2026-05-30T04:16:33Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/457642026-02-27T00:47:32Zcom_10630_2254col_10630_37953

Gen zers' behaviour towards sustainability in a mature coastal destination Pulido-Fernández, Juan Ignacio Casado-Montilla, Jairo López-Sánchez, Yaiza Durán-Román, Jose Luis Carrillo-Hidalgo, Isabel Jóvenes - Viajes Ecoturismo Generation Z Sustainable tourism Pro-sustainable behavioour Willingness to pay Mature destination Western Costa del Sol (Spain) This study provides insights into the attitudes, knowledge, behaviour and commitment of Gen Z tourists toward sustainability. The research was conducted on 1188 participants in the Western Costa del Sol (Andalusia, Spain), a well-established coastal destination. The study also estimated, through a chi-squared test and the Mann–Whitney U model, the premium price that Gen Z tourists are willing to pay for visiting a more sustainable destination. The results indicate that Gen Z has a good understanding and a high level of commitment towards sustainable tourism. However, only 10% of Gen Z tourists were willing to pay more for a sustainable destination. The study analyses the reasons behind this finding. Finally, the research suggests recommendations for understanding the consumption behaviours and practises of young travellers. 2026-02-26T09:29:26Z 2024 journal article VoR Pulido‐Fernández, J. I., Casado‐Montilla, J., López‐Sánchez, Y., Durán‐Román, J. L., & Carrillo‐Hidalgo, I. (2024). Gen zers' behaviour towards sustainability in a mature coastal destination. International Journal of Tourism Research, 26(5), e2758. https://hdl.handle.net/10630/45764 10.1002/jtr.2758 eng Attribution 4.0 International http://creativecommons.org/licenses/by/4.0/ open access application/pdf Wiley