Identifying Behavioral Preferences of Generation Z in Adventure Tourism from Environmental Conservation Perspective

As tourist demographics evolve, shifting behaviors and growing environmental awareness are reshaping demand, with a notable increase in interest for specific types of tourism, such as adventure tourism, especially among the younger generation. This study aims to provide a comprehensive understanding of Generation Z tourists and to better identify their characteristics, features, and behavioral tendencies in the context of developing adventure tourism. This study is fundamental and uses a qualitative approach, including goal-directed observations and semi-structured interviews for data collection. Thematic analysis was conducted using the Attride-Stirling coding method, and data processing and the development of the final model were performed using ATLAS.ti software. The results yielded a total of 664 initial statements, 71 basic themes, 13 organizing themes, and 2 global themes. Results indicated that awareness of sustainable behaviors and adherence to the principles and criteria of sustainable behaviors are significantly higher among Generation Z compared to previous generations. The results indicate that Generation Z prioritizes meaningful experiences and nature interaction during adventure travel, showing a strong eagerness to learn, embrace sustainability, and participate in eco-friendly activities. Additionally, Generation Z seeks ways to enhance sustainability in their tourism activities while also being interested in supporting the communities they visit.