Motivating Factors for Generation Z Participation in Mosque Tourism

Abstract

Mosque tourism has emerged as an important component of Islamic and cultural tourism in Malaysia. Despite strong institutional support, participation among younger visitors, particularly Generation Z (Gen Z), remains limited. This study explores the motivations influencing Gen Z participation in mosque tourism activities in Malaysia. A qualitative research design was employed using semi-structured interviews with five Gen Z visitors who had experienced mosque tourism. The findings reveal that Gen Z participation in mosque tourism is primarily motivated by educational and cultural learning, immersive and reflective experiences, and digital relevance. While architectural aesthetics attract initial interest, sustained engagement depends on meaningful interpretation and experiential design. The study is limited to four mosques in Peninsular Malaysia. Mosque tourism initiatives should integrate youth-oriented storytelling, experiential learning, and respectful digital engagement. Enhancing youth engagement contributes to cultural continuity and to the appreciation of heritage among younger generations. This study provides youth-centred empirical insights into the motivation for mosque tourism, drawing on experiential theory in the Malaysian context.