Factors influencing gen Z tourism destination choice behavior using social media

Lee, Uen Chian (2023) Factors influencing gen Z tourism destination choice behavior using social media. Final Year Project, UTAR.

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Abstract

Travel is a trendy activity in Gen Z population nowadays. Besides, Gen Z destination choice behavior is influenced by a variety of factors that reflect the unique characteristics and preferences of this population that are shaped by the digital age and evolving sociocultural dynamics. The main objective of this research is to examine the factors that influence Gen Z tourism destination choice behavior using social media. According to the collected data, it is concluded that among the seven independent variables, which are perceived trust (PT), hedonic motivation (HM), habit (HA), performance expectancy (PE), effort expectancy (EE), social influence (SI), and facilitating conditions(FC). There are five variables, which are PT, HM, HA, PE, and EE identified as the factors that will influence the Gen Z destination choice behavior. After examining the relationship between independent variables and dependent variable, the conclusion of summary of hypothesis testing result will come out to make judgement on all the variables. Therefore, it will be explained in detail in Chapter Two. Besides that, this research survey was distributed to the respondents through Google Form, and collected 399 responses from Gen Z. Furthermore, the research methodology will be well explained in Chapter Three. Moreover, Statistical Package for Social Science (SPSS) version 25 is used to analyze all the data collected. In the ending part of this research, some major findings will be conferred. The implications, limitations, and recommendations for future research will also be includeding it.

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