CAN GENERATION Z IMPLEMENT SUSTAINABLE DEVELOPMENT IN TOURISM?

Purpose – In the context of tourism, which is strongly focused on service delivery and a direct relationship with guests, employees can play a key role in implementing sustainability. The purpose of this paper is to investigate the attitudes of students, i.e. Generation Z (1995-2002), as new employees entering the labor market and their role in the implementation of sustainable development in tourism. Methodology – A qualitative survey was conducted on a sample of 100 students from all years of study at the Faculty of Tourism and Hospitality Management (N=100) University of Rijeka. The survey was based on existing research. The main research question is: As a new workforce, is Generation Z ready to implement the principles of sustainable development in tourism and do they understand the importance of sustainable development in their early career? Findings – The results show the perception of Generation Z's attitudes as a new sustainable workforce, i.e., the green generation. Sustainability is important to them, but they put career success first. They place a high value on implementing sustainable development measures in their daily lives, but believe that they cannot make a greater contribution to sustainability at the beginning of their careers. They believe that the key role in implementing sustainability lies with management. Contribution – Many studies have been conducted on Generation Z as a workforce and how best to identify their wants and needs, but few of them have addressed the link between sustainable development and Generation Z careers in tourism. Therefore, this paper attempts to fill this research gap. Based on the research conducted, the authors analyze the attitudes of Generation Z and conclude that it is necessary to continuously educate students as a new workforce to become a green generation. This conclusion also represents the practical contribution of the work. The contribution of the work will be recognized not only by future researchers working on similar issues, but also by employers who want to attract and retain new workers for tourism.