Rethinking Destination Attractiveness: Sustainability's Unexpected Role in Generation Z's Preferences

This research investigates the attractiveness of tourist destinations among Generation Z, focusing on three distinct French cities: Troyes, Metz, and Paris. In the context of an increasing emphasis on sustainability, with some studies highlighting Generation Z's heightened environmental awareness, while others question their true commitment to sustainability, the current study seeks to examine the role of environmental awareness in shaping the attractiveness of tourist destinations. To this end, the study engaged 768 respondents across three cities and explored the relationship between destination familiarity and attractiveness. Remarkably, the study reveals that sustainability does not rank as a priority for Generation Z in determining the attractiveness of a city and that familiarity with a destination significantly enhances its attractiveness. These findings have critical implications for the development of tourism strategies, suggesting a recalibration of marketing and policy initiatives to resonate with the preferences and priorities of Generation Z travelers.