FACTORS INFLUENCING GEN-Z INTENTION TO VISIT RURAL TOURISM: DOSOON COMPANY CASE

• Main Author: Fernando, Deo
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57220
• Institution: Institut Teknologi Bandung

Tourism plays an important role in economic growth. One type of tourism is rural tourism which provides natural and cultural attractions. Rural tourism can contribute to village development by empowering people around and preserving nature. However, the development of rural tourism in Indonesia is still lacking and needs lots of research to make it more advanced. Dosoon is one of the startups that focussed on village development. Dosoon is a platform that helps tourists both local and international to connect with rural tourism in Indonesia. One of the problems faced by Dosoon is how to increase the number of travelers to visit rural tourism. Based on Dosoon’s team analysis, Gen-Z is such a potential visitor to rural tourism because more than one-third of the population is Gen-Z and this generation also loves to travel and connect with new people in different regions. This research will analyze factors that influence Gen-Z's intention to visit rural tourism. The independent variables in this research are destination image, motivation, perceived service quality, and word of mouth (WOM). Through this research the author used a quantitative method by distributing a questionnaire and data collection will be analyzed by using multiple linear regression. In this study, the author found out that motivation and word of mouth are the factors that significantly influence Gen Z intention to visit rural tourism. Furthermore, Gen Z wants to visit a destination in rural tourism to get out of the daily routine where natural beauty and culture are important factors for them to visit.