Combining the principles of the tiny habits theory of change (Tiny Habits ® – BJ Fogg – Stanford University) with gamification in real life context experiences, integrating 5 elements:
- the Accommodation (the gateway into “the world game”)
- the Tourist (the agent of change)
- the Technology ( the game tools and artefacts – from sensors to data capture and transfer – like the Internet of Things)
- the Gamification (the methodology for active participation)
- the Local community (the “game world”)
By participating in The Great Village experience, the key stakeholders ( the guest, the host, the local neighbourhood community, enter in a “game space” which happens in real life
Gradually players receive challenges, which create the cause/effect connections and promotes the knowledge sharing between participants. These challenges will generate data that allow monitor individual and collective achievements.
In this “game” the tourist will gain a double role of “change agent”: changing his personal habits, and impacting in local living, inspiring the host and those who cross his pathway.
In 2018 the Travel and Tourism growth (4.6%) overtook the global economic growth (3.0%) for the seventh consecutive year (in Report de Uniting Travel, 2018).
On the other hand, this sector alone is responsible for 8% carbon emissions (in the Nature Climate Change Journal, May 2018 this study includes Transatlantic flights, accomodation and consumption of products).
This is a perfect opportunity to gain “quick wins” in global behaviour change, since in one hand there are increasingly more people travelling (for tourism purposes) on the other hand, there are more tourists conscious about climate change, as shown by market trends:
- Booking.com recent report: 68% of travellers intend to stay in eco-accommodation (2018)
- Airbnb also reported: 72% of the guests say the environmental benefits of home sharing were at least of some importance in their choice
- from the Sustainable Travel International (2017): Millennials, the fastest growing consumer segment of the industry, are looking for transformational experiences over accumulation of things. They are “active, adventurous, connected and socially conscious and want to engage with places they care about; they want to give back”
The Great Village aligns with this trend and takes it one step forward: promoting connections to transfer knowledge between people, providing visibility and activating citizens participation in a fun way, to disseminate solutions and innovative practices between consumers, users and service providers.
Why Tiny Habits?
The massive changes we need to tackle Climate Change, that are led by governments and large organisations will take a long time to happen.
Meanwhile, we can accelerate this change through the active participation of everyone. This is where the idea of Tiny Habits. Big Impact comes into the picture.
While searching for answers to the question “why knowledge alone does not lead to action?” B.J. Fogg put forward a model for behaviour change that connects knowledge, ability to act and prompts.
Imagine Ana is showering and finds out she just used 50Lts in one shower. Next time she showers, she promised herself to reduce this consumption in 10lts. At the end of the month she might have saved 300lts … from one change in one “Tiny Habit”
At The Great Village we will combine these 3 elements together with individual actions, so we can collectively achieve the Big Impact by transforming millions of “Tiny Habits”.
To enter into a game is to enter another kind of space where the rules of ordinary life are temporarily suspended and replaced by the rules of the game.
She also illustrates the “chasm between the delightful and the real world” filled with uncomfortable, routine and boring tasks. In the context of Climate Change, opposite to the world of games, we often feel overwhelmed, anxious, depressed and frustrated with our perceived reality, where it seems nobody is doing what is needed to solve the problems in a global scale, as David Suzuki puts it “In a giant car heading towards a brick wall and everyone is arguing over where they are going to sit”.
This is why gamification is the answer we found to turn the learning process into one that challenges and rewards.
Why technology (IoT)?
Simply because the new technologies and the IoT – Internet of Things, using sensors, provides the ability to gather data, measure and communicate impact, in real time – therefore it is much easier to connect each Tiny Habit change with the bigger impact.