Gen Zers' Behaviour Towards Sustainability in a Mature Coastal Destination

ABSTRACT 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.