Visit Experiences of Gen Z: An Exploration of Destination Image of Heritage and Nature-Based Tourism in Tanjung Tuan Forest Eco Park

Abtract : This paper explores the destination image of heritage and nature-based tourism visit experiences of Gen Z to Tanjung Tuan Forest Eco Park. Based on data gathered from 25 respondents, this study utilizes phenomenological semi-structured interviews to investigate the motivations and factors that influence the visit experiences of Gen Z. The results cast light on a number of significant factors that shape their experiences. Initially, internal drive emerges as a significant motivation, emphasising the significance of personal interest, curiosity, and a yearning for meaningful experiences. Secondly, the adaptability of convenience is identified as a significant factor, as Gen Z seeks experiences that are readily accessible and hassle-free. In addition, the study demonstrates that shifting conservation paradigms play a role in attracting this generation, as they prioritize sustainable practises and environmental awareness. Lastly, it is discovered that effective branding strategies have a significant impact on visitors' experiences, highlighting the importance of effective marketing and communication efforts. Understanding these factors can assist Tanjung Tuan Forest Eco Park's destination administrators and marketers in catering to the preferences and expectations of Gen Z, thereby enhancing their overall visit experiences.