Environmentally and Socially Sustainable Behavior of Generation Z in the Context of Tourist Trips

Purpose: The aim of the research was to identify the scope and intensity of pro-environmental behavior during tourist trips of Generation Z representatives. Methodology: The source literature in the field of responsible behavior was analyzed, especially in the area of tourist activity and sustainable tourism. The main part of the article is a quantitative and qualitative analysis of the survey results. The research includes identifying environmentally and socially responsible behaviors of Generation Z representatives (sample: 458 people). A comparison was made of the frequency of environmentally and socially responsible behavior in everyday surroundings and during tourist trips. For this purpose, the Pearson correlation index and the Mann-Whitney U test were used. Findings: Research shows that there is a significant difference between declarations and actual behavior. There was also an asymmetry in respondents' behavior at home and during tourist trips. It has been shown that women rate their environmentally and socially responsible behavior higher than men. The main reasons for the deficit of responsible behavior were, in the respondents' opinion, indifference and lack of role models. Practical implications: Research has shown that there is a need to clearly communicate to young consumers pro-ecological solutions that have been introduced in specific facilities or tourist reception areas. Originality: The article is an important voice in the scientific discussion on environmentally and socially responsible behavior during tourist trips. In the context of unfavorable climate changes, the scientific discussion on this topic is extremely topical.