Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

TikTok, Gen Z, and the Overtourism Dilemma:

The Role of Fear of Missing Out (FOMO)

Ariyaporn Sakulsom* Silpakorn University International College (Thailand).

*Corresponding author.

ENLIGHTENING TOURISM: A

PATHMAKING JOURNAL

journal homepage: https://uhu.es/publicaciones/ojs/index.php/et

ABSTRACT

This study examines how TikTok content shapes

Generation Z’s travel decision-making by exploring the

roles of perceived destination image, Fear of Missing Out

(FOMO), and perceived overtourism within the Stimulus–

Organism–Response (S-O-R) framework. A quantitative

survey of 300 international Gen Z tourists aged 18–27

with prior travel experience or the intention to visit

Thailand was conducted, and structural equation

modeling (SEM) was employed to test the hypothesized

relationships. The findings reveal that the informativeness

of TikTok travel content significantly enhances both

perceived destination image and FOMO. While

destination image strongly predicts destination choice

intention and mediates the relationship between

informativeness and intention, FOMO does not exert a

significant direct effect on travel decisions. Notably,

perceived overtourism moderates two key pathways: it

weakens the positive impact of informativeness on

destination image and diminishes the effect of destination

image on choice intention. These results highlight the

cognitive primacy of destination image in Gen Z’s travel

planning and underscore the moderating role of

sustainability concerns. The study advances the

theoretical understanding of digital media’s influence on

tourism behavior and offers practical implications for

destination marketers seeking to engage socially-

conscious travelers through content strategies that

balance inspiration with responsibility.

RESUMEN

Este estudio examina cómo el contenido de TikTok influye en la

toma de decisiones de viaje de la Generación Z, explorando el

papel de la imagen percibida del destino, el miedo a perderse

algo (FOMO) y la percepción de sobreturismo dentro del

marco Estímulo-Organismo-Respuesta (S-O-R). Se realizó una

encuesta cuantitativa a 300 turistas internacionales de la

Generación Z, de entre 18 y 27 años, con experiencia previa en

viajes o intención de visitar Tailandia, y se empleó un modelo

de ecuaciones estructurales (SEM) para comprobar las

relaciones hipotéticas. Los hallazgos revelan que el carácter

informativo del contenido de viajes de TikTok mejora

significativamente tanto la imagen percibida del destino como

el FOMO. Si bien la imagen del destino predice con fuerza la

intención de elección del destino y media la relación entre el

carácter informativo y la intención, el FOMO no ejerce un

efecto directo significativo en las decisiones de viaje. Cabe

destacar que la percepción de sobreturismo modera dos vías

clave: debilita el impacto positivo del carácter informativo en

la imagen del destino y disminuye su efecto en la intención de

elección. Estos resultados resaltan la importancia cognitiva de

la imagen del destino en la planificación de viajes de la

Generación Z y subrayan el papel moderador de las

preocupaciones sobre la sostenibilidad. El estudio profundiza

en la comprensión teórica de la influencia de los medios

digitales en el comportamiento turístico y ofrece implicaciones

prácticas para los profesionales del marketing de destinos que

buscan conectar con viajeros con conciencia social mediante

estrategias de contenido que equilibren inspiración y

responsabilidad.

KEYWORDS

Destination Image; FOMO (Fear of Missing Out);

Generation Z; Overtourism; TikTok; Travel Decision-

Making

PALABRAS CLAVE

Imagen del destino; FOMO (miedo a perderse algo);

Generación Z; Sobreturismo; TikTok; Toma de decisiones de

viaje

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

1. INTRODUCTION

TikTok has rapidly transformed how

destinations are discovered and imagined,

particularly among Generation Z. Unlike traditional

marketing channels or even earlier social media

platforms like Instagram and YouTube, TikTok’s

short-form, algorithm-driven content facilitates

immersive and viral storytelling that captivates

young audiences (Qiu, Li, & Choi, 2024). As

destinations are increasingly framed through these

curated digital narratives, tourist behavior is being

shaped in more nuanced ways than previously

understood (Tham, Chen, & Durbidge, 2024). Gen

Z, characterized by their digital nativity and socially

conscious values, often engages with travel content

that strikes a balance between entertainment and

practicality (Seyfi, Hall, & Strzelecka, 2025). While

visually appealing content on TikTok may spark a

desire to travel, it can also contribute to

overexposure and crowding at specific destinations,

a phenomenon now widely recognized as

overtourism (Gössling et al., 2020). This paradox

creates a psychological tension: the desire to follow

trends and avoid missing out (FOMO) versus the

concern for sustainability and authenticity (Tandon

et al., 2021). To cope with anxiety and maintain

social connections, individuals often feel a strong

urge to imitate others and conform to group behavior

(Elhai et al., 2016). This tendency is closely linked

to the fear of missing out, which stems from two key

psychological drivers: the desire to belong—rooted

in the need for interpersonal relationships (Beyens et

al., 2016)—and the fear of social exclusion, or being

isolated from the mainstream (Przybylski et al.,

2013; Alt, 2015). Understanding how these forces

interact is essential for predicting travel decision-

making in a post-digital landscape.

Thailand, one of the world's most tourism-

dependent economies, offers a compelling backdrop

for this investigation. In 2024, tourism accounted for

approximately 12% of Thailand’s GDP, with over

35.5 million international arrivals generating around

USD 52.81 billion in revenue (Puthong, 2025). Post-

pandemic recovery strategies have placed a heavy

emphasis on social media marketing, with the

Tourism Authority of Thailand actively leveraging

platforms like TikTok to rejuvenate international

tourist interest (Tourism Thailand, 2023). TikTok

has emerged as a particularly powerful tool due to its

ability to rapidly popularize lesser-known

destinations and promote themed campaigns

targeting younger demographics. However, this

strategy has also accelerated challenges related to

overtourism as viral content often directs

overwhelming numbers of tourists to ecologically

sensitive or culturally saturated sites.

Thailand currently lacks a coherent regulatory

framework governing the intersection of social

media and tourism marketing which has produced

mixed outcomes. On the positive side, platforms

such as Instagram, Facebook, YouTube, and travel

blogs have greatly increased visibility for Thailand’s

destinations, fueling demand, creating jobs, and

boosting local incomes, especially in peripheral or

rural areas. The Tourism Authority of Thailand’s

recent launch of “TAT Connex,” a platform linking

influencers with tourism businesses, reflects

attempts to harness this potential more

systematically (Tourism Authority of Thailand,

2024).

However, the absence of regulation around

influencer marketing, manipulated content, and

transparency has contributed to negative

consequences. Overtourism in hotspots such as

Phuket, Yaowarat (Bangkok’s Chinatown), and

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

other heritage areas strains infrastructure, degrades

natural environments, raises the cost of living for

locals, and erodes cultural authenticity (Sirikulpisut

& Weerasophon, 2025). Regulatory gaps include the

lack of specific laws requiring influencers to label

promotional or manipulated content clearly, weak

oversight of environmental carrying capacities at

popular sites, and limited policy instruments to

distribute tourist flows more evenly. Going forward,

Thailand needs targeted regulations for influencer

disclosures, stricter enforcement of accommodation

and environmental standards, and policies that

balance growth with the protection of cultural,

environmental, and social systems.

The case of Thailand vividly illustrates the dual-

edged sword of TikTok-driven tourism. For

example, environmental damage caused by

excessive tourism led to the closure of Maya Bay

(Koh & Fakfare, 2020), a situation recent analyses

link, in part, to viral social media content (Tham,

Chen, & Durbidge, 2024). Numerous locations

across Thailand, including Maya Bay and Phi Phi

Leh, are facing pressures from visitor numbers that

sometimes exceed their capacity (Peeters et al.,

2018). This makes Thailand a compelling case study

for investigating the psychological tension between

aspirational travel fueled by social media and

growing concerns about sustainability.

