Exploring Cambodian Generation Z’s Perceptions of Urban and Rural Tourism Destinations: A Study of Destination Image, Travel Motivation, and Intention to Visit

This study explores Cambodian generation Z’s perceptions of urban and rural tourism destinations by examining the relationships of destination image, travel motivation, intention to visit, and a moderator of tourism destination type. Data were collected from 166 Cambodian generation Z and analyzed using SPSS Version 26 for descriptive statistics and reliability analysis and SmartPLS4 for assessing the measurement and structural models using PLS-SEM. The findings revealed that Cambodian generatio