The Effects of Sustainable Awareness and Sustainable Attitudes on Behaviours of Young Adults of Pune City in the Context of Sustainable Tourism

Sustainable tourism involves minimizing the negative impacts of tourism on the environment, culture, and local communities, while maximizing the benefits. The effects of sustainable awareness and attitudes among young adults play a crucial role in shaping their behaviors in the context of sustainable tourism. This study looks into how young adults' attitudes and awareness of sustainability affect their actions when it comes to sustainable tourism. Given the increasing significance of sustainability in the tourism sector, it is imperative to comprehend how attitudes and awareness shape behaviour in order to encourage responsible travel among the younger demographic. Data was gathered through surveys from a sample of young adults in Pune city using a quantitative research approach. To evaluate the relationships between the variables, the study created a conceptual model and hypotheses. The information was gathered from 104 respondents by online survey sample. The study used a variety of statistical tests, to evaluate the conceptual model. While the second regression examined the effects of the same independent variables, but this time on social tourism behaviours, the first regression assessed the effects of awareness and attitudes on environmental tourism behaviours. The results show a strong relationship between attitudes, behaviours, and sustainable awareness in the tourism sector. More engagement in sustainable tourism practices is specifically linked to higher levels of sustainable awareness and positive attitudes towards sustainability. The findings highlight the value of educational programmes and public awareness campaigns in encouraging young adults to travel sustainably. In order to promote the adoption of sustainable behaviours and support the long-term sustainability of tourism, recommendations are discussed for legislators, stakeholders in the tourism industry, and educators.