Simultaneously, the increasing awareness of

environmental degradation and overcrowding at

popular destinations underscores the importance of

understanding how the perception of overtourism

influences Gen Z's travel choices. This generation is

becoming a dominant force in the travel industry,

with a significant majority (66%) using social media

platforms to discover and plan their trips

(Karlovitch, 2025), highlighting the critical role of

social media in shaping their decisions. In addition,

according to WYSE’s New Horizons 5 study (2025),

youth and student travelers account for 23% of

international arrivals, more than 296 million trips in

2023, underscoring the growing significance of

global youth travel.

To explore these dynamics, this study employs

the Stimulus–Organism–Response (S-O-R) model

(Mehrabian & Russell, 1974). Within this

framework, the informativeness of TikTok content

acts as the stimulus. The organismic variables are

perceived destination image and FOMO. Finally,

destination choice intention represents the

behavioral response. Furthermore, this study

investigates whether perceived overtourism acts as a

moderator, influencing how destination image

affects travel intentions. This moderating effect will

shed light on how Gen Z's growing commitment to

sustainability and ethical tourism values might

temper the allure of popular, potentially

overcrowded destinations. Ultimately, the findings

will contribute valuable insights for destination

management organizations and tourism stakeholders

seeking to engage with this influential demographic

responsibly and sustainably. This is particularly

significant for many countries in Southeast Asia,

such as Thailand, Vietnam, and Malaysia, as well as

countries in Europe, such as Italy and Spain, which

rely heavily on the tourism industry as a major

source of national income (Eurostat. (n.d.).

2. LITERATURE REVIEW

TikTok’s Ascendancy in Shaping Tourism

Decisions: Evidence from Thailand

Generation Z’s digital fluency has propelled

platforms like TikTok into a central role in shaping

how this demographic approaches tourism decision-

making. These global dynamics are vividly

illustrated in Thailand, where iconic sites such as

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

Maya Bay and Chiang Mai’s Old City have seen

dramatic visitor surges following viral TikTok trends

(Koh & Fakfare, 2020). The appeal of TikTok to Gen

Z lies in its format of short-form, visually compelling

videos, which, as Băltescu and Untaru (2025)

suggested, effectively blend perceived authenticity

with aspirational travel experiences. This shift

represents a significant departure from traditional

tourism marketing, where information was primarily

disseminated through brochures, websites, and

advertisements. TikTok’s innovation lies in its ability

to empower everyday users and influencers to share

travel narratives characterized by authenticity,

relatability, and spontaneity—attributes that

Kozinets et al. (2010) highlighted as crucial in

shaping perceptions and travel intentions. Beyond

mere inspiration, TikTok functions as a primary

source of information during the early stages of travel

planning for younger audiences. Research by Jeong

and Shin (2020) further emphasized the impact of

personalized and interactive content on user

satisfaction, suggesting that these elements accelerate

content spread within dynamic online environments.

Given this influence is particularly salient among

Gen Z, whose digital familiarity aligns seamlessly

with TikTok’s content delivery and algorithmic

personalization, it is crucial to acknowledge Gen Z’s

preference for brief, visually engaging, and easily

digestible content. TikTok’s distinctive features,

such as short-form video, integrated editing tools,

and powerful algorithms, have transformed how

information is shared and consumed (MacKinnon et

al., 2021). Research shows that the platform's format

supports the adaptation of news content to its unique

trends and logic, making it more engaging for

younger audiences (Cheng & Li, 2023; Conner,

2023; Klug & Autenrieth, 2022). With its global

reach and strong visual appeal, TikTok is well-

positioned to deliver news effectively across diverse

demographic groups (Truong & Kim, 2023).

Yamagishi et al. (2023) suggested that user-

generated content (UGC) can significantly shape

their decision-making processes by eliciting both

emotional and cognitive responses. Building on this,

studies by Fong et al. (2024) indicated that TikTok

videos, especially those featuring influencers and

educational content, play a critical role in shaping

destination preferences and travel intentions among

Gen Z. TikTok’s personalized feed curation enhances

user engagement by presenting travel content tailored

to individual interests, thereby deepening the

emotional connection to the showcased destinations.

The impact of UGC on travel perceptions and

choices cannot be overstated. Huang et al. (2024)

noted that the virality of travel-related posts is often

amplified by the trust users place in content created

by peers and influencers, which is perceived as more

authentic and reliable than traditional advertisements.

This is echoed in Wijaya et al. (2024), who confirmed

that UGC enhances destination imagery and

positively influences tourists’ intentions to visit. In

Thailand’s competitive tourism landscape,

leveraging authentic UGC has become a strategic

imperative for destination marketers seeking to both

attract and manage visitor flows (World Tourism

Organization et al., 2019). Thus, UGC is increasingly

vital in contemporary destination marketing

strategies.

Despite the growing body of research on the

influence of social media in tourism decision-

making, academic inquiry has historically

concentrated on platforms such as Instagram and

YouTube, where visually driven storytelling has

long been recognized as central to influencing travel

aspirations (Thakur et al., 2024). However, while

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

these platforms share visual elements with TikTok,

a gap remains in the literature regarding TikTok’s

unique impact. One key distinction is the contrast

between UGC and content produced by official

tourism boards. Wang et al. (2020) argued that UGC

is often perceived as more authentic and relatable

than official promotional content, which may be

viewed as polished and commercially biased,

potentially diminishing its impact on prospective

travelers. Martins et al. (2025) further highlighted

the credibility of UGC as a pivotal factor influencing

modern travel decision-making, underscoring its

role in shaping destination images and travel

intentions.

Theoretical Framework: Stimulus-Organism-

Response (S-O-R)

The Stimulus-Organism-Response (S-O-R)

framework, developed by Mehrabian and Russell

(1974) in environmental psychology, is a valuable

tool for understanding how external stimuli affect

internal psychological states, which then influence

behavior. In digital tourism, especially on platforms

like TikTok, the Stimulus is the informativeness and

emotional engagement of short-form video content.

These user-generated videos capture attention

through visual appeal and immersive storytelling,

drawing viewers into a destination’s narrative

(Hossain, Sheikh, & Islam, 2025). The Organism

phase refers to psychological responses triggered by

these stimuli, particularly in regard to how they

shape perceived destination image. As Baloglu and

McCleary (1999) noted, destination image is critical

in travel decisions, and user-generated content such

as travel vlogs and influencer posts can strongly

influence it by offering authentic, relatable

depictions. Moreover, the FOMO (Fear of Missing

Out) effect, amplified by TikTok’s viral nature,

heightens emotional responses, motivating viewers

to act on their desire to experience what they see (Bui

et al., 2022). The final phase, the Response, is

destination choice intentions—the likelihood an

individual will choose to visit a location based on

stimuli and internal states (Deng, Lin, & Chen,

2021).

However, the stimulus-organism-response

relationship is not always direct. External factors,

like concerns about overtourism, can moderate this

process. As Jang and Park (2020) suggested that

heightened overtourism awareness—especially when

amplified by negative UGC or media—can reduce

the desire to visit, even if the initial stimulus

(appealing content) is strong. Thus, the S-O-R

framework, with these adaptations, offers a

comprehensive theoretical approach to

understanding how digital travel content, internal

perceptions, and contextual factors interact to shape

tourists’ destination choices.

Stimulus: Informativeness

In digital tourism marketing, informativeness is a

pivotal content attribute that significantly shapes

tourist perceptions and behavioral responses.

