Generation Z and pro-sustainable tourism behaviors: internal and external drivers

Using Norm Activation Theory (NAT) and Social Norm Theory (SNT), this study evaluates the internal (awareness of consequences, ascription of responsibility and personal norms) and external drivers (subjective norms, social media engagement, and membership of online community) of pro-sustainable behaviors among Generation Z (Gen Z) travelers in the UK. We theorize pro-sustainable tourism behaviors as consisting of four dimensions (economic, environmental, social and cultural). Empirical analysis from a sample of 413 tourists confirmed that three internal antecedents and two of the three external factors (social media and online community) have significant relationships with pro-sustainable tourism behaviors. While the direct influence of subjective norms on pro-sustainable tourism behaviors was not supported, the mediating effect of personal norms on this relationship was supported. Practical implications for sustainable tourism development and destination management are provided.