Analysing the influence of Generation Z on destination loyalty

Tourist satisfaction as a key factor

Resumo

This study aims to examine the influence of Generation Z on tourist destination loyalty with tourist satisfaction as a mediator variable. The two exogenous variables added are Digital experience and Environmental awareness, both of which are considered to have a significant influence on the behaviour of Generation Z travellers. Using the path analysis method, this study examines how these two variables, along with tourist satisfaction, influence destination loyalty. Data was collected through an online survey completed by respondents from Generation Z, who had travelled in the past 12 months. A total of 387 responses were analysed to evaluate the conceptual model using Structural Equation Modeling (SEM) techniques. Results show that Digital experience has a positive effect on tourist satisfaction, confirming that engaging and easy digital interactions play an important role in Generation Z's travel experience. The correlation between environmental awareness and contentment is substantial, suggesting that environmental awareness is a key determinant of satisfaction for Generation Z. Empirical evidence has demonstrated that tourist satisfaction plays a significant role in mediating the relationship between the two external factors and the loyalty towards a place. This suggests that while digital experiences and environmental awareness directly influence satisfaction, their effects on destination loyalty are mediated through perceived satisfaction levels. This research provides new insights into the behaviour of Generation Z travellers and suggests that destination marketing strategies should emphasise providing satisfying digital experiences and eco-friendly practices to increase destination loyalty.