案例简介：概要 帕劳共和国是太平洋的一个密克罗尼西亚国家，游客数量大幅增长，特别是在过去三年里。帕劳遗产项目是一个与政府合作的旅游营销机构，它认识到，如果不采取行动，保护该国一些最独特的地区就为时已晚, 如被联合国教科文组织列为世界遗产的岩岛。帕劳的居民对当地社区和环境充满热情。环境对他们的生计至关重要。他们希望确保帕劳仍然是后代和游客的天堂。挑战是在鼓励旅游业而不损害环境之间找到平衡。但是，在个人层面上，环境浪费、破坏性行为的代价往往难以感受到。这些成本不是任何一个人粗心行为的结果，而是集体行为的结果，直到几个月/几年后才会感觉到。这使得人们很难理解努力保护的价值。目标: 与政府、帕劳人口和旅游业合作，在游客和当地人中树立和促进可持续的态度和行为。 战略 该机构根据客户的简报提出了帕劳承诺的想法: 在游客和当地人中促进生态负责任的行为，确保执法和鼓励被视为每个人的工作。承诺是植根于行为经济学的承诺装置。通过让一个人同意一个小的、公开的签署承诺的请求，它创造了一个强烈的内在行为一致的愿望。帕劳还可以对违反严格的环境法的游客采取法律行动，包括对违规者处以高达 100万美元的罚款。帕劳的承诺向游客表明了他们为子孙后代保护和保存帕劳的作用。通过给他们塑造一种负责任、可持续的旅行方式，当地人正在创造一个更好的选择，让他们的资源得到尊重。 结果 这项承诺在联合国发起，为帕劳的保护工作赢得了巨大的覆盖面。它的社会、文化和政治影响既是本地的，也是全球的: 超过 200 万游客将在发布的头 10 年内签署承诺保证达到 17亿获得媒体对 ($ 月花) • 承诺通过全球组织/领导人在政治上，保护，旅游,包括联合国、世界经济论坛、绿色和平组织、世界野生动物基金会、保护国际组织、莱昂纳多 · 迪卡普里奥、约翰 · 克里 (前美国国务卿) · 第一个将环境做法纳入移民法的国家，而帕劳是一个小国,它努力减轻大众旅游的影响可以在全球范围内看到。包括新西兰在内的国家已经表示有兴趣制定自己的游客承诺。帕劳希望其他国家采取措施可持续地管理其旅游人口，从而采取行动保护其环境。 执行 帕劳政府于 2017年12月6日通过了一项新法律，指示移民官员使用帕劳承诺入境签证印章。该机构将客户 (可持续旅游营销机构帕劳遗产项目) 、政府、旅游业和公民聚集在一起，执行新政策。•移民法、海关流程被永久改变承诺以英文、中文、日文、韩国游客需要观看所有入境航班上放映的机上电影商业认证计划，以增强旅游企业/居民的能力中小学学生新课程和其他培训项目，以帮助在旅游部门建立生态意识和自觉的商业原则鼓励当地人/旅游经营者做出承诺多语言护照手册/机场海报/网站/帕劳周围标志/社会影响者活动 活动描述 为了促进个人责任和鼓励可持续行动，为帕劳创建了一个大胆、永久的新入境签证程序。所有抵达的游客现在必须签署一份承诺，并在护照上盖章，成为良好的环境管理者。这项专门针对帕劳儿童的强制性协议需要在一名官员面前签署。参观者必须在官员面前阅读并签署协议才能进入。 BriefWithProjectedOutcomes 旅游业提供财富，但当大量游客前往目的地时，大众旅游业可以产生积极和消极的影响。像帕劳一样，许多目的地因其丰富的生物多样性而广受欢迎。这些脆弱的环境往往承受着最大的压力。多亏了为汽车、房屋和其他消费品开发的同样的工业模式，自 1950 年代以来，大众旅游业迅速发展，威胁着从海洋和海滩到珊瑚礁和海洋 lif 的一切许多来自发展中市场的帕劳新游客与帕劳人不同。为了保护帕劳，他们需要接受正确的行为方式的教育。许多当地人也需要被鼓励尊重和妥善管理他们所依赖的资源。帕劳保证统一保护帕劳环境的行动，要求游客在合法入境前签署环境誓言 -- 在护照上盖章。这一承诺向游客展示了他们在保护帕劳方面的作用。这是一种创新的保护方法，激活了推动行为改变的社会压力。通过给游客建模一种负责任的旅行方式，当地人正在创造一个更好的选择，让他们的自然/文化资源得到尊重。

