Gen Z’s Travel Preferences: Reflective and Nature-Rooted Tourism with the Concept of Eco-Experiential Tourism

Abstract

To avoid tourism market failure caused by inappropriate development strategies, a study was conducted on the travel preferences of Generation Z, the future tourism market. The study found that tourism has shifted from comfortable, tranquil, and easily accessible areas to areas with unique views, extreme topography, proximity to nature, and instagrammable features. This shift reflects tourists’ responses and motivations. This study used a mixed-methods approach, involving 28 tourism managers and 147 Generation Z tourists. Quantitative methods, such as questionnaires, examined tourism motivations through push and pull factors, while in-depth interviews, a qualitative method, examined shifts in the tourism space. The results of this study demonstrate a shift away from the classical view that younger generations’ tourism behavior is predominantly hedonistic and consumptive toward an experience-oriented, nature-connected orientation, aligned with the concept of eco-experiential tourism. Rather than indicating a uniform or definitive shift in reflection, this tendency highlights the growing importance of experiential, cultural, and digital values in Generation Z’s travel preferences. Theoretically, the study contributes to refining existing perspectives by emphasizing the social, technological, and ecological dimensions shaping these preferences. In practice, the findings underscore the need for tourism policies that integrate nature conservation, digital innovation, and the strengthening of local culture to support sustainable destinations.

1. Introduction

The tourism sector is a mainstay sector in economic growth (Petrevsk, 2012; Sandeep & Vinod, 2014; Savas et al., 2010; Scheyvens & Biddulph, 2018; Zaei & Zaei, 2013) because it is strategically integrated with various development sectors (Hernanda et al., 2018; Purnomo et al., 2020). In the past five years, the Special Region of Yogyakarta has developed rapidly into a major tourist destination, with Gunungkidul Regency showing the most significant growth—326.1% from 2018 to 2024—supported by its unique natural and cultural landscape within a UNESCO Global Geopark. This expansion contributes an average of 17.43% to the regional economy (Gunungkidul Regency Central Statistics Agency, 2024a), accompanied by increased tourism facilities, including a 34.3% increase in hotels and a 77.4% increase in restaurants (Gunungkidul Regency Central Statistics Agency, 2024b).

Amid this rapid development, shifts in the tourism market have become crucial to observe, especially with Gen Z projected to become the leading tourist segment, characterized by high mobility, strong digital engagement, and extensive access to information (Semara & Lestari, 2021; Yuliana & Murtini, 2021). Gen Z’s dynamic character and familiarity with technology may create travel demands different from those of previous generations (Chicca & Shellenbarger, 2018; Haddouche & Salomone, 2018; Samitra & Rozi, 2017; Seibert, 2021). The acceleration of destination development also triggers the conversion of agricultural land to non-agricultural use, posing risks to ecological sustainability. Tourism development that does not accurately reflect tourist demand can waste resources while failing to maximize economic contribution. Therefore, while investment continues to strengthen the regional economy, understanding the behaviors and motivations of young tourists is increasingly important to ensure that tourism development is more targeted, remains adaptive, and continues to prioritize environmental sustainability.

Studies show that travel motivations are strongly correlated with consumption decisions, experience preferences, and tourist behaviors, providing a crucial foundation for market segmentation and the formulation of more precise destination strategies (Yousaf et al., 2018; Han, 2021). In recent years, research on young travelers and Gen Z has reinforced that this group is not only the most dynamic consumer segment but also a key driver of global tourism trends through its preference for digital experiences (Pricope Vancia et al., 2023). The significant role of tourism as a regional economic driver and the dangers of misguided tourism development underscore the urgency of studying the spatial development and travel motivations of Gen Z.

This study aims to identify the preferences of Gen Z tourists as a crucial basis for formulating more targeted and prioritized environmental sustainability tourism development strategies. The development of tourism spaces can reveal the traces of tourism activities and their underlying motivations. Meanwhile, travel motivation is influenced by internal drives (push factors) (Mutinda & Mayaka, 2012) and destination attributes, also known as pull factors (Kassean & Gassita, 2013). Therefore, one way to examine the traces of tourist preferences is to explore tourism development patterns based on the motivations of Gen Z tourists, thus providing a foundation for designing responsive, adaptive, and prioritized environmental sustainability tourism development strategies in Gunungkidul Regency. This study can be directed to answer the following research questions:

• How is the tourism space evolving to accommodate Gen Z’s tourism activities? Is the Gen Z tourism space different from the tourism spaces that accommodated previous generations’ tourism activities?
• What are the push and pull factors that influence Gen Z’s travel motivations?
• What are the preferences of Gen Z tourists? Do these preferences take environmental sustainability into account?

Given the strategic role of tourism in the regional economy and the ever-evolving dynamics of tourist behavior, understanding Gen Z travel motivations and preferences is crucial for formulating development strategies, expanding tourism product diversification, and maximizing future tourism market opportunities.

2. Literature Review

The literature review identifies Generation Z as technologically savvy and socially conscious individuals with distinct travel motivations. Their travel decisions are influenced by push factors (internal desires to travel) and pull factors (the appeal of tourist attractions). Generations X and Y prioritize relaxation and cultural uniqueness in travel decisions. This priority may differ for Gen Z, which demonstrates its adeptness with digital technology and social media. These characteristics may influence their travel behaviors, making them an interesting topic for future travel market research. We should explore the literature on Gen Z characteristics, travel motivations, and travel behaviors to better understand Gen Z’s travel motivations.

2.1. Generation Z (Gen Z) Characteristics

The tourism industry can gain significant benefits from studying the motivations of Gen Z travelers, who will shape future demands. Several previous studies have exposed the characteristics of Gen Z, namely: (1) Socially, emotionally, and intellectually sensitive, enjoying interacting with residents at a destination (Akgiş İlhan et al., 2022; Gabrielova & Buchko, 2021); (2) Educated, tech-savvy, innovative, creative, individualistic, pragmatic, open-minded, and sensitive to social issues, desiring new and interesting experiences (Priporas et al., 2020; Solmaz et al., 2017; Subawa et al., 2020); (3) Creative, unique, and authentic, liking flexibility, originality, choice, and convenience (Hoxha & Zeqiraj, 2020); (4) Focused on results, tech-savvy, logical-thinking, ambitious, confident, and independent (Chillakuri, 2020; Lanier, 2017; Susanti & Natalia, 2018); and (5) Intensive use of technology, digital socialization, and very low levels of interaction with nature (Chicca & Shellenbarger, 2018; Haddouche & Salomone, 2018; Samitra & Rozi, 2017; Seibert, 2021).

The above studies emphasize that Gen Z is technologically literate, socially conscious, open-minded, and eager for new and exciting experiences. These characteristics are likely to influence Gen Z’s travel motivations. The significant differences between Gen Z and previous generations, particularly in their familiarity with technology, may lead to different motivations and travel choices.

2.2. Tourism Motivation: Push Factors and Pull Factors of Tourism

Travel motivation is fundamentally defined as the combination of an individual’s internal desires and the external attractiveness of a destination that collectively encourages them to travel (Otcheskiy et al., 2023). The individual’s internal desires are referred to as push factors, while destination attributes are pull factors (Mutinda & Mayaka, 2012). In line with this, Sukrana et al. (2025) and Marques et al. (2025) stated that both tourists’ internal characteristics and external environmental factors influence travel destination decisions.