Defined by the depth, clarity, and usefulness of

content, informativeness enhances cognitive fluency,

strengthens credibility assessments, and aids in the

formation of clear destination impressions. For

example, Yang, Khoo-Lattimore, and Arcodia (2017)

highlighted that a lack of reliable information

increases uncertainty, hindering travelers' ability to

form clear destination impressions. On platforms like

TikTok, informativeness becomes especially

impactful when practical travel insights, such as

lodging options, tips, and cultural experiences, are

embedded in visually engaging short-form videos.

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

For instance, Thailand’s diverse cultural sites, such

as Chiang Mai’s temples or Phuket’s beaches, are

often highlighted in TikTok content, providing

potential visitors with helpful travel tips and

destination information. This synthesis of utility and

entertainment provides concrete cues that reduce

ambiguity, foster trust, and strengthen perceived

destination image (Abbasi et al., 2023).

For Generation Z, who value authenticity,

transparency, and functional content,

informativeness is central in forming favorable

attitudes toward travel destinations (Djafarova &

Rushworth, 2017). Moreover, informative TikTok

content can trigger emotional responses such as fear

of missing out (FOMO), particularly when framed

within aspirational, peer-driven narratives. In

Thailand’s competitive tourism landscape, where

certain destinations like Maya Bay or Bangkok’s

urban attractions are frequently featured, the intensity

of FOMO can influence Gen Z’s emotional

engagement with destination-related content.

Przybylski et al. (2013) associated FOMO with

emotional urgency and unmet social connection

needs, while Tandon et al. (2021) emphasized its

amplification through social comparison. For Gen Z,

such content intensifies the desire to replicate shared

travel experiences, fostering emotionally driven

perceptions and feelings. This is particularly relevant

for Thailand, where viral TikTok content often

amplifies interest in specific destinations among Gen

Z audiences. Thus, informativeness plays a dual role,

influencing both cognitive evaluations and emotional

responses in the digital tourism context. Based on this

discussion, the following hypotheses are proposed:

H1: Informativeness in TikTok travel content

positively influences Gen Z’s perceived destination

image.

H2: Informativeness in TikTok travel content

positively influences Gen Z’s FOMO among Gen Z

viewers.

Organism: Perceived Destination Image and

FOMO

In the context of Gen Z’s travel behavior,

particularly in destinations like Thailand, where sites

such as Maya Bay and Chiang Mai frequently go

viral on TikTok, perceived destination image and fear

of missing out (FOMO) serve as key psychological

mechanisms influencing decision-making. Perceived

destination image is a multifaceted construct that

encompasses cognitive (knowledge), affective

(emotional), and symbolic (associative) impressions

that individuals form about a place (Baloglu &

McCleary, 1999). On TikTok, these impressions are

shaped by visually engaging, short-form, and

emotionally charged content. The app's algorithm

facilitates the rapid spread of viral travel imagery,

which can amplify both positive attributes, such as

natural beauty or cultural charm, and negative

aspects, such as overcrowding or overhyped

destinations. For example, Thailand’s Maya Bay

experienced a sudden influx of visitors following

viral videos, contributing to its temporary closure to

allow ecological recovery (Koh & Fakfare, 2020).

For instance, research on Barcelona and Chinese

tourists highlighted a potential link between social

media exposure and overtourism, revealing how

online popularity can contribute to real-world

congestion (Alonso-Almeida, Borrajo-Millán, & Liu,

2019). These dynamics suggest that destination

image is no longer formed solely through traditional

media, but is also actively reconstructed via social

media’s visual narratives. When framed positively,

such imagery can enhance travel intentions (Fakeye

& Crompton, 1991).

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

TikTok’s influence also extends into the

emotional realm through FOMO, a psychological

response triggered by the perception that others are

enjoying rewarding experiences without you

(Przybylski et al., 2013). FOMO is particularly

salient among Gen Z, a demographic deeply

immersed in social media culture. The constant flow

of peer-generated content generates urgency and

fosters a strong desire to replicate these shared travel

experiences (Tandon et al., 2021). In the Thai

context, trending clips of street-food tours in

Bangkok or island hopping in Krabi often spark

intense FOMO among young travelers, with the

allure of trending travel moments showcased in user-

generated content (UGC) often prompting impulsive

travel decisions (Yamagishi et al., 2023). This

emotional drive can sometimes overshadow rational

considerations, such as environmental sustainability

or concerns about destination saturation (Harahap et

al., 2024).

Together, perceived destination image and

FOMO represent dual cognitive-emotional pathways

through which TikTok shapes Gen Z’s travel

decisions. While destination image reflects how

attractive or fitting a destination appears based on

visual and informational cues, FOMO adds urgency

and emotional weight to the decision-making

process. These intertwined mechanisms help explain

why Gen Z travelers are drawn to destinations

frequently showcased on TikTok. These intertwined

mechanisms are especially pronounced in Thailand,

where viral content can transform quiet towns into

overcrowded hotspots almost overnight.

Furthermore, perceived destination image and

FOMO may serve as mediators in the relationship

between informativeness in TikTok content and

destination choice intention. The informative content

not only shapes these psychological responses, but

also amplifies their influence on travel decisions.

Based on this, the following hypotheses are

proposed:

H3: Perceived destination image positively

influences Gen Z’s destination choice intention.

H4: FOMO positively influences Gen Z’s destination

choice intention.

H5: Perceived destination image mediates the

relationship between informativeness in TikTok

travel content and Gen Z’s destination choice

intention.

H6: FOMO mediates the relationship between

informativeness in TikTok travel content and Gen

Z’s destination choice intention

Response: Destination Choice Intention

Destination choice intention, representing the

behavioral "Response" in the Stimulus-Organism-

Response (S-O-R) model, marks the final stage in the

decision-making process where external stimuli,

such as the informativeness of TikTok content, are

processed through internal evaluations like perceived

destination image and emotional reactions such as

FOMO. Defined as the conscious likelihood or

predisposition to select and visit a destination

featured in social media content, it is a key precursor

to actual travel behavior (Fishbein & Ajzen, 1975).

This destination choice intention may manifest

through making travel plans, researching

destinations, checking availability, or sharing

content, indicating a strong interest (Phau, Quintal, &

Shanka, 2014).

A central element of destination choice intention

is its dependence on positive destination perceptions,

often shaped by engaging and informative content on

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

platforms like TikTok. Prior studies found a strong

link between favorable destination images and

increased visit intentions (Fakeye & Crompton,

1991). In Thailand, content showcasing street-food

tours in Bangkok or temple explorations in Chiang

Mai exemplifies how positive visuals can boost the

intention to visit. This link is further reinforced by

FOMO, which heightens the desire to replicate social

media experiences, especially when they appear

enjoyable and widely shared (Tandon et al., 2021).

For Gen Z, who are highly responsive to social media

content, the blend of informative videos and

emotional appeal significantly strengthens

destination choice intention.

Although not equivalent to actual travel,

destination choice intention is a valuable early

indicator of potential tourism demand, reflecting the

initial phase where external cues and emotional

evaluations begin to shape travel considerations

(Fishbein & Ajzen, 1975). This initial inclination,

driven by factors like destination image, precedes

the stronger commitment of travel intention, which

involves concrete actions such as booking, as

highlighted by the Theory of Planned Behavior

(Ajzen, 1991). In Thailand, understanding these

early intentions is vital for managing peak seasons

and sustainable planning. Furthermore, tourism

research supports the notion that a positive

destination image significantly influences this

preliminary choice intention (Fakeye & Crompton,

1991), while the emotional pull of experiences

showcased on platforms like social media, often

linked to FOMO, can also strongly sway these initial

considerations (Tandon et al., 2021). Understanding

these early influences on destination choice

intention, particularly those driven by readily

accessible stimuli like social media content, is

crucial for marketers aiming to identify and engage

potential travelers before they reach the stage of firm

travel plans.

