Young Generation's Understanding of Sustainable Tourism and Its Impact on Travel Behavior

Authors

  • Veronica Universitas Bunda Mulia

DOI:

https://doi.org/10.36276/mws.v23i1.773

Keywords:

Young Generation, Tourism Sustainability, Tourism Behavior, Tourism Trends

Abstract

This research explores the understanding of young people regarding sustainable tourism and its impact on their travel behavior. Young people have great potential to promote sustainable tourism practices due to their high environmental awareness and access to information through the internet and social media. The research method used is descriptive quantitative, with questionnaires distributed to young people aged 18-35 in Indonesia. Data analysis measures their understanding of sustainable tourism and its impact on travel behavior, such as choosing environmentally friendly destinations and participating in responsible tourism activities. The results show that 76.90% of respondents agree that young people play an important role in promoting sustainable tourism, but only 68.80% indicate that this understanding directly influences their travel behavior. About 66.00% of respondents choose destinations that support sustainability, while 77.00% agree that understanding the impact of tourism influences their choices. Furthermore, 77.30% participate in responsible tourism activities. The research concludes that young people have a high awareness of sustainable tourism practices, but there is a need for increased education and access to information to strengthen the impact of their understanding on travel behavior. These results provide insights for stakeholders to design effective strategies for promoting sustainable tourism among young people.

Author Biography

Veronica, Universitas Bunda Mulia

Veronica is a lecturer in Hospitality and Tourism at Bunda Mulia University. She holds a Master’s degree in Tourism from Trisakti Tourism Institute. Her research interests focus on sustainable tourism, with a particular emphasis on the role of innovation in the tourism sector and its contribution to promoting sustainable practices. She can be reached at veronica@bundamulia.ac.id.in Hospitality and Tourism at Bunda Mulia University. She holds a Master’s degree in Tourism from Trisakti Tourism Institute. Her research interests focus on sustainable tourism, with a particular emphasis on the role of innovation in the tourism sector and its contribution to promoting sustainable practices. She can be reached at veronica@bundamulia.ac.id.

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Published

2025-05-15

How to Cite

Veronica. (2025). Young Generation’s Understanding of Sustainable Tourism and Its Impact on Travel Behavior. Media Wisata, 23(1), 27–39. https://doi.org/10.36276/mws.v23i1.773

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Vol. 23 No. 1 (2025): Media Wisata

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Copyright (c) 2025 Veronica

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