Destination attractiveness can be built, among other things, through a tourism ecosystem (Gretzel et al., 2015) comprising various tourism components (such as accommodations, travel agencies, local communities, and government) that create added value through innovation, sustainability, and technology. Tourist attractions can also take the form of natural beauty, cultural heritage, amenities, recreational activities, or tourism promotion that emerge from destination attractiveness (Kassean & Gassita, 2013). Khalilzadeh et al. (2024) distinguish internal travel motivations, namely socio-psychological, physical, exploration (Huang & Hsu, 2009), relaxation, escaping from routine, adventure, self-development, and social interaction. Gen Z’s high interest in adventure activities and destinations with significant physical challenge reflects an orientation towards thrill-seeking and adrenaline-based experiences. (Pomfret et al., 2023), through a systematic review of the literature on adventure activities, show that the experience has strong potential in increasing travel satisfaction, particularly through a sense of accomplishment, connection to nature, and emotional intensity. However, this drive for experiences is not always aligned with the principles of low-impact tourism, creating a paradox between the search for authentic experiences in nature and the potential ecological pressures from adventure-based tourism activities. This contradiction is further highlighted by the findings of Minazzi and Grechi (2025), which examine Gen Z’s sustainable behaviors in the hospitality industry. They found that although Gen Z exhibits relatively high levels of awareness and pro-environmental attitudes, these attitudes do not always translate into actual behavior, especially when faced with comfort preferences, unique experiences, or social impulses. This phenomenon reflects a persistent attitude–behavior gap in sustainable tourism, in which ecological values are negotiated alongside the need for experience, social recognition, and emotional satisfaction. Over time, travel motivations can change; therefore, destinations and market segmentation must be adaptive. Motivation can be viewed as a dynamic process shaped by internal, external, social, and temporal interactions (Khalilzadeh et al., 2024). Furthermore, the push–pull model remains a relevant framework for analyzing travel behavior, particularly in the context of post-crisis changes in tourist behavior and the emergence of digital factors (Octaviany & Ervina, 2023).

A person can be encouraged to travel because of a need for refreshment (push), but choose a specific destination because of its attraction (pull). The strength of these two factors influences a person’s decision to travel. Pull and push factors shape the formation of destination image (Beerli & Martín, 2004; Jalilvand & Samiei, 2012; Nicoletta & Servidio, 2012). Destination image can differ among tourists because tourists have different travel motivations (Martínez Caro & Martínez García, 2008), and their perceptions of destinations, even those never visited, are influenced by their personal travel motives.

The studies above demonstrate the subjectivity of push and pull factors in tourism. Because people have different personalities, the factors influencing travel motivations are likely to vary. Gen Z, whose personalities differ from previous generations, may also have different travel motivations. This will influence Gen Z’s behaviors towards tourist destinations.

2.3. Intergenerational Tourism Behavior

Travel behavior is influenced by demographic factors, especially age, which determine travel interests, needs, and preferences (Jönsson & Devonish, 2008; Kara & Mkwizu, 2020; Marques et al., 2025; Octaviany & Mardiyana, 2024; Suherlan & Hidayah, 2025). Young travelers tend to favor adventure, novelty, and exploration with short-term motivations for fun, relaxation, and escape from routine (Jiang et al., 2024; Marques et al., 2025; Mohsin et al., 2017; Octaviany & Mardiyana, 2024). Other studies indicate that young travelers also value community-based tourism, particularly that related to cultural preservation (Khuc et al., 2025). Some opinions state that young tourists tend to seek satisfaction through fun and consumption (Cohen & Cohen, 2019; Kim & Tussyadiah, 2013). In contrast, older travelers choose destinations that offer learning and relaxation according to their desire for self-development (Irimias et al., 2016; Marques et al., 2025; Octaviany & Mardiyana, 2024). Among Baby Boomers, seven factors drive social-psychological tourism: relaxation, escape from routine, strengthening relationships, social interaction, self-evaluation, prestige, and regression, as well as two aspects of cultural attraction: education and novelty (Naidoo et al., 2015).

The uniqueness, authenticity, and exoticism of destinations are the main attraction factors for Generation X and Y travelers, while the main driving factor is the desire for relaxation (Goeldner & Ritchie, 2006). For both generations, authentic local culture, unique landscapes, and distinctive experiences are key considerations when choosing a destination. Their strongest motivation is the need to reduce stress, seek tranquility, and restore energy. Additionally, tourist attractions, accessibility, facilities, and supporting services influence visit decisions by shaping overall comfort (Octaviany & Mardiyana, 2024). Gen X and Gen Y are driven by the desire to acquire new skills, expand cultural horizons, and follow the latest tourism trends (Antara & Prameswari, 2018). Dominant factors such as cultural uniqueness, natural environments, and ecological sustainability are interrelated in shaping destination images and increasing tourist satisfaction and loyalty (Rif’an et al., 2024).

The main tourism attraction for Gen Z is nature’s beauty (Rani et al., 2020; Rif’an et al., 2024; Krisnadevi et al., 2020). They love authentic, sustainable tourism and support local communities (Aspariyanthi et al., 2023; Buffa, 2015; David, 2023; Marques et al., 2025; Mill & Morrison, 2009; Popşa, 2024; Pricope Vancia et al., 2023; Salinero et al., 2022; Schönherr & Pikkemaat, 2024). Besides tourist attractions, other travel draws for Gen Z include price, safety and security, and culinary delights (Mahendrayani & Suryawan, 2017; Turner, 2020).

Richards and Morrill (2020) found differences in travel reasons between Gen Y and Gen Z travelers from East Asia and Central America. Both traveling and relaxing while facing personal challenges are essential, but Gen Z focuses more on escapism and interest in popular culture (Robinson & Schänzel, 2019). There are also differences in tourism choices (Corbisiero & Ruspini, 2018), with Gen Z being more concerned about the environment and local communities and more socially oriented (Haddouche & Salomone, 2018). The combination of unique destinations (pull) and relaxation (push) attracts Gen Z travelers, which is why destinations that offer exotic experiences and adequate amenities are more in demand.

Gen Z is growing alongside technological advancements, so internet access and social media have become daily necessities (Chang & Chang, 2023). The influence of social media is huge in the lives of Gen Z, including in the tourism sector. They derive travel inspiration through the experiences of others shared on platforms such as Instagram and TikTok (Konieczna & Trybu’s-Borowiecka, 2025). For example, a study by Ivasciuc et al. (2025) showed that Gen Z has a strong preference for destinations that look attractive on Instagram and TikTok and tends to book trips online (Marques et al., 2025; Pricope Vancia et al., 2023). Recent literature shows that Gen Z’s travel motivation is not singular or linear, but rather shaped by the complex interplay between the search for the meaning of experiences, digital self-representation, and a preference for physical sensations and challenges. Hussain et al. (2024) emphasized that social media content plays a central role in shaping tourist interest, where travel experiences are increasingly positioned as a source of symbolic value and digital capital. In this context, travel is not only interpreted as a means of self-reflection or connection with nature, but also as a medium to build social identity, visibility, and legitimacy through visual uploads and digital narratives. This phenomenon indicates a tension between reflective and performative orientations in travel experiences, especially among Gen Z, who are highly integrated with the social media ecosystem.

Visual factors such as attractive photos and videos, easy access to real-time information, and digital payment systems are the main determinants of travel decisions. Gen Z highly values speed, convenience, and digital aesthetics as an essential part of the travel experience. Similarly, Pearce and Lee (2005) relate travel motivation to Maslow’s hierarchy of needs, including relaxation, security, social connectedness, self-esteem, and self-actualization. In the early stages, tourists are motivated by the need for relaxation and a sense of security. In contrast, in later stages, they seek experiences that increase self-esteem (Pinho & Gomes, 2023), strengthen social relationships, and lead to personal satisfaction (Šimková & Holzner, 2014). Tourism motivation is dynamic and changes according to experience and life stages.