Moderator: Perceived Overtourism

Perceived overtourism, which refers to travelers'

recognition of overcrowding, environmental

degradation, and mass visitation's negative impacts

on destination quality, can significantly weaken the

appeal of even highly-rated destinations (Capocchi et

al., 2019). For instance, Thailand's Maya Bay and Phi

Phi Islands have faced severe congestion, leading to

policy-driven management interventions, including

government-mandated temporary closures and

access regulations (Koh & Fakfare, 2020).

Overtourism has become a prominent global

challenge over the past two decades, evolving from

localized congestion to a recognized issue with

significant environmental and social consequences

that necessitate regulatory and institutional

responses, rather than direct economic effects in

isolation. In many destinations, these consequences

are addressed through legally grounded governance

mechanisms, such as visitor caps, zoning regulations,

and conservation policies, which indirectly shape

tourism market conditions. As online content

increasingly features popular spots, viral TikTok

videos of Thai hotspots like the Full Moon Party on

Koh Phangan can amplify perceptions of crowding

even before travel is planned (Tham, Chen, &

Durbidge, 2024). For Gen Z travelers, known for

their heightened social and environmental

consciousness, frequent online exposure to certain

destinations fosters awareness of regulation-driven

sustainability concerns such as overcrowding (World

Tourism Organization et al., 2019).

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

While informative TikTok content generally

enhances a destination's image by offering valuable

insights and reducing uncertainty, the presence of

overtourism cues—such as packed spaces,

environmental stress, or lost local charm—can create

cognitive dissonance that undermines this effect

(Yousaf et al., 2021). Gen Z viewers, particularly

attuned to sustainability concerns, may discount

informative content that simultaneously portrays the

negative consequences of mass tourism. Thus,

perceived overtourism may moderate the relationship

between informativeness and perceived destination

image by weakening the positive influence

informativeness when concerns about overtourism

are high. This awareness, coupled with their values,

can then influence their intention to visit such

destinations (Dolnicar, 2020). When individuals

perceive a destination as suffering from

overtourism—through visible congestion, pollution,

or loss of authenticity—it may weaken the positive

effect of a favorable destination image on their travel

intentions. Research indicates that perceived

crowding and environmental degradation can reduce

satisfaction and willingness to visit or revisit a

destination (Papadopoulou, Ribeiro, & Prayag,

2022).

Perceived overtourism also moderates the

relationship between perceived destination image

and travel intention. While an appealing or culturally

rich image stimulates interest, a high level of

overtourism perception introduces a conflicting

evaluation, potentially prompting travelers to

reconsider their choices due to anticipated negative

experiences. In Thailand, recent sustainable tourism

initiatives in places like Krabi and Chiang Mai have

aimed to mitigate these effects by promoting off-peak

travel and ecotourism (World Tourism Organization

et al., 2019). For Gen Z, who increasingly embrace

ethical consumption and sustainability, these

perceptions serve as important decision-making

filters (Wang et al., 2020). Based on this, the

following hypotheses are proposed:

H7: Perceived overtourism negatively moderates the

relationship between informativeness in TikTok

travel content and Gen Z’s perceived destination

image, such that the positive effect of

informativeness on perceived destination image is

weaker when overtourism concern is high.

H8: Perceived overtourism negatively moderates the

relationship between perceived destination image

and destination choice intention, such that the

positive influence of perceived destination image on

destination choice intention is weaker when

overtourism concern is high.

Following extant literature on social media–driven

travel decision-making and emotional response

mechanisms, this study develops a research

framework proposing that the informativeness of

TikTok travel content positively influences Gen Z’s

perceived destination image and FOMO, which in

turn affect destination choice intention. While these

relationships imply potential mediation, mediation

hypotheses (H5–H6) are assessed analytically using

indirect effects derived from the estimated structural

paths. Additionally, perceived overtourism is

proposed as a negative moderator, weakening the

effects of informativeness on perceived destination

image and the influence of perceived destination

image on destination choice intention. The proposed

framework is illustrated in Figure 1.

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

Figure 1: Proposed Conceptual Model

3. METODHOLOGY

Research Design and Sample

This study employed a quantitative approach

using a structured online survey to investigate Gen

Z’s destination image formation and overtourism

sensitivity in the context of short-form video

platforms. A sample of 300 respondents was chosen

to facilitate structural equation modeling (SEM) and

to enable valid testing of mediation and moderation

effects within the model (Hair et al., 2019). The target

population comprised international Gen Z tourists

aged 18–27 who were active users of relevant short-

form video platforms with either prior travel

experience in Thailand or an expressed intention to

visit. Focusing exclusively on adults (18+) simplified

ethical approval as all participants were able to

provide informed consent independently.

Participants were recruited primarily from

countries with high outbound tourism to Thailand.

Based on recent data, key source markets included

China (6.73 million visitors), South Korea (1.44

million), and Japan (1.2 million) from the Asia-

Pacific region, as well as long-haul markets such as

the United States, United Kingdom, Australia, and

Germany (Tourism Authority of Thailand, 2020). To

ensure balanced representation from both regional

and international markets, the 300 participants were

evenly divided: 150 from high-volume neighboring

countries (China, South Korea, Japan) and 150 from

major long-haul markets (United States, United

Kingdom, Australia, Germany). This sampling

strategy reflects the combined influence of proximity

and global interest in Thailand’s tourism landscape

and aligns with Gen Z’s engagement patterns with

short-form video content.

Demographic and Usage Profile

The initial dataset comprised 317 responses.

After data cleaning, screening for completeness,

relevance, and eligibility, 9 responses were excluded

due to missing data or ineligibility based on the

screening question: "Have you seen TikTok content

about Thai tourism, and have you visited, or do you

plan to visit Thailand?" This yielded 308 valid cases

(retention rate: 97.16%).

Among these, 157 respondents (50.97%) were

from neighboring markets: China (n=67, 21.75%),

South Korea (n=50, 16.23%), and Japan (n=40,

12.99%). The remaining 151 (49.03%) were from

long-haul markets: United States (n=38, 12.34%),

United Kingdom (n=37, 12.01%), Australia (n=38,

12.34%), and Germany (n=38, 12.34%). Gender

distribution was balanced, with 150 female (48.70%)

and 158 male (51.30%) respondents. Most

participants were aged 26–28 (n=166, 53.90%),

followed by those aged 22–25 (n=124, 40.26%) and

18–21 (n=18, 5.84%). Motivations for using TikTok

included entertainment (n=218), trends/challenges

(n=194), and seeking travel inspiration (n=190).

Multiple responses were permitted. A majority of

participants used TikTok several times a day (n=182,

59.09%), with typical session durations most

commonly falling between 31 and 60 minutes

(n=188, 61.04%). Use of TikTok for travel

information was widespread, with 241 participants

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

(78.25%) reporting frequent use, and another 49

(15.91%) using it occasionally.

This sample provides a demographically and

behaviorally robust foundation for analyzing the

impact of TikTok on travel-related perceptions and

decision-making. Full demographic and behavioral

profiles are detailed in Table 1

Category

Item

Country of Origin

China

21.75

South Korea

16.23

Japan

12.99

United States

12.34

United Kingdom

12.01

Australia

12.34

Germany

12.01

Gender

Female

150

48.7

Male

158

51.3

Age Group

18-21 years old

5.84

22-25 years old

124

40.26

26-28 years old

166

53.9

Primary Reasons for

TikTok Use

Entertainment (fun videos,

memes, etc.)

