The environmental (un)sustainability of the tourism industry has been debated for many decades. This debate generated ample empirical evidence of the environmental damage caused by tourism-related human activity. It is underpinned, however, by a passive position: one of largely accepting the tourism industry as it is, and lamenting its negative consequences. An alternative, more active approach, is to deliberately design for environmental sustainability. This article provides examples of how the tourism industry can drive a reduction of environmental damage by actively designing brand-owned touchpoints in a way that entice tourists to behave more environmentally friendly. The article concludes with an overview of promising design approaches and a framework to guide the future design of more environmentally friendly tourism services.
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