Behavioral Economics for Tourism

Behavioral Economics for Tourism

Perspectives on Business and Policy in the Travel Industry

1st Edition - September 24, 2020

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  • Author: Milena Nikolova
  • Paperback ISBN: 9780128138083
  • eBook ISBN: 9780128138120

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Behavioral Economics for Tourism applies behavioral perspectives to business and policy challenges in the tourism industry. The book enables professionals and early career researchers to succeed by focusing on market and consumer trends, technological advancements, and the modern tourist. It covers the transformation of purchasing decisions, tourism hosting dynamics, digital mediation and disintermediation of tourism organizations, service design, and planning policy considerations. The volume concludes with case studies illustrating successful and unsuccessful behavioral tactics and strategies for tourism businesses and organizations.

Key Features

  • Provides behavioral profiling of the digitally-informed, mobile, self-managed tourist
  • Allows the tourism industry to better understand tourists, both cognitively and emotionally
  • Supports business success, technology development and sustainability in the tourism industry
  • Features case studies on behavioral tactics and strategies for use in tourism


Tourism professionals at destination marketing organizations (DMOs), tourism industry analysts, policy makers, and economic growth specialists working with tourism development projects. Graduate students, 1st year PhD students and early career researchers across tourism and hospitality programs and disciplines that relate to behavioral economics

Table of Contents

  • Cover image
  • Title page
  • Table of Contents
  • Copyright
  • About the author
  • Acknowledgments
  • Introduction: Behavioral economics: the economics of every day
  • Why this book?
  • Why tourism needs behavioral economics thinking
  • How this book is organized
  • Chapter 1. Primer on behavioral economics
  • Abstract
  • Chapter Outline
  • Brief overview
  • History of behavioral economics
  • Prominent themes and concepts in behavioral economics
  • Culture and BE
  • Ethics
  • New perspectives or misunderstanding of ground assumptions
  • Criticism of behavioral economics
  • The applied side of behavioral economics
  • Behavioral economics in action
  • References
  • Chapter 2. Tourism and traditional thinking
  • Abstract
  • Chapter Outline
  • Tourism economics thinking
  • The complexity of a single system
  • Institutions and destination management
  • Managing resources
  • Planning and managing growth
  • Measures of success
  • References
  • Chapter 3. Tourism of the (near) future: growing, faster, on-the-go
  • Abstract
  • Chapter Outline
  • Dynamics in the tourism sector
  • Behavioral perspectives to the changing system
  • References
  • Chapter 4. Behavior-smart thinking for destinations
  • Abstract
  • Chapter Outline
  • Introduction
  • Behavior-smart thinking for the future
  • Behavior-smart thinking for now
  • The behaviorally optimized destination
  • References
  • Chapter 5. Behavior-smart thinking for tourism companies
  • Abstract
  • Chapter outline
  • Introduction
  • Aligning with the 21st century traveler
  • New norms of doing business
  • Reverse responsibility
  • Conclusion
  • References
  • Chapter 6. Best practices and approaches using behavior-smart thinking in 10 tourism industry scenarios
  • Abstract
  • Chapter outline
  • Introduction
  • Conclusion
  • Behavior-smart thinking can help understand, adjust, and reshape the ecosystem
  • Where to start with behavioral optimization?
  • Behavior-smart thinking and ethics
  • Index

Product details

  • No. of pages: 278
  • Language: English
  • Copyright: © Academic Press 2020
  • Published: September 24, 2020
  • Imprint: Academic Press
  • Paperback ISBN: 9780128138083
  • eBook ISBN: 9780128138120

About the Author

Milena Nikolova

Milena S. Nikolova is a researcher and expert in tourism. She received her PhD from The George Washington University School of Business and her MS in Psychology from the Sofia University in Bulgaria. She has 15 years of combined experience as academic educator and researcher at The George Washington University School of Business and the Department of Business at the American University in Bulgaria. Her profile combines academic background with practitioner experience as global expert who has worked with tourism businesses and institutions across four continents. Milena’s research and professional interests focus on traveler psychology and behavioral tactics for tourism business and policy. She is a frequent speaker at tourism industry events on these topics. Currently, Milena is actively engaged in piloting innovation programs applying behavioral solutions for sustainability and market success for travel destinations.

Affiliations and Expertise

expert and researcher in behavioral economics for the tourism industry.

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