The existing literature lacks a comprehensive framework explaining how the interaction between push factors (intrinsic motivations) and pull factors (external attractions such as authenticity and sustainability) influences Gen Z’s tendency to share travel experiences on social media. This study contributes by developing and empirically validating an integrated model of Gen Z’s travel motivation in the digital context. Theoretically, it clarifies the causal pathways linking push–pull factors to content-sharing intentions. In practice, the findings offer strategic guidance for tourism marketers in designing promotional approaches that highlight authentic, sustainable destinations aligned with Gen Z preferences.

2.4. Tourists’ Concern for Nature

Tourists with a high level of destination awareness tend to demonstrate environmental awareness at tourist attractions. These tourists are more willing to engage in environmental stewardship activities, such as properly disposing of waste and promoting environmental sustainability (Nowacki & Kowalczyk-anioł, 2023; Luong, 2023; Mandić et al., 2025). According to Elshaer et al. (2024), tourists with a high level of environmental awareness are often motivated to maintain the environmental and cultural sustainability of their destinations. Especially in destinations considered irreplaceable, these tourists tend to engage in environmentally friendly behaviors (Cao et al., 2022; Wani et al., 2025). These actions align with the concept of ecotourism, which provides a nature-based experience. Ecotourism emphasizes meaningful experiences for tourists while raising awareness of sustainability issues (Popescu & Zamfir, 2011).

Tourism development that emphasizes experience can also be approached using the concept of experience-based tourism (Uriely, 2005). This concept accommodates visitors’ subjective motivations to gain tourism experiences and allows for a shift in tourism as visitors’ subjectivity deepens their enjoyment of tourist attractions.

The various studies above show that travel motivation is influenced by push and pull factors. Due to the high degree of subjectivity in these factors, travel motivation can vary from person to person. Furthermore, Gen Z’s travel motivations are likely to differ significantly from those of previous generations, particularly given their familiarity with technology and constant desire for new and exciting experiences. Travel motivations significantly influence travel behavior. Therefore, differences in travel motivations are likely to lead to distinct travel preferences. In order to win the tourism market, studying the preferences of Gen Z tourists as the future tourism market is crucial. Furthermore, to avoid wasted resources and strategically flawed tourism development, Gen Z’s travel preferences must also be examined to determine whether they can lead to ecologically sound tourism development strategies.

3. Materials and Methods

3.1. Research Location

Gunungkidul Regency, Yogyakarta, Indonesia, provided an ideal setting for this research, offering various advantages and supporting considerations: (1) Yogyakarta is a popular international tourist destination, with Gunungkidul Regency being one of its leading destinations; (2) Yogyakarta has been the number-one tourist destination in Indonesia for the past five years, surpassing Bali, which had previously been the number-one tourist destination in Indonesia; (3) tourism to Yogyakarta, also known as the City of Education, is dominated by Gen Z; (4) Gunungkidul Regency is one of the potential tourist areas in Yogyakarta that has become increasingly well known internationally since 2015.

The research was conducted at the ten most popular tourist attractions in Gunungkidul Regency based on their popularity on the internet, namely: (1) Watu Gupit Paragliding Hill, (2) Pindul Cave, (3) Heha Ocean View, (4) Heha Sky View, (5) Drini Beach, (6) Gesing Beach, (7) Indrayanti Beach, (8) Krakal Beach, (9) Kukup Beach, and (10) Wediombo Beach.

3.2. Sampling Design

The study population consisted of international and domestic tourists visiting Gunungkidul Regency, as well as tourism managers. The overview of changes in the tourism space was explored through interviews with 28 tourism managers and field observations. To ensure ethical procedures and approval, participants were provided with a research explanation sheet detailing the purpose, methods, and participant rights before the interview. Informed consent was obtained before the interview. Participants’ identities were kept confidential, and the researcher used their initials or nicknames when quoting interview results.

Meanwhile, travel motivations were explored among tourists aged 12–27, selected using convenience sampling techniques suitable for tourism research (Kara & Mkwizu, 2020). Convenience sampling is a non-probability sampling method that emphasizes the ease and availability of selecting samples randomly for researchers. According to convenience sampling method, Gen Z was selected as the study population because they are the potential tourism market today and are influencing the dynamics of tourism development, particularly in natural and attractional tourism. Also, they are more readily accessible as visitors and could be more easily recruited as respondents. Then, a random selection procedure was applied by systematically approaching every fifth visitor to reduce the respondents’ selection bias. The total sample size for exploring travel motivations was 147 respondents, randomly selected from individuals aged 12–27 years during their visit to tourism locations.

3.3. Data Collections and Research Instruments

The research utilized both primary and secondary sources for data collection. Data mining was conducted between 11 June and 30 September 2025. Primary data collection generally aimed to map spatial developments at tourist attractions and explore the underlying motivations of Gen Z travelers. To understand spatial tourism development, researchers conducted detailed observations of tourism activities and complemented these with semi-structured interviews. This approach, which included ten popular tourist attractions, provided valuable insights into the evolution of spatial development from the 1990s onward. This stage also serves as a grand tour to gather indicators for exploring tourism motivations.

Spatial observations were conducted with the following objectives:

• Mapping the location of tourist attractions;
• Mapping the location of tourist facilities at tourist attractions, including amenities (restaurants, accommodations, parking areas, restrooms, souvenir shops) and ancillary facilities (supporting facilities such as Automatic Teller Machine (ATM) centers, health posts, banks, money changers, rest areas);
• Mapping the tourist activity points engaged with by Gen Z tourists.

Meanwhile, semi-structured and in-depth interviews with tourist managers were conducted using the guidelines shown in

Table 1. Semi-structured and in-depth interviews guidance for tourist managers.

Information Extracted and Description		Period 1990s to the 2000s *	Period 2000s to the 2010s *	Period 2010s to the present *
Favorite tourist attractions	Which tourist attractions are most frequently chosen by tourists? Favorite tourist attractions indicate high levels of interest among tourists. This information can indicate tourist preferences regarding the attractions offered.
Preferred tourist activities	What activities do tourists engage in during their stay at the tourist attraction? This information could reveal tourists’ favorite activities, which could be analyzed in studies of tourist motivation.
Favorite tourist locations at tourist attractions	Where are tourist activities carried out during their stay at the tourist attraction? Because the tourist space shows traces of tourist activities, this information supports the analysis of tourist preferences.
Existing tourist facilities	What tourist facilities are provided to accommodate tourist activities? Because the development of tourist facilities reflects tourist activity, this information supports the analysis of tourist preferences.
Available tourist attractions	What tourist attractions are available? This information provides an overview of tourist attractions and can help identify tourists’ favorite attractions for analysis in studies of tourist motivation.
Development of tourist amenities	What tourist amenities have been developed/added? This information demonstrates how tourist managers respond to tourist demands.
Development of tourist supporting tourist facilities	What supporting tourism facilities have been developed/added? This information demonstrates tourism managers’ responses to tourist demands.
Shifts in favorite tourist locations at tourist attractions	How have tourist spaces changed/shifted at tourist attractions? This information can indicate shifts in the choice of tourist spaces based on tourist motivations.

* Data mining aims to provide an overview of the tourism sector’s development for each period. Source: adapted from Uriely (2005), developed by own elaboration.

. These guidelines were adapted from tourism components (Uriely, 2005), including attractions, amenities, and ancillary services, but adapted to those found in tourist destinations.

The tourism motivations explored included both push and pull factors for Gen Z travelers, as determined through a questionnaire. The questionnaire consisted of two parts: (1) questions related to the sociodemographic characteristics of each respondent, and (2) an assessment of tourist motivation based on pull factors (8 factors) and push factors (4 factors).

