DOI - Mendel University Press

DOI identifiers

DOI: 10.11118/978-80-7509-963-1-0014

ATTITUDE TOWARDS SUSTAINABLE TOURISM ACROSS GENERATIONS; A QUANTITATIVE APPLICATION ON X, Y, AND Z GENERATIONS

Cihan Yılmaz1, Özlem Karatas1, Eva Abramuszkinová Pavlíková2
1 Department of Tourism & Hotel Management, Doğuş University, Turkey
2 Department of Engineering, Faculty of Forestry and Wood Technology Mendel University in Brno, Zemědělská 3, 613 00 Brno, Czech Republic

This study aims to identify the similarities and changes in attitudes towards sustainable tourism across generations and to detail the sources of sustainable tourism behaviors that generations possess. Another objective of this study is to determine the changes in attitudes towards sustainable tourism based on different demographic situations such as income, education, and gender. Material and Method: Based on these objectives, the study was conducted through an online survey application on individuals living in Turkey. According to the 445 surveys obtained from the research, a data set carrying strong reliability and validity elements has been formed. The obtained data were subjected to frequency analysis with the SPSS program to obtain descriptive outputs, and to T-test and ANOVA analyses to obtain relational outputs. Findings: Analysis of the obtained data reveals a positive perception of the sustainable tourism impact amongst consumers. Among Generation X, Y, and Z, Generation Y has the highest perception of sustainable tourism, followed by Generation Z and then Generation X. A significant difference was found between Generation Y and Generation Z after analysis, with Generation Y's view on sustainable tourism being higher than Generation Z's. On the other hand, no differences were found in sustainable tourism attitudes according to gender, education level, and income status. Results: The sustainable attitude between generations initially increased and then decreased over time, but the negative difference between Generation Y and Generation Z is more significant. Furthermore, it is shown that female individuals have a more positive and higher sustainable tourism attitude structure compared to males, the level of sustainable tourism attitude meaningfully increases positively as the level of education rises, and individuals with middle and upper-income levels are more positive compared to those with lower-middle income, as revealed after the analyses.

Keywords: Sustainability, Tourism, Generations X Y Z

pages: 14-22, Published: 2024, online: 2024



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