Applying Stimulus-Organism-Response (Sor) Adoption for Predicting Generation Z’s Intention to Visit Tourism in Indonesia

The decline in tourist visits in Indonesia due to the Covid-19 pandemic has raised concerns because the tourism sector has significantly contributed to the country’s economy. Tourism managers should investigate what motivates Generation Z to have the intention and decision to visit tourist attractions. Many studies utilized TPB and TRA to examine models of intention to visit tourist attractions. This research aims to develop a comprehensive SOR-based model to reveal the psychological mechanism of the intention and decision to visit tourist attractions. An online questionnaire was employed to gather cross-sectional data for this study. Generation Z, totaling 250, from five major islands in Indonesia, participated in this study. The collected data were analyzed using the Warp PLS application. Social media marketing and destination attractions were stimuli influencing the intention to visit (organism). Furthermore, the intention to visit (organism) significantly affected the decision to visit. The SOR theory successfully conceptualized a model of Generation Z’s intention to visit tourist destinations. This model could comprehensively describe clearly the psychological mechanism of the emergence of the intention to visit. The psychological mechanism began from the stimuli (social media marketing and destination attractions) influencing the organism (intention to visit), eventually producing a response (decision to visit).