Online Rural Tourism Providers : Analyzing Generation Z’s Intention to Visit Rural Destinations

Abstract

Tourism plays an important role in the 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. One of the problems is how to increase the number of travelers to visit rural tourism. 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.

Keyword:Rural Tourism, Generation Z, Behavioral Intention.