Understanding Cultural Identity Formation through Heritage Awareness and Cultural Tendency among Generation Z

Abstract

Cultural heritage tourism offers younger generations opportunities to engage with cultural values, yet the psychological process by which cultural awareness becomes cultural identity remains poorly understood. This study examines the relationships among Cultural Heritage Awareness, Cultural Tendency, and Cultural Identity and investigates Cultural Tendency's mediating role among Generation Z tourists. This quantitative explanatory study used a cross-sectional survey of 119 Generation Z tourists who visited Vredenburg Fort, Yogyakarta. Data were collected via a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS. The results show that Cultural Heritage Awareness significantly affects Cultural Identity (β = 0.299; p = 0.011) and Cultural Tendency (β = 0.833; p < 0.000). Cultural Tendency also significantly affects Cultural Identity (β = 0.641; p < 0.000). Furthermore, Cultural Tendency significantly mediates the relationship between Cultural Heritage Awareness and Cultural Identity (β = 0.534; p < 0.000), indicating partial mediation. These findings suggest that cultural identity formation is a sequential psychological process in which awareness of cultural heritage develops into Cultural Tendency and ultimately contributes to cultural identity. The study extends Social Identity Theory in heritage tourism and highlights the importance of meaningful, participatory, and reflective heritage experiences for Generation Z.