DETERMINANTS INFLUENCING GENERATION Z TOURISTS’ CHOICE OF COMMUNITY-BASED TOURISM DESTINATIONS IN HOI AN CITY, QUANG NAM: A STUDY BASED ON THE THEORY OF PLANNED BEHAVIOR

Abstract

Community-based tourism is becoming popular and attracting many types of tourists, including generation Z tourists. This study was conducted to determine the factors that motivate generation Z to choose community-based tourism destination in Hoi An city based on the theory of planned behavior. Through conducting a survey, the present study collected data from 364 generation Z tourists and tested hypotheses using structural equation modeling. The results showed that all factors of the theory of planned behavior, including attitude towards behavior, subjective norms, and perceived behavioral control, positively affected behavioral intention; at the same time, perceived behavioral control and behavioral intention directly affected generation Z's behavior in choosing community-based tourism destination in Hoi An city. The study's findings serve as a reference for related studies and contribute to helping managers and local communities understand the travel behavior of generation Z tourists, thereby proposing development strategies to attract generation Z tourists in the future.