Abstract
ABSTRACTThis study provides insights into the attitudes, knowledge, behaviour and commitment of Gen Z tourists toward sustainability. The research was conducted on 1188 participants in the Western Costa del Sol (Andalusia, Spain), a well‐established coastal destination. The study also estimated, through a chi‐squared test and the Mann–Whitney U model, the premium price that Gen Z tourists are willing to pay for visiting a more sustainable destination. The results indicate that Gen Z has a good understanding and a high level of commitment towards sustainable tourism. However, only 10% of Gen Z tourists were willing to pay more for a sustainable destination. The study analyses the reasons behind this finding. Finally, the research suggests recommendations for understanding the consumption behaviours and practises of young travellers.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
