Factors affecting the intention to purchase accommodation services when traveling in Sa Dec City, Vietnam of gen Z

Abstract

Sa Dec Flower Village, Vietnam can be regarded as the Flower City with hundreds of beautiful and strange flowers. The number of young people, especially Generation Z, traveling in Sadec is increasing day by day. The study mentions the factors influencing Gen Z behavior and purchase intent when traveling, particularly to Sa Dec tourist destinations. Research identifies observed variables to build a questionnaire and conduct interviews with experts in the research field. Besides, the study through surveying 300 people, and from the survey results of the questionnaire, coding variables, and using SPSS 20.0 software to process data and test the reliability of the scale, the object, and scope of the research are young people of Generation Z from 18-25 years old. The results show that Sa Dec City lodging establishments need to catch the trend of potential customers – Generation Z – from whom they can provide direction and develop appropriate programs to attract and satisfy this customer group.