Abstract
Abstract: The main purpose of the study is to analyze the perception of the concept of “sustainability” among undergraduate tourism students in a foundation university in Izmir, Turkey. Structured face to face interviews with 57 respondents revealed that according to 73.7 percent of participants, firms do not pay attention to sustainability in Turkey. However, only 45.6 percent stated that sustainability matters in tourism industry and 24.6 percent said that sustainability is not seen as an essential ingredient for the tourism industry in Turkey. The level of perception of sustainability among the respondents vary and they have different approaches to the concept of sustainability. Specifically, protection of the green environment, cultural, social and society values, natural beauty and recycling outweigh gaining revenue as a firm and having a profitable business. Being innovative and adding value to what you are doing is less considered in terms of describing sustainability. Keywords: Sustainability, Tourism and Hospitality, Sustainable Organization
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