Applications of behavioural sciences in tourism: spatial insights and policy considerations from Croatian coastal cities

The tourism industry, as measured by international tourist arrivals, has experienced continuous growth over recent decades. According to the Tourism Towards 2030 – Global Overview report by the World Tourism Organization (UNWTO), this trend is expected to continue, with international arrivals projected to increase by 3.3% annually. This steady growth calls for comprehensive public policies that ensure the tourism sector can support long-term economic, environmental, and social sustainability, for both local communities and visitors. As countries experience rising numbers of foreign tourist arrivals, the challenge extends beyond infrastructure development. Effective adaptation also requires policies that align tourist behaviour with local customs and cultural values, placing particular emphasis on preserving cultural heritage and traditions. In this context, human behaviour plays a crucial role, especially in the protection of cultural identity. Behavioural economics offers valuable insights into tourist decision making and preferences, providing a foundation for designing policy measures that promote sustainable and respectful visitor behaviour. Integrating behavioural science into tourism research can thus support the development of effective, sustainable solutions. This paper explores how behavioural science is incorporated into local tourism policies aimed at promoting sustainable behaviour. Specifically, it examines the implementation and perceived effectiveness of such policies, as well as tourist responses. The analysis is based on in-depth interviews (n=8) with policymakers in four coastal Croatian cities: Zadar, Šibenik, Split, and Dubrovnik. Interviewees include heads of local communal departments and presidents of local tourist boards. The study highlights the public policies currently employed to influence tourist behaviour in ways that respect local customs and cultural heritage. Ultimately, the findings contribute to a broader understanding of how behavioural insights can be applied to support sustainable tourism practices.