Do-it-yourself versus packaged tours: A generational comparison of post-pandemic travel choice among Filipino Gen Z and Millennials

This study examines post-pandemic domestic travel choices—specifically Do-It-Yourself (DIY) travel versus packaged tours among Filipino Generation Z (Gen Z) and Millennials. Utilizing a convergent parallel mixed-methods design, quantitative survey data and qualitative open-ended responses were gathered from active domestic travelers in the Philippines. The Theory of Planned Behavior (TPB) and Self-Determination Theory (SDT) served as interpretive frameworks to evaluate decision considerations alongside a thematic analysis of travel trade-offs, integrating both strands to contextualize cohort patterns. Findings indicate a predominant preference for DIY travel overall, with Gen Z demonstrating a stronger inclination toward independent travel compared to Millennials, who show a higher relative preference for packaged tours. Freedom and personalization emerged as primary decision considerations for both cohorts. However, secondary priorities diverged: Gen Z emphasized safety and social media influence, whereas Millennials prioritized cost and environmental impact. Qualitatively, while DIY travel fosters autonomy, it induces planning fatigue; conversely, packaged tours offer convenience but face criticism for schedule rigidity. These integrated insights inform customizable hybrid tour products and targeted destination management strategies for emerging generational markets.