At the beginning of the study, a grand tour was conducted to enhance understanding of the research cases. During the grand tour, observations of Gen Z tourist spaces and preliminary interviews were conducted using the interview guide in Table 1. During the grand tour, preliminary interviews were also conducted with several Gen Z tourists regarding the attractiveness of the destinations and the factors that motivate them to travel. The grand tour identified several additional indicators of push and pull factors that emerged repeatedly in the interviews. The potential of these additional indicators was further investigated during the study, both through observations of tourist spaces and semi-structured interviews with tourist managers. Based on the results of the grand tour, observations of tourist spaces, and semi-structured interviews, these additional indicators were deemed worthy of inclusion as additional indicators of push and pull factors influencing the travel decisions of Gen Z, complementing the initial indicators adopted from the study by Antara and Prameswari (Antara & Prameswari, 2018), adapting them to Gen Z preferences and the characteristics of the study locations as shown in

Table 2. Push and pull factors and indicators of tourists visiting the tourism destinations of Gunungkidul Regency, Yogyakarta.

Factors	Reference Indicators (Antara & Prameswari, 2018)		New Indicators (Based on the Grand Tour)
Tourism Push Factors
Culture	1	Look around/Sightseeing	1	Look around/Sightseeing
	2	Experience the new culture	2	Experience the new culture
			3	Enjoying the uniqueness of nature
			4	Feeling the thrill of traveling
Status and Personal Development	3	Prestige	5	Prestige
	4	Fashionability	6	Fashionability
	5	Enhancing knowledge	7	Enhancing knowledge
	6	Learning a new skill	8	Learning a new skill
			9	Increasing personal documentation
			10	Collecting material for publication
Physical	7	Relaxation	11	Relaxation
	8	Exercise and health	12	Exercise and health
	9	Sexuality	13	Sexuality
Inter-Personal	10	Escapism	14	Escaping routine/boredom
	11	Nostalgia	15	Nostalgia
	12	Romantic	16	Romantic
	13	Adventure	17	Adventure
	14	Spiritual fulfillment	18	Spiritual fulfillment
	15	Visit a friend or relative	19	Visit a friend and a relative
	16	Making new friends	20	Making new friends
			21	Refreshing
			22	Strengthening family/group bonds
			23	Calming longing to see family/groups
Tourism Pull Factors
Nature Around	17	Natural ecological sites	24	Natural ecological sites
	18	Lakes, rivers, beaches, and mountains	25	Lakes and rivers
	19	Rural	26	Rural
	20	Park and forest tour	27	Park and forest tour
			28	Beach
			29	Mountain
			30	Unique location
Atmospheric and Climate	21	Exotic atmosphere	31	Exotic atmosphere
	22	Weather	32	Weather
Tourism Infrastructure	23	Modern city	33	Modern city
	24	Shopping area	34	Shopping area
	25	Bar/Pub/Nightlife	35	Bar/Pub/Nightlife
Budget Meals and accommodation	26	Low-price accommodation	36	Low-price accommodation
	27	Star hotel	37	Star hotel
	28	Low-price restaurant	38	Low-price restaurant
	29	High-quality restaurant	39	High-quality restaurant
			40	Camping
Attractions of Culture and History	30	Building and historic sites	41	Building and historic sites
	31	Art- and culture-related activities	42	Art- and culture-related activities
	32	Museums and art galleries	43	Museums and art galleries
	33	Handicrafts and local culture	44	Handicrafts and local culture
Society	34	Local communities are attractive and friendly	45	Local communities are attractive and friendly
	35	Meet with multiple groups of various ethnicities	46	Meet with numerous groups of various ethnicities
	36	Unique/different community	47	Unique/different community
Security and Hygiene	37	Public transportation	48	Public transportation
	38	Personal security	49	Personal security
	39	Standard of hygiene and cleanliness	50	Standard of hygiene and cleanliness
Recreation opportunities in the natural open	40	Surfing	51	Surfing
	41	Adventure	52	Adventure
	42	Swimming and sunbathing	53	Swimming and sunbathing
	43	Diving and snorkeling	54	Diving and snorkeling
			55	Mountain climbing

Source: Adapted from Antara and Prameswari (2018), developed based on the grand tour.

. The questionnaires used a five-level Likert scale to measure tourist motivation based on the level of importance. The levels of importance are as follows: very important = 5, important = 4, quite important = 3, not important = 2, and very unimportant = 1.

3.4. Validity and Reliability Test

The study utilized validity and reliability tests to ensure the questionnaire accurately and consistently measured Gen Z’s travel motivation. The testing process was successfully and efficiently conducted using IBM SPSS Statistics 26 software. The study employed validity tests to ensure the accuracy of the questionnaire results. Validity tests used the Bivariate Pearson method, correlating factor-score items with the total factor score (the sum of all factors). Factor items are declared valid if the calculated r value is greater than the table r value (2-tailed with a 0.05 significance level). In this study, the table R value (N (total sample) = 147, significance level = 0.05) was 0.1640.

The study used reliability tests to validate the questionnaire’s measurement indicators for accuracy and consistency. A reliable questionnaire consistently yields stable answers from respondents over time. In this study, reliability was assessed using Cronbach’s alpha, with values greater than 0.70 indicating acceptable reliability (Taber, 2018).

The validity analysis of the 12 push and pull factors yielded a calculated r value (0.593) greater than the r-table value (0.164). Meanwhile, the reliability analysis showed an alpha value of 0.968 (>0.70), indicating high reliability. In conclusion, the questionnaire used to measure Gen Z travelers’ motivations demonstrates high accuracy and consistency.

3.5. Data Analysis

To map the development of the tourism space, an analysis was conducted by overlaying the mapping of tourism activities from observations of current tourism activities with a mapping of the activities and development of the tourism space from the 1990s to the 2000s, 2000s to the 2010s, and 2010s to the present, which was explored through in-depth semi-structured interviews with tourism managers. The in-depth interviews with tourism managers aimed to explore popular tourist attractions, favorite tourist activities, favorite tourist locations, the development of tourist facilities, the development of tourist attractions, and the shift in favorite tourist locations. Information from these interviews was then mapped and synthesized with the results of the current tourism activity mapping to obtain an overview of the development/shift in the tourism space since the 1990s.

To obtain an overview of tourism motivations, a pull and push factor analysis was conducted using questionnaires from Gen Z tourists. This analysis effectively employed quantitative descriptive methods including scoring techniques analysis. As the analysis is merely descriptive or exploratory, it is conducted by examining the mean scores of each variable and indicator. The resulting mean scores are then ranked to identify the push and pull factors that represent Gen Z’s travel priorities. The pull and push tourism factor analysis used frequency distributions and weighting, resulting in the following scores: critical (4.24–5.00), important (3.43–4.23), moderately important (2.62–3.42), unimportant (1.81–2.61), and very unimportant (1.00–1.80). The weighted-score analysis successfully identified the specific pull and push factors that most influence Gen Z travel decisions in Gunungkidul Regency.

The final analysis was conducted by synthesizing the results of the tourism spatial development/shift mapping with those of the pull and push tourism factor analysis, which provides a picture of travel motivations. The spatial development/shift map of tourism shows the trajectory of traveler choices since the 1990s. This map shows the differences in travel choices between Gen Z and previous generations. These results are compared with travel motivations, which are presented as the dominant push and pull factors for Gen Z tourists. This step aims to enhance the credibility of the research findings on Gen Z travel preferences.

4. Result

4.1. Profile of Samples

To gather data on the condition of tourist attractions since the 1990s, tourism managers with more than 10 years of experience were selected for an interview. Most of the interviewed managers had extensive experience in tourism management. The profile of tourism managers, as shown in

Table 3. Profile of samples.

