GEN Z Tourists’ Intentions To Visit Sustainable Tourism Destinations
DOI:
https://doi.org/10.21111/at.v11i2.15566Keywords:
Theory of Planned Behavior, Electronic Word of Mouth, Moral ReflectivenessAbstract
This research aims to analyze the influence of Attitude, Subjective Norm, Perceived Behavioral Control, Electronic Word of Mouth (E-WOM) and Moral Reflectiveness on Gen Z tourists' intentions to visit sustainable tourism destinations, especially Mokey Forest Ubud. This research adopts Theory of Planned Behavior (Attitude, Subjective Norm, and Perceived Behavioral Control) which is expanded by including the variables Electronic Word of Mouth (E-WOM) and Moral Reflectiveness. The research approach used was quantitative with a purposive sampling technique, while data collection was carried out through a Google Forms questionnaire for 106 respondents. Data processing and analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) via the SmartPLS 3.0 application. The results of this research found that subjective norms, perceived behavioral control, and E-WOM had a positive effect on Gen Z tourists' intentions to visit sustainable tourism destinations in the Ubud Monkey Forest. This research also resulted in the finding that Moral Reflectiveness did not show a significant influence on Gen Z's intention to visit. Practically, the results of this research provide a basis for destination managers and the government in formulating strategies to increase visits, including through the use of Electronic Word of Mouth (E-WOM) via online platforms, providing more adequate facilities, and strengthening education regarding the principles of sustainable tourism.References
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