Kerala through Young Eyes: An Examination of Travel Motivation, Online Influence, and Sustainability Consciousness among Youth Tourists

Abstract

Youth are crucial agents of transformation in sustainable tourism, yet their leadership role remains underexamined in many regional contexts. This study investigates Travel Motivation, Online Influence, and Sustainability Consciousness Among Youth Tourists in Kerala, India, to contribute meaningfully to sustainable tourism development. Drawing on a survey of 117 young individuals, the research examines behavioural trends, skill perceptions, digital engagement, and barriers to participation in sustainable tourism practices in Kerala. Results reveal high awareness, willingness, and interest in sustainability, but also structural challenges such as lack of institutional support and career opportunities. Recommendations are provided to bridge these gaps through policy reform, skill development, and strategic youth inclusion.