Application of the Theory of Planned Behavior (TPB) to Predicte the Behavior of the Millennial Generation in Revisit Intention

Agus Fitriyanto

Abstract


Traveling for tourism is essential for improving well-being. Millennials and Gen Z are projected to be the most frequently traveled generations in 2023. The National Socioeconomic Survey (SUSENAS) recorded that 63.43% of travelers in Indonesia are from Gen Z and Gen Y. Motivation for self-development, psychological needs, and the influence of high social media attention are strong drivers of frequent travel among Millennials and Gen Z. Belitung Regency has high potential in terms of natural tourism, such as beaches with white sand and exotic rocks. This is a unique attraction for tourists to visit, thus boosting the economy, especially in the hotel industry. The presence of 4-star hotels such as Fairfield by Marriott, Swissbel-Resort, Santika Premiere Beach Resort, Golden Tulip, and BW Suites in Belitung Regency reflects the high demand for quality accommodation services. This can be a unique attraction for tourists to enjoy the natural beauty of Belitung Regency, supported by hotel accommodation facilities that prioritize quality and provide comfort for tourists in every moment. Positive reviews from tourists reflect the well-developed hotel accommodation in Belitung Regency. Data from the Central Statistics Agency of the Bangka Belitung Islands Province records 22 (twenty-two) star-rated hotels in Belitung Regency. In the 2020-2021 period, the occupancy rate of star-rated hotels in Belitung Regency decreased by 3.5%, and in 2021-2022, it increased by 35.79%. After a significant increase in the previous period, hotel management in Belitung Regency was unable to maintain this positive trend, resulting in a 1.1% decrease in 2022-2023, with the highest decline in 2023-2024, at 15.18%. 


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