Generational differences in travel motivations and preferences among Millennials and Generation Z

This study employed a survey–correlational research design to examine the levels of travel motivation and travel preference among Millennials and Generation Z, as well as the relationship between these variables. The respondents consisted of 181 Millennials and 219 Generation Z individuals, with total sampling utilized. Data were gathered using two researcher-developed instruments: a 20-item Travel Motivation Questionnaire and a 20-item Travel Preference Questionnaire designed specifically for Millennials and Generation Z. Travel motivation served as the independent variable, while travel preference was treated as the dependent variable. Descriptive statistics, including mean and standard deviation, were used to determine the levels of motivation and preference. Inferential analyses included Analysis of Variance (ANOVA) to test for generational differences and Pearson’s r to examine the relationship between travel motivation and travel preference, with a .05 level of significance applied. Results indicated that Millennials demonstrated a “Very High” overall level of travel motivation (M = 4.46, SD = 0.31). Their strongest motivating factors included improving mental health and well-being, connecting with nature, traveling affordably while gaining meaningful experiences, learning new knowledge, and exploring budget-friendly or underrated destinations. Generation Z also exhibited a “Very High” level of travel motivation (M = 4.32, SD = 0.41), with priorities centered on mental health improvement, learning and self-development, immersion in nature, personal growth or self-discovery, and exposure to new cultures and traditions. In terms of travel preference, Millennials recorded a “Very High” overall level (M = 4.35, SD = 0.26), favoring support for local communities, advance trip planning, nature-based destinations, local cuisine, and convenient transportation. Generation Z showed an overall “High” level of preference, with “Very High” ratings for visiting nature destinations, trying local food, supporting local communities, choosing convenient transportation, and traveling with friends. ANOVA results revealed no significant difference in travel motivation between the two generations but indicated a significant difference in travel preferences, with Millennials scoring higher. Pearson’s r analysis demonstrated a significant positive relationship between travel motivation and travel preference for both generations, suggesting that intrinsic psychological and emotional motivations strongly influence travel behavior.