Research on Factors Affecting Smartphone Use on Generation Z's Travel Intention to Ha Giang Province

In the context of widespread digital transformation, smartphone usage has become a prevalent consumer behavior, particularly in the tourism activities of Generation Z—digital citizens who have matured in a technology-driven era. This study aims to investigate the factors influencing travel intention of Generation Z to Ha Giang Province, a high-potential tourism destination that has yet to fully leverage the advantages of digital technology. Grounded in the extended Technology Acceptance Model (TAM), the research integrates a quantitative survey with a case study focusing on Gen Z respondents in Bac Tu Liem District (Hanoi). Analytical methods employed include Cronbach’s Alpha reliability analysis, Exploratory Factor Analysis (EFA), Pearson correlation, and multiple linear regression using SPSS 26.0. The findings identify four key determinants that positively influence travel intention: (1) perceived usefulness, (2) perceived ease of use, (3) user attitude toward smartphone usage, and (4) the impact of digital content and social media. Based on the empirical results, the study proposes several managerial implications, including the development of localized smart tourism applications, optimization of digital marketing strategies through social media platforms, and enhancement of digital experiences at tourist destinations. These findings offer both theoretical and practical contributions to the strategic formulation of digital marketing policies and the promotion of smart tourism development, especially in mountainous provinces like Ha Giang.