Abstract

The chapter identifies several themes that are potentially significant in future research on Gen Z and sustainable tourism consumption. The need for cross-generational and cross-cultural research is identified, especially in a longitudinal context. It is also noted that the majority of research is undertaken in the developed world and the authors highlight the need for research in less developed countries. Future research themes that appear to offer useful possibilities include the Muslim Gen Z travel market; female travellers, especially solo tourists; the relationship between Gen Z and the Sustainable Development Goals (SDGs); and Gen Z and political consumerism and social activism. The chapter concludes by noting that the relationship between Gen Z and sustainable consumption is much more nuanced than what is often portrayed, especially with respect to the attitude-behaviour gap, comparisons with the pro-environmental behaviours of other generations, and tourism consumption practices.