Destination image dimensions shaping Generation Z’s evaluation of tourism cities

This study aims to identify the key attributes that shape Generation Z’s perceptions of urban tourism destinations. A literature review was conducted to map destination image–shaping factors, followed by a large-scale survey (n = 2,427) targeting Gen Z travellers. Sixteen city attributes identified in the literature were analysed using exploratory factor analysis (EFA), which resulted in five distinct destination image dimensions: physical readiness and material value, natural environment and safety, authenticity, experience intensity, and international reputation. Additional statistical analyses revealed how these factors vary across traveller profiles. The findings highlight Gen Z’s strong emphasis on practical urban attributes such as accessibility, cleanliness, and value for money, while also confirming their interest in authentic experiences and environmental sustainability within tourism city contexts. The results further suggest that Generation Z evaluates tourism cities primarily through functional and experiential dimensions rather than through long-term emotional attachment or loyalty-oriented mechanisms. Interestingly, traditional destination image elements such as revisit intention and emotional attachment were found to be less relevant for this cohort. Three traveller segments were identified (Seasoned Green Seekers, Casual Nature Seekers, and Insightful Voyagers), each with distinct preferences and information behaviours. The study contributes to urban tourism research by demonstrating how destination image dimensions structure the evaluation of tourism cities among younger travellers and by highlighting the growing importance of experiential and symbolic urban attributes in destination evaluation. The results offer valuable insights for urban destination managers, city marketers, and tourism stakeholders seeking to engage this digitally native, value-conscious, and experience-driven generation.