<![CDATA[AbstractTourism in West Sumatra has grown rapidly in recent years, creating stronger competition for young talent, particularly Generation Z. Unlike previous generations, Gen Z places greater emphasis on Work–Life Balance (WLB) and Organizational Attractiveness (OA) when evaluating career opportunities. This study investigates how WLB and OA shape Intention to Apply (IA), with Person–Organization Fit (P–O Fit) as a mediating factor. Data were collected from 100 tourism students and graduates in West Sumatra and analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS), which is suitable for complex models with relatively small samples. The findings reveal that WLB has a positive effect on OA, P–O Fit, and IA. OA also enhances both P–O Fit and IA, while P–O Fit not only predicts IA directly but also mediates the impact of WLB and OA on IA. Moreover, OA partially mediates the link between WLB and IA, highlighting its role in translating organizational policies into applicants’ intentions. The study suggests that tourism organizations should promote WLB practices and strengthen OA to attract Gen Z talent more effectively. Future research could involve larger samples and cross-industry settings to broaden the generalizability of the results.Keywords: Work Life Balance; Organizational Attractiveness; Person Organization Fit; Intention to Apply; Generation ZAbstrakPariwisata di Sumatera Barat berkembang pesat dalam beberapa tahun terakhir, sehingga persaingan untuk menarik talenta muda semakin ketat, khususnya Generasi Z. Berbeda dengan generasi sebelumnya, Gen Z lebih menekankan pentingnya Work Life Balance (WLB) dan Daya Tarik Organisasi (Organizational Attractiveness/OA) dalam memilih karier. Penelitian ini bertujuan menganalisis pengaruh WLB dan OA terhadap Niat Melamar (Intention to Apply/IA) dengan Kesesuaian Individu Organisasi (Person Organization Fit/PO Fit) sebagai variabel mediasi. Data diperoleh dari 100 responden yang merupakan mahasiswa dan lulusan pariwisata di Sumatera Barat, kemudian dianalisis menggunakan Structural Equation Modeling Partial Least Squares (SEM–PLS), yang sesuai untuk model kompleks dengan sampel relatif kecil. Hasil penelitian menunjukkan bahwa Work Life Balance berpengaruh positif terhadap Organizational Attractiveness, Person Organization Fit, dan Intention to Apply. Organizational Attractiveness juga meningkatkan Person Organization Fit Fit dan IA, sedangkan P–O Fit tidak hanya memengaruhi IA secara langsung, tetapi juga memediasi pengaruh WLB dan OA terhadap IA. Selain itu, OA terbukti memediasi hubungan antara WLB dan IA, menegaskan perannya dalam menerjemahkan kebijakan organisasi ke dalam niat melamar. Penelitian ini merekomendasikan agar organisasi pariwisata memperkuat praktik WLB dan citra organisasi untuk menarik Gen Z secara lebih efektif. Penelitian selanjutnya disarankan melibatkan sampel lebih besar dan perbandingan lintas industri guna memperluas generalisasi.Kata Kunci: Work Life Balance; Daya Tarik Organisasi; Kesesuaian Individu Organisasi; Niat Melamar; Generasi Z]]>
