2025, Vol. 7, Issue 2, Part A

author(s)
Amor B Jangao, Abigail B Betonio, Ishii Q Harumi and Patrice Micah Ellah B Llanda

abstract
Tourism undeniably is considered a major contributor to global economic activity; however, it faces pressure to adopt sustainable practices. Millennials, a key tourism demographic, are seen as eco-conscious, yet their actual behaviors toward sustainable tourism remain underexplored. This study examined the relationship between sustainability attitudes and travel preferences of millennials in Davao City using a survey of 400 respondents. Findings revealed high awareness of economic sustainability, moderate awareness of environmental sustainability, and low awareness of sociocultural aspects. Promotions were the top factor influencing travel decisions, followed by accommodation and service. A significant positive correlation was found between sustainable behavior and travel preferences, indicating that millennials prefer travel options aligned with sustainable values. The study recommends leveraging digital marketing, influencer collaborations, and user-generated content, and integrating sociocultural elements into tourism campaigns. These strategies is hoped to enhance awareness and better align tourism offerings with millennial values, ultimately promoting sustainable tourism in Davao City.