Sustainability in Tourism

Bc. Baatyr Ibraimov

Bakalářská práce

Abstract:

IBRAIMOV, Baatyr. Sustainability in Tourism. [Bachelor thesis] University College Prague - Prague: 2025. 48 pages. Sustainability has emerged as a priority in the global tourism industry, reshaping how hospitality businesses are developed, marketed, and consumed. The current thesis aims to characterize the impact sustainability has on the development and marketing of tourist destinations, looking at how sustainability shapes modern tourism trends and what value sustainability holds for regular consumers. The research is grounded in an extensive literature review and complemented by empirical data collected via an online survey. The survey was completed by 85 respondents; it investigated public awareness, attitudes, and behavioral tendencies toward sustainable travel practices. Upon analysis and synthesis of the literature review and survey data, it was established that despite the high level of environmental consciousness, the positive attitude did not translate into action, highlighting an attitude-behavior gap. Accordingly, findings suggest that limited visibility of businesses’ sustainability efforts and inconsistent marketing communication might hinder deeper consumer engagement. The study results emphasize storytelling, influencer, and social media marketing, as well as cultural preservation narratives to be the most effective marketing tools for sustainability. Lastly, the thesis pointed out that a balanced involvement of all stakeholder groups, with public-sector directorship (governments, tourism boards) is a key to enabling of sustainable transition in tourism.

Keywords

\ecotourism, SDG, sustainability, sustainable tourism policies, tourism, travel.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 22. 4. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 2. 6. 2025
• Vedoucí: Ing. Anna Ulrichová, PhD.
• Oponent: Ing. Jiří Zelený, Ph.D.

University College Prague – Vysoká škola mezinárodních vztahů a Vysoká škola hotelová a ekonomická s.r.o.

Bakalářský studijní program / obor:
Hospitality Management / Hospitality Management