"As close as possible" - Sustainable Tourist Behaviour as Defined by Lifestyle Entrepreneurs : The Case of South-east Iceland

This thesis project studied how a tourism campaign using the tool of nudging can be created. The objectives of the research were to identify what sustainable practices do the lifestyle entrepreneurs in Iceland conduct, and on the contrary, which activities of tourists they perceive as unsustainable. This was done in order to gain understanding into how tourism organisations can promote the lifestyles of the locals, promote adapting these behaviours as gaining authentic experiences, in order to avoid undesired behaviour of tourists, especially those actions conducted due to lack of education and awareness. The student moreover studied which techniques are the most suitable for the promotion of authentic experiences, and how a campaign of this kind can be adapted by relevant organisations. The research was done using the qualitative research method in combination with desk research and secondary data analysis. The results of the research show that activities such as recycling, eating seasonal and local products, together with experiencing freedom through business activities and closeness to family and community played a dominant role in the lives of the interviewed subjects. Besides that, the student found out it is especially relevant to focus on winter tourists, to promote the campaign through visuals that represent the reality fully and display sustainability in a sustainably managed environment. The overall outcomes of this thesis relate to showcasing the concepts of freedom, mindfulness and thinking local