Tourism has emerged as a significant driver of the global economy. As its economic impact grows, concerns regarding environmental sustainability have intensified. This paper explores the dual dimensions of sustainable tourism: the relationship between tourism supply and sustainability, and tourist demand characteristics. It highlights the critical role of young tourists, who exhibit a heightened awareness of environmental issues and advocate for sustainable practices. By conducting a survey among young Italian university students, the study identifies distinct segments based on family background, political orientation, and travel habits. Utilizing latent class cluster analysis, the findings aim to enhance understanding of pro-environmental behaviors among youth, offering insights for policymakers to foster sustainable tourism practices.

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