Destination attributes affecting travel intention: research on generation Z

Abstract

Destination attributes play a significant role to attract tourists to destinations. It is important to identify which aspects of a destination are considered in destination choice process and effects on intention to travel in order to be successful in tourism industry. Additionally, it is necessary to recognize and cope with the changes in the key factors and the way they interact. Demographic changes, is one of the important one, is a key driver in tourism market. Destination attributes and travel intentions are important researched areas in the field of tourism. There are limited number of research explored the factors affecting travel intentions of Gen Z. This research explores a possible explanation of effects of destination attributes (accommodation services, price and variety, facilities and tour, and sport and entertainment) on intention to travel. This effect is examined with a sample of young people who are a member of generation Z from Turkey. Data was collected from 196 respondents belonging to Gen Z (anyone was born between 1996 to 2012). The data was obtained in two techniques: online (Google forms) and face to face between 13-27 June using convenience sampling. We used SPSS, version 22, for the normality test, descriptive statistics, Exploratory Factor Analysis (EFA), and multiple regression analysis. Unlike the previous studies which are generally based on factors that affect travel intention from the point of international travelers or local people, this study examines the destination attributes which have an impact on travel intentions of Gen Z. The results of the study indicated that accommodation services and price and variety impacts travel intention of Gen Z. However, facilities and tour and sport and entertainment did not have significant impact on travel intention. The findings of this research highlight that accommodation service, price and variety, facilities and tour, and sport and entertainment are important factors for Gen Z. Therefore, it can be argued that destinations with these attributes will be in a more competitive position in the future. Another important finding is accommodation service and price, and variety attributes have significant impact on travel intention. Decision-makers should focus on promoting accommodation service and price and variety opportunities on video-sharing or online platforms. Especially hoteliers should formulate strategies to increase accommodation service quality. Also, hoteliers should consider on pricing when designing offerings. Because Gen Z are price sensitive, and price of product is critical element for them.