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Unveiling the Influence of Electronic Word of Mouth: Exploring Generation Z’s Travel Behavior through Perceived Risk in Tourism Destination
Open AccessJournal Type: Research/Technical NoteSubject: Business StudiesSubject Field: Hospitality & Tourism ManagementVolume:151, Issue: 1, June, 2024Publish Date: 26 June 2024

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Pages: 957-969

Abstract

This research aimed to investigate the mediating role of electronic word of mouth on the relationship between perceived risk and travel behavior of generation Z on tourism destinations in the province of Davao Occidental. The studys respondents were three hundred seventy-seven Gen Z drawn out from the total population using stratified random sampling. Three adapted survey questionnaires were administered to measure the level of perceived risk, travel behavior, and electronic word-of-mouth (e-WOM). The major findings of the study revealed very high perceived risk and travel behavior among Gen Z tourists. Additionally, the tourists level of e-WOM was found to be high. Results showed a positive relationship between perceived risks and electronic word-of-mouth, indicating that very high levels of perceived risks are associated with high levels of e-WOM. Similarly, a positive relationship was observed between travel behavior and electronic word-of-mouth, suggesting that very high travel behavior levels are associated with high levels of e-WOM. Furthermore, the study found that perceived risk significantly impacts tourists travel behavior and e-WOM, emphasizing the importance of travel behavior in the perception of tourists regarding risk and their practice of e-WOM. Lastly, it was revealed that e-WOM mediates the association between perceived risk and travel behavior.

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