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Generation Z and Travel Motivations: The Impact of Age, Gender, and Residence

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  • Jorge Marques

    (REMIT—Research on Economics, Management and Information Technologies, Portucalense University, 4200-072 Porto, Portugal
    CEGOT—Centre of Studies in Geography and Spatial Planning, Humanities Faculty, University of Coimbra, 3004-530 Coimbra, Portugal)

  • Sofia Gomes

    (REMIT—Research on Economics, Management and Information Technologies, Portucalense University, 4200-072 Porto, Portugal)

  • Mónica Ferreira

    (ISCET—Instituto Superior de Ciências Empresariais e do Turismo, Rua de Cedofeita, 285, 4050-180 Porto, Portugal)

  • Marina Rebuá

    (ISCET—Instituto Superior de Ciências Empresariais e do Turismo, Rua de Cedofeita, 285, 4050-180 Porto, Portugal)

  • Hugo Marques

    (ISCET—Instituto Superior de Ciências Empresariais e do Turismo, Rua de Cedofeita, 285, 4050-180 Porto, Portugal)

Abstract

This study investigates the relationship between demographic factors and travel motivations among Generation Z leisure tourists through the lens of the Travel Career Pattern (TCP) theory. More specifically, the research focuses on how gender, age, and area of residence influence the travel motivations of Generation Z. Using a quantitative approach, data were collected from 303 respondents aged 18 to 28 through an online survey. The questionnaire assessed 14 motivational factors and analyzed them in relation to the participants’ demographic characteristics using linear regression models. Results indicate that gender and age significantly influence travel motivations, with women showing higher interest in personal development and social relationships, while men prioritize nature and adventure. Furthermore, rural residents exhibit greater motivation for autonomy, self-development and self-realization, while urban residents lean towards novelty and social interactions. The findings offer valuable insights for tourism marketers, emphasizing the importance of creating segmented marketing campaigns based on demographic factors. It also contributed to overcoming the lack of studies that specifically cover this interrelation between the motivational factors of Generation Z and the demographic factors of age, gender and area of residence. Nevertheless, this study also has limitations, such as the use of a non-representative sample and the focus on quantitative methods, suggesting that future research should adopt qualitative approaches and examine additional demographic variables to gain deeper insights into youth travel motivations.

Suggested Citation

  • Jorge Marques & Sofia Gomes & Mónica Ferreira & Marina Rebuá & Hugo Marques, 2025. "Generation Z and Travel Motivations: The Impact of Age, Gender, and Residence," Tourism and Hospitality, MDPI, vol. 6(2), pages 1-16, May.
    • Handle: RePEc:gam:jtourh:v:6:y:2025:i:2:p:82-:d:1654781
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    References listed on IDEAS

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    1. Alina Petronela Pricope Vancia & Codruța Adina Băltescu & Gabriel Brătucu & Alina Simona Tecău & Ioana Bianca Chițu & Liliana Duguleană, 2023. "Examining the Disruptive Potential of Generation Z Tourists on the Travel Industry in the Digital Age," Sustainability, MDPI, vol. 15(11), pages 1-19, May.
    2. Beata Hysa & Aneta Karasek & Iwona Zdonek, 2021. "Social Media Usage by Different Generations as a Tool for Sustainable Tourism Marketing in Society 5.0 Idea," Sustainability, MDPI, vol. 13(3), pages 1-27, January.
    3. Betty Amos Begashe & John Thomas Mgonja & Salum Matotola, 2024. "Tanzania’s repeat tourists: unraveling choice of attractions patterns through demographic perspectives," Tourism Critiques, Emerald Group Publishing Limited, vol. 5(1), pages 120-137, April.
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