Postoj generace Z k udržitelnému cestování – srovnání české a lotyšské generace Z

The thesis focuses on the relationship of Generation Z to sustainable travel. The aim of the thesis is to identify the attitudes of Generation Z towards sustainable travel and to evaluate the extent to which these attitudes are reflected in actual behavior. The research focuses on a comparison of respondents from the Czech Republic and Latvia. The study was conducted using a questionnaire survey in which respondents from both countries participated. The collected data were then analyzed using descriptive statistics and statistical tests. The results show that Generation Z demonstrates rather moderately positive attitudes toward sustainable travel, with no significant differences found between the Czech Republic and Latvia. However, a certain difference between declared attitudes and actual behavior was identified. More sustainable behavior is mainly reflected in simpler activities, such as reducing waste or using public transport, while more demanding forms of sustainability are implemented to a lesser extent. The main factors influencing respondents’ behavior include financial costs, the availability of sustainable options, and a reduction in comfort. The thesis provides an overview of Generation Z’s relationship to sustainable travel and expands knowledge about the differences between the attitudes and behavior of this generation. At the same time, it offers practical recommendations for tourism stakeholders aimed at promoting more sustainable behavior among Generation Z while traveling.