Ahmad, Siti Yuliandi
(2026)
Values, Sustainability and Experience-Oriented Tourism Among Youth in Malaysia.
In:
Values, Sustainability and Experience-Oriented Tourism Among Youth in Malaysia.
KSTCL Press, KSTCL Education Hub Pagoh.
Abstract
Tourism behaviour has entered a new era shaped by rapid digital transformation, changing consumer expectations, and the growing influence of Generation Z. As a generation raised in a highly connected environment, Generation Z approaches travel differently from previous cohorts. Their decisions are often influenced by social media content, peer recommendations, artificial intelligence tools, online reviews, and real time digital experiences. Travel is no longer determined solely by brochures, travel agencies, or traditional advertising. Instead, destinations are discovered, compared, evaluated, and selected through smartphones and digital platforms. This shift has created new opportunities and new challenges for the tourism industry in Malaysia. This edited volume, Generation Z Travel Decision Making and Digital Influence in Malaysia, brings together a collection of student based empirical studies that explore how digital environments shape the tourism choices of young travellers. The chapters examine diverse themes including destination awareness, social media motivation, artificial intelligence trip planning, financial considerations, traveller behaviour, and cultural heritage interest. Each chapter contributes practical insights into how Malaysian youth perceive tourism destinations and how digital tools affect their motivations and final decisions. The significance of this book lies in its local relevance. While global studies on Generation Z tourism continue to grow, context specific evidence from Malaysia remains limited. This volume responds to that gap by highlighting destinations such as Kundasang, Pulau Langkawi, and Negeri Sembilan while examining behavioural patterns among Malaysian youth. These findings are valuable for destination marketers, tourism agencies, policymakers, and researchers seeking to better understand future tourist markets. It is hoped that this publication will inspire further research, strengthen digital tourism strategies, and encourage stakeholders to design experiences that resonate with Generation Z travellers in Malaysia and beyond.
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