to generate design concepts and evaluate design concepts by using

Fogg’s Behavior Change Model.

Figure 17 – Persuasive Design Process

6.5 Discussion

There are two main outcomes of this thesis project. One is the development of the previous persuasive theories and models to help designers apply the persuasive design more effectively. Another is the persuasive design principles to promote sustainable tourism. The researcher used “promoting sustainable tourism among tourists” as an experiment to understand how the designer can do persuasive design better.

Designers can design, develop, and evaluate persuasive design by going through persuasive design principles. From the experience of promoting sustainable tourism behaviors, it is important to understand the barriers of users to have the target behaviors. The barriers are the problems that designers need to solve through design. To have a successful persuasion, the solution needs to mitigate the barriers and increase motivation effectively. The Strategy Evaluation Framework allows designers to identify the most useful persuasive strategies. The advantages of this methodology will be more obvious when the persuasion content has multiple barriers. Some persuasive strategy may be able to mitigate one barrier most effectively, but it is more valuable to find a strategy that can mitigate most of the barriers.

This thesis project is not the end of the development of Persuasive

Design Process. The next step is to test and evaluate the process to make it more usable for designers.

The researcher concluded the six significant persuasion content in sustainable tourism, which is the behaviors need to be persuaded to tourists.

To promote these sustainable tourism behaviors, the researcher proposed persuasive design principles for each content. The principles are helpful for designers when they need to persuade similar content. The field is not limited to sustainable tourism, it can extend to other sustainable fields, since not only sustainable tourism requires people to save energy, avoid waste, and reduce pollution.

The significant persuasion contents for sustainable tourism and persuasive design principles are not limited to what they like at the end of this thesis project. They are open to other designers and researchers to apply, test, and evaluate to make them more usable.

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9–20.

APPENDIX A

APPENDIX B

Sustainable Tourism Behavior Survey

In this survey, you will be answering questions about your trip experience.

It will only take you 2-3 minutes, please read these questions carefully. There are no right or wrong answers, and all of your responses are anonymous, so please be honest. Your data is very important to my project, so I really appreciate your participation.

Thanks for your help, let's begin!

1 How often did you ride a bike during sightseeing tours?

o Always (1)

o (2)

o (3)

o Sometimes (4)

o (5)

o (6)

o Never (7)

2 How easy was it for you to use only public transportation on trips?

o Extremely easy (1)

o (2)

o (3)

o Normal (4)

o (5)

o (6)

o Extremely difficult (7)

3 How often did you share a room with other tourists on trips?

o Always (1)

o (2)

o (3)

o Sometimes (4)

o (5)

o (6)

o Never (7)

4 How likely would you look for the hotels/housing constructed of environmentally friendly materials on trips?

o Most likely (1)

o (2)

o (3)

o Likely (4)

o (5)

o (6)

o Most not likely (7)

5 At the destinations, how often did you consume local products and food?

o Always (1)

o (2)

o (3)

o Sometimes (4)

o (5)

o (6)

o Never (7)

6 During your trip, will you reject to use plastic bags and bottled beverages?

o Yes (1)

o No (2)

o Maybe (3)

7 Why?

______

8 How often did you visit crowded viewpoints on trips?

o Always (1)

o (2)

o (3)

o Sometimes (4)

o (5)

o (6)

o Never (7)

9 If you have opportunities to correct other tourists' unsustainable behaviors on trips, will you do it?

o Yes (1)

o No (2)

o Maybe (3)

10 Why？

______

100

11 How often did you do crafts like wood making, pottery, planting on trips?

o Always (1)

o (2)

o (3)

o Sometimes (4)

o (5)

o (6)

o Never (7)

12 How easy was it for you to do research on local environment and culture before trips?

o Extremely easy (1)

o (2)

o (3)

o Normal (4)

o (5)

o (6)

o Extremely difficult (7)

101

Based on the data collection, there will be a second survey which is a short interview (15min) in the next 5-7 days, would you mind involve in it? Please leave your email address or phone number if you're willing to help. I would really appreciate that!

______

102

APPENDIX C

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