How can we encourage visitor exploration around lesser-known cultural sites?
Creating a strategic roadmap for encouraging visitor exploration and supporting local businesses
Tourism
Behavioural Analysis
Behavioural Design
Workshops
Context
The Mix is the United Kingdom’s leading digital mental health support service for young people aged <25 years. The Mix offers free mental health support, including a helpline, phone and webchat counseling, crisis support, discussion boards, and moderated live group chats. These synchronous group chats are freely available for young people aged 13 to 25 years.
Challenge
How can we encourage visitors to explore lesser-known cultural sites?
Approach
Key responsibilities included, but were not limited to:
Behavioural journey mapping Developing a comprehensive map that integrates service design and behavioural science methodologies to map visitor behaviours, along with influences impacting tourist experience.
Behavioural strategy mapping Building upon the journey map to create an strategy map, enabling teams to implement these strategies effectively in their solutions.
Playbook development Producing a detailed playbook outlining the behavioural strategies tailored for the tourist pilot experience.
Outcome
The study demonstrates the effectiveness of the BCW approach and the use of the TDF and COM-B model to understand the influences on behaviour in a systematic manner, especially for mental health and well-being interventions.
The findings can be applied to design structured interventions to change behaviours related to the engagement with, and moderation of, web-based peer support groups and, in turn, improve mental health outcomes for young people.