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http://dx.doi.org/10.13106/jafeb.2021.vol8.no2.1043

Travel Intention to Visit Tourism Destinations: A Perspective of Generation Z in Vietnam  

NGUYEN, Viet Hoang (Faculty of Tourism Studies, Vietnam National University)
TRUONG, Thi Xuan Dao (Faculty of Tourism Studies, Vietnam National University)
PHAM, Huong Trang (Faculty of Tourism Studies, Vietnam National University)
TRAN, Duc Thanh (Faculty of Tourism Studies, Vietnam National University)
NGUYEN, Pham Hung (Faculty of Tourism Studies, Vietnam National University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.2, 2021 , pp. 1043-1053 More about this Journal
Abstract
The purpose of this research is to investigate the impacts of gen-Z's perception of consumer-generated content on social media on their travel intention with the mediating role of travel motivation push and pull. An online questionnaire survey of a total of 369 samples was conducted with the participation of gen Z in the most important cities across Vietnam. The model was analyzed using Structural Equation Modeling (SEM) using AMOS program 22 to investigate model relationships and all hypotheses are significant. The findings indicated that gen Z values the usefulness of social media and they use social media for knowledge-seeking (push factor), and this leads to their intention to visit a destination. SEM analysis also reveals that gen Z tends to use social media to find accessibility to any destinations and they are motivated highly with destinations that have clear and easy access, for example, no visa requirement or neighboring destinations. As the result, they have better intentions to visit these destinations. This research will help marketers, especially marketing specialists to gain a better understanding of gen Z, thus implement better marketing techniques to target gen Z.
Keywords
Generation Z; Social Media; Travel Intention; Travel Motivation;
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