<![CDATA[Purpose: This study addresses the limited comparative evidence on how social influence shapes tourism visitation decisions across generational cohorts. It examines and compares the influence of social factors on visitation decisions among Millennials and Generation Z at Aroma Peko Tourism Park, Kayu Aro Tea Plantation.Research Methodology: A quantitative comparative research design was employed. Data were collected through Likert-scale questionnaires from 60 respondents consisting of Millennials and Generation Z visitors. Data were analyzed using validity and reliability tests, multiple linear regression, t-tests, F-test, and coefficient of determination.Results: Social factors had a positive and significant influence on visitation decisions among Millennials (t = 3.441; p = 0.001) and Generation Z (t = 2.515; p = 0.015). The standardized regression coefficient was higher for Millennials (β = 0.439) than for Generation Z (β = 0.321). Simultaneously, social factors significantly influenced visitation decisions (F = 26.544; p < 0.001), explaining 48.16% of the variance in visitation decisions.Conclusions: Social influence is an important determinant of visitation decisions across both generational groups, with a higher observed coefficient among Millennials. The study extends tourism consumer behavior research by applying a generational comparison of social influence in an agro-tourism destination.Limitations: This study is limited to a single tourism destination with a relatively small sample size of 60 respondents, which may restrict the generalizability of the findings to broader tourism contexts.Contributions: Despite these limitations, this study provides insights into generational differences in tourism decision-making and offers practical implications for social and digital-oriented destination marketing.]]>