案例简介：Synopsis The Republic of Palau, a Micronesian nation in the Pacific, has seen a massive growth in tourist numbers, particularly in the past three years. The Palau Legacy Project, a tourism marketing body that works alongside the government, recognised that without action, it would be too late to protect some of the most unique parts of the country, such as the UNESCO World Heritage listed Rock Islands. Palau’s residents are passionate about their local community and environment. The environment is crucial to their livelihood. They want to ensure Palau remains a paradise for future generations and visitors. The challenge was to find a balance between encouraging tourism without compromising the environment. But the costs of environmentally wasteful, destructive behaviour are often difficult to feel on an individual level. Those costs are not the result of any one person’s careless actions but of aggregate actions, not felt until months/ years afterwards. This makes it difficult for people to understand the value of making an effort towards conservation. The objective: partner with the government, the Palau population and the tourist industry to model and promote sustainable attitudes and behaviour among tourists and locals. Strategy The agency created the idea of the Palau Pledge in response to the client’s brief: to promote ecologically responsible behaviour amongst tourists and locals, ensuring enforcement and encouragement is seen to be everyone’s job. The Pledge is a commitment device rooted in behavioural economics. By making a person agree to a small, public request to sign the Pledge, it creates a strong internal desire to behave consistently. Palau can also take legal action against visitors who violate the strict environmental laws underpinning the Pledge – including fining offenders up to USD 1 million. The Palau Pledge demonstrates to tourists their role in protecting and preserving Palau for future generations. By modelling to them a responsible, sustainable way to travel, locals are creating a better alternative where their resources are respected. Outcome Launched at the UN, the Pledge has garnered enormous coverage for Palau’s conservation efforts. Its social, cultural, and political impact is both local and global: • 2+ million tourists will sign Pledge within first 10 years • In first weeks of launch, Pledge achieved 1.7 billion earned media impressions (for $0 spend) • Pledge endorsed by global organisations/ leaders in politics, conservation, and tourism, including UN, World Economic Forum, Greenpeace, World Wildlife Fund, Conservation International, Leonardo DiCaprio, John Kerry (Former US Secretary of State) • The first country to incorporate environmental practices into its immigration laws While Palau is a small nation, its efforts to mitigate mass tourism’s effects can be seen on a global scale. Already nations including New Zealand have expressed interest in creating their own visitor Pledge. By taking steps to sustainably manage its tourist population, Palau hopes other countries will take action to protect their environment. Execution The Palau Government passed a new law on December 6, 2017, directing immigration officials to use the Palau Pledge entry visa stamp. The agency brought together client (the Palau Legacy Project, a sustainable tourism marketing body), government, tourism industry and citizens to implement the new policy. • Immigration law, customs processes were changed permanently • The Pledge was issued in English, Chinese, Japanese, Korean • Visitors required to watch an inflight film shown on all inbound flights • Business accreditation program created to empower tourism businesses/ residents • New curriculum for primary/ secondary school students and other training programs to help build eco-awareness and conscious business principles within the tourist sector • Locals/ tour operators encouraged to take Pledge • Multi-language passport brochure/ airport posters/ website/ signage around Palau/ social influencer activity CampaignDescription To promote personal responsibility and encourage sustainable actions, a bold, permanent new entry visa process was created for Palau. All arriving visitors MUST now sign a pledge, stamped in their passports, to be good environmental stewards. This mandatory agreement, dedicated to Palau’s children, needs to be signed before an officer. Visitors are required to read and sign the agreement in front of the officer to gain entry. BriefWithProjectedOutcomes Tourism provides wealth, but mass tourism - when large numbers go to a destination - can have positive and negative impacts. Like Palau, many destinations are popular because of their rich biodiversity. These fragile environments are often under the most pressure. Thanks to the same industrial model developed for cars, houses, and other consumer goods, mass tourism has exploded since the 1950s, threatening everything from oceans and beaches, to coral reefs and marine life. Many new visitors to Palau, from developing markets, don’t share the same conservation mindset as Palauans. They need to be educated on the right way to behave in Palau in order for it to be protected. Many locals too need to be encouraged to respect and properly manage the resources on which they depend. The Palau Pledge unifies action to protect Palau’s environment, mandating visitors sign an environmental oath - stamped inside their passports - before they can legally enter the country. The Pledge shows tourists their role in protecting Palau. It’s an innovative approach to conservation, activating social pressure to drive behavioural change. By modeling to visitors a responsible way to travel, locals are creating a better alternative where their natural/ cultural resources are respected.

