Title: RESEARCH ON MOTIVE FACTORS AFFECTING THE BEHAVIOR OF CHOOSING THE TYPE OF COMMUNITY TOURISM OF VIETNAMESE GEN Z
Authors:
Assoc, Ph.D. Hoang Thanh Tung, MSc. Le Thi Thu Trang and Le Nhat Linh
Abstract:
To study the motivational factors affecting the behavior of choosing community tourism of Vietnamese Gen Z, the research team surveys 333 young people, of which 231 have participated in community tourism, using SMARTPLS software to process collected survey data. Research results show that among the 4 factors considered with 95% confidence, 2 motivational factors influence the behavior of choosing the type of community tourism of Gen Z Vietnamese. Among them, “Motivation to spend time with family”(GD) has the strongest influence on the behavior of choosing the type of community tourism of Gen Z Vietnamese with an influence of 0.551; Next is the factor “Exploration experience motivation” (KP) with an influence level of 0.208; The two factors “Motivation to learn” and “Motivation to travel for nature” are not statistically significant enough to show the relationship to the behavior of choosing the type of community tourism of Vietnamese gen Z. Based on the analysis results, the research team has some discussions to stimulate community tourism based on the travel motivation of young tourists in particular and tourists in general.
Keywords: Tourism, community tourism, travel motivation, Choose type of tourism, gen Z, Vietnam.
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