Sustainable Behavior of Generation Z Tourists’ Water Consumption

Tourism is one of the sectors with the highest demand for fresh water. Indicators suggest that water consumption by tourists is more than double that of residents. This phenomenon can be explained by tourists’ interest in engaging in unique experiences, which frequently entails putting sustainable practices aside. To mitigate the environmental impact of tourism and promote sustainable practices, the state of Quintana Roo has implemented the Sustainable Tourism Master Plan 2030, linking the government and companies to reduce environmental impacts by reducing tourists’ water consumption. Despite these efforts, the use of fresh water by tourists continues to be more than double that of residents. Consequently, tourists’ sustainable behavior is not significantly influenced by external factors, such as awareness campaigns, but depends more on the personal aspects of each individual. Generation Z stands out for being more aware of environmental problems and showing a willingness to modify their behavior towards more sustainable practices. The objective of this study was to explain the factors that influence the sustainable behavior related to water consumption among Generation Z tourists. The methodology employed was cross-sectional, with a quantitative approach, focused on attitude variables, subjective norms, and perceived control as determinants of sustainable behavior. This research is also considered nonexperimental, as there was no direct intervention with the subjects of the study, A non-probabilistic convenience sampling method was used to collect data directly from Generation Z tourists in the state of Quintana Roo, specifically from the destinations of Tulum, Playa del Carmen, Bacalar, and Cancún. These locations were selected due to their prominence as major tourist attractions within the data collection areas, without further differentiation or classification. Data were collected through a face-to-face survey conducted over a period of two months, with a total of 408 respondents participating, of whom 57.8% were male. The results revealed that subjective norms and perceived control influence sustainable water consumption behavior, while attitudes do not have a direct impact. These findings will provide governments and businesses with a basis to design more effective strategies that encourage sustainable behavior among Gen Z tourists, thus offering a starting point for understanding the behavior of other generations.