This study explores Cambodian generation Z’s perceptions of urban and rural tourism destinations by examining the relationships of destination image, travel motivation, intention to visit, and a moderator of tourism destination type. Data were collected from 166 Cambodian generation Z and analyzed using SPSS Version 26 for descriptive statistics and reliability analysis and SmartPLS4 for assessing the measurement and structural models using PLS-SEM. The findings revealed that Cambodian generatio