Memorable experience and future demand for wellness tourism in Malaysia: a study on Gen Z’s perceptions

Purpose As we emerge from the pandemic, the Global Wellness Institute (GWI) predicts that the wellness economy will return to its pre-pandemic robust growth. Malaysia, with its rich cultural heritage, diverse natural resources and well-developed infrastructure, is an attractive destination for wellness tourism. This research aims to investigate the perception of Generation Z (Gen Z) on memorable experiences and future demand of wellness tourism in Klang Valley, Malaysia. Design/methodology/approach The research uses a quantitative cross-sectional approach wherein a self-administered survey was used for data collection from 190 Gen Z respondents living in the Klang Valley. Partial Least Squares-Structural Equation Modelling (PLS-SEM) was employed for analysis. Findings The study revealed that memorable tourism experience significantly contributed to behavioural intention and mediated the relationship between travel motivation and behavioural intention toward wellness tourism. Overall, the findings are expected to provide significant insights for Malaysia to become a leading destination for wellness tourism. The study outcomes should have implications for tourism policymakers, industry practitioners and marketers seeking to develop and promote wellness tourism in Malaysia. Originality/value This research explores Gen Z’s travel behaviours, motivations for wellness tourism, experiences and expectations of wellness tourism in the future. There is insufficient literature that explores these factors with regard to Gen Z focusing in the Klang Valley, Malaysia.