Sustainable tourism awareness in Thai Gen Z tourists: Roles and themes associated with scientific literacy and sociological and critical thinking skills

Abstract

This study investigated how scientific literacy functions to foster sociological and critical thinking skills and inculcates awareness about sustainable tourism in Generation Z tourists in Thailand. Data were collected via a questionnaire survey administered to 945 participants. Data analysis was performed using prescriptive statistics and Partial Least Squares Structural Equation Modeling. The study found that scientific literacy wields a strong positive direct influence on both sociological and critical thinking skills, and exerts a modest but significant direct effect on sustainable tourism awareness. Moreover, both sociological and critical thinking skills serve as mediators and substantially amplify the indirect impact of scientific literacy on sustainable tourism awareness. In summary, integrating scientific literacy with sociological and critical thinking skills can substantially enhance awareness about sustainable tourism among younger tourists. The study results could be applied to develop public policies, design educational curricula, formulate business strategies, and strengthen community initiatives. Such efforts would facilitate the sustainable development of Thailand's tourism sector and ensure long-term social and environmental responsibility.