Customer perspective from Generation Z on sustainable tourism initiatives

Abstract

This study aims to explore the consumer perspective on sustainable tourism, with a focus on Generation Z. By investigating the factors influencing engagement on ecotourism, including psychological and mundane aspects, this research seeks to provide insights into their preferences. Additionally, the study assesses the effectiveness of communication strategies in promoting sustainable tourism engagement among Generation Z. The research project utilized a survey experiment methodology, consisting of a descriptive analysis exploring the influence of psychological and mundane factors on consumers' engagement in ecotourism, and an experiment assessing the effectiveness of different communication strategies on the Generation Z consumers' willingness to engage in sustainable tourism. The results show that subjective norms and materialism are the key psychological factors, with higher social norms increasing engagement and higher materialism decreasing it. Among the more mundane factors, price and knowledge positively influence sustainable tourism participation. The study found no significant differences in the effectiveness of communication strategies emphasizing different aspects of sustainable tourism on participants' inclination towards ecotourism. Understanding the preferences of Generation Z consumers enables tailored marketing strategies and innovative sustainable tourism experiences in the industry. This study stands out by examining the factors influencing ecotourism among Generation Z, encompassing psychological and conventional determinants, while also assessing the impact of communication strategies.

Date of Award	10 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Yan Bernardes Vieites (Supervisor)