Generation Z’s Approach to Sustainable Tourism: Factors in Green Accommodation Choice

Authors

DOI:

https://doi.org/10.34190/ictr.9.1.4557

Keywords:

green tourism, sustainability, Generation Z, green accommodation, accommodation choice

Abstract

This paper presents a conceptual complexity theory-based framework that reveals the choice of green accommodation of Generation Z individuals as a complex phenomenon of interacting actors and relationships among them. This paper also describes a portrait of Generation Z through the complex concept of smartness, which includes the traits of knowledgeability, digitality, sustainability, intelligence, innovativeness, agility, network based and learning. It is also emphasised that the changes to influence the positive behaviour regarding sustainable choices should be directed to these traits, using them as leverage points.

Author Biographies

Kristina Grumadaitė, Kauno kolegija

Dr. Kristina Grumadaitė is an assistant professor at Kauno kolegija, Higher Education Institution (Lithuania). Her research focuses on the formation of self-organisation based industrial systems, enablement of innovation ecosystems, smart development of social systems and its organisational processes, sustainability strategies in the hospitality sector and media literacy.

Sebin Thomas Babu, St. Ignatius of Loyola College, Lithuania

Sebin Thomas Babu is an international lecturer and researcher in Sociology at St. Ignatius of Loyola College, Kaunas, Lithuania. He specialises in interdisciplinary research, which mostly includes sustainability in the hospitality sector, social sustainability and social policy, media literacy, gender and human dignity. 

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Published

2026-04-01

Issue

Vol. 9 No. 1 (2026): The Proceedings of the 9th International Conference on Tourism Research (ICTR 2026)

Section

Academic Papers

License

Copyright (c) 2026 International Conference on Tourism Research

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.