Awarness Sustainable Tourism

The global tourism industry faces increasing environmental, economic, and social challenges, making sustainability a critical priority. As young people represent a significant segment of global travelers, understanding their awareness and attitudes toward sustainable tourism is essential for fostering responsible tourism behaviors (Ketter, 2020; UNWTO, 2019). However, despite the growing emphasis on sustainability, there remains a gap in research exploring how youth perceptions translate into concrete actions. This study addresses this gap by examining the key factors that shape young people's awareness of sustainable tourism and their implications for education and policy development.
Using a Structural Equation Modeling (PLS-SEM) approach, this study analyzes survey data to assess constructs such as environmental awareness, economic and social impacts, and behavioral intentions toward sustainability. PLS-SEM was chosen for its ability to model complex interdependencies among latent variables, offering robust insights into the drivers of sustainable tourism awareness (Sarstedt et al., 2022). The findings reveal significant relationships between young people's knowledge of sustainable practices and their attitudes toward responsible tourism, highlighting the role of education in shaping pro-environmental behaviors (Choi & Sirakaya, 2005; UNESCO, 2016)
This research contributes to the broader discourse on sustainability by providing empirical evidence on the importance of multidimensional awareness in tourism.
By identifying the key drivers of sustainable tourism awareness, this study offers actionable recommendations for integrating sustainability concepts into tourism curricula, guiding policymakers, educators, and industry stakeholders in promoting long-term responsible tourism practices (Goodwin, 2017).