Research on the intention of choosing Khanh Hoa tourism destination of generation Z tourists in Vietnam

Abstract

This study analyzes factors affecting generation Z’s intention to choose a tourist destination. This study employs both qualitative and quantitative research methods. Questionnaire survey administered to 569 generation Z tourists in Vietnam from February to April 2024. The analysis results indicate that attitude, perceived behavioral control have a positive influence on the behavioral intention of generation Z tourists in Vietnam. However, the subjective norm factor does not affect behavioral intention, which is contrary to many previous studies. In addition, the results of ANOVA analysis show that there are differences in behavioral intentions between tourist groups with different frequencies. Research results offer significant theoretical and practical contributions to customer behavior theory in general and to provide more understanding of generation Z tourists in particular.