In this episode, Hugh Massie speaks with Professor Jörn Basel from the Lucerne School of Business, co-author of “One Nudge Is Not Enough” in the Behavioral Economics Guide 2025. Jörn explores why isolated nudges rarely change long-term behavior — especially in sustainable tourism — and how combining behavioral design with structural, motivational, and policy measures can create lasting impact.

Together, they discuss how to move travelers from intention to action, the role of boosts in building autonomy, and what behavioral science can teach us about designing more sustainable systems for the future.