INNOVATION OF TOURISM PRODUCTS “ INVESTIGATING THE GEN-Z'S VISIT INTENTION TOWARD THE HOMESTAY IN MALAYSIA”

Abstract

Generation Z, known for their pursuit of authenticity and meaningful experiences, represents a dynamic and influential demographic in Malaysia's tourism industry. This study explores the travel preferences of Generation Z, focusing on their inclination towards homestays as a preferred accommodation choice. Homestays offer an immersive platform for cultural exchange, enabling young travellers to connect deeply with local communities and traditions. Aligned with Generation Z's values, these experiences provide a sense of authenticity that resonates with their desire for meaningful travel. Furthermore, the popularity of homestays underscores the enduring trend of sustainable tourism, emphasizing eco-conscious practices and fostering community development. By examining this shift in travel behaviours, the study highlights the potential of homestays to shape Malaysia's tourism landscape, catering to a generation that prioritizes responsible and impactful travel.