Preferences of Generation Z in Doing Cultural Activities in Kuching

This research study aims to identify the preferences of Generation Z regarding cultural activities in Kuching, the factors influencing their decisions to participate, and the most effective social media strategies to promote cultural activities to them. The researcher adopted a quantitative approach by distributing questionnaires to 384 Generation Z respondents from Kuching, Samarahan, and Serian divisions. After collecting the data, descriptive and correlation analyses were conducted to identify the correlation between Generation Z’s preferences for cultural activities and push factors, pull factors, and social media promotion strategies. The findings of this study can be useful for those responsible for organizing cultural activities in Kuching, especially in understanding the kind of activities that Generation Z prefers to participate in and developing promotional strategies that cater to them.