Ahmad, Siti Yuliandi
(2026)
Generation Z Travel Decision-Making and Digital Influence in Malaysia.
KSTCL Press, KSTCL Education Hub Pagoh.
Abstract
Tourism among youth in Malaysia is undergoing a meaningful transformation. Travel is no longer viewed merely as leisure or escape from routine, but increasingly as a platform for learning, wellness, identity expression, and responsible engagement with society and the environment. Generation Z travellers in particular are redefining tourism through values that emphasize sustainability, authenticity, inclusivity, and memorable experiences. This eBook, Values, Sustainability, and Experience-Oriented Tourism Among Youth in Malaysia, brings together a collection of studies that explore these emerging shifts in contemporary youth travel behaviour. The chapters in this volume present diverse tourism contexts ranging from sustainable tourism in Langkawi, wellness tourism, homestay participation, adventure travel, overtourism in heritage destinations, perceived brand quality, ecotourism sustainability in Royal Belum, and accessibility-friendly tourism for persons with disabilities. Although each chapter addresses a distinct theme, they are united by one common perspective, namely the voices, motivations, and expectations of young travellers in Malaysia. These studies demonstrate that young tourists are not passive consumers. They seek experiences that align with their beliefs, emotional wellbeing, and social awareness. They are influenced by digital media, peer networks, ethical concerns, and expectations of quality service. At the same time, they value destinations that protect culture, nature, and community welfare. This eBook is intended for students, academics, tourism practitioners, policymakers, and destination planners who wish to understand the changing landscape of youth tourism. The findings offer practical insights for designing tourism products and policies that remain relevant to future generations. It is hoped that this collection will inspire more thoughtful tourism development in Malaysia, one that listens to youth aspirations while balancing economic growth with sustainability, inclusiveness, and meaningful human experiences
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