A Hybrid PLS-SEM–ANN–Fuzzy Logic Framework for Modelling Digital, Social, and Emotional Drivers of Generation-Z Heritage Tourism

Generation Z (Gen-Z) is emerging as an important tourism market segment whose heritage tourism behaviour is shaped by digital, social, emotional, and experiential factors. This study develops and empirically examines an OR-AI framework integrating Partial Least Squares Structural Equation Modelling (PLS-SEM), Artificial Neural Networks (ANNs), and Fuzzy Logic (FL) to investigate relationships among Social Media Influence, Peer-Based Influence, Initial Triggers, Emotional Drivers, and Experiential Preferences. Survey data from 150 Gen-Z respondents were analysed through a multi-stage approach. PLS-SEM identified the strongest structural association between social media influence and initial trip triggers, while emotional drivers showed the strongest direct association with experiential preferences. ANNs complemented this analysis by identifying model-relative predictive importance and potential nonlinear patterns. FL was used to derive the Gen-Z Heritage Activation Quadrant (GZ-HAQ) and Heritage Activation Index (HAI). The resulting HAI of 0.224 indicated a low level of heritage activation. These findings highlight the potential value of immersive cultural experiences and emotionally engaging interpretation in strengthening Gen-Z heritage tourism involvement.