Customer perspective from the generation z on sustainable tourism initiatives

Resumo

Purpose - 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. Methodology - The research project utilized a survey experiment methodology. The first section consisted of a descriptive analysis exploring the influence of psychological and mundane factors on consumers9 engagement in ecotourism. The second approach is an experiment where we assessed the effectiveness of different communication strategies (to promote the local economy, encourage environmental preservation, or offer new adventurous experiences) on the Generation Z consumers9 willingness to engage in sustainable tourism. Findings - 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. We found no significant differences in the effectiveness communication strategies emphasizing different aspects of sustainable tourism on participants9 inclination towards ecotourism. Practical Implications –Understanding the preferences of Generation Z consumers enables tailored marketing strategies and innovative sustainable tourism experiences in the industry. Originality/ Value - 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.

Ficha do documento

Tipo

Dissertação

Ano

2024

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Inglês

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/35612

Temas

Administração PúblicaMeio Ambiente

Palavras-chave

Sustainable tourismCommunicationConsumer behaviourSustainabilityGeneration ZTurismo sustentávelComportamento do consumidorSustentabilidadeGeração ZAdministração pública