🏕️ Non-luxury destinations? Gen Z won’t go?
Think again… research says otherwise.
Over 300 community-based tourism destinations across Thailand
are still struggling to compete with beaches and luxury resorts.
But is the problem really the communities… or the marketing?
.
TU-RAC invites you to explore the answer.
We bring insights from a research article published in the Journal of Social Research and Development (JMARD):
“The influence of service marketing mixon the behavioral intention of Generation Z travelers to participate in community-based tourism”
Published by the Thammasat University Research and Consultancy Institute
By Krissanabhat Boonchuayand Pongsavake Anekjumnongporn
School of Humanities and Tourism Management, Bangkok University
.
✨ Key Findings —
From a survey of 400 Gen Z respondents:
1️⃣ Gen Z wants to visit communities more than expected
Their intention to travel is at a high level.
They value meaningful experiences—not just luxury.
2️⃣ But it needs the right vibe
Atmosphere and environment matter most.
Beautiful, clean, aesthetic = Go ✅
3️⃣ It must be easy
Simple booking, convenient travel, clear information.
A smooth journey is essential.
4️⃣ Experiences must be story-worthy
Activities with local identity and cultural meaning
are more appealing than price promotions.
5️⃣ It must appear in their feed
Digital promotion directly influences decisions.
If it’s not online, it doesn’t exist for Gen Z.
.
🔍 Gen Z doesn’t seek luxury—
they want experiences they can feel, shoot, and share.
Communities that deliver this?
Gen Z will pack their bags on their own 🎒
.
💬 Are Thailand’s community-based tourism destinations
ready to speak the same language as Gen Z? 👀
.
📖 Read the full article here:
👉 https://he02.tci-thaijo.org/index.php/JMARD/article/view/278024/190219
