Encouraging Sustainable Tourism Mobility: Psychological Determinants and Nudging Effects on Public Transport Intentions - Study I

This dataset contains the anonymized data from an online experiment examining tourists’ intentions to travel to the Swiss Alpine destination of Arosa by public transportation. The study pursued two objectives: first, to identify psychological determinants of public transport intentions using an adapted UTAUT2 model; and second, to test whether information, social norm, and hedonic nudges increase these intentions. The experiment employed a randomized between-subjects design comprising a neutral control condition and three nudge types, each implemented in two framing variants. Participants first indicated their intention to use public transportation in a hypothetical travel scenario. They were then randomly exposed to one of the experimental stimuli or the control stimulus before their intention was measured again. The final sample comprises 328 urban-dwelling Double-Income-No-Kids individuals aged 26 to 50 in Switzerland. Data were collected between 1 and 9 April 2025. Unless otherwise indicated, the psychological constructs were measured using seven-point Likert scales. The dataset includes variables covering: Experimental condition, nudge type, and framing variant Pre-treatment intention to travel by public transportation Post-treatment intention to travel by public transportation Habitual public transport use Effort expectancy Performance expectancy Hedonic motivation Price value Social influence Environmental effectiveness Attitude towards travelling by public transportation Demographic characteristics, including age and gender