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One policy fits all? a Bayesian network analysis of digital nomad decision-making among Korean Millennials and Gen Z

Jungmin Choi

Information Technology & Tourism2026https://doi.org/10.1007/s40558-026-00367-1article
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Abstract

This study challenges conventional market segmentation strategies for digital nomads by revealing that their policy preferences are characterized by core homogeneity with peripheral heterogeneity. We analyze the residential and workspace selection decisions of 1,000 Korean Millennial and Gen Z digital nomads using a four-tier hierarchical framework and Bayesian network modeling. Our analysis identified that key policy interventions, such as the activation of full remote work, development of smart city infrastructure, and enhancement of coworking spaces, share common core decision pathways (digital infrastructure chain) while exhibiting group-specific drivers across all examined groups—including current practitioners, previous experiencers, and interested individuals. The simulation results show that a full remote work policy has the strongest potential impact (an increase of 0.426) on the intention to adopt a digital nomad lifestyle. These findings suggest that “Core Integration + Peripheral Differentiation” policy strategies may be more effective and resource-efficient than highly segmented approaches in attracting this demographic. By pioneering the application of Bayesian networks in this field, our research provides a robust, evidence-based model for understanding complex decision-making processes and offers actionable insights for destinations competing for the growing digital nomad population.

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https://doi.org/https://doi.org/10.1007/s40558-026-00367-1

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@article{jungmin2026,
  title        = {{One policy fits all? a Bayesian network analysis of digital nomad decision-making among Korean Millennials and Gen Z}},
  author       = {Jungmin Choi},
  journal      = {Information Technology & Tourism},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1007/s40558-026-00367-1},
}

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