IMPACT OF SUSTAINABILITY IN TRAVEL DESTINATION DECISION OF GEN Z- A STUDY

Abstract

This study explores the factors influencing Generation Z’s (Gen Z) travel destination decisions, focusing on technology, unique experiences, and sustainability. A structured questionnaire was administered to 400 Generation Z respondents in Virudhunagar district, India, using a stratified random sampling method. The data were analysed using Structural Equation Modelling (SEM). The results indicate that technology (β = 0.421, p < 0.001) and sustainability (β = 0.265, p < 0.001) significantly influence Gen Z’s intention to visit a destination. Unique experiences, however, showed no significant direct impact (β = 0.020, p = 0.749). The model explains 49.4% of the variance in travel destination selection. The findings highlight the critical role of technology and sustainability in shaping Gen Z’s travel decisions, underscoring the need for the tourism industry to adapt to these preferences.