Factors Influencing Omani Gen Z Tourists' Destination Choices: Does Gender Make a Difference?

Abstract

Research on the travel preferences of younger generations is the primary approach that tourism service providers should undertake, as they are one of the main target customers. The \"post-millennials\" or \"Generation Z (Gen Z)\" are the new generation, and they significantly influence how tourism is currently characterized by its goals and behaviours. As a result, the goal of this study is to evaluate the economic, personal, social and cultural aspects that affect Omani Gen Z tourists' choice of travel location. Additionally, gender-based differences among these aspects were also tested in the current study. Because the group being researched is heterogeneous, this study used descriptive research and implemented stratified sampling to ensure that each attribute was fairly represented. 228 participants responded to the survey that the study used to get the data. The following are the most important factors in the categories of personal, economic, social, and cultural: The location offers security and personal safety (4.35); the destination has low fees for using ATMs and currency exchange centres (4.12); the destination was recommended by social media and influencers (4.07); and traditional and Halal foods are available at the destination (4.30). Also, gender-based difference was found in social aspect only. By considering these factors, tour operators and tourist destinations can modify their products to better cater to Omani \"Gen Z\" travellers’ wants and interests and deliver a more genuine and immersive travel experience that takes into account their diverse demands and preferences.