THE RELATIONSHIP BETWEEN THE USE OF TRAVEL MOBILE APPLICATIONS AND THE SATISFACTION OF GEN Z TOURISTS IN DA NANG TOURISM DESTINATIONS

Abstract

This study aims to explore the relationship between the use of mobile applications and the overall satisfaction of Generation Z tourists at the Da Nang tourism destination. The research methodology includes collecting data from 350 survey participants, using a 5-point Likert scale to assess satisfaction with mobile applications and overall travel experiences. Five out of seven mobile applications, according to the classification of Kennedy-Eden and Gretzel (2012), including navigation applications (NA), social networking applications (SA), transactional applications (TA), information applications (IA), and entertainment applications (EA), were evaluated for their relationship with overall experience using Pearson correlation analysis on SPSS software. The results show that all five application groups have a positive correlation with the overall travel experience, with information and entertainment applications having the strongest influence. This study confirms the importance of mobile applications in contributing to the tourism experience in the context of digital transformation and suggests that tourism businesses should invest in developing and optimizing these applications to enhance tourist satisfaction.