SUSTAINABLE TOURISM PRACTICES: AWARENESS AND ADOPTION AMONG YOUNG ADULTS

Sustainable tourism is increasingly gaining attention as a means to balance economic growth with environmental and cultural conservation. This study explores the awareness and adoption of sustainable tourism practices among young adults, analysing factors that influence their travel decisions. The research examines how social media, education, government policies, and economic factors shape sustainable tourism behaviours. Findings indicate that while young adults demonstrate high awareness of sustainability issues, financial constraints and convenience often hinder consistent adoption. The study also highlights the role of digital platforms and community-based tourism in fostering sustainable travel habits. By identifying key challenges and potential solutions, this research contributes to developing strategies that can bridge the gap between awareness and practice, ultimately promoting a more responsible tourism industry. Key words: Sustainable tourism, Adoption, & Awarness