THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND ENVIRONMENTAL RESPONSIBILITY IN SUSTAINABLE TOURISM: ANALYZING NEW GENERATION TOURIST DEMANDS

This article investigates the correlation between customer satisfaction and environmental responsibility within the context of sustainable tourism development. The study examines the evolving demands and expectations of Millennial and Generation Z tourists regarding eco-friendly tourism services and their impact on overall satisfaction levels. Furthermore, the research analyzes how tourism enterprises can balance environmental sustainability practices with customer experience optimization. The findings demonstrate that environmentally responsible tourism practices significantly enhance customer satisfaction among younger generations, creating a positive relationship between ecological consciousness and tourist loyalty. The study provides practical recommendations for tourism enterprises seeking to integrate sustainable practices while maintaining high levels of customer satisfaction.

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