Tourism Management Profile
		N	Percentage (%)
Gender	Male	19	67.86%
	Female	9	32.14%
Length of service	11–20 years	4	14.29%
	21–30 years	11	39.29%
	31–40 years	13	46.43%
Tourist profile
		N	Percentage (%)
Gender	Male	93	63.27%
	Female	54	36.73%
Age	12–15 years	1	0.68%
	16–19 years	10	6.80%
	20–23 years	105	71.43%
	24–27 years	31	21.09%
Origin	Local tourists	79	53.74%
	Out-of-town tourists	65	44.22%
	Foreign tourists	3	2.04%
Family Status	Single	133	90.48%
	Childless couple	1	0.68%
	Family with children	13	8.84%
Occupation	Student	102	69.39%
	Unemployed	18	12.24%
	Employee	27	18.37%

Source: Interviews, 2025.

, is predominantly male (67.86%) and includes 31–40 years of experience (46.43%).

Gen Z’s travel motivations are inextricably linked to sociodemographic factors, including gender, age, origin, family status, and occupation. Table 3 also shows the distribution of respondent characteristics. The frequency analysis results show that the majority of the Gen Z sample are male (63.27%), aged 20–23 years (71.43%), local tourists from within the province (53.74%), single (90.48%), and students (69.39%).

4.2. Spatial Development of Tourism

The interview results, synthesized with field observations, provide a snapshot of the development of tourism activities from the 1990s to the present, as illustrated by the growth of tourism spaces and facilities in Figure 1. These findings served as the basis for developing indicators in a questionnaire instrument to more accurately and contextually measure Gen Z travel motivations.

Figure 1 shows the development of tourism spaces and facilities from the 1990s to the present. Among the ten most popular tourist attractions mentioned above, some are relatively new. Indrayanti Beach experienced growth starting in the 2000s. Pindul Cave began developing in the 2010s. Heha Sky View emerged as a significant attraction in 2019, while Heha Ocean View began to grow in the 2020s. Several other popular destinations, including Watugupit Paragliding Hill, Drini Beach, Gesing Beach, Krakal Beach, Kukup Beach, and Wediombo Beach were established before the 1990s. This development shows that among the ten tourist attractions, four of them have emerged as new tourist destinations in the Gen Z era.

Spatially, Figure 1 illustrates that tourism activities in the 1990s and 2000s predominantly occurred in comfortable, quiet, and easily accessible tourist spaces. Over the following ten years, tourism activities began to shift towards spaces with unique atmospheres and stunning views. Tourists tended to seek out and engage in more dynamic activities. From the 2010s onward, tourism has increasingly shifted toward more distinctive, challenging, adrenaline-pumping, or nature-focused activities. Maura, a tourist at Kukup Beach from Bandung, illustrates this situation: “I like visiting this beach. However, it is not just about sitting on the beach… that is normal…We prefer relaxing and taking photos on the cliffs because the views are more expansive, and the photos are more challenging. With the right angle, it can look like we are floating in the sky.” (Maura, personal communication, 27 July 2025).

The Kukup Beach tourism manager made a similar statement: “In recent years, more and more young people have become tourists. They enjoy walking up to the cliffs along the beach, even though climbing up is difficult. However, young people are strong enough…some are sitting there chatting, some are taking photos.” (Kijo, personal communication, 16 July 2025).

With the development of digital technology today, it is easier for tourists to document their travels and/or unique, adrenaline-pumping spaces or atmospheres, or to demonstrate their closeness to nature they encounter. Even more ‘challenging’ spaces or those with difficult access remain sought after if they offer unique views or experiences. Gen Z tourists often prioritize enriching experiences over traditional travel activities. During their travels and visits to tourist attractions, they collect extensive documentation to immortalize and share further.

The development of the tourism space in Figure 1 is a physical representation that illustrates the evolution of tourism activities, characterized by the presence of tourism elements in each object, as shown in Figure 2.

Figure 1 and Figure 2 illustrate a shift in the character of Gen Z tourism activities, leading to the development of tourism spaces. The development of tourism activities at Watugupit Paragliding Hill, Drini Beach, Gesing Beach, Krakal Beach, Kukup Beach, and Wediombo Beach demonstrates a trend among Gen Z tourists seeking unique atmospheres and experiences at tourist attractions, including trying various challenging or adrenaline-pumping physical activities. Snorkeling, paragliding, camping, and exploring islands and surrounding areas are highly appealing to Gen Z tourists. Besides satisfying the adrenaline rush, capturing these extreme views and activities and then posting them on social media is also a key focus for Gen Z tourists. Social media presence has become a constant source of pride. Various facilities have been developed at tourist attractions to cater to Gen Z’s tourism interests, including expanded activity areas and a range of accommodation options. This trend has affected the development of facilities in tourist areas.

The Pindul Cave and Indrayanti Beach tourist attractions began to grow and develop during the Gen Z era, both emerging in the 2000–2010s. To meet the interests of Gen Z tourists seeking unique and challenging experiences, Pindul Cave offers cave tubing, river tubing on the Oya River, and jeep tours. Indrayanti Beach provides an enriching experience, featuring a variety of water activities, glamping options, and distinctive visual features. Dimas, a tourist at Pindul Cave, stated: “We were very impressed with the cave tubing and Oya river tubing…exploring the cave was a new experience for us and taught us to appreciate nature more. Oya river tubing was very exciting…we were delighted to be able to express our emotions in the thrilling river tubing.” (Dimas, personal communication, 21 August 2025).

Heha Ocean View and Heha Sky View were developed in the 2020s to cater to the interests of Gen Z tourists, who are more inclined towards finding a unique, cliffside, relaxing atmosphere, the adrenaline-pumping experience of visiting extreme locations, unique visual experiences, and satisfying displays of personal existence through self-documentation and publicity. These two tourist attractions have successfully leveraged social media, strategically developing and promoting experiences that are highly appealing for platforms like Instagram. This condition echoes the statement of Liam, a tourist at Heha Ocean View from the USA: “We camped at Heha for two nights. We really enjoyed sleeping while listening to the waves and looking at the stars. During the day, the ocean view was beautiful…we took many beautiful photos.” (Liam, personal communication, 18 August 2025).

4.3. Analysis of Gen Z Tourism Push Factors

Gen Z tourists are currently aged 12 to 27, or born between 1997 and 2012 (Dimock, 2019), and thus exhibit different characteristics compared to Gen X and Gen Y tourists. Gen Z tourists tend to have unique travel patterns and create new experiences. This trend can be seen from the emergence of new tourism driving indicators in this study, namely the indicators of ‘enjoying the uniqueness of nature’ and ‘feeling the thrill of traveling’ in the Culture factor as a tourism driver; the indicators of ‘increasing personal documentation’ and ‘collecting material for publication’ in the Status and Personal Development factor; and the indicators of ‘refreshing’, ‘strengthening family/group bonds’, and ‘calming longing to see family/groups’ in the Inter-Personal factor. Figure 3 clearly presents the results of the weighting analysis for each tourism driving factor indicator.

In more detail, the scoring for each indicator reflects priorities, as shown in

Table 4. Indicator priorities of Gen Z’s travel push factors.

