Factors Influencing the Selection of Travel Agencies and Tour Operators by Generation Z Travelers in China

The abstract explores Generation Z’s preferences in selecting travel agencies and tour operators for their travel needs. This demographic, which consists of the first digital generation, significantly values technology and online presence. This study delves into the factors influencing Generation Z’s choice, such as personalization, price, sustainability, authenticity, convenience, reputation, and social media impact. Encompassing 26% of the global population, Generation Z places high importance on work-life balance and life happiness. They rely on social media for product discovery (97%), communicating through smart phones, and consuming digital content extensively. The paper focuses on discerning how these preferences impact their choice of travel services, given their unique characteristics. The study employs quantitative data collection through questionnaires, involving descriptive statistics and mathematicalstatistical methods for analysis. The results contribute to understanding the nuanced factors affecting Generation Z’s choices, culminating in a conclusion that highlights the most influential determinants and their implications for the travel industry. As the first fully digital generation, Generation Z’s distinctive preferences are poised to reshape the landscape of travel agency and tour operator services.