Factors Affecting Generation Z’s Intention of Choosing a Tourism Destination

This study analyzes factors affecting Generation Z’s intention to choose a tourist destination. The authors applied the extension of the Theory of Planned Behavior (TPB) as the research model. This study employs both qualitative and quantitative research methods. Initially, the qualitative research was conducted to test the suitability and adjust the theoretical model, as well as to explore and supplement the observed variables used to measure the research concepts. The quantitative research involved a questionnaire survey administered to 569 Generation Z tourists in Vietnam from February to April 2024, using both in-person and online survey methods. The analysis results indicate that Attitude, Perceived Behavioral Control, Motivation, and Perception of Price have a positive influence on the Behavioral Intention of Generation Z tourists in Vietnam. However, the Subjective Norm factor does not affect Behavioral Intention, which is contrary to many previous studies. Therefore, this study provides a new perspective on the TPB model when applied to Generation Z in Vietnam. The research results offer significant theoretical and practical contributions to customer behavior theory in general and to provide more understanding of Generation Z tourists in particular.