<b>From Interaction to Sustainability: An Exploratory Study of Serbian Generation Z Conference Design Preferences</b>

This study examines conference design preferences among Generation Z participants, with a particular focus on technology-related and sustainability-oriented attributes. As this generational cohort becomes increasingly influential within the business events sector, understanding their expectations is essential for the future development of conferences. Survey data were collected from 257 Generation Z respondents in Serbia, all of whom had prior conference attendance experience. Exploratory factor analysis was applied to identify the underlying dimensions of conference design preferences. The results reveal a four-factor structure comprising experiential and personalized learning, sustainability and social responsibility orientation, technology-enhanced conference interaction, and virtual participation and networking. The findings indicate that Generation Z strongly values interactive digital technologies that enable real-time engagement with speakers and flexible participation formats. In addition, sustainability-related practices, including environmentally responsible and socially conscious initiatives, emerge as a distinct and influential dimension shaping conference attractiveness. The study concludes that technology integration and sustainability are central determinants of conference appeal for Generation Z rather than peripheral features. These findings offer practical recommendations for conference organizers and destination stakeholders seeking to design future-oriented conferences that align with the expectations of this emerging and increasingly important market segment. Article history: Received (February 5, 2026); Revised (February 15, 2026); Accepted (February 22, 2026); Published online (February 27, 2026)