Factors affecting travel decision: A study on urban Generation Z in Bangladesh

Abstract

The motivation of travel decisions varies across generations indicating different demographic groups. The recent dominance of domestic tourism in Bangladesh is mainly evidenced by Generation Z population. However, factors affecting the travel decisions of this demographic group remain largely unnoticed. This study aims to explore the factors that affect the travel decisions of tourists (Generation Z) residing in urban areas in Bangladesh. In addressing the research aim, a quantitative research approach has been employed. Data were collected from 385 respondents using a questionnaire on a 5-point Likert scale. The collected data were statistically analyzed using descriptive statistics, reliability, validity, regression analysis, and variance analysis. The findings reveal that the travel decision of urban generation Z in Bangladesh is greatly influenced by several factors, including the destination's natural beauty, safety and security, accommodation, transportation, and communication system, budget and time, local cuisine, attitude of local people, availability of touristic information, technology, guiding facilities, shopping facilities, climate, cultural, religious, and indoor activities, price of the products, cleanliness, parking facilities, medical and health care facilities, experience, word of mouth, quality of the supporting services, personal emotion, and expectation. This study is expected to help the tourism industry practitioners as well as policymakers in formulating strategies to attract Generation Z category tourists in Bangladesh by considering their decision making factors.