Generation Z, the cohort born approximately between 1995 and 2010, represents a generation shaped by digital technology, social connectivity and global awareness, who exhibit distinct attitudes, behaviours and values that differentiate them from previous generations. These differences are also reflected in travel behaviour. The main purpose of this study is to investigate the determinants of sustainable travel behaviour among university students, using the theory of planned behaviour (TPB), augmented by knowledge, as a predictor, and based on survey data and regression analysis. Using a structured questionnaire and a sample of 217 students, this research measures five key constructs: attitudes, subjective norms, perceived behavioural control, behavioural intention and actual behaviour. Data were analysed using Spearman’s correlation and regression analysis. Results indicate that all core TPB components, individually, significantly predict sustainable travel behaviour, with behavioural intention emerging as the strongest predictor. The findings confirm the presence of an intention–behaviour gap, highlighting the importance of strengthening social support and perceived behavioural control. Knowledge, however, did not emerge as a significant predictor of behaviour. This study contributes to the sustainable tourism literature by integrating cognitive and social aspects of decision-making, while also addressing the often-overlooked economic and social dimensions of sustainability. Additionally, it offers rare empirical insight into the sustainable travel behaviour of young Serbian tourists.
Social media play a key role in how people choose where to travel with influencers shaping many of these choices. This study investigates how YouTube influencers shape travel destination related interest in Japan by analyzing viewer comments on two highly popular itinerary travel videos. Viewer comments were collected using Python scripts and prepared for analysis through standard data-cleaning procedures. The analysis combines transformer-based language models and aspect-based sentiment analysis to examine sentiment, emotions, key destinations and itinerary-related themes in viewer comments. The findings show that itinerary-focused influencer content generates mainly positive sentiment and emotional engagement, along with planning-related viewer responses such as itinerary consideration, destination-specific questions, and reflections on past or intended future travel. The study offers practical insights for the tourism industry, policymakers and destination management organizations (DMOs) by showing how influencers’ content supports destination visibility and interest formation, with implications for promoting lesser-known destinations and managing overtourism.
This study examines tourists’ attitudes toward prices in the Republic of Croatia following the transition from the Croatian kuna to the euro. It investigates how the currency change influences destination choice, perceptions of price stability, and overall tourism attitudes that shape a destination’s competitiveness. A survey (N = 939) was conducted during the currency transition period to assess tourists’ expectations of price changes and the broader impact of the conversion on Croatian tourism. The survey results show that while most respondents trusted the euro as a stable currency and did not view currency differences as a barrier, more than four fifths expected tourism prices in Croatia to increase after the changeover, and payment behaviour was shifting toward card-based and digital methods. These expectations of higher prices, particularly for tourism-related services, raise concerns about the future perception of Croatia’s affordability and competitiveness. At the same time, the increased use of electronic payment methods suggests a move toward more seamless and modern transactional practices in the tourism sector. Overall, the research provides empirical insights into how currency conversion shapes tourists’ perceptions, behaviours and offers a foundation for further inquiry into the real impact of the common currency on tourism dynamics in euro area member states.
Understanding international tourists’ decision-making during periods of uncertainty is crucial for tourism recovery and destination management. Despite the significant disruption of global travel caused by COVID-19, limited empirical research has examined how tourists’ risk perception and anxiety influence international travel decisions following border reopening. Therefore, this study investigates the factors influencing such decision-making by integrating risk perception and anxiety into the theory of planned behavior (TPB). This study has developed a theoretical framework that combines risk perception, anxiety and TPB. A quantitative approach was used to measure inbound tourists’ decision-making for their trip to Bali after COVID-19. Self-administered surveys consisting of ten sections (physical, psychological, financial and time risks, anxiety, attitude, subjective norms, perceived behavioral control, travel decisions and socio-demographic factors) were distributed to respondents. A total of 487 valid responses were analyzed using partial least squares structural equation modeling. Findings show that perceived behavioral control, subjective norms and attitudes significantly influence international tourists’ travel decisions. Perceived behavioral control showing the strongest predictive value. While perceived psychological or physical risks did not directly affect travel decisions, all risk dimensions significantly increased travel-related anxiety. Implications for destination management organizations and marketing professionals in the post-pandemic era are discussed.
Tourism is widely recognized as a sector with the potential to promote inclusive and sustainable development, yet women’s participation often remains limited by structural and cultural barriers. The purpose of this article is to analyze the barriers faced by women entrepreneurs in sustainable tourism and to consider how addressing these challenges can advance women’s economic empowerment in the eastern part of Indonesia. The specific research aim is to identify and prioritize the most critical constraints through the integration of multiple stakeholder perspectives. The study applied a hybrid methodological design combining the Delphi technique, the Q-sort method and thematic analysis. Data were collected from experts, policymakers, community leaders and women entrepreneurs between January and June 2025. The findings reveal that women face interlocking barriers: restricted access to finance and credit, socio-cultural norms limiting mobility and leadership, weak institutional frameworks, and insufficient training and digital literacy. These constraints are compounded by poor infrastructure and limited market access in remote areas. The study contributes to scholarship by applying a multi-method approach and situating women’s empowerment within the underexplored context of Eastern Indonesia. Policy recommendations include gender-sensitive financial inclusion, accessible capacity-building initiatives, and strengthened women’s cooperatives to foster agency and leadership in tourism.
