THE INFLUENCE OF MOTIVATION AND PREFERENCES ON GENERATION Z’S TRAVEL EXPERIENCE THROUGH DIGITAL ENGAGEMENT

Generation Z integrates digital technologies into travel planning, experiences, and evaluation. This study aims to test the influence of motivation and preference on the travel experience through digital engagement as a mediating variable. A cross-sectional quantitative survey used purposive sampling to collect responsed from 170 Generation Z aged 15–28 years in the Bali tourism context. Data were analyzed using Partial Least Squares–Structural Equation Modeling (SEM-PLS). Motivation and preference positively influenced digital engagement, with preference the stronger predictor. Digital engagement positively influenced travel experience and partially mediates the relationship between motivation and travel experience. It fully mediates the relationship between preference and travel experience because the direct effect of preference is not statistically significant. The measurement model satisfied validity and reliability criteria. The structural model demonstrated strong predictive relevance (R² for digital engagement = 0.599; R² for travel experiences = 0.537) and adequate fit (SRMR = 0.067). Theoretically, the study identifies digital engagement as the behavioral pathway linking pshychological drivers to Generation Z’s travel experience and demonstrates that motivation and preference operate through different mediation patterns. Practially, destination managers should design searchable, interactive, and shareable digital touchpoints that help Generation Z travel motives and preferences enrich travel experiences.