Motivational patterns for engaging in heritage bus city tours among youth tourists (Generation Y and Z): an unsupervised machine learning analysis

Abstract In the evolving tourism landscape, the rising dominance of Generation Y and Z tourists presents a paradigm shift, characterized by inherent preferences for nature and adventure attractions. Their support for heritage conservation-based sustainable tourism may change with this transformation. This research seeks to understand Generation Y and Z heritage bus city tour participants’ motives to link their interests with cultural heritage. The study analyses 100 targeted individuals’ responses using unsupervised machine learning and advanced algorithms. Questionnaires explored various motivations, including historical explanations, tourism information, entertainment factors, and the round-the-city experience. The outcome reveals three distinct and discernible motivational clusters within young participants. This study plays a pivotal role in addressing the potential disconnection between Generation Y and Z tourists and heritage conservation. Understanding their motives makes heritage bus city tours more appealing and helps create tailored initiatives. Such strategies aim to foster a genuine appreciation for heritage attractions and encourage active participation in cultural heritage conservation. This research bridges the gap between these cohorts’ interests and cultural heritage sustainability in tourism by connecting the findings with their characteristics. It ensures Generation Y and Z appreciate heritage places and become responsible stewards of conservation, promoting sustainable tourist practices to preserve cultural heritage.