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Consumption preferences and tourism sustainability in Ecuador since the post-pandemic

Abstract:

The objective of this research was to analyze whether the consumption preferences of generations X, Y, Z have an impact on Ecuadorian tourism sustainability-post pandemic The methodology considered a conceptual model formed by two variables (Consumption preferences of generations X, Y, Z; Tourism sustainability). A quantitative approach was chosen, based on data obtained through surveys applied to 8,255 Ecuadorian tourists. The results show that tourist consumption decisions are mainly determined by the application of biosafety protocols, family influence and location of the tourist destination, especially in generations Z and X, which impact tourism. The conclusions show contributions to favor the growth and sustainability of the tourism sector.