Universalism values on sharing accommodation among domestic Gen Z tourists in China: the moderating effects of ICT use habit / Xinzheng Qi and Aslinda Mohd Shahril

As part of a broader set of sharing economy practices, sharing accommodation has grown enormously in recent years. There is growing acceptance of sharing accommodation as a pathway for responsible tourism, which coincides with universalism value. Taking Gen Z adults as the research target, this study explored the effect of universalism personal value on tourists’ attitudes and behavior intentions regarding the choice of sharing accommodation products in a Chinese context. Additionally, the moderating effects of the habit of ICT use were tested to observe whether it strengthened the influence of universalism personal value on tourists’ attitudes. Online questionnaires were distributed to the respondents to obtain the information. To examine the relationship, the analysis was done using SPSS and AMOS for empirical analysis. The findings showed that for Chinese Gen Z adult tourists, universalism-concern personal value positively related to the tourists’ attitude to sharing accommodation, and the tourists’ attitude also has a significant effect on sharing accommodation choice behaviour intention compared with traditional hotel. However, the hypothesis that universalism-nature personal value will positively influence tourists’ attitude was not supported. Besides that, habit of ICT use strengthens the relationship between universalism-concern personal value and tourists’ attitude, but the hypothesis of the moderation role of habit of ICT use between universalism-nature and attitude was not supported in this study.