218

70.78

Following trends and

challenges

194

62.99

Finding travel ideas and

inspiration

190

61.69

Learning or educational

content

12.99

Connecting with

friends/community

5.19

TikTok Usage Frequency

Several times a day

182

59.09

Once a day

16.23

Several times a week

7.79

Once a week

0.65

Less than once a week

0.32

Typical Session Length

10-30 minutes

11.36

31-60 minutes

188

61.04

1-2 hours

14.29

Searched for Travel

Info/Inspiration on

TikTok

Yes, frequently

241

78.25

Yes, occasionally

15.91

Table 1. Demographic and TikTok Usage Profile of

Respondents

Data Collection Instruments

A structured online questionnaire was utilized to

collect data from the participants. The questionnaire

was designed to measure constructs related to

destination image formation, overtourism

sensitivity, platform engagement (TikTok or

Douyin), FOMO, and destination choice intentions

towards Thailand. For respondents residing in most

of the targeted countries (the United States, the

United Kingdom, Australia, Germany, South Korea,

and Japan), the questionnaire focused on TikTok as

the primary short-form video platform. These

participants were asked about their exposure to

Thailand-related content on TikTok and its influence

on their perceptions and intentions.

Given the inaccessibility of TikTok in mainland

China, a modified version of the questionnaire was

administered to Chinese respondents. This adapted

instrument replaced all references to TikTok with

Douyin (抖音), the Chinese equivalent of TikTok.

While functionally similar to TikTok, Douyin

operates under a distinct regulatory and content

environment within China. The use of Douyin as a

comparable platform is justified by the fact that both

applications are short-form video sharing platforms

owned by the same parent company (ByteDance)

and share similar user interfaces, content formats,

and algorithmic features. Therefore, Douyin serves

as the most relevant equivalent for studying the

influence of such platforms on Chinese Gen Z's

perceptions of Thailand.

A three-step screening process ensured

participant eligibility: (1) confirmation of exposure

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

to Thailand-related videos on TikTok/Douyin, (2)

verification of country of residence, and (3) age

verification (18–28). Ethical approval was obtained,

and informed consent was given by participants.

Responses were anonymized, and the data were

securely stored with limited access to the research

team.

Measurement Scale

The measurement scales in this study are

designed to capture key constructs related to tourist

behavior and perceptions. Informativeness is

assessed using three items adapted from Ho and See-

To (2018), which focus on the utility and relevance

of online promotional content. The perceived

destination image is evaluated through a cognitive

dimension, which encompasses factual beliefs and

knowledge about the destination. This cognitive

image is measured using six items, adapted from Guo

and Pesonen (2022). The affective aspect of

destination image is represented by the construct of

fear of missing out (FOMO), which captures

emotional responses influenced by social media and

its psychological impact on destination choices.

FOMO is assessed with three items adapted from

Zaman (2024). Destination choice intention is

measured using three items based on Kim et al.

(2012), focusing specifically on travel intentions

related to Thailand. Finally, perceived overtourism is

measured with three items adapted from García-

Buades et al. (2022), evaluating tourist perceptions of

overcrowding and the negative effects of overtourism

on local communities. All scales used a 1-5 Likert

scale, ensuring consistency. Demographic and

TikTok/Douyin usage data were also collected to

explore the influence of social media engagement on

perceptions and intentions. The full questionnaire is

provided in the Appendix, while Table 2 summarizes

the measurement items and their corresponding

sources.

Construct

Items

Source

Informativeness

TikTok travel videos provide

valuable information about Thai

travel destinations.

Ho and

See-To

(2018)

TikTok travel videos offer

relevant and practical details

about visiting places in

Thailand.

TikTok travel videos present

up-to-date information about

Thai attractions and

experiences.

Perceived

Destination

Image

Thai locals are friendly and

welcoming toward tourists.

Guo and

Pesonen

(2022).

Thailand offers delicious and

attractive local food options.

Traveling in Thailand offers

good value for the money spent.

Thailand provides a variety of

comfortable accommodation

options.

Thailand offers a wide range of

interesting tourist sites and

activities.

Traveling in Thailand provides

exciting opportunities for

adventure

Fear of Missing

Out

I feel ignored or forgotten by my

social groups when I miss travel

experiences.

Zaman

(2024)

I feel anxious knowing that

something exciting might be

happening when I miss travel

opportunities.

I feel regretful when I miss

chances to travel.

Destination

Choice

Intention

I hope to visit Thailand in the

future.

Kim et

al.

(2012)

The possibility of me visiting

Thailand in the future is

high.

If I have the opportunity to

travel, I intend to visit

Thailand.

Perceived

Overtourism

This area is overcrowded

with tourists.

García-

Buades

et al.

(2022)

I feel that tourism has

overwhelmed the local way

of life in this area.

I am aware of the

overtourism issues in this

destination before my visit.

Table 2: Measurement Scales and Sources

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

Data Analysis

Data analysis occurred in three steps:

descriptive statistics, Confirmatory Factor Analysis

(CFA), and Structural Equation Modeling (SEM).

Descriptive statistics summarized the demographics

and assessed normality. CFA validated the

measurement model by assessing factor loadings,

Composite Reliability (CR), and Average Variance

Extracted (AVE) for reliability and validity. Model

fit was evaluated using CFI, RMSEA, and SRMR.

After validating the measurement model, SEM

tested the hypothesized relationships among latent

constructs, examining path coefficients,

significance, and R-squared values.

4. RESULTS

Confirmatory Factor Analysis (CFA): Assessing

Model Fit and Validity

CFA was conducted using maximum likelihood

estimation with a sample of 307 and 48 estimated

parameters. Model fit was good, with CFI = 0.965,

TLI = 0.957, RMSEA = 0.057 (90% CI: 0.047–

0.067), and SRMR = 0.045. All factor loadings were

significant (p < .001) and ranged from 0.652 to 0.886,

indicating strong indicator-construct relationships.

Composite reliability (CR) and internal consistency

(α, ω) exceeded 0.80 for most constructs. Average

variance extracted (AVE) values ranged from 0.543

to 0.709, supporting convergent validity. These

results affirm the reliability and validity of the

measurement model. Detailed CFA results are shown

in Table 3.

Construct

Item

Cronbach's

Alpha

CR &

Omega

AVE

Standardized

Factor

INFO

INFO1

0.867

0.869

0.689

0.797

INFO2

0.878

INFO3

0.817

DI1

0.874

0.879

0.709

0.818

DI2

0.886

DI3

0.814

DI4

0.725

DI5

0.846

DI6

0.850

FOMO

FOMO1

0.824

0.830

0.621

0.856

FOMO2

0.766

FOMO3

0.734

DCINT

DCINT1

0.874

0.701

0.855

DCINT2

0.851

DCINT3

0.800

OVER

OVER1

0.770

0.780

0.543

0.788

OVER2

0.768

OVER3

0.652

Table 3. CFA Fit Indices, Factor Loadings, and

Reliability Statistics

Structural Model Fit and Evaluation

Building upon the validated measurement

model, the structural equation model (SEM) was

estimated using maximum likelihood with the same

sample. The overall model fit was acceptable, with a

chi-square statistic significant as expected for the

sample size χ² (309, N=307) = 884.32, p < .001, CFI

= 0.912, TLI = 0.907, RMSEA = 0.078 (90% CI =

0.072–0.084), and SRMR = 0.066. While some

indices suggest room for improvement, these values

indicate a reasonable fit to the data. Most of the

structural paths were significant, and factor loadings

remained strong, most above 0.70, confirming the

robustness of the model. The model accounted for

substantial variance in key constructs, with R² values

ranging from 0.34 to 0.67. Attempts to improve

model fit by removing items with relatively lower

factor loadings did not result in improved fit indices

as item removal reduced construct validity and

internal consistency, indicating that the original

measurement structure was more robust. Therefore,

no model modifications were implemented. Overall,

the SEM results support the hypothesized

relationships and the adequacy of the proposed

model.

