Generation Z Tourists’ Attitude, Experience, And Visit Intention To Local Coffee Shops In Davao City

Abstract

This study uses the Theory of Planned Behavior to predict human behavior, focusing on Generation Z tourists in Davao City. The research uses quantitative methods, including means, standard deviations, and Pearson's r, to examine the relationships between attitudes, experiences, and visitation intentions of these tourists. The study found that positive attitudes towards local coffee shops lead to positive experiences and higher intentions to revisit them. The findings indicate a strong positive correlation between tourists' attitudes and experiences, a 0.614 correlation between attitudes and visit intention, and a 0.693 correlation between experiences and visit intention. Positive first impressions in local coffee shops create unforgettable experiences, which in turn strengthen strong intentions to return. The strong correlation between attitude and visit intention emphasizes the importance of initial impressions. In conclusion, the study suggests that local coffee shops can play a significant role in attracting and retaining tourists by providing a positive attitude, experience, and visit intention. This research highlights the importance of positive first impressions in attracting and retaining tourists in the coffee industry.