In a context in which tourism is considered to favour the degradation of the environment, it is important to promote forms of travel with low environmental impact. Globally, studies have shown a good understanding and increased receptivity to the practice of sustainable forms of travel among tourists. Therefore, this study proposes an analysis of the nexus between sustainable behaviour of tourists from Generation Z and the factors that influence the protection of environmental quality. The research methodology included the development and application of a questionnaire on a sample of 492 tourists belonging to Generation Z, with travel experience. The results showed nexus among the analysed factors and the Cronbach Alpha score for the latent variables: cultural factors (α = 0.769), personal factors (α = 0.829), psychological factors (α = 0.809), technological factors (α = 0.800), sustainable behaviour of young tourists (α = 0.910), social factors (α = 0.857) and conservation of the environmental quality (α = 0.906). The hypothesis regarding the testing of tourists’ sustainable behaviour in nexus with the protection of the environment quality was confirmed, even if the results of testing the nexus between the social factors and sustainable behaviour of Generation Z Romanian tourists could not be considered statistically significant. However, the study represents a contribution to the literature in a field concerned with this aspect of sustainability and interest, which is constantly growing, and for which, at least until now, there have been no studies in the literature pertaining to Romanian space.
Taking into account that tourism is one of the main contributors to environmental pollution and deterioration, currently it is important to promote forms of travel with low environmental impact. Thus, ecotourism is often promoted as benefitting local destinations through income generation, employment and direct support for the conservation of key tourist attractions. Research supports the fact that this type of tourism influences environmental attitudes and knowledge, and eventually consumers’ behaviour. Therefore, this study is a qualitative research, which aims to study the nexus between the travel trends of the young generation and ecotourism development in the North East Region of Romania. In this sense we applied structured interviews to a sample made of representatives of institutions and organisations in the field of tourism in the North-East Region (NE) of Romania. The results showed that there is an increase of the degree of awareness of local natural and cultural values, through the development of infrastructure and tourism products, through the promotion of the area, through the development of ecotourism and awareness of the importance of protected natural areas. The study represents a contribution to the literature with a growing interest in a subject about younger generation and the development of ecotourism.
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