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

Hypothesis Testing Results

The structural model was tested to examine the

proposed hypotheses, and the results largely

supported the conceptual framework. The

informativeness of TikTok travel content had a

strong, positive, and significant effect on perceived

destination image (β = 0.878, p < .001), supporting

H1. Similarly, informativeness also significantly

predicted FOMO (β = 0.807, p < .001), confirming

H2. In turn, perceived destination image positively

influenced destination choice intention (β = 0.793, p

= .030), providing support for H3. However, the

direct effect of FOMO on destination choice

intention was not significant (β = 0.096, p = .392),

thus, H4 was not supported. Regarding mediation, the

indirect effect of informativeness on destination

choice intention through perceived destination image

was significant (β = 0.492, p = .048), supporting H5.

In contrast, the mediating role of FOMO in this

relationship was not statistically significant (β =

0.077, p = .400), and therefore, H6 was not

supported.

For the moderation hypotheses, perceived

overtourism was found to negatively moderate the

relationship between perceived destination image

and destination choice intention as indicated by a

significant negative interaction term (β = -0.590, p =

.032), supporting H7. Additionally, overtourism also

negatively moderated the relationship between

informativeness and perceived destination image (β

= -0.473, p = .004), confirming H8. These findings

emphasize the importance of both cognitive and

emotional mechanisms in driving Gen Z’s travel

intentions while also highlighting the moderating role

of overtourism concerns in shaping perceptions and

behavioral responses. For a comprehensive overview

of the statistical details, including standardized

regression coefficients and p-values for all

hypothesized paths, refer to Table 4. Figure 2,

conversely, provides a clear visual representation of

the standardized path coefficients for the direct and

moderation effects.

Hypothesis

Path

Std.

Beta

p-value

Status

INFO → DI

0.878

< .001***

Yes

INFO→ FOMO

0.807

< .001***

Yes

DI → DCINT

0.793

0.030*

Yes

FOMO→ DCINT

0.096

0.392

INFO → DI →

DCINT

0.492

0.048*

Yes

INFO→ FOMO

→ DCINT

0.077

0.400

INFO × OVER →

-0.473

0.004**

Yes

DI × OVER →

DCINT

-0.590

0.032*

Yes

Table 4: Summary of Structural Model Results

(*p < .05, **p < .01, ***p < .001)

*p < 0.05, ** p < 0.01, *** p < 0.001

Figure 2: Path Analysis Results with

Standardized Coefficients

5. DISCUSSION AND CONCLUSIONS

This study investigated how TikTok content

influences Gen Z's travel decision-making,

employing the Stimulus–Organism–Response (S-O-

R) model. Content informativeness was

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

conceptualized as the stimulus, influencing perceived

destination image and FOMO as organismic

variables, which in turn shaped destination choice

intention as the response. The structural model

largely supported the conceptual framework,

revealing TikTok’s strong impact on destination

image and subsequent travel intention.

Informativeness significantly predicted both

destination image and FOMO; however, only

destination image significantly mediated the link

between informativeness and choice intention.

FOMO did not exert a meaningful influence on travel

intention. Crucially, perceived overtourism

moderated two key relationships: it weakened both

the effect of destination image on choice intention

and the impact of informativeness on destination

image. These findings suggest that while TikTok’s

persuasive power remains strong, Gen Z’s growing

sustainability values may diminish the appeal of

overcrowded destinations. Overall, the results

highlight the dual nature of social media travel

content—as a powerful influence on behavior, but

also subject to ethical scrutiny in an era of conscious

tourism.

The informativeness of TikTok content had a

strong, positive, and significant effect on perceived

destination image (H1: β=0.878,p<.001), indicating

that clear, detailed, and vivid content helps shape

how users mentally visualize and evaluate a travel

destination. This result aligns with previous research

emphasizing the role of content richness and

authenticity in social media, where destination

images are shaped through both cognitive and

emotional evaluations. Specifically, a study by Wang

and Yan (2022) found that the quality of social media

tourism information significantly impacts travel

intention by influencing trust (a cognitive evaluation)

and self-congruity (an emotional connection), thus

highlighting how well-crafted content facilitates

these crucial consumer responses. This dynamic is

particularly salient for Generation Z, a cohort that

gravitates toward immersive, real-time, and visually

engaging media. For these digital natives,

informative TikTok content not only delivers

relevant travel information, but also enhances

emotional resonance and personal relevance, leading

to more meaningful and memorable impressions of

potential destinations.

Informativeness also demonstrated a strong,

positive, and significant effect on fear of missing out

(FOMO) (H2: β=0.807,p<.001). The emotional

resonance of aspirational travel content on TikTok is

especially powerful for Gen Z users, who often

experience heightened FOMO when exposed to

idealized portrayals of their peers’ experiences. This

phenomenon, explored in depth by Djafarova and

Kim (2025), highlights how constant exposure to

curated, visually compelling travel narratives can

evoke a sense of social exclusion and inadequacy.

For digital-native audiences like Gen Z, who place

high value on social connectedness and experiential

consumption, such content not only fosters a desire

to participate in similar experiences, but can also

intensify emotional pressure to keep up. As TikTok’s

algorithm amplifies this effect by continually serving

personalized, high-engagement travel videos, the

platform becomes a powerful catalyst for both

destination interest and comparative self-evaluation.

Perceived destination image was found to have a

significant positive effect on destination choice

intention (H3: β=0.793, p=.030), indicating a

substantial relationship. This finding aligns with the

Theory of Reasoned Action (TRA) and the Theory of

Planned Behavior (TPB), which posit that attitudes

and beliefs guide behavioral intentions (Ajzen, 1991;

Fishbein & Ajzen, 1975). A strong destination

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

image—reflecting both practical benefits (e.g.,

safety, accessibility) and emotional appeal—increase

the likelihood of choosing that destination. For Gen

Z, digital media, particularly through user-generated

content and influencer narratives, strongly shape

these evaluations, thereby reinforcing the critical

importance of image in their travel decision-making

process.

A significant mediating effect of perceived

destination image was found in the relationship

between informativeness and destination choice

intention (H5: β=0.492, p=.048). This indicates that

the influence of informative TikTok content on travel

behavior does not occur directly; instead, it works

through the development of a favorable mental image

of the destination. This finding is consistent with

consumer decision-making models in tourism, which

indicate that content exposure leads to cognitive

appraisals that subsequently influence behavioral

outcomes. A foundational work by Moutinho (1987),

for instance, explored the complex internal and

external processes influencing consumer behavior in

tourism, including various determinants of behavior

and perceived risks, ultimately illustrating tourist

behavior modeling. Further supporting this

perspective, recent research by Vo, Dang, Tran, and

Nguyen (2025) on destination choice intentions in the

cinematic era also identified that film-related

electronic word-of-mouth (a form of content

exposure) influences destination choice intention

through the mediating role of destination brand

image (a construct closely aligned with perceived

destination image), along with destination familiarity

and attitude.