帕劳的承诺 | Palau Pledge

案例简介：概要 帕劳共和国是太平洋的一个密克罗尼西亚国家，游客数量大幅增长，特别是在过去三年里。帕劳遗产项目是一个与政府合作的旅游营销机构，它认识到，如果不采取行动，保护该国一些最独特的地区就为时已晚, 如被联合国教科文组织列为世界遗产的岩岛。帕劳的居民对当地社区和环境充满热情。环境对他们的生计至关重要。他们希望确保帕劳仍然是后代和游客的天堂。挑战是在鼓励旅游业而不损害环境之间找到平衡。但是，在个人层面上，环境浪费、破坏性行为的代价往往难以感受到。这些成本不是任何一个人粗心行为的结果，而是集体行为的结果，直到几个月/几年后才会感觉到。这使得人们很难理解努力保护的价值。目标: 与政府、帕劳人口和旅游业合作，在游客和当地人中树立和促进可持续的态度和行为。 战略 该机构根据客户的简报提出了帕劳承诺的想法: 在游客和当地人中促进生态负责任的行为，确保执法和鼓励被视为每个人的工作。承诺是植根于行为经济学的承诺装置。通过让一个人同意一个小的、公开的签署承诺的请求，它创造了一个强烈的内在行为一致的愿望。帕劳还可以对违反严格的环境法的游客采取法律行动，包括对违规者处以高达 100万美元的罚款。帕劳的承诺向游客表明了他们为子孙后代保护和保存帕劳的作用。通过给他们塑造一种负责任、可持续的旅行方式，当地人正在创造一个更好的选择，让他们的资源得到尊重。 结果 这项承诺在联合国发起，为帕劳的保护工作赢得了巨大的覆盖面。它的社会、文化和政治影响既是本地的，也是全球的: 超过 200 万游客将在发布的头 10 年内签署承诺保证达到 17亿获得媒体对 ($ 月花) • 承诺通过全球组织/领导人在政治上，保护，旅游,包括联合国、世界经济论坛、绿色和平组织、世界野生动物基金会、保护国际组织、莱昂纳多 · 迪卡普里奥、约翰 · 克里 (前美国国务卿) · 第一个将环境做法纳入移民法的国家，而帕劳是一个小国,它努力减轻大众旅游的影响可以在全球范围内看到。包括新西兰在内的国家已经表示有兴趣制定自己的游客承诺。帕劳希望其他国家采取措施可持续地管理其旅游人口，从而采取行动保护其环境。 执行 帕劳政府于 2017年12月6日通过了一项新法律，指示移民官员使用帕劳承诺入境签证印章。该机构将客户 (可持续旅游营销机构帕劳遗产项目) 、政府、旅游业和公民聚集在一起，执行新政策。•移民法、海关流程被永久改变承诺以英文、中文、日文、韩国游客需要观看所有入境航班上放映的机上电影商业认证计划，以增强旅游企业/居民的能力中小学学生新课程和其他培训项目，以帮助在旅游部门建立生态意识和自觉的商业原则鼓励当地人/旅游经营者做出承诺多语言护照手册/机场海报/网站/帕劳周围标志/社会影响者活动 活动描述 为了促进个人责任和鼓励可持续行动，为帕劳创建了一个大胆、永久的新入境签证程序。所有抵达的游客现在必须签署一份承诺，并在护照上盖章，成为良好的环境管理者。这项专门针对帕劳儿童的强制性协议需要在一名官员面前签署。参观者必须在官员面前阅读并签署协议才能进入。 BriefWithProjectedOutcomes 旅游业提供财富，但当大量游客前往目的地时，大众旅游业可以产生积极和消极的影响。像帕劳一样，许多目的地因其丰富的生物多样性而广受欢迎。这些脆弱的环境往往承受着最大的压力。多亏了为汽车、房屋和其他消费品开发的同样的工业模式，自 1950 年代以来，大众旅游业迅速发展，威胁着从海洋和海滩到珊瑚礁和海洋 lif 的一切许多来自发展中市场的帕劳新游客与帕劳人不同。为了保护帕劳，他们需要接受正确的行为方式的教育。许多当地人也需要被鼓励尊重和妥善管理他们所依赖的资源。帕劳保证统一保护帕劳环境的行动，要求游客在合法入境前签署环境誓言 -- 在护照上盖章。这一承诺向游客展示了他们在保护帕劳方面的作用。这是一种创新的保护方法，激活了推动行为改变的社会压力。通过给游客建模一种负责任的旅行方式，当地人正在创造一个更好的选择，让他们的自然/文化资源得到尊重。

