Sustainability-Driven Luxury Hotel Choice: The Role of Eco-Consciousness, Sustainable Values, and Fintech Adoption among Young Travellers in Sri Lanka

This study explores how young travellers understand and interpret sustainability when selecting luxury hotels in Sri Lanka. Specifically, it investigates the meanings and experiences associated with eco-consciousness, perceptions toward eco-sustainability, and eco-sustainable values, while also examining how sustainability initiatives implemented by luxury hotels and fintech-enabled services are perceived within the hotel selection process. By addressing a gap in understanding the lived experiences and perspectives of young travellers, the study contributes to emerging discussions on sustainability-oriented luxury consumption within an emerging tourism destination. Guided by an interpretivist research philosophy and an inductive qualitative approach, the study collected primary data through semi-structured interviews with purposively selected young travellers and luxury hotel managers in Sri Lanka. The research was informed by the Theory of Reasoned Action as a sensitizing theoretical framework. Data were analysed using thematic analysis to identify recurring patterns, perceptions, and meanings associated with sustainable luxury hotel selection. The findings reveal that sustainability is increasingly viewed by young travelers as an integral component of luxury hospitality rather than an optional attribute. Participants associated eco-sustainable practices with authenticity, ethical responsibility, and enhanced travel experiences. Visible sustainability initiatives, environmental transparency, and community-oriented practices emerged as important considerations in hotel evaluations. Fintech-enabled services were perceived as facilitating sustainable travel experiences by improving convenience, transparency, and engagement with sustainability-related initiatives. However, participants also expressed concerns regarding the credibility and visibility of sustainability claims, highlighting the importance of trust and effective communication. This study is limited to the Sri Lankan luxury hotel sector and reflects the perspectives of a purposively selected group of participants. As a qualitative study, the findings provide contextual insights rather than statistical generalizations. Future studies may examine these themes across different tourism settings and cultural contexts. The study provides original qualitative insights into how young travelers make sense of sustainability within luxury hospitality settings. By bringing together sustainability, luxury tourism, and fintech-enabled services within a qualitative framework informed by the Theory of Reasoned Action, the study contributes to a deeper understanding of the beliefs, perceptions, and experiences underlying sustainable luxury hotel choice among younger generations in an emerging market context.