Perceived overtourism significantly weakened

the relationship between informativeness and

perceived destination image (H7: β = −0.473, p =

.004). This suggests that when a destination is

perceived as overcrowded or environmentally

degraded, even highly informative content may lose

its effectiveness or potentially backfire by reinforcing

concerns related to overuse rather than enhancing

appeal. This finding is consistent with Liu and

Zhang’s (2025) study on blind box tourism, which

demonstrates that positive emotional contexts, such

as the excitement and curiosity elicited by elements

of surprise, can substantially increase tourists’

purchase intentions. Collectively, these studies

highlight the critical moderating role of contextual

factors in shaping the effectiveness of destination

marketing: positive emotional framing can enhance

consumer engagement, whereas negative

perceptions, such as overtourism, can attenuate or

negate the promotional impact. Consequently, the

efficacy of tourism marketing efforts hinges not only

on the intrinsic quality of content but also on its

resonance with tourists’ broader sociocultural and

environmental perceptions.

Finally, perceived overtourism significantly

weakened the relationship between perceived

destination image and choice intention (H8:

β=−0.590, p=.032). This indicates that even when a

destination is viewed positively, concerns about

overtourism can reduce the intention to visit. This

reflects Gen Z’s growing sensitivity to sustainability,

environmental impact, and ethical travel. Indeed,

Schönherr and Pikkemaat (2024) revealed that Gen

Z's environmental attitudes are shaped by social

pressure and social media, directly influencing their

responsible behavioral intentions, including a focus

on climate-friendly travel and broader sustainability

considerations within socially and institutionally

governed tourism systems, encompassing social

outcomes and policy-mediated economic

implications in tourism. Crowding, ecological

damage, or disruption to local communities can

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

therefore undermine otherwise favorable

impressions, showing that travel decisions are shaped

not only by what is desirable, but also by what is

responsible.

However, the study revealed that not all

hypothesized relationships were supported,

particularly concerning the role of FOMO.

Specifically, neither the direct effect of FOMO on

destination choice intention (H4: β = 0.096, p = .392)

nor its mediating role in the relationship between

informativeness and destination choice intention

(H6: β = 0.077, p = .400) was statistically significant.

This indicates that while informative social media

content effectively elicits FOMO, as confirmed in

H2, this emotional response does not directly or

indirectly translate into destination choice intention

within the current model.

Several factors may explain this divergence.

FOMO, though a potent motivational factor, can

often lead to an action-intention gap, where the

emotional desire to participate does not necessarily

overcome practical constraints such as cost, time, or

competing priorities—common barriers in complex

decision-making contexts like travel. This gap aligns

with the Theory of Planned Behavior (Ajzen, 1991),

which underscores the importance of perceived

behavioral control in bridging intentions and actual

behavior. Moreover, while FOMO is frequently

associated with impulsive actions, it may also

stimulate indirect behaviors such as information

seeking, saving content for future reference, or

sharing with others—responses that reflect deeper

consumer engagement rather than immediate

booking (Alfina, Hartini, & Mardhiyah, 2023).

These findings suggest that the influence of FOMO

in high-involvement contexts, such as tourism, may

be more nuanced or context-dependent than a direct

driver of immediate destination choice. Supporting

this, Wut, Lee, and Wan (2024) found that certain

types of FOMO—specifically social FOMO—do

not significantly affect travel intentions,

underscoring that the mere presence of FOMO may

not invariably lead to actionable travel decisions.

Overall, these results point to a more complex and

indirect understanding of the influence of FOMO on

travel behavior among Generation Z consumers.

Theoretical Implications

This study refines the Stimulus Organism

Response (S-O-R) model in digital tourism by

showing that not all internal responses equally

mediate external stimuli and behavior. Unlike prior

S-O-R applications assuming parallel pathways

from stimulus through affective and cognitive states

to response, this study finds selective mediation:

only cognitive evaluation, via perceived destination

image, consistently mediates content

informativeness and destination choice intention.

This challenges the uniform organismic influence

assumption and calls for nuanced models

distinguishing the behavioral effects of affective

versus cognitive responses in digital media contexts.

The findings deepen understanding of destination

image formation within TikTok’s short-form,

visually immersive environment. Perceived

informativeness significantly enhances destination

image, highlighting its importance in travel

decisions. While prior theories emphasized media

richness and message authenticity (Wang & Yan,

2022), this study highlights how platform-specific

formats influence cognitive processing among

digital natives, suggesting destination image theories

must evolve with emerging media.

The study also challenges assumptions about the

behavioral immediacy of affective states like

FOMO. Although informativeness strongly triggers

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

FOMO, this emotional arousal does not lead to

destination choice intention. This reveals an action

intention gap in high-involvement contexts such as

travel, where emotional responses drive interest

without directly influencing choice. This finding

calls for re-examining how affective constructs like

FOMO operate in behavioral models, suggesting

their role may be peripheral, indirect, or context

dependent. Finally, perceived overtourism emerges

as a key moderating variable. It weakens the effects

of informativeness on destination image and of

destination image on choice intention, embedding

sustainability values as critical boundary conditions

in digital persuasion. This extends theories by

incorporating ethical and environmental concerns,

aligning tourism behavior models with Gen Z’s

growing social responsibility and sustainability

focus.

Together, these contributions advance digital

tourism theory by emphasizing the complexity of

cognitive and affective processes, the role of media

format, and the need to integrate sustainability in

understanding travel behavior.

Managerial Implications

This study’s findings offer important insights

for Destination Marketing Organizations (DMOs),

content creators, and social media platforms aiming

to effectively engage Generation Z travelers through

TikTok while responding to emerging concerns

about sustainability and overtourism. While prior

research has established the general importance of

electronic word-of-mouth (e-WOM) in fostering

destination appeal and emotional attachment (e.g.,

Destination Love), this study refines that

understanding by focusing specifically on the

younger Generation Z demographic and the short-

form platform TikTok. In contrast to studies

suggesting that visually appealing or emotionally

arousing content is sufficient to stimulate travel

desire, the present findings demonstrate that Gen Z

travelers place greater weight on content

informativeness than on aesthetic or aspirational

cues alone. The strong positive effect of content

informativeness on perceived destination image

underscores the necessity for DMOs to prioritize the

development and dissemination of clear, vivid, and

authentic travel content that goes beyond superficial

portrayals. Consequently, DMOs should

strategically allocate resources to co-create such

content in partnership with local communities and

influencers, fostering authenticity that appeals to

Gen Z’s preference for genuine and immersive

narratives. This approach aligns with emerging

consumer expectations and helps to differentiate

destinations in a highly saturated digital

environment.

Moreover, the mediating role of destination

image highlights that marketing efforts must

transcend ephemeral emotional triggers such as

FOMO, which, while elicited by aspirational TikTok

content, does not directly translate into travel

intentions. This finding contrasts with influencer

marketing narratives that treat FOMO as a primary

conversion mechanism. Instead, the results suggest

that FOMO functions as a secondary, engagement-

oriented response rather than a decisive motivator of

travel choice. This understanding suggests that

marketers should reconceptualize FOMO from a

direct conversion tool into a catalyst for sustained

consumer involvement and brand community

development, employing diversified calls to action

like saving content or exploring sustainable travel

practices.

Crucially, perceived overtourism acts as a

moderating factor that weakens the influence of both

informativeness and destination image on travel

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

intentions. This result stands in sharp contrast to

traditional tourism marketing logic, which assumes

that stronger destination images universally enhance

travel intention. For Generation Z, even highly

attractive destinations lose appeal when they are

associated with overcrowding or environmental

degradation. Thus, destination attractiveness alone is

no longer sufficient; ethical and sustainability

considerations actively constrain consumer

decision-making. This is important because it

suggests that even strong pull factors—such as high-

quality natural attractions that typically enhance

destination appeal and destination love in other

tourism segments—can be undermined by travelers’

fear of overcrowding (Nuh, Rizan, & Sadat, 2024).

This finding signals a need for DMOs to

transparently communicate not only the attractive

features of destinations, but also ongoing efforts to

mitigate overcrowding and environmental impact.