帕劳的承诺 | Palau Pledge

案例简介：Synopsis The Republic of Palau, a Micronesian nation in the Pacific, has seen a massive growth in tourist numbers, particularly in the past three years. The Palau Legacy Project, a tourism marketing body that works alongside the government, recognised that without action, it would be too late to protect some of the most unique parts of the country, such as the UNESCO World Heritage listed Rock Islands. Palau’s residents are passionate about their local community and environment. The environment is crucial to their livelihood. They want to ensure Palau remains a paradise for future generations and visitors. The challenge was to find a balance between encouraging tourism without compromising the environment. But the costs of environmentally wasteful, destructive behaviour are often difficult to feel on an individual level. Those costs are not the result of any one person’s careless actions but of aggregate actions, not felt until months/ years afterwards. This makes it difficult for people to understand the value of making an effort towards conservation. The objective: partner with the government, the Palau population and the tourist industry to model and promote sustainable attitudes and behaviour among tourists and locals. Strategy The agency created the idea of the Palau Pledge in response to the client’s brief: to promote ecologically responsible behaviour amongst tourists and locals, ensuring enforcement and encouragement is seen to be everyone’s job. The Pledge is a commitment device rooted in behavioural economics. By making a person agree to a small, public request to sign the Pledge, it creates a strong internal desire to behave consistently. Palau can also take legal action against visitors who violate the strict environmental laws underpinning the Pledge – including fining offenders up to USD 1 million. The Palau Pledge demonstrates to tourists their role in protecting and preserving Palau for future generations. By modelling to them a responsible, sustainable way to travel, locals are creating a better alternative where their resources are respected. Outcome Launched at the UN, the Pledge has garnered enormous coverage for Palau’s conservation efforts. Its social, cultural, and political impact is both local and global: • 2+ million tourists will sign Pledge within first 10 years • In first weeks of launch, Pledge achieved 1.7 billion earned media impressions (for $0 spend) • Pledge endorsed by global organisations/ leaders in politics, conservation, and tourism, including UN, World Economic Forum, Greenpeace, World Wildlife Fund, Conservation International, Leonardo DiCaprio, John Kerry (Former US Secretary of State) • The first country to incorporate environmental practices into its immigration laws While Palau is a small nation, its efforts to mitigate mass tourism’s effects can be seen on a global scale. Already nations including New Zealand have expressed interest in creating their own visitor Pledge. By taking steps to sustainably manage its tourist population, Palau hopes other countries will take action to protect their environment. Execution The Palau Government passed a new law on December 6, 2017, directing immigration officials to use the Palau Pledge entry visa stamp. The agency brought together client (the Palau Legacy Project, a sustainable tourism marketing body), government, tourism industry and citizens to implement the new policy. • Immigration law, customs processes were changed permanently • The Pledge was issued in English, Chinese, Japanese, Korean • Visitors required to watch an inflight film shown on all inbound flights • Business accreditation program created to empower tourism businesses/ residents • New curriculum for primary/ secondary school students and other training programs to help build eco-awareness and conscious business principles within the tourist sector • Locals/ tour operators encouraged to take Pledge • Multi-language passport brochure/ airport posters/ website/ signage around Palau/ social influencer activity CampaignDescription To promote personal responsibility and encourage sustainable actions, a bold, permanent new entry visa process was created for Palau. All arriving visitors MUST now sign a pledge, stamped in their passports, to be good environmental stewards. This mandatory agreement, dedicated to Palau’s children, needs to be signed before an officer. Visitors are required to read and sign the agreement in front of the officer to gain entry. BriefWithProjectedOutcomes Tourism provides wealth, but mass tourism - when large numbers go to a destination - can have positive and negative impacts. Like Palau, many destinations are popular because of their rich biodiversity. These fragile environments are often under the most pressure. Thanks to the same industrial model developed for cars, houses, and other consumer goods, mass tourism has exploded since the 1950s, threatening everything from oceans and beaches, to coral reefs and marine life. Many new visitors to Palau, from developing markets, don’t share the same conservation mindset as Palauans. They need to be educated on the right way to behave in Palau in order for it to be protected. Many locals too need to be encouraged to respect and properly manage the resources on which they depend. The Palau Pledge unifies action to protect Palau’s environment, mandating visitors sign an environmental oath - stamped inside their passports - before they can legally enter the country. The Pledge shows tourists their role in protecting Palau. It’s an innovative approach to conservation, activating social pressure to drive behavioural change. By modeling to visitors a responsible way to travel, locals are creating a better alternative where their natural/ cultural resources are respected.

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帕劳的承诺 | Palau Pledge

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