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Unveiling the Influence of Electronic Word of Mouth: Exploring Generation Z’s Travel Behavior through Perceived Risk in Tourism Destination

Volume: 151  ,  Issue: 1 , June    Published Date: 26 June 2024
Publisher Name: IJRP
Views: 74  ,  Download: 38 , Pages: 957 - 969    
DOI: 10.47119/IJRP1001511620246876

Authors

# Author Name
1 Donna S. Lubalan, CGSP
2 Dindo D. Silud, PhD.

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.