Enriching knowledge for raising awareness of sustainable tourism: A gen Z perspective
Enriching knowledge for raising awareness of sustainable tourism: A gen Z perspective

Summary/Abstract: Purpose: This study aims to identify students’ understanding and awareness of sustainable tourism depending on sustainability knowledge integration into the study program and examine its influence on students’ awareness of sustainable tourism. Methodology: The research was conducted using a survey method on a convenience sample of undergraduate students enrolled in Management of Sustainable Development (MSD) and Business Economics in Tourism and Hospitality (BETH) study programs at the Croatian Faculty of Tourism and Hospitality Management. Exploratory factor analysis (EFA) was implemented on the Stakeholder Understanding of Sustainable Tourism Development Index (SUSTDI) to investigate students’ understanding of sustainable tourism. An independent samples t-test highlights the significance of differences in the understanding and awareness of sustainable tourism among students in different undergraduate study programs. Results: The results reveal the three-factor structure of the SUSTDI as a highly reliable tool for determining the overall level of sustainable tourism understanding and knowledge by Generation Z as a stakeholder. It enables the identification of areas in which knowledge about sustainable tourism should be improved. Significant differences in students’ understanding and awareness were identified among different study programs, with higher levels observed in the MSD study program, which incorporates various aspects of sustainability topics through courses. Conclusion: The research results indicate a greater level of knowledge and understanding of students in a study program that integrated sustainability issues into the study program curricula and a significant positive impact of understanding on students’ awareness of sustainable tourism.

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