Segmentation of generation MZ tourist based on constraints in rural tourism

This study aimed to identify tourism constraints that generation MZ (Millenials and Generation Z) experiences regarding rural tourism and to explore differences and among clusters based on these constraints. A total of 284 valid responses were used for a two-step clustering process which involved hierarchical cluster analysis to determine the number of clusters and non-hierarchical cluster analysis to determine the clusters. As a result, generation MZ was found to have a lack of interest, environmental discomfort, psychological discomfort, lack of time and financial resources, and peer influence regarding rural tourism. Based on these factors, three distinct groups were identified: the environmentally constrained group, the minimally constrained group, and the multi-constrained group. The environmentally constrained group consists of individuals who frequently engage in domestic travel but have limited experience in rural tourism. This group showed high intentions for tourism and word-of-mouth(WOM) recommendations. On the other hand, the minimally constrained segment had significantly more experience with rural tourism and preferred traveling with family or relatives. Lastly, the multi-constraint segment comprised over half of the respondents, who had no prior experience with rural tourism. They exhibited significant psychological distance from rural areas and demonstrated low behavioral intentions. This study addressed the limitations of previous studies and policies that presuppose generation MZ as a single group, and provided implications for revitalizing rural tourism through an in-depth understanding of the factors that may negatively affect generation MZ.