Sustainable tourism and Generation Z: water usage patterns in tourist destinations
DOI:
https://doi.org/10.24054/face.v25i2.3825Keywords:
Consumer behavior, Environment and Development, TourismAbstract
Tourism is essential for economic development; however, it faces criticism for unsustainable environmental practices, particularly excessive water use in the hospitality sector. In this context, Generation Z is known for its pro-environmental behavior. Despite this, water consumption in hotels far exceeds that of the local population. This study contributes to the limited literature on water sustainability in sun-and-beach destinations related to Generation Z. Its objective is to identify the influence of moral norms, subjective norms, attitudes, habits, and pro-environmental intentions on sustainable water consumption behavior. A survey was conducted with 389 Generation Z tourists in the state of Quintana Roo. The results showed acceptable levels of instrument reliability and the presence of pro-environmental moral norms. However, statistical analysis revealed that none of the proposed hypotheses were supported. The examined variables did not significantly impact sustainable behavior. Consequently, the study concludes that although Generation Z expresses pro-environmental values, these do not translate into concrete actions during their travels. This discrepancy between the study variables and actual behavior poses a challenge for tourism sustainability and highlights the need for further research to better connect environmental awareness with tourists' real behavior regarding water consumption.
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