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

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.