Factors	Indicators	Mean	SD
Culture	Enjoying the uniqueness of nature	4.41	0.72
	Look around/Sightseeing	4.39	0.63
	Feeling the thrill of traveling	4.08	0.89
	Experience the new culture	3.93	0.94
Physical	Relaxation	4.35	0.76
	Sexuality	4.31	0.80
	Exercise and health	3.90	1.00
Inter-Personal	Escaping routine/boredom	4.41	0.69
	Strengthening family/group bonds	4.28	0.71
	Calming longing to see family/groups	4.13	0.80
	Visit a friend and a relative	3.93	0.96
	Making new friends	3.91	0.98
	Romantic	3.88	1.01
	Adventure	3.66	1.02
	Spiritual fulfillment	3.44	1.05
	Refreshing	3.37	1.13
	Nostalgia	3.33	1.11
Status and Personal Development	Prestige	4.08	0.87
	Learning a new skill	3.93	0.99
	Increasing personal documentation	3.86	1.04
	Collecting material for publication	3.57	1.01
	Enhancing knowledge	2.92	1.21
	Fashionability	2.43	1.20

Source: primary data analysis, 2025.

. Based on the statistical analysis results, cultural factors are the highest push factor for Gen Z’s travel, with the most influential indicator being enjoying the uniqueness of nature (M = 4.41, SD = 0.72), while the lowest indicator is experiencing new culture (M = 3.93, SD = 0.94). The second priority factor is Physical, with the most influential indicator being relaxation (M = 4.35, SD = 0.76) and the lowest indicator being exercise and health (M = 3.90, SD = 1.00). The third factor is Inter-Personal, with the highest indicator being escaping routine/boredom (M = 4.41, SD = 0.69) and the lowest indicator being nostalgia (M = 3.33, SD = 1.11). The fourth factor is Status and Personal Development, with the highest indicator being prestige (M = 4.08, SD = 0.87) and the lowest indicator being fashionability (M = 2.43, SD = 1.20).

4.4. Analysis of Gen Z Tourism Pull Factors

This study found new indicators in tourist attraction factors, namely, ‘beaches’, ‘mountains’, and ‘unique locations’ in the Nature Around factor as tourist attraction factors; the ‘camping’ indicator in the Budget Meals and Accommodation factor as a tourist attraction factor; and the ‘mountain climbing’ indicator in the Recreation Opportunities in the Natural Open factor as a tourist attraction factor. Figure 4 effectively highlights the weighting results, showcasing the tourist attraction factors that positively influence Gen Z travelers.

In more detail, the scoring for each indicator is shown in

Table 5. Indicator priorities of Gen Z’s travel pull factors.

Factors	Indicators	Mean	SD
Attractions of Culture and History	Handicrafts and local culture	4.29	0.90
	Museums and art galleries	4.21	0.99
	Art- and culture-related activities	3.75	1.03
	Building and historic sites	3.58	0.96
Recreation Opportunities in the Natural Open	Surfing	4.05	0.77
	Swimming and sunbathing	3.96	0.89
	Diving and snorkeling	3.93	0.85
	Adventure	3.76	1.00
	Mountain climbing	3.69	1.04
Budget Meals and Accommodation	Low-price accommodation	3.95	0.91
	Low-price restaurant	3.95	0.98
	Star hotel	3.94	0.91
	Camping	3.76	0.90
	High-quality restaurant	3.73	0.99
Nature Around	Unique location	3.94	0.86
	Lakes and rivers	3.94	0.90
	Park and forest tour	3.85	1.04
	Mountain	3.84	0.94
	Natural ecological sites	3.81	0.91
	Rural	3.80	0.97
	Beach	3.78	0.88
Security and Hygiene	Standard of hygiene and cleanliness	4.48	0.67
	Personal security	3.44	1.07
	Public transportation	2.94	1.02
Atmosphere and Climate	Exotic atmosphere	3.52	0.96
	Weather	3.41	1.01
Society	Meet with people from various ethnic groups	3.77	0.91
	Unique/different community	3.26	1.01
	Local communities are attractive and friendly	2.72	1.13
Tourism Infrastructure	Bar/Pub/Nightlife	3.81	0.92
	Shopping area	2.85	1.16
	Modern city	2.50	1.32

Source: primary data analysis, 2025.

, along with the priority. Table 5 shows that Attractions of Culture and History is the most influential factor in Gen Z travel, with handicrafts and local culture (M = 4.29, SD = 0.90) as the highest indicator. The second priority factor is Recreation Opportunities in the Natural Open, with surfing as the highest indicator (M = 4.05, SD = 0.77). The third factor is Budget Meals and Accommodation, with the most influential indicator being low-priced accommodation (M = 3.95, SD = 0.91). The fourth factor is Nature Around, with the highest indicator being unique location (M = 3.94, SD = 0.86). The fifth factor is Security and Hygiene, with the most influential indicator being standard of hygiene and cleanliness (M = 4.48, SD = 0.67). The sixth factor is Atmosphere and Climate, with the highest indicator being exotic atmosphere (M = 3.52, SD = 0.96). The seventh factor is Society, with meeting people from various ethnic groups (M = 3.77, SD = 0.91) as the most influential indicator. The final factor is Tourism Infrastructure, with the highest indicator being bars/pubs/nightlife (M = 3.81, SD = 0.92).

5. Discussion

The spatial development of tourism is explored by examining Gen Z’s tourism motivations, including push and pull factors. Observations and interviews make a positive contribution to the analysis of interests in tourism activities and the development of tourism spaces, providing a deeper understanding of Gen Z’s travel motivations. The grand tour provided valuable findings that informed the addition of indicators to the four push and eight pull factors of tourism, building upon the framework of (Antara & Prameswari, 2018), namely: two indicators for the Cultural factor (‘enjoying the uniqueness of nature’ and ‘feeling the thrill of traveling’), two indicators for the Status and Personal Development factor (‘increasing personal documentation’ and ‘collecting material for publication’), three indicators for the Inter-Personal factor (‘refreshing’, ‘strengthening family/group bonds’, and ‘calming longing to see family/groups’), three indicators for the Nature Around factor (‘unique location’) and two split-area factors (‘beach’ and ‘mountain’), one indicator for the Budget Meals and Accommodation factor (‘camping’), and one indicator for the Recreation Opportunities in the Natural Open factor (‘mountain climbing’). The comprehensive analysis of this study revealed a shift in the tourism landscape, as explored through in-depth interviews and observations. These findings align with the analysis of travel motivations, as revealed by a questionnaire examining the push and pull factors influencing Gen Z respondents’ travel decisions.

The analysis shows that Cultural factors are the main drivers of Gen Z travel, with a weight of 4.20, followed by Physical factors (4.19), Inter-Personal factors (3.83), and Status and Personal Development (3.46). These findings suggest that Gen Z’s primary travel goals focus on experience-seeking and self-development activities. These results align with Popşa’s (2024) findings, which emphasize that Gen Z seeks culturally meaningful travel experiences, such as interactions with local traditions and distinctive cuisines, to strengthen their identity. This finding also aligns with Khuc et al.’s (2025) view that young tourists value culture. These driving factors differ from those of Gen Y, which prioritizes relaxation and recreation (Antara & Prameswari, 2018) or social interaction and peer networking (Haddouche & Salomone, 2018). These push factors influenced tourism activities implemented in the tourism landscape during the 1990s and 2000s, which tended to prioritize comfortable, accessible destinations. However, a study by Pinho and Gomes (2023) supports status and self-development as travel motivations, as evidenced by Gen Z’s tendency to seek experiences that foster personal growth and a positive image on social media. A comparison with Goeldner and Ritchie’s (2006) study of Gen X and Gen Y reveals a shift in motivation, with relaxation as the driving force for previous generations. The physical traces of this motivational shift are evident in the development of tourism spaces from the 1990s to the present, shifting from comfortable, easily accessible spaces to those with extreme topography, adrenaline-inducing experiences, closer contact with nature, or unique views compelling to document on social media. This shift aligns with Maslow’s hierarchy of needs, namely relaxation, security, connectedness, self-esteem, and self-satisfaction (Šimková & Holzner, 2014).

