Electronic word-of-mouth communication, motivation, and potential tourist attractions influencing adventure tourism decisions in Guangxi Province for Generation Z tourists in China
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Abstract
The purpose of this study were 1) To study the level of importance of electronic word-of-mouth communication, motivation, tourism resource potential, and adventure travel decision-making among Generation Z tourists in Guangxi Province, China. 2) the factors affecting adventure travel decision-making among Generation Z tourists in Guangxi Province, China. The population is Generation Z tourists in Guangxi Province, China. This is a survey research. The research instrument used was a questionnaire. The statistics used to analyze the data included descriptive statistics such as frequency, percentage, mean, standard deviation, and inferential statistics such as multiple regression analysis.
The study found that 1) electronic word-of-mouth communication, motivation, potential, and adventure tourism decision-making among Generation Z tourists in Guangxi Province, China are important and at a high level, and 2) factors of electronic word-of-mouth communication, motivation, and tourism potential significantly affect adventure tourism decision-making among Generation Z tourists in Guangxi Province, China at a statistical significent level (p < .05), and can predict 64.10% of the variance in the decision travel.
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