What drives the travel switching behavior of Chinese Generation Z consumers

Purpose As Chinese Generation Z consumers have distrust over traditional advertising and marketing, this study focuses on user-generated content (UGC) travel apps to demonstrate the structural relationship among expertise of amateur information publisher, interactive atmosphere, quality, expectation confirmation, perceived trust, experiential satisfaction switching intention. Design/methodology/approach This carried out a questionnaire-based survey obtained 356 valid questionnaire copies that were analyzed with equation. Findings The publisher atmosphere UGC positive effects trust; confirmation trust satisfaction, has negative Practical implications results should encourage app developers use visual so as achieve higher quality information, foster cordial enhance publishers by selecting best candidate, thus spurring design marketing activities popular consumers. Originality/value argues new-generation their specific appeals in tourist market. It explores apps, which are order deepen personnel's understanding