Research shows that Gen Z’s travel motivation differs from that of previous generations. If the survey by Antara and Prameswari (2018) found that status and self-development were priorities, this study found that Gen Z prioritizes cultural factors such as sightseeing, cultural interaction, natural uniqueness, and adventure. Gen Z’s motivation focuses on new pleasures and experiences, not social status. Previous generations emphasized skills learning and increasing knowledge, and were geared toward lifestyle enhancements (Irimias et al., 2016; Marques et al., 2025; Octaviany & Mardiyana, 2024). This study shows a shift in Gen Z’s travel motivation toward meaningful, emotional, and exploratory experiences.

Cultural factors strongly drive Gen Z’s motivation to travel, highlighting their desire for the thrill of exploration, new cultural experiences, and the enjoyment of unique natural environments. This finding demonstrates Gen Z’s appreciation for the development of eco-friendly tourism. Although Gen Z is relatively young, their extensive knowledge of environmental sustainability shapes their attitudes and behaviors, consistent with Popşa’s (2024) view that Gen Z tends to engage in sustainable tourism practices. Referring to a study by Martínez Caro and Martínez García (2008), tourism in Gunungkidul Regency presents a different image in the perceptions of Gen Z and non-Gen Z tourists, due to differences in travel motivations between the two generations.

The analysis of Gen Z tourism driving factors also indicates six indicators considered very important in motivating Gen Z to travel: (1) Enjoying the uniqueness of nature, (2) Escaping routine/boredom, (3) Sightseeing, (4) Relaxation, (5) Sex, and (6) Strengthening family/group bonds. These align with studies suggesting Gen Z supports sustainable tourism, shown by their motivation for eco-friendly travel with economic, environmental, and socio-cultural responsibility (Aspariyanthi et al., 2023; Buffa, 2015; Marques et al., 2025; Mill & Morrison, 2009; Pinho & Gomes, 2023; Popşa, 2024; Pricope Vancia et al., 2023; Salinero et al., 2022; Schönherr & Pikkemaat, 2024).

The tourism business is now actively targeting Gen Z as a potential market. Gen Z loves nature tourism and challenging outdoor activities. The development of the destination shows its interest in adrenaline-pumping attractions. Driving factors such as ‘increasing personal documentation’ and ‘looking for content to publish’ reflect the tech-savvy and socially active Gen Z character (Chicca & Shellenbarger, 2018; Haddouche & Salomone, 2018; Priporas et al., 2020; Seibert, 2021; Solmaz et al., 2017; Subawa et al., 2020). These findings align with those of Aspariyanthi et al. (2023), Popşa (2024), and Pricope Vancia et al. (2023), who found that Gen Z is leveraging technology to search for, plan, and share trips, as well as to build personal branding through social media.

When comparing the driving factors of tourist visits to travel destinations, this condition aligns with the study’s findings. The main driving factors for Gen Z to travel are cultural factors related to travel destinations, such as sightseeing, experiencing nature’s uniqueness, seeking new cultural experiences, and seeking adventure. Sightseeing activities and enjoyment of nature’s uniqueness have the highest weight and are considered very important for Gen Z tourist destinations. Another indicator of a driving factor with significant weight is the desire to escape from routine or boredom (M = 4.41, SD = 0.69). This finding is reflected in the background of Gen Z travel destinations, where 68.28% of respondents travel for vacations, 29.66% for educational purposes, and 2.06% for business purposes.

While the research findings show a clear shift in Gen Z’s travel motivation towards nature, culture, and experiential tourism, the results also reveal internal complexity, indicating a tension in motivational patterns that warrants critical analyzed. Indicators such as ‘increasing personal documentation’ and ‘collecting material for publication’ suggest that travel experiences are not solely valued for their reflective or intrinsic meaning, but also serve as forms of digital self-representation and symbolic capital, consistent with Hussain et al. (2024), who highlight the role of social media content in shaping tourist engagement and decision-making. At the same time, Gene Z’s strong interest in adventure activities and destinations with challenging topography reflects an orientation toward sensation-seeking and adrenaline-driven experiences (Pomfret et al., 2023), which coexist with an expressed appreciation for natural uniqueness and sustainability values. Prior studies indicate that while connectedness to nature can foster pro-environmental attitudes among Gen Z (Elshaer et al., 2024; Luong, 2023; Mandić et al., 2025; Nowacki & Kowalczyk-anioł, 2023), such attitudes do not always translate into low-impact travel behavior, reflecting a persistent attitude–behavior gap in sustainable tourism (Minazzi & Grechi, 2025). Taken together, these findings suggest that Gen Z’s tourism motivations are best understood as hybrid and negotiated, integrating experiential consumption, digital self-expression, and environmental concern rather than as a singular, uniformly ‘reflective’ orientation.

The analysis shows that the Historical and Cultural Attraction factor is the main attraction for Gen Z tourists with a weight of 3.96, followed by Recreational Opportunities in Open Spaces (3.88) and Food and Affordable Accommodation (3.87). These findings are influenced by Gen Z’s tendency to choose convocation destinations. These results are different from the research of Antara and Prameswari (2018), which found four priority factors for the previous generation, namely: (1) Community, (2) Atmosphere and Climate, (3) Safety and Cleanliness, and (4) Outdoor Recreation Opportunities. Gen Z travelers seem more interested in historical and cultural attractions than in community attractions. However, other studies show different results. Destination landscapes and physical conditions, such as natural panoramas and comfortable public spaces, significantly influence Gen Z’s travel preferences (Akgiş İlhan et al., 2022). These appeal factors reflect Gen Z’s strong interest in historical and cultural elements. Researchers examined this through indicators like local crafts, museums, art galleries, cultural activities, and historic buildings. The findings show that Gen Z travelers highly value crafts, art, and history in their travel experiences.

The analysis of the tourist attraction questionnaire revealed two indicators considered very important in motivating Gen Z to travel: (1) health and hygiene standards, and (2) local crafts. These findings differ from Gen X and Gen Y’s interest in the uniqueness, authenticity, and exoticism of tourist destinations (Antara & Prameswari, 2018; Goeldner & Ritchie, 2006; Rani et al., 2020; Krisnadevi et al., 2020), as well as Gen Y’s interest in tourist attractions, accessibility, facilities, and additional services (Rif’an et al., 2024). Some Gen Y individuals also prioritize price (Mahendrayani & Suryawan, 2017; Turner, 2020), safety and security, and culinary delights (Turner, 2020) when selecting tourist attractions. Studies by David (2023) and Mill and Morrison (2009) yield even more starkly different results, as these studies prioritized attraction factors, accessibility, accommodation, amenities, activities, infrastructure, transportation, and hospitality.

When comparing the push and pull factors of tourism, the most prioritized push factor is the Cultural factor, which is explored through the indicators of ‘enjoying the uniqueness of nature,’ ‘sightseeing,’ ‘feeling the sensation of travel,’ and ‘seeking new cultural experiences/interactions.’ In contrast, the most dominant pull factor is the Historical and Cultural Attraction factor, explored with the indicators of ‘local crafts’, ‘museums and art galleries’, ‘art and culture’, and ‘historic buildings and areas’. It can be said that Gen Z enjoys seeking new cultural experiences and appreciating the uniqueness of local culture and crafts. In general, Gen Z loves the sensation of trying new experiences.

