Z
by Ryl ZResults and Discussion
Problem 1: Sociodemographic Profile
"We can see that most respondents were female (55.3%).
The majority were aged 22-23 (30.3%), followed by 20-21 years old (25.8%).
In terms of year level, third-year students had the highest representation (30.3%), followed by fourth-year students (28.8%)."
As for the Interpretation,
"These results indicate a balanced representation of students across different age groups and year levels. The slightly higher female participation reflects trends in tourism education, where female enrollment is generally higher."
For the Conclusion,
"The demographic composition suggests that sustainable marketing education should be inclusive of all age groups and year levels, ensuring that awareness efforts reach students at different academic stages."
Recommendation,
"Educators should tailor sustainability discussions to different year levels, ensuring that students, regardless of their academic standing, develop a deep understanding of sustainable tourism."
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Problem 2: Overall level of sustainable marketing practices in terms of Ecotourism, Green Marketing, and Responsible Travel
The findings showed high awareness, positive perceptions and strong attitude across all three areas, with Responsible Travel receiving the highest rating (Mean = 3.7330), followed by Green Marketing (Mean = 3.6250) and Ecotourism (Mean = 3.5530). Students demonstrated strong support for sustainable tourism, particularly in responsible travel and eco-friendly business practices.
As for the Interpretation,
The results indicate that tourism students recognize the importance of sustainability and integrate it into their travel and purchasing behaviors. Their trust in environmentally responsible brands and preference for ethical businesses reflect a growing shift toward sustainability-driven consumerism. While ecotourism awareness scored slightly lower, this suggests the need for further education to strengthen their engagement with conservation-focused tourism practices.
For the Conclusion,
Tourism students in San Jose City exhibit a strong understanding and positive attitude toward sustainable marketing, particularly in Responsible Travel and Green Marketing. Their strong agreement with sustainability-focused statements highlights a generation of future tourism professionals who value ethical and eco-conscious tourism. However, additional efforts in ecotourism education could enhance their comprehension and application of sustainability principles.
Recommendations,
To further enhance sustainable marketing awareness, curriculum improvements should focus on hands-on ecotourism experiences, green marketing workshops, and responsible travel advocacy. Universities should collaborate with tourism businesses to provide internships and training on sustainability-focused practices. Additionally, integrating sustainability into career development programs will help equip students with practical skills to promote responsible tourism.
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Problem 3: Overall level of awareness, perception and attitude in sustainable marketing practices
First Awareness,
"Tourism students at San Jose City demonstrated strong awareness of sustainable marketing, with responsible travel scoring the highest (mean = 3.7330), followed by green marketing (3.6250) and ecotourism (3.5530). Students strongly agreed that they consider environmental impact when choosing destinations (mean = 3.70)."
Interpretation,
"This indicates that students recognize the importance of sustainability in tourism, particularly in responsible travel. However, awareness of ecotourism showed slightly higher variability, suggesting that some students may be less familiar with its principles."
Conclusion,
"While awareness is generally high, there is room to enhance knowledge about ecotourism, particularly its role in environmental conservation and community involvement."
Recommendation,
"Educational institutions should integrate more ecotourism-focused subjects, case studies, and hands-on activities such as field trips to ecotourism sites to enhance student understanding."
Next Perception
Students had a positive perception of sustainable marketing, with a mean score of 3.6723. They also highly agreed that sustainability should be a core focus in the tourism industry, reflected in a mean score of 3.77.
Interpretation,
These results indicate that students acknowledge the significance of sustainable marketing and recognize its importance in the tourism industry. Their positive perception suggests that they view sustainability as a valuable and necessary practice for businesses.
Conclusion,
The strong perception of sustainable marketing among students presents an opportunity to further educate them on how sustainability influences business success and environmental responsibility. With their awareness already established, deeper knowledge and real-world applications can enhance their understanding.
