Generation Z's Sustainopreneurship Readiness in Indonesian Tourism: Digital Innovation and Barriers

Authors

  • I Gede Gian Saputra Udayana University, Indonesia
  • Dewa Ayu Nyoman Aridayanti Bali Tourism Polytechnic, Indonesia
  • Dewa Ayu Made Lily Dianasari Bali Tourism Polytechnic, Indonesia
  • Ida Bagus Putra Negarayana Bali Tourism Polytechnic, Indonesia

DOI:

https://doi.org/10.29303/intour.v5i1.2976

Keywords:

digital technology, entrepreneurial motivation, generation z, sustainopreneurship, tourism entrepreneurship

Abstract

This study investigates the sustainopreneurship readiness of Indonesia’s Generation Z in the tourism sector, integrating the Theory of Planned Behavior, Self-Determination Theory, and the Triple Bottom Line framework. An explanatory mixed-method design was employed with 100 tourism students from two universities in Bali, Cronbach's a = 0.882. Descriptive statistics, chi-square tests, Spearman rank-order correlations, and thematic analysis were applied to quantitative and open-ended data. Results reveal that 84% of respondents expressed entrepreneurial interest  M = 4.30, SD = 0.76, with no statistically significant demographic variation across gender [x2(1) = 0.784, p = .376], age [X2(1) = 0.041, p = .840], or education level [X2(1) = 2.607, p = .106]. Digital technology and sustainability emerged as deeply integrated orientations (rs = .528, p < .001). However, capital access constraints (72%), regulatory barriers (57%), and managerial inexperience (65%) create a significant intention–behavior gap. This study advances the sustainopreneurship literature by distinguishing high dispositional readiness from insufficient structural ecosystem readiness among Generation Z in Indonesia.

 

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Published

2026-06-17

How to Cite

Saputra, I. G. G., Aridayanti, D. A. N., Dianasari, D. A. M. L., & Negarayana, I. B. P. (2026). Generation Z’s Sustainopreneurship Readiness in Indonesian Tourism: Digital Innovation and Barriers. International Journal of Tourism Business Research, 5(1), 72–83. https://doi.org/10.29303/intour.v5i1.2976

Issue

Vol. 5 No. 1 (2026): International Journal of Tourism Business Research (INTOUR)

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Articles

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Copyright (c) 2026 I Gede Gian Saputra, Dewa Ayu Nyoman Aridayanti, Dewa Ayu Made Lily Dianasari, Ida Bagus Putra Negarayana

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