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intersects of the sociology and psychology of consumption.

Nudging consumers away from the most unsustainable choices may work better, and both Araña and León (2016Araña, J. E., & León, C. J. (2016). Are tourists animal spirits? Evidence from a field experiment exploring the use of non-market based interventions advocating sustainable tourism. Journal of Sustainable Tourism24(3), 430–445.[Taylor & Francis Online][Web of Science ®], , [Google Scholar]) and Hall (2014Hall, C. M. (2014). Tourism and social marketing. London: Routledge.[Crossref], , [Google Scholar]) provide some promising examples such as the utilisation of attract and dispersal strategies, offering an increasing range of things to do, and marketing the personality of complimentary destinations that can serve different markets. The dispersion of tourism should also be diverting consumers away from peak demand periods in order to distribute demand to create a regular flow of visitors, which can be optimally accommodated. It is still surprising how many destinations seem to market their summer season in their brochures and websites, which is likely to be full anyway, and instead do not pay attention to their shoulder or low seasons. Ski resorts learned a long time ago to promote summer trekking, attractions as different as aquariums and museums are opening at night to provide more intimate experiences, and yet it seems odd that summer destinations have not always learned how to diversify their offer. The “Visit Amsterdam, See Holland” campaign to disperse tourism across the city and to neighbouring towns is a good example running since 2009 (Amsterdam Marketing, 2017Amsterdam Marketing. (2017). Amsterdam metropolitan area visitors survey 2016. Retrieved February 25, 2017, from!/amsterdam-bezoeken-holland-zien-copy-duplicate[Google Scholar]), while numerous adventure tour operators are redesigning their tours for animal welfare reasons, and getting creative about providing activities that are both more humane and experiential