From a theoretical perspective, the findings of this study should not be interpreted as a full confirmation of a shift toward purely reflective or morally driven tourism behavior among Gen Z. Rather, the results offer a corrective and updated reading of the hedonism thesis in youth tourism studies. While previous research has often portrayed young tourists as predominantly consumptive, fun-loving, and self-indulgent (Cohen & Cohen, 2019; Kim & Tussyadiah, 2013), the present study shows that Gen Z’s tourism consumption is increasingly oriented toward the accumulation of experiential and digital capital, such as unique landscapes, visually compelling experiences, shareable narratives, and memorable adrenaline-based activities. Pleasure and enjoyment remain central motivations; however, they are no longer primarily derived from material acquisition, but from experience-based, nature-proximate, and technologically mediated forms of consumption. This reframing preserves the explanatory strength of hedonistic theory while enhancing its relevance for contemporary, digitally embedded tourism practices, thereby constituting a more theoretically defensible and analytically nuanced contribution.

Furthermore, this study expands the scope of the components of the innovative tourism ecosystem (Gretzel et al., 2015), particularly in creating added value through innovation, sustainability, and technology. The technology-savvy nature of Gen Z (Chicca & Shellenbarger, 2018; Haddouche & Salomone, 2018; Samitra & Rozi, 2017; Seibert, 2021) enhances the digital tourism ecosystem. The preference for uniqueness and respect for nature, which is a priority driving tourism among Gen Z, also supports expanding Indonesia’s innovative tourism ecosystem towards sustainable concepts for its natural tourism destinations.

Various discussions of findings from previous studies illustrate a shift in Gen Z’s travel motivations compared to those of previous generations, as shown in Figure 5. Instead of Gen X and Gen Y, which focused on relaxation, recreation, social interaction, status enhancement, and lifestyle enhancement, Gen Z focuses on the thrill of new experiences, proximity to and uniqueness of nature, and emotionally stimulating adventures. Technological capabilities and developments support the drive for self-actualization. This motivation reflects Gen Z’s orientation toward nature tourism, environmental and cultural responsibility, and experiential tourism that positively impacts personal and environmental development.

Figure 5 shows that Gen Z’s travel motivations are rooted in nature, providing sensations, and developing experiences that impact self-development.

6. Conclusions

Tourist activities at destinations reflect tourists’ responses to tourism offerings and play a critical role in shaping the development of tourism spaces. The findings of this study indicate a clear transformation of tourism spaces from comfortable, tranquil, and easily accessible environments toward spaces characterized by unique landscapes, challenging topography, close proximity to nature, visually distinctive features, and adventure-oriented activities. For Gen Z, this spatial transformation corresponds closely with their dominant travel motivations, which emphasize experiential intensity, aesthetic appeal, and opportunities for cultural and environmental engagement.

The results demonstrate that Gen Z’s travel motivations differ substantively from those of previous generations. Rather than prioritizing relaxation or convenience, Gen Z shows a strong preference for nature-based experiences, cultural authenticity, and emotionally stimulating activities. Their attraction preferences are centered on historical and cultural elements, including local crafts, museums, art galleries, and historic sites, indicating that cultural meaning and spatial aesthetics are key considerations in destination choice. At the same time, their tendency to document and share travel experiences highlights the importance of digital self-expression and experiential value, suggesting that travel experiences serve both as personal enrichment and as symbolic and digital capital.

Taken together, these findings suggest that Gen Z demonstrates a strong preference for nature-based and culturally authentic experiences, which provides an important foundation for the development of successful eco-experiential tourism products. However, the results also indicate that this preference should not be interpreted as a uniform or fully reflective shift toward sustainable tourism behavior. While environmental appreciation and cultural engagement are prominent, future research is needed to more precisely examine Gen Z’s sustainability attitudes, behavioral consistency, and actual environmental impacts. Accordingly, tourism development and policy should integrate nature conservation, cultural preservation, and digital innovation in a balanced manner, ensuring that experiential tourism growth aligns with long-term sustainability objectives.

From an environmental perspective, the shift in Gen Z’s tourism preferences presents both opportunities and challenges for sustainable tourism management. Increasing interest in nature-based tourism and adventure activities has the potential to raise environmental awareness, but also risks placing ecological pressure on vulnerable ecosystems. Therefore, the development of eco-experiential tourism needs to be balanced with strict environmental management, including carrying capacity control, design of low-impact activities, and the use of digital innovations to encourage responsible tourism behavior and strengthen the active participation of Gen Z as destination conservation and sustainability agents.

6.1. Practical Implications

Spatially, the study’s results reveal a shift in Gen Z’s tourism preferences from comfortable, easily accessible areas to challenging, natural, and adrenaline-pumping ones. This shift signals the emergence of a new tourism orientation that emphasizes emotional experience, visual beauty, and closeness to nature, while reflecting the changing character of tourism spaces, which are now more interactive, dynamic, and adventure-based. In addition to providing practical policy direction, this study’s findings also expand theoretical understanding of the transformation of Gen Z’s tourism behavior in the context of sustainable tourism. Several previous studies, such as those by Munar et al. (2013) and Richards (2021), emphasize that Gen Z shows a strong tendency towards experiential consumption and towards seeking emotional meaning in travel sightseeing. However, the study confirms and extends the findings by highlighting the spatial and ecological dimensions of Gen Z’s travel preferences, which have not been extensively discussed in global literature.

These findings provide several important implications for the development of regional and national tourism policies and strategies. First, the uniqueness of nature and local culture is the main attraction for Gen Z, so it is necessary to develop immersive experience-based tourism products. Second, as a digital-native generation, Gen Z needs a digital storytelling-based promotional strategy and collaboration with digital creators. Third, their interest in nature tourism and extreme activities demands improved infrastructure, security, and sustainable management. Fourth, Gen Z has the potential to become agents of change towards sustainable tourism, so this needs to be strengthened through environmental education and campaigns.

6.2. Theoretical Implications

The findings of this study provide insights into how travel motivation influences tourist responses to tourism spaces. Tourism push and pull factors influence travel motivation, and their implementation and footprint can be seen in tourism spaces. These findings reinforce Gretzel et al.’s (2015) view that destination attractiveness can be built through an innovative tourism ecosystem by enhancing technology’s contribution. This study emphasizes that travel motivation significantly influences tourism behavior, so that in the long term, tourist expectations can be viewed as a crucial component determining tourism sustainability.

6.3. Research Limitation

This research has some important limitations. First, the scope of respondents is limited to Gen Z tourists aged 12–27 in Gunungkidul Regency, so the results cannot be generalized to all Gen Z in Indonesia or to contexts in other countries with different socio-cultural characteristics. Second, the research instrument only adapted the push–pull factor from Antara and Prameswari (2018) and field observation indicators, without including other theories such as Place Attachment, VBNT, or Connectedness to Nature, which could enrich the understanding of Gen Z’s tourism behavior. Fourth, the scope of the destinations studied is limited to natural and artificial tourism and does not include cultural, religious, culinary, or event tourism, while spatial and ecological analysis remains descriptive and has not quantitatively described environmental and socio-economic impacts.

6.4. Further Research

For future research, it is recommended to replicate the study using a more in-depth mixed or sequential design that involves probabilistic sampling techniques, and to expand the study location to include various tourism areas in Indonesia. In addition, follow-up studies can integrate spatial, social, and digital sustainability analyses to better understand the relationships between Gen Z’s travel motivation, tourism space transformation, and their impact on sustainable tourism development.

These findings also raise a hypothesis related to the view of Sukrana et al. (2025), who stated that internal characteristics of tourists and external environmental factors influence tourist destination decisions. This study suggests that Gen Z’s expertise and familiarity with digital technology, among other factors, influence their tendency to document their activities digitally and publish them openly, thereby making destination information widely and seamlessly circulated. This information may influence other tourists’ travel decisions. Thus, tourist destination decisions may also be influenced by others’ perceptions of a destination. However, this hypothesis still requires further investigation.