Climate awareness and behaviour of Gen Z travellers: pathways to achieving Sustainable Development Goals in hospitality and tourism

This research aims to identify the factors influencing climate change awareness among Generation Z (Gen Z) travellers in the urban hospitality and tourism sectors in India. It is a significant addition to the expanding conversation of sustainability transitions in tourism cities. The study, which integrates the Value-Belief-Norm (VBN) model and the Theory of Planned Behaviour (TPB), surveyed 381 university students and examined factors, such as digital literacy, environmental beliefs, pro-environmental behaviour, personal values, green practices, social media influence, and climate-aware attitudes. Subsequently, these factors were combined into two variables: Sustainable Development Concerns for Climate Awareness (SDCCA) and Sustainable Tourism Concerns for Climate Awareness (STCCA). The current research extends the existing theoretical framework of urban tourism by providing empirical evidence that youth’s awareness of the climate crisis leads to the adoption of sustainable behavioural patterns in tourism destinations. Practically, it is an excellent source of insight for city tourism planners, municipal authorities, and hospitality operators to start value-oriented, culturally grounded sustainability intervention programs that are in line with SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action), thus unlocking the benefits of climate-resilient tourism city futures.