How to Make Decisions of Gen Z Travelers? Exploring The Influence of Perceived Risk, Online Review, and Price on Travel in Bali
DOI:
https://doi.org/10.59188/devotion.v4i6.516Keywords:
perceived risk; online review; price; travel decision; generation zAbstract
This study aims to examine how to make decisions of Gen Z influence of the current COVID-19 public health crisis on consumer risk perceptions, and what is more significant is how risk perceptions have the potential to influence tourist post-crisis recovery travel behavior. The research sample had 250 respondents. Baby Boomers, Gen Xers, and Millennials value input from their Gen Z kids. Gen Z is an individual from the most recent generation born between 1995 and early 2012. Multiple linear regression analysis was employed in this quantitative study. The result was: (1) Perceived Risk has no effect on Gen Z Travel Decision which a coefficient value is 0.061 (2) e-WOM Argument Quality (Online Review) has significantly influenced Gen Z Travel Decision which a coefficient value of 0.394 (3) Price has no effect on Gen Z Travel decision which the coefficient value is 0.375. The goal of the growth strategy is to increase sales, assets, earnings, or a combination of the three. This can be done through reducing costs, creating new items, improving the quality of existing products or services, or gaining access to a larger market. That approach may be used in other places that could become popular tourist destinations.
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Copyright (c) 2023 Putu Ayu Aryasih, Ida Bagus Putu Puja, Made Krishna Wira Gunawan, Brahmantya Agung Priharjuna, I Made Mahendra Putra
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