Prestigious DGT Science Award for MCI Alumna: Research on Gen Z's travel behavior

At the world's largest tourism trade fair ITB in Berlin, Kathrin John, MCI graduate of the Master's program "Entrepreneurship & Tourism", received the coveted DGT Science Award for outstanding theses. Her master's thesis "The attitude-behavior gap on the part of Generation Z in the context of sustainable tourism" won the category "Best thesis on sustainability in tourism". It is the fourteenth MCI thesis in a row to receive an award from the Deutsche Gesellschaft für Tourismuswissenschaft (DGT e.V.).

John's thesis investigates the discrepancy between the attitudes and behavior of Generation Z in relation to sustainable tourism, also referred to as the "attitude-behavior gap". Based on relevant studies in the field of behavioral research, she developed a research model to examine the influence of different factors on travel behavior.

Hubert Siller, Head of the Department of Tourism & Leisure Business at the Entrepreneurial School^®, explains, "Ms. John has addressed a very relevant topic and has written a high-quality thesis. The ITB Science Award confirms the excellent standard of her thesis."

"Issues related to sustainable tourism development are becoming increasingly important, and knowledge about travelers and their behavior is essential in this context. Ms. John's work contributes insightful findings to this discussion and draws both theoretical and practical conclusions," adds Jannes Bayer, lecturer at MCI and supervisor of the award-winning master's thesis.