Factors affecting the attraction of Hoi An ancient town towards generation Z tourists
Published: July 28, 2026
Abstract
This study identified and evaluated the factors influencing the attraction of Hoi An ancient town towards Generation Z tourists. In this study, 202 Generation Z tourists were surveyed through a questionnaire. The surveyed data were processed by Cronbach's alpha, EFA, regression analysis, and model testing. The study’s results showed that there are six factors influencing the attraction of Hoi An ancient town towards Generation Z tourists. These factors, listed in the descending order of influence, are status expression needs, influence of social media, tourism resources, cuisine, infrastructure, and healing needs.
Keywords
attraction factorstouristsGeneration ZHoi An ancient town.
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