Analysing Generation Z Tourist Motivations for Choosing Rural Destinations

Abstract

This study investigates the key motivational factors influencing Generation Z's (born 1995–2012) selection of rural tourism destinations, addressing a significant gap in understanding this cohort’s unique travel preferences. Guided by push-pull theory, the research aims to: (1) identify and categorize push (e.g., escapism) and pull (e.g., authenticity) factors; (2) examine demographic correlations; (3) assess experiential factors (e.g., cottagecore aesthetics); (4) compare motivations between first-time and repeat visitors, and (5) Develop evidence-based recommendations for stakeholders. Employing a quantitative design, a structured online questionnaire was distributed via social media and rural tourism platforms. Data from 264 Gen Z travelers (aged 18–28, diverse nationalities) were analysed using exploratory factor analysis (EFA), ANOVA, t-tests, and MANOVA. Key findings reveal: 1.Escapism (push) and Nature connection (pull) are the dominant motivations, reflecting Gen Z’s desire to escape urban stress and digital fatigue. 2.Authenticity and Social Connection are secondary but critical drivers, aligning with Gen Z’s pursuit of meaningful experiences. 3.Nationality significantly influences motivations: Saudi travelers reported higher escapism (F = 7.666, *p* < .001), while age, gender, and education showed no significant effects. 4. Travel frequency reshapes priorities: International travelers prioritize escape (F = 10.582, *p* < .001), whereas domestic travelers value nature (F = 3.821, *p* = .023). 5. No significant differences emerged between first-time and repeat visitors in authenticity or social connection. Conclusions highlight Gen Z’s preference for rural destinations as antidotes to modern stressors, driven by experiential and cultural factors over traditional demographics. Recommendations include: •Industry: Develop cottagecore-themed experiential packages (e.g., workshops) and digital-detox zones. •Policymakers: Enhance affordable transport and Wi-Fi infrastructure. •Communities: Foster authentic interactions to avoid "staged authenticity." Limitations include sampling bias toward digitally engaged travelers and self-reporting biases. Future research should explore cottagecore’s role, longitudinal motivational shifts, and Global South perspectives.