Turismo Sostenible y Generación Z: Patrones de uso de Agua en Destinos Turísticos
DOI:
https://doi.org/10.24054/face.v25i2.3825Palabras clave:
Comportamiento del consumidor, Medio ambiente y desarrollo, TurismoResumen
El turismo es esencial para el desarrollo económico, sin embargo, enfrenta críticas por prácticas ambientales insostenibles, especialmente el uso excesivo de agua en centros de hospedaje. En este contexto, la generación Z se caracteriza por su comportamiento proambiental; pese a esto, el consumo de agua en los hoteles supera por mucho al de la población local. Esta investigación contribuye a la escasa literatura sobre la sostenibilidad del agua en destinos de sol y playa vinculada a la generación Z. Y tiene como objetivo identificar la influencia de normas morales, subjetivas, actitudes, hábitos e intenciones proambientales sobre el comportamiento sostenible en el consumo del agua. Se aplicaron encuestas a 389 turistas de la generación Z en el estado de Quintana Roo. Los resultados mostraron niveles aceptables de confiabilidad del instrumento y una presencia de normas morales proambientales; sin embargo, el análisis estadístico reveló que ninguna de las hipótesis propuestas fue aceptada. Las variables estudiadas no incidieron significativamente en el comportamiento sostenible. Por consiguiente, se concluye que, aunque la generación Z expresa valores proambientales, estos no se traducen en acciones concretas durante sus viajes. Esta discrepancia entre las variables del estudio y el comportamiento representa un reto para la sostenibilidad turística y plantea la necesidad de nuevos estudios que vinculen mejor la conciencia ambiental con la conducta real del turista en relación con el consumo de agua.
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