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Tourisme et nudge marketing

Lisa Rocaché8 mars 201925 septembre 2022

Et voilà déjà le 18ème article traitant du nudge marketing ! Pour être brève après tant d’article, le nudge marketing repose sur le fait de suggérer aux individus d’avoir un certain comportement sans les y obliger ou les contraindre. Le nudge incite à quelqu’un de faire quelqu’un chose de positif, via sa traduction qui signifie « donner un peu coup de pouce», « pousser du coude discrètement ».

Il est surtout utilisé pour la sécurité routière, le développement durable, le respect de l’écologie, mais également la nutrition ou encore les politiques publiques.

Aujourd’hui, nous allons nous intéresser au nudge marketing appliqué au secteur du tourisme : transport, hôtellerie ou encore restauration. Les domaines abordés ciblent la consommation d’énergie, d’eau,  et d’autres exemples qui visent à adopter un comportement plus écologique et responsable.

Pour illustrer ce sujet, vous trouverez ci-dessous quelques exemples afin que le nudge marketing au service du tourisme n’ait plus aucun secret pour vous !

Prenons tout d’abord l’exemple d’une chambre d’hôtel. Un panneau indiquait «  75 % des clients de cette chambre réutilisent leur serviette ». Le but étant de réduire l’utilisation abondante de serviette propre. Cela a permis une diminution des utilisations de serviette de près de 40 %, et inciter à adopter un comportement plus écologique. Le client est alors libre de faire ce qu’il veut, mais le nudge va jouer sur son bon sens à réutiliser sa serviette et éviter la multiplication de lavage, ramassage et transport. Cela touche toute la chaîne logistique.

Pancarte d'une chambre d'hôtel
Pancarte type d’une chambre d’hôtel

Toujours dans les hôtels, une problématique persiste, celle liée à la consommation d’énergie, « Comment réduire la consommation d’énergie notamment dans les heures pleines ? ». Une solution de nudge marketing a pu voir le jour. En effet, la société Southern California Edison a développé l’idée de mettre à disposition chez ses clients des petites boules devenant rouges dès lors que la consommation devient excessive. Les résultats d’une telle initiative ont étés conséquents puisque nous avons noté 40 % d’énergie consommée en moins !

Tout comme Google, les restaurants proposant des offres à volonter pourraient proposer des tailles d’assiettes plus petites afin que les touristes réduisent leurs portions et évite le gaspillage.

Aussi, de nombreux endroits sont surexploités à cause du tourisme (les marais, plages ou encore les forêts). Pour inciter les touristes à adopter un comportement juste et consciencieux, la ville affiche un panneau mettant en avant le nombre approximatif de personne présente sur les lieux « Vous êtes déjà 2980 aujourd’hui. Pensez à votre impact sur l’environnement ». Ce type d’action permettrait la réduction de déchets laissés par les touristes et un comportement responsable.

Le city-pass (offre combinée pour visiter plusieurs attractions et monuments de la ville en question) est un nouvel exemple visant à faciliter et favoriser la consommation sur le territoire, mais également à solliciter les individus à prendre les transports en commun. Ici, on joue sur la possibilité de perdre 15 euros en deux jours via le message suivant « Avec ce pass, vous faîtes une économie de 15 euros en deux jours ».  La communication est orientée sur une perte de gain si vous ne prenez pas ce pass.

Berlin pass
Berlin pass

Le Parc National de la Vanoise a été un des premiers parcs nationaux à se lancer dans le nudge marketing au service du tourisme. En effet, à travers 17 objets humoristiques, il incite les touristes à adopter un comportement plus écologique. Ce projet a d’ailleurs été élaboré par l’agence de communication NudgeMe. A la fois ludiques et explicatifs, ces dispositifs sont mis à disposition dans les restaurants et refuges.

Voici quelques exemples que le Parc National de la Vanoise a mis en place :

Exemple 1 mis en place par le Parc National de la Vanoise
Exemple 1 mis en place par le Parc National de la Vanoise
Exemple 2 mis en place par le Parc National de la Vanoise
Exemple 2 mis en place par le Parc National de la Vanoise

 

 

 

 

 

 

 

 

 

 

 

 

 

Enfin comme dernier exemple, les sites de réservations d’hôtel utilisent des notifications de nudge marketing. L’objectif est de créer l’état d’urgence, de la rareté ou d’afficher la popularité des hôtels. Prenons Booking.com comme exemple, un internaute va donner plus d’importance à un hôtel avec peu de chambres disponibles qu’à un hôtel avec beaucoup de chambres disponibles. Des notifications vont apparaitre sur l’offre telles que « établissement déjà réservé 44 fois aujourd’hui » ou « forte demande : il ne reste plus que 4 hébergements sur notre site ! », comme preuve de qualité. Ces informations permettent à l’individu de donner plus de valeur à l’hôtel concerné.

Lisa R

bon sens, consommateur, consommation, écologique, environnement, nudge, protection, responsable, tourisme

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