Gen Z’s intentions to pursue a tourism degree: A study based on the theory of planned behavior in Mexico

This study explores factors influencing Mexican Gen Z high school students’ intention to pursue tourism degrees, using the Theory of Planned Behavior. A validated questionnaire was applied to 310 students (ages 16–20). Results from factor analyses and structural equation modeling showed that attitudes toward tourism and subjective norms positively influenced intentions, while perceived behavioral control had a negative effect. Pre-pandemic interest predicted current intention, but COVID-19 perceptions did not. The tourism sector is recovering but faces a talent shortage; thus, understanding these influences is key. The study offers insights for vocational guidance and educational marketing in tourism.