Integrating sustainability messaging into TikTok

campaigns, promoting lesser-known attractions, and

encouraging off-peak visitation can align marketing

with responsible tourism values increasingly held by

younger travelers. Such transparency not only builds

trust, but may also prevent the backlash associated

with overtourism, which can undermine otherwise

positive destination perceptions.

Notably, Governments can support responsible

tourism by collaborating with Destination Marketing

Organizations (DMOs) to ensure transparent

communication in regard to sustainability efforts.

They should help to regulate and promote messaging

that highlights environmental initiatives, disperses

tourist flows by encouraging visits to lesser-known

areas, and incentivizes off-peak travel. By setting

guidelines and offering support for digital

campaigns, especially on platforms like TikTok,

governments can help to align tourism promotion

with long-term sustainability goals and the values of

younger travelers (Nuh, Rizan, & Sadat, 2024).

Content creators and influencers on TikTok also

play a pivotal role by shaping perceptions and must

therefore prioritize depth and authenticity over

idealized portrayals that risk exacerbating FOMO or

overtourism issues. By incorporating educational

and responsible storytelling elements, highlighting

local conservation initiatives, ethical businesses, and

sustainable travel tips, influencers can contribute

meaningfully to reshaping destination images in

ways that resonate with socially conscious Gen Z

users. Additionally, fostering awareness about

overtourism and promoting alternative travel options

helps to balance destination demand and supports

long-term destination viability.

Finally, social media platforms, particularly

TikTok, bear a growing responsibility to support

informative and sustainable travel content through

algorithmic adjustments and feature enhancements.

This challenges the conventional view of platforms

as neutral intermediaries and positions them instead

as active gatekeepers of tourism demand. Platforms

might consider developing dedicated spaces for

responsible tourism content, providing DMOs and

creators with advanced analytics on audience

attitudes toward overtourism, and incorporating

contextual information overlays to inform users

about optimal travel timing and sustainability

efforts. By incentivizing creators who consistently

produce content aligned with these values, platforms

can encourage a more balanced and ethical travel

discourse, ultimately benefiting destinations,

travelers, and host communities alike.

Moreover, these considerations extend beyond

TikTok to other short-form platforms such as

Instagram Reels and YouTube Shorts, which

similarly influence destination perceptions and

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

travel behavior. Comparative analysis of platform-

specific features, audience engagement patterns, and

algorithmic promotion strategies could provide

insights into how different digital ecosystems

contribute to sustainable tourism communication.

In sum, this study highlights the dual imperative

for the tourism industry: harnessing the persuasive

power of TikTok’s informative content to shape

compelling destination images while concurrently

embracing transparent, sustainability-centered

marketing strategies that address the concerns of the

socially and environmentally conscious Generation

Z traveler. Recognition of the comparative strengths

and limitations of various short-form platforms is

essential in developing cross-platform marketing

strategies that consistently promote responsible

travel behaviors. Achieving this balance will be

critical to fostering responsible travel behaviors and

ensuring the longevity of destination appeal in an

increasingly digital and ethically aware marketplace.

Limitations and Future Research

The exclusive focus on TikTok as the primary

short-form video platform represents a notable

limitation of this study. While TikTok’s popularity

among Generation Z justifies its selection, this focus

may overlook variations in user experience, content

style, and engagement on platforms like Instagram

Reels, YouTube Shorts, and Snapchat Spotlight. For

example, Snapchat’s ephemeral nature fosters

immediacy while Instagram Reels offers curated,

feed-integrated content, both potentially shaping

destination image and travel intentions differently.

Future research should compare multiple platforms

to better understand how diverse media

environments influence tourism behavior.

Another limitation is the narrow focus on Fear of

Missing Out (FOMO) as the sole emotional

construct. While relevant, FOMO captures only one

aspect of the emotional spectrum. Other factors, such

as social comparison, travel anxiety, or emotional

contagion, may also influence decision-making but

were not addressed. Future studies should expand

emotional and motivational variables, possibly

distinguishing between types of FOMO.

A further limitation is the use of both English and

Chinese versions of the questionnaire to

accommodate international participants. Despite

careful translation and back-translation procedures,

subtle cultural and linguistic differences may have

affected how items were interpreted. Additionally,

platform-specific behaviors and algorithmic

differences across cultural contexts could have

influenced responses. Consequently, these factors

may limit generalizability to other linguistic or

cultural groups.

Some general limitations include a small sample

size, which may reduce generalizability; the use of

self-reported data, which may introduce bias; and a

cross-sectional design, which limits causal

inference. Future studies could also improve SEM

model fit by incorporating additional constructs,

exploring alternative mediation pathways, or

using larger and more diverse samples to better

capture the complexity of Gen Z travel behavior,

including participants’ sustainability values and

ethical travel behaviors. This would clarify how

personal environmental attitudes interact with

digital content and influence travel choices,

thereby enhancing theoretical models connecting

media influence with ethical tourism behavior.

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

CONFLICT OF INTERESTS

None

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Appendix

Appemdix A: Survey instrument in English

Screening Question

Have you ever seen TikTok videos related to

traveling to Thailand?

Yes No

Which age group do you belong to?

Under 18 18-28

29-37 38 or above

Which country do you currently reside in?

China South Korea

Japan United States

Australia United Kingdom

Germany Other

Please indicate how much you agree or disagree with

the following statements regarding tourism in/to

Thailand. (1 = Strongly Disagree, 2 = Disagree, 3 =

Neutral, 4 = Agree, 5 = Strongly Agree)

Ariyaporn Sakulsom. Enlightening Tourism. A Pathmaking Journal, Vol 16, No 1 (2026), pp. 13-39

https://doi.org/10.33776/EUHU/et.v16i1.9099

Received 3 July 2025; Received in revised form 2 January 2026; Accepted 11 January 2026

Informativeness

TikTok travel videos provide valuable information

about Thai travel destinations.

TikTok travel videos offer relevant and practical

details about visiting places in Thailand.

TikTok travel videos present up-to-date information

about Thai attractions and experiences.

Perceived Destination Image

Thai locals are friendly and welcoming toward

tourists.

Thailand offers delicious and attractive local food

options.

Traveling in Thailand offers good value for the

money spent.

Thailand provides a variety of comfortable

accommodation options.

Thailand offers a wide range of interesting tourist

sites and activities.

Traveling in Thailand provides exciting

opportunities for adventure.

Travel Fear of Missing Out

I feel ignored or forgotten by my social groups when

I miss travel experiences.

I feel anxious knowing that something exciting

might be happening when I miss travel

opportunities.

I feel regretful when I miss chances to travel.

Destination Choice Intention

I hope to visit Thailand in the future.

The possibility of me visiting Thailand in the future

is high.

If I have the opportunity to travel, I intend to visit

Thailand.

Perceived Overtourism

This area is overcrowded with tourists.

I feel that tourism has overwhelmed the local way of

life in this area.

I am aware of the overtourism issues in this

destination before my visit.

Appendix B: Survey instrument in Chinese

Screening Question

您是否看过与泰国旅游相关的抖音/TikTok 视频？

是否

您的年龄属于以下哪个范围？

18岁以下 18–28

岁 29–37岁 38岁及

以上

您目前居住在哪个国家？

中国韩

国日本美国

澳大利亚英国

德国其他

请您对以下有关泰国旅游的陈述表示您的同意程度。

(1 = 非常不同意，2 = 不同意，3 = 中立，4 = 同意，5

= 非常同意）

信息价值

TikTok 旅游视频提供了关于泰国旅游目的地的有价

值信息。

TikTok 旅游视频提供了关于在泰国旅游的相关且实

用的细节。

TikTok 旅游视频呈现了关于泰国景点和旅游体验的