Sustainable Tourism in the Shadow of Covid-19: Perceptions and Attitudes of Generation Y & Z


  • Maria Ek Styvén Luleå University of Technology
  • Jenny Nilsson Vestola Luleå University of Technology
  • Kerry Chipp Luleå University of Technology


sustainable travel behavior, covid-19, attitude, generation z, generation y


This purpose of this paper is to describe perceptions and attitudes of the young generations’ (Y and Z) toward tourism travel in times of Covid-19. Green behavioral intention is studied along with Covid-19-related concepts to see if there is any interplay between these variables. The study takes a semi-longitudinal approach, with data collected through an online survey in July 2020 and July 2021. In total, 722 Swedish men and women between 18 and 40 years responded to the survey. Results are presented at the conference.





10.4 Sustainable tourism market practices in post-pandemic times