The Impact of Generation Z's Tourism Motivation on Tourism Satisfaction and Intention to Recommend

This study aims to analyze the impact of Generation Z's tourism motivation on tourism satisfaction and intention to recommend, aiming to better understand the relationships among these variables in the context of young travelers. As Generation Z emerges as a significant segment in the tourism market, their unique preferences and behaviors require deeper exploration to inform both academic understanding and practical applications. A survey was conducted with Generation Z tourists who had traveled within the past year, and a total of 200 valid responses were collected. The results of the analysis are as follows: First, tourism motivation significantly influences tourism satisfaction. Second, tourism motivation has a significant effect on the intention to recommend. Third, tourism satisfaction significantly affects the intention to recommend. This study identifies the relationships between tourism motivation, tourism satisfaction, and intention to recommend, offering both academic and practical implications.