Purpose

This study aims to gain insights into the drivers and inhibitors of proenvironmental behaviors (PEB) among Gen Z tourists through the lens of the goal-framing theory (GFT) and the motivation–opportunity–ability (MOA) framework. It also aims to propose interventions for promoting proenvironmental tourist behaviors.

Design/methodology/approach

A qualitative approach was adopted, building on 20 in-depth interviews with Swedish teenagers. The thematic data analysis was guided by a conceptual model integrating MOA and GFT.

FindingsThe findings indicate that teenagers primarily lack motivation for eco-friendly travel. Their ability is hindered by limited knowledge, while low involvement in travel decisions and unsupportive destination norms restrict their opportunities. Overcoming these challenges requires interventions that boost engagement in PEB through informational and structural strategies, making eco-friendly options more affordable, efficient, enjoyable and desirable.

Originality/value

To the best of the authors’ knowledge, this study is among the first to combine MOA and GFT, providing an in-depth exploration of the drivers and inhibitors of proenvironmental travel among Gen Z tourists.

Tourism contributes to climate change through CO2 emissions, and stakeholders must work together to reduce the negative impact of the industry. Therefore, this study explores online travel discussions on Reddit to investigate consumers’ beliefs regarding self-efficacy and barriers to climate change mitigation. The study relies on combining machine learning and thematic analysis. The results show that the intersection of tourism and climate change fosters extensive online engagement, indicating that many users are aware that travel and climate change are connected. However, self-efficacy was low overall, or not manifested in users’ contributions. Further, at least 10 barriers to climate change mitigation were identified. Suggestions on how to overcome such barriers and increase efficacy beliefs are discussed, and directions for future research are given.

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.