Gamification or How to Make a “Green” Behavior Become a Habit

Abstract

One of the main challenges faced by tourist destinations is waste management. A poor waste collection and management policy is an additional factor affecting the tourist destination's sustainability within this general problem. These situations are trying to be solved with incentives derived from gamification tools that motivate people to recycle. This study, within the scope of a European project called UrbanWaste, found significant results that suggested that this tool can promote recycling behavior, but what happens when customers come back home? Gamification even makes a habit take root in the people who use it by activating external motivators. This recycling habit emanates from an altruistic feeling and aims to leave a better world for future generations (intrinsic motivation). However, they also recommend the app to show a benevolent image by making the behavior visible (internalized extrinsic motivation) and improving destination branding.