What motivates the impulsive travel intentions of Generation Z? A study based on grounded theory and fsQCA

Impulsive travel has garnered increasing attention in recent years. However, existing research has paid limited attention to the psychological mechanisms underlying impulsive travel intentions, particularly among China’s Generation Z, who are significantly influenced by information technology. This study first employs grounded theory to identify the factors influencing impulsive travel intentions and then uses fsQCA to examine the combinatorial effects of these factors. The findings reveal that effectiveness of word-of-mouth, personal characteristics of opinion leaders, visual attraction, peer effect, personal motivation, and travel conditions all impact Generation Z’s impulsive travel intentions. The fsQCA results identify six pathways, categorised into two types: a personally-driven type oriented toward individual satisfaction, characterised by personal motivation and travel conditions, and an externally-driven type focused on external stimuli, including effectiveness of word-of-mouth, personal characteristics of opinion leaders, and peer effect. This study provides a novel perspective for understanding Generation Z’s travel behaviour intentions and offers empirical support for developing targeted marketing strategies.