INCENTIVE PROGRAMS: CONSUMER-DRIVEN SOLUTIONS IN SUSTAINABLE TOURISM

Abstract

Incentive programs are a common tool used by businesses and other organizations to encourage specific behavior in customers and employees. This research note provides detailed information on how incentive programs may be an effective tool for encouraging sustainable travel-related purchases. A discussion outlining the existing research on green consumerism and consumer-driven solutions for encouraging sustainability is followed by industry and academic information on incentive programs. A focus group study then builds on this existing knowledge by looking at young professionals from Raleigh and Greenville, North Carolina to determine the effectiveness of incentive programs at encouraging green consumerism while traveling. Analysis of the resulting dialogue confirmed incentive programs may be an effective tool for encouraging sustainable travelrelated purchases. Based on this result, recommendations provide design and logistical considerations that are important to take into account when trying to create an effective incentive program for sustainable tourism marketed to young professionals.