The tourism industry faces a significant challenge: securing a skilled and stable workforce. This is particularly acute in Spain, where the percentage of tourism workers under 25 is considerably lower than the European average. This study investigates the reasons behind Generation Z's reluctance to pursue tourism careers in their hometowns, specifically within the context of WHSs. The research focuses on Antequera, Spain, whose designation as a WHS in 2016 significantly impacted its tourism sector. The study explores four key dimensions: residents' positive perceptions of tourism development, negative perceptions of tourism development, community involvement, and place attachment, all within the framework of the Theory of Planned Behavior (TPB). This context is particularly relevant as it investigates a new behavioral domain (young people's intentions to work in the tourism industry) using established and innovative frameworks. Understanding these factors is crucial for attracting and retaining young talent in the tourism industry.

The study draws upon the Theory of Planned Behavior (TPB), which posits that behavior is determined by attitudes, subjective norms, and perceived behavioral control. The authors adapt the TPB framework to analyze Generation Z's intentions to work in tourism. Positive perceptions of tourism development and place attachment are considered attitudinal factors; community involvement reflects subjective norms; and negative perceptions represent perceived behavioral control. Existing literature highlights the impact of residents' positive and negative tourism perceptions on work intentions, but lacks sufficient analysis concerning WHS contexts and Generation Z. The review also explores place attachment and community involvement as antecedents to hometown work intentions, though their influence within the tourism industry remains understudied. The research aims to fill these gaps by examining the interplay of these factors within the unique context of a WHS.

Data collection involved surveying 315 Generation Z residents (aged 16-26) of Antequera from February to May 2020. The questionnaire included 25 indicators measuring five constructs: positive perceptions of tourism development (POS), negative perceptions (NEG), community involvement (COMM), place attachment (PLACE), and intentions to work in tourism (WORK). The methodology followed a comprehensive validation procedure before using partial least squares structural equation modeling (PLS-SEM) using SmartPLS software for data analysis. The appropriateness of the sample size was determined using G*Power 3. Factor analysis via SPSS validated the constructs. The PLS-SEM analysis assessed direct and indirect effects, employing bootstrapping to test the significance of relationships. The study rigorously examined measurement model validity (outer loadings, Cronbach's alpha, Dijkstra-Henseler's rho, composite reliability, average variance extracted, Fornell-Larcker criterion, HTMT), and structural model validity (VIF, R², Q²). The study accounts for skewness exceeding ±1 in data distribution. The methodology also includes a mediator analysis following guidelines from established academics to classify mediation types and variance accounted for (VAF).

The sample consisted predominantly of women (67.6%) with an average age of 21.7 years. 56.8% had a university degree or higher. PLS-SEM analysis revealed that: 1) Positive perceptions toward tourism development, place attachment, and community involvement all had a significant, positive direct influence on Generation Z's intention to work in tourism in their WHS hometown. 2) Negative perceptions showed no significant direct effect on work intentions. 3) Positive perceptions significantly and positively influenced both community involvement and place attachment. 4) Community involvement significantly and positively influenced place attachment and intentions to work in tourism. 5) Place attachment significantly and positively influenced intentions to work in tourism. 6) Positive perceptions had significant, positive indirect effects on work intentions through both community involvement and place attachment. 7) No significant indirect effects were observed for negative perceptions mediating work intentions or place attachment. Effect sizes (f²) indicated the strongest effect of community involvement on work intentions.

The findings confirm that Generation Z's attitudes toward tourism, sense of place, and community engagement are key drivers of their intentions to work in the tourism sector in their WHS hometown. The strong positive influence of community involvement underscores the importance of fostering active participation among young residents in tourism-related initiatives. The lack of a direct effect from negative perceptions suggests that while awareness of potential downsides exists, it does not override the positive aspects influencing work intentions. The mediating roles of community involvement and place attachment highlight the interconnectedness of these factors, emphasizing the value of promoting both for boosting tourism workforce engagement. The study results contribute to existing knowledge by expanding the application of the TPB to this specific context and revealing the nuanced interplay between perceptions, engagement, and career choices among Generation Z.

This study provides valuable insights into the factors shaping Generation Z's career intentions within the tourism industry of WHS hometowns. Positive perceptions, strong place attachment and community involvement are crucial. The significant mediating roles of community involvement and place attachment are highlighted. Future research could explore longitudinal analysis to track perceptions over time, investigate the impact of post-COVID-19 changes, replicate the study in other WHS locations, and expand the model to include additional factors influencing work intentions.

The cross-sectional nature of the data limits causal inferences. The data collection period predates the COVID-19 pandemic, potentially influencing results. The sample is specific to Antequera, limiting generalizability to other WHS contexts. The study could be further strengthened by incorporating qualitative methods to explore underlying motivations and perceptions in more depth.