Searching for the crowd in sustainable tourism and leisure projects

Purpose - Building a cycling route is an interesting example of sustainable, environmentally friendly leisure and tourism project and this also fosters innovation in eco-friendly transport options. Financial resources must be found to achieve these ambitious goals and crowdfunding could be the answer. The study analyses the factors that influence potential backers' decisions to contribute to the fundraising campaign. Design/methodology/approach - A Fuzzy-set Qualitative Comparative Analysis (FsQCA) was applied to elaborate a map of factors that could influence the process of the crowd's contribution to a crowdfunding round for supporting the enhancement of a cycling route. The factors taken into account were the motivations to contribute, the crowdfunder's features and the dynamics of the fundraising campaign. Findings - The results demonstrate the strategic role played by rewards in the design of a crowdfunding round for a sustainable tourism and leisure project. The results also add more insights by considering backers' attitudes to rewards. Research limitations/implications - Understanding the factors that can influence the decision to pledge in the tourism and leisure context has extremely valuable implications for tourism businesses developing the business idea and associated capital raising strategies. The study also has practical implications for all institutions trying to foster innovation in eco-friendly transport, particularly in promoting more cycling and improving the image of cycling in the culture. Originality/value - The study is a step forward in understanding the factors that lead backers to support a sustainable project in the tourism and leisure context and the related dynamics of the crowdfunding round.