A SYSTEMATIC REVIEW OF RESEARCH ON TRAVEL BEHAVIOR OF GENERATION Z TOURISTS IN MALAYSIA

Abstract

This study synthesizes research on Generation Z (Gen Z) travel behavior in Malaysia. The findings show that social media, particularly TikTok and Instagram, plays a major role in travel information, destination awareness, motivation, trust, and travel intentions, with authentic and credible influencers strengthening these effects. However, Gen Z travel behavior is multidimensional and also influenced by psychological, social, cultural, religious, financial, and experiential factors. Malaysian Gen Z increasingly values ​​authenticity, sustainability, meaningful experiences, and cultural and educational learning. For Muslim Gen Z travelers, Muslim-friendly facilities such as halal food and prayer facilities are also important. The review further indicates that awareness of overtourism may encourage sustainable travel and interest in lesser-known destinations. Most existing studies use quantitative methods, highlighting the need for more qualitative and integrated research. Overall, understanding Gen Z travel behavior requires consideration of digital media alongside trust, social influence, cultural and religious values, sustainability, and tourism experiences. These findings can support tourism stakeholders in developing authentic, inclusive, sustainable, and digitally relevant tourism strategies for Gen Z.