Abstract
To fill the research gap regarding digital native consumers’ tourism behavior, this study evaluates the impact of electronic word-of-mouth (eWOM) and image congruity on Generation Z’s intention to visit An Giang. Data was collected from 292 respondents via quota sampling and analyzed using SPSS through reliability tests, Exploratory Factor Analysis (EFA), multiple regression, and difference testing (ANOVA/T-test). The results reveal three factors positively influencing travel intention in descending order: Image Congruity, eWOM Information Quantity, and eWOM Source Credibility. Notably, the hypothesis regarding the subjective norm was rejected. The study also identifies significant differences in travel intention based on age and congruity perception by anticipated length of stay. These findings point out that Gen Z’s tourism decisions are driven by personalization and empirical information rather than social pressure. These findings provide critical contributions for managers to reposition An Giang’s tourism brand and optimize eWOM strategies.
Keywords: An Giang, Electronic word-of-mouth, eWOM, Gen Z, Tourism intention.
JEL classification: M31, Z32, Z33
DOI: 10.63767/TCKT.37.2026.123.130
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
