Consumer traits of Chinese Generation Z tourists: Scale development and the role of destination attractiveness

Consumer traits of Chinese Generation Z tourists have recently garnered increasing scholarly attention but remain underexplored in tourism research. This study uses a mixed-methods approach to develop and validate a multidimensional scale of consumer traits and to examine their effects, as well as the effect of destination attractiveness, on travel inspiration and behavioral intention. Study 1, based on in-depth interviews and exploratory factor analysis, identifies five dimensions: self-expression, self-identity, self-concept, self-exploration, and self-reflection. Study 2, grounded in Social Cognitive Theory, shows that self-expression, self-identity, self-exploration, and self-reflection positively influence travel inspiration, whereas self-concept has no significant effect. Destination attractiveness also positively affects travel inspiration, which in turn enhances behavioral intention. This study contributes by developing a measurement scale for Chinese Generation Z tourists’ consumer traits and by clarifying how these cohort-relevant traits operate in tourism. It also offers practical implications for destination managers seeking to better engage this cohort.