ASSESSING STUDENTS AWARENESS AND ADOPTION OF SUSTAINABLE TOURISM PRACTICES: IMPLICATIONS FOR SHAPING A GREENER FUTURE FOR INDIA’S TOURISM INDUSTRY

This research explores sustainable tourism, which aims to reduce the harmful environmental, social, and economic effects of travel while enhancing advantages for indigenous communities, economies, and ecosystems. Important elements of sustainable tourism involve environmentally conscious lodging, responsible travel, conserving water and energy, supporting community-based tourism, and promoting ethical wildlife tourism. Tour operators are essential in this process by securing sustainability certifications and providing educational initiatives to foster awareness of conservation efforts and responsible travel practices. Sustainable tourism also addresses issues like over-tourism, promoting off-season travel to ease pressure on popular destinations, reducing carbon emissions, and encouraging eco-friendly activities. The goal is to foster economic growth for local communities, preserve natural and cultural heritage, and confirm the responsible use of resources for the upcoming generations. In India, sustainable tourism is gaining traction, particularly in eco-tourism destinations like Kerala, Uttarakhand, and the Andaman and Nicobar Islands. National parks such as Jim Corbett and Kaziranga are adopting eco-friendly initiatives to protect wildlife and involve tourists in conservation. Community-based tourism programs in states like Rajasthan, Madhya Pradesh, and Karnataka help support local communities by promoting cultural experiences, traditional crafts, and local customs. Despite challenges like overcrowding and infrastructure pressure, government has initiated ideologies such as Swachh Bharat Abhiyan (Clean India Mission) and Dekho Apna Desh encourage domestic tourism and responsible travel practices. There is a limited understanding of how aware students are of sustainable tourism practices and how they adopt them, despite their crucial part in influencing the future of the tourism segment. This study targets to evaluate the awareness and adoption of sustainable tourism practices among students in Coimbatore, Tamil Nadu, and seeks to offer insights into how education and awareness can promote sustainable practices, ultimately impacting future tourism policies and strategies in India. Key words: Sustainability, Tourism, India, Environment, Eco-tourism