What drives the travel switching behavior of Chinese Generation Z consumers

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