Motivating Factors and Online Behavior Influencing the Choice of Community-Based Tourism Preferences of Generation Z in Vietnam
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Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
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doi
open access

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

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

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doi

10.31014/aior.1992.06.04.538

Pages: 39-55

Keywords: Motivations, Online Behavior, Decision-Making, Community-Based Tourism Preferences, Young People, Gen Z, Vietnam

Abstract

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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