Designing Gen Z-Centric Sustainable Tourism Strategies in Southeastern Mindanao Region of the Philippines using Conjoint Analysis

Emmanuel Joseph Sumatra; Roneliza Emelyn Ladroma; Rodilina Marte; Donna Vida Abrina

doi:10.55927/ajcs.v4i4.109

Authors

Emmanuel Joseph Sumatra Ateneo de Davao University
Roneliza Emelyn Ladroma Ateneo de Davao University
Rodilina Marte Ateneo de Davao University
Donna Vida Abrina Ateneo de Davao University

DOI:

https://doi.org/10.55927/ajcs.v4i4.109

Keywords:

Generation Z, Sustainable Tourism, Conjoint Analysis, Tourism Preferences, Eco-tourism

Abstract

This study explores the sustainable tourism preferences of Generation Z in Southeastern Mindanao, Philippines, through conjoint analysis. Based on a survey of 365 Gen Z respondents, the research identifies key factors influencing travel decisions, including sustainability, cost, group size, and trip duration. The results show that sustainable experiences (29.7%) and affordability (29%) are the most important factors in decision-making, with a marked preference for small group travel (28%). The ideal tourism combination includes eco-exploration, budget-friendly pricing, weekend getaways, and small groups (2-5 people). These findings provide valuable insights for tourism stakeholders to design offerings that align with Gen Z's demand for eco-conscious, affordable, and socially interactive travel, supporting sustainable tourism and economic growth in emerging destinations.

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