How Climate Change Perceptions Shape Travel Decisions in Generation Z: Experimental Approach

This study utilizes an experimental design to explore how perceptions of climate change influence travel decisions among Generation Z. Facial coding technology was employed to capture both explicit and implicit emotional responses to climate-related visual stimuli from 120 participants. The results reveal a discrepancy between explicit statements and unconscious emotional reactions, emphasizing the significance of implicit processes in shaping destination choices. The findings indicate that concern about tourism’s environmental impact on climate change is more influential than general climate concern in altering travel behavior. Emotional responses to climate-related images were notably stronger than responses to textual information, particularly among women and environmentally conscious individuals. These findings highlight the critical role of emotional responses in influencing travel decisions and reflect Generation Z’s heightened environmental awareness. By integrating facial coding technology, this research represents a methodological advancement in tourism studies, offering novel insights into the unconscious emotional drivers of decision-making. The study has practical implications for tourism marketing and policy, suggesting that strategies targeting younger travelers should address both conscious and unconscious environmental concerns. By linking emotional engagement with sustainable tourism practices, these strategies can more effectively align with Generation Z’s environmental values.