Jie Xiao, Jian Xu
This study explores Generation Z’s behavioral intentions toward blind-box travel, a surprise-based tourism model gaining popularity among digital-native consumers. Addressing a gap in tourism behavior literature, the study integrates the Theory of Planned Behavior and Technology Acceptance Model with personality traits such as innovativeness, exploration tendency, and risk-taking tendency. A total of 460 valid responses were collected via an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling. Results show that perceived ease of use, usefulness, enjoyment, subjective norms, and behavioral control significantly predict intentions, while personality traits influence intentions indirectly through cognitive and emotional pathways. These findings deepen understanding of technology-mediated tourism behavior among younger travelers. Practical implications include developing gamified, intuitive platforms, using AI to enhance personalization, and promoting blind-box tourism through peer influence and social media. The study offers actionable insights for tourism operators targeting Generation Z in a rapidly evolving digital travel landscape.