Attitudes of Generation Z Towards Sustainable Behaviour in Tourism

Abstract

Young adults from generation z are ecologically active individuals with a high level of involvement in climate change, waste, and responsible consumption. Based on this statement, we decided to confirm or reject it for a selected sample of Slovak tourists. Our research objective is to find and assess the attitudes and preferences of tourists from generation z. We collected data based on a questionnaire with a sample of 118 respondents aged 18-24. The questionnaire aimed to identify responsible behaviour and focused on attitudes towards sustainable consumption decisions. It was evaluated based on a 5-point Likert scale. We used the Mann-Whitney U test, Pearson's, and Spearman's correlation coefficient and logistic regression to find and identify the results. Our results point to the behaviour and attitudes of 118 Slovak respondents of generation z, who are interested in sustainability and separation responsibility for the environment in tourism. Findings may significantly impact tourism. Identifying problems allows for understanding the motives of tourists' behaviour, which creates the basis for effective measures to reduce environmental impact. Identifying these attitudes makes it possible to create targeted awareness campaigns and contribute to a better understanding of tourists' preferences. These finding are also significant in raising awareness about travel's environmental impacts and supporting tourists' ecologically responsible behaviour, which can lead to more sustainable tourism development.