Gen Z as smart sustainable travelers: connecting technology to sustainability

In the era of sustainable tourism and smart tourism, sustainability is of decisive importance. The process of choosing a travel destination is used as a strategic resource that can make the tourist destination more competitive. Technology contributes significantly to the sustainable development of tourist destinations and the creation of value among generations considered to be more technological. This category includes the world's largest generation, the so-called 'digital natives' who represent Generation Z. They are dynamic tourists constantly connected, and eager for a unique experience with which they can identify with. The research is focused on tourism and consumer behavior. If explored – information has been collected through a survey and submitted to Z tourists in Italy – the propensity to assume sustainable behavior in the choice of a tourist destination, and in the practices implemented during the tourist journey. The role, and the use of social media and digital technologies during all phases of a travel. Regarding the propensity for sustainability, the results show the absence of sustainable behavior in the choice of the transport used to reach the destination; once on site, however, Z tourists evaluate alternatives with a low environmental impact. During the journey most claim to implement small sustainable practices. Regarding the use of social media and digital technologies, results confirms relevance of the Web in autonomous travel planning. Social media is used to guide tourists' choices and to generate virtuous circles of eWOM, reviews, and comments which, hardly deal with sustainability.