Dr Pablo Pereira-Doel

Lecturer in Hospitality Information Technology; Digital Lab Commercialisation Officer; ESRC-SeNSS Research Fellow; Sustainability Fellow at Institute for Sustainability
PgCert, MSc, FHEA
+44 (0)1483 688757
36 AP 02
By appointment, please email me


Areas of specialism

Sustainability-oriented technology and innovation; Pro-environmental behaviour; Persuasive communication; Behavioural change; Experimental research methods; Water conservation; Systems/services/products design; Biometric technology (eye tracking, galvanic skin response, facial recognition); Open research

University roles and responsibilities

  • Biometric Lab Commercialisation Officer


    Research projects



    Pablo Pereira-Doel (2016) Engaging customers through sustainability communications in small tourism accommodation websites

    The research builds for the first time on the boundaries between two sets of literature. First, the motivations of small tourism accommodation providers for acting sustainably. Secondly, how such providers should communicate sustainability to the market. This study examines the reasons why six small tourism accommodations engage in sustainability practices and how that is reflected on their websites. The study (1) exposes three motivations to act sustainably; (2) reflects on some of the challenges encountered when communicating sustainability; and (3) reflects on how the six businesses use persuasion communicating their sustainability practices. This paper highlights the importance of the message, which needs to be credible, customer-focused and persuasive to be effective. All three aspects score low in the businesses analysed, demonstrating a missed opportunity of using sustainability communications to enhance the quality of the product, improve the customer experience, secure marketing advantage and contribute to repeats and referrals.

    Pablo Pereira-Doel, Xavier Font, Kayleigh Wyles, Jorge Pereira-Moliner (2019) Showering Smartly. A Field Experiment Using Water-saving Technology to Foster Pro-environmental Behaviour among Hotel Guests

    Hotel guests’ behaviour is crucial to reduce water depletion, energy use and carbon emissions. In this covert field experiment we assessed the effectiveness of real-time feedback provided by smart water-saving technology in fostering hotel guests to shorten their showers. A 12,06% reduction in showering time (N=1,962) confirms that real-time feedback is effective in eliciting pro-environmental behaviour, even in hedonic contexts. Moreover, results suggest that even with no real-time feedback, the regular shower in a hotel may be shorter than at home. Tourism can be a force for good and the use of technology can shape pro-environmental behaviour among the public.

    Pablo Pereira-Doel, Xavier Font, Kayleigh Wyles, Jorge Pereira-Moliner (2022) Showering smartly in tourism accommodations

    This article reports the effectiveness of technology that provides eco-feedback, along with priming, anchoring and goal-setting, to reduce shower lengths in two randomized field experiments developed in six tourism accommodations across Denmark, Spain, and the UK. Shower length is found to be 13.56% shorter when real-time continuous eco-feedback is provided compared to a control. The presence of messages using priming, anchoring, and goal-setting techniques further reduces shower duration, with the largest reduction in shower length, of 21.27% over the control, being achieved by a message priming selfless values with low anchor/goal-setting, which reflects a high effort target. The study validates, and expands, the Feedback Intervention Theory and, methodologically, uses smart technology to collect actual shower data unobtrusively. This article advances the sustainability agenda in relation to water conservation and pro-environmental behavior change, emphasizing the higher effectiveness of combining technology with behavioral change to foster pro-environmental behavior, compared to technology alone.