Exploring Cambodian Generation Z’s Perceptions of Urban and Rural Tourism Destinations: A Study of Destination Image, Travel Motivation, and Intention to Visit

This study explores Cambodian generation Z’s perceptions of urban and rural tourism destinations by examining the relationships of destination image, travel motivation, intention to visit, and a moderator of tourism destination type. Data were collected from 166 Cambodian generation Z and analyzed using SPSS Version 26 for descriptive statistics and reliability analysis and SmartPLS4 for assessing the measurement and structural models using PLS-SEM. The findings revealed that Cambodian generation Z shows their strong desire for rural tourism destinations with abundant heritage, cultural, and natural resources in provincial areas over urban tourism destinations. Although Cambodian generation Z showed high intention to visit tourism destinations, no significant differences were found between urban and rural tourism destinations or between male and female groups. Furthermore, destination image does not directly affect intention to visit; however, travel motivation fully mediates this relationship. Moreover, tourism destination type significantly moderates destination image-travel motivation relationship and strengthens the destination image-travel motivation-intention to visit indirect effect. This study underlines the key role of travel motivation in shaping younger travelers’ behavior and provides substantial theoretical and practical implications for destination management and tourism development strategies concentrating on generation Z travelers.