Economics and Business
ISSN 2775-9237 (Online)
Published: 29 October 2023
Motivating Factors and Online Behavior Influencing the Choice of Community-Based Tourism Preferences of Generation Z in Vietnam
Nguyen Thi Van Anh, Pham Minh Hoang
University of Labor and Social Affairs, Le Quy Don High School for the Gifted
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Keywords: Motivations, Online Behavior, Decision-Making, Community-Based Tourism Preferences, Young People, Gen Z, Vietnam
The research examines the motivations for community-based tourism with four types, including "Learning," "Spending time with family," "Nature," and "Experience - Exploration." The investigation involved scrutinizing each statement using Likert 5-scale questions. Among the four motivations for Gen Z in Vietnam participating in this type of tourism, the "Enjoying nature" motivation has the highest average score of 4.22 and is the only one that reached the threshold of "Strongly Agree." For those young people who intend to engage in community-based tourism, similar to those who have already participated, the "Enjoying nature" motivation has the highest average score, with 4.15 points. The group that has already participated shows a significant difference in the data regarding the level of online behavior before participating in tourism. Concerning the travel behavior of "Reading travel reviews on social media," it is the most commonly performed activity, with 95.65% in the group that has participated and 9.259% in the group with the intention to participate.
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