ABSTRACT

As the host country for the 2024 United Nations Climate Change Conference (COP-29), Azerbaijan has intensified its focus on ecological entrepreneurship, with a special emphasis on ecotourism. This study aimed to explore the potential for growth in eco-entrepreneurship and ecotourism within Azerbaijan. To achieve this, a survey was conducted with Generation Z students at the Azerbaijan Tourism and Management University, a leading institution in tourism and management education in Azerbaijan. The survey sought to gauge Generation Z students’ perspectives on ecological entrepreneurship and ecotourism. Given that these individuals are poised to assume managerial roles in the tourism sector upon graduation, their attitudes toward ecotourism are crucial for the sector’s future development in Azerbaijan. The findings revealed several key insights: (1) there is a robust interest among Generation Z students in pursuing careers in ecotourism; (2) they are optimistic about the growth potential for ecological entrepreneurship in Azerbaijan; (3) they believe that ecotourism will gain popularity and become a lucrative sector in the country; and (4) hosting COP-29 is expected to further stimulate interest in ecological entrepreneurial ventures in Azerbaijan. The research, employing both quantitative and qualitative methodologies, indicates that an event like COP-29 can significantly boost entrepreneurial interest in Azerbaijan.