THE ATTITUDES OF THE YOUNG ALBANIANS AND ROMANIANS ON SUSTAINABLE TOURISM

Abstract

Sustainability has become widely accepted in tourism as a means of mitigating the negative effects of mass tourism. However, constructing a credible scale in cross-cultural settings is crucial for assessing the outcomes of sustainable tourism. The Sustainable Tourism Attitude Scale (SUS-TAS) in an Albanian and Romanian context is examined in this study, and the local population in both countries is used to collect data. The sample consists of younger people belonging to two age groups: 18-29 years old and 30-39 years old. These segments correspond broadly to Gen. Z and Millennials in the two countries. The sustainable tourism attitude scale (SUS-TAS) is designed to assess the attitudes of local populations toward sustainable tourism development. The study uses a seven-dimensional SUS-TAS model with 37 questions. The findings indicate that the SUS-TAS can be used to ascertain resident attitudes toward sustainable tourism in Albania and Romania. Results show that attitudes are quite similar in most aspects between the two countries.