GENERATION Z’S ATTITUDES AND SOFT SKILLS SET TO GREEN HOTELS AND SUSTAINABILITY ON THE BASIS OF A HUNGARIAN EMPIRICAL STUDY

Abstract

Generation Z, encompassing individuals born between the mid-1990s and early 2010s, is emerging in shaping the future of sustainable tourism. Characterized by their digital fluency, social consciousness, and environmental awareness, Generation Z's preferences and behaviours are influencing various sectors, notably tourism and hospitality. This paper delves into three interconnected aspects: Gen Z's perceptions of sustainability in tourism, their criteria for selecting green hotels, and the skills and competencies they deem essential to foster receptivity towards sustainable practices. In 2024, research on green tourism was started to analyse the factors that play a role in choosing green accommodation. For the study, a questionnaire survey was conducted, which consisted of 26 questions and resulted in 246 responses. Based on the definitions of green hotels and green tourism students gave, it can be seen that they unanimously agree on the green content of hotels and tourism. Although they are committed to green ideas, this is not always reflected in their willingness to pay more for these services. The most important contextual skills for generating this commitment include respect for the environment, efficiency, adaptability and resilience. As the research has proved their strong commitment to environmental principles, we can confirm that Gen Z has emerged as a dominating force in the tourist business today, and their preferences and actions are changing th e face of the travel and hospitality sector, particularly with regard to sustainability challenges. It is important to note, however, that one important finding of the research is that openness and receptivity to green hotels does not necessarily correlate with the willingness or intention to pay more for this option.