The transfer of knowledge/intelligence to and within tourism is critically important to ensure that industry benefits from relevant scientific and scholarly insights and discoveries, and that scholars and scientists invest their time and effort in the study of relevant research questions. This keynote talk will present principles derived from field experiments, which contribute to theoretical knowledge and are of immediate practical value to tourism industry. They guide tourism businesses in implementing small changes in their daily practices to simultaneously reduce the burden of their operations on the environment, reduce operating costs, and improve their image. This can be achieved without guests having to sacrifice their holiday enjoyment.

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Sara Dolnicar, University of Queensland, Australia