TOURISM RESILIENCE: NAVIGATING SUSTAINABILITY & MARKETING STRATEGIES IN THE TURBULENT WORLD OF ALCOHOL
DOI:
https://doi.org/10.5281/zenodo.17575506Keywords:
Overconsumption, Alcoholic Beverages, Tourism development, MillennialsAbstract
This research delves into the global crisis of alcohol overconsumption, profoundly affecting society and tourism development. The study focuses on the social, psychological, economic, and professional repercussions of excessive drinking, impacting individuals and tourism worldwide. Employing non-probable and purposive random sampling, data from millennials were collected and analysed using various statistical methods like HTMT analysis, Cronbach's alpha test, and structural equation modelling. The findings highlight significant adverse effects, including domestic conflicts, health issues, financial instability, and occupational challenges like high absenteeism and decreased productivity. Preventative interventions are shown to moderately mitigate these consequences, benefiting society, business, and tourism growth. This study contributes substantially to understanding the multifaceted impacts of heavy alcohol consumption, offering a comprehensive model for addressing these issues effectively.
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