TIKTOK, GEN Z, AND THE OVERTOURISM DILEMMA
Keywords:
Destination Image, FOMO (Fear of Missing Out), Generation Z, Overtourism, TikTok, Travel Decision-Making
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 intentions to visit Thailand was conducted, and structural equation modeling (SEM) was used to test the hypothesized relationships. 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 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.
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References
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Harahap, D. E., Arief, M., Furinto, A., & Anggraeni, A. (2024). Collectivism-Based Travel Culture as the Antecedents of Travel FOMO and Intention to Travel Responsibly. Journal of Ecohumanism, (7)3, 798-810.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Ho, K. K. W., & See-To, E. W. K. (2018). The impact of the uses and gratifications of tourist attraction fan page. Internet Research, 28(3), 587–603. https://doi.org/10.1108/IntR-04-2017 -0175
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Huang, S.-C., Silalahi, A. D. K., & Eunike, I. J. (2024). Exploration of moderated, mediated, and configurational outcomes of tourism-related content (TRC) on TikTok in predicting enjoyment and behavioral intentions. Human Behavior and Emerging Technologies. https://doi.org/10.1155/2024/2764759
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Koh, E., & Fakfare, P. (2020). Overcoming “over-tourism”: The closure of Maya Bay. International Journal of Tourism Cities, 6(2), 279–296. https://doi.org/10.1108/IJTC-02-2019-0023
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Alfina, A., Hartini, S., & Mardhiyah, D. (2023). FOMO-related consumer behaviour in marketing context: A systematic literature review. Cogent Business & Management, 10(3), 2250033. https://doi.org/10.1080/23311975.2023.2250033
Alonso-Almeida, M.-d.-M., Borrajo-Millán, F., & Liu, Y. (2019). Are Social Media Data Pushing Overtourism? The Case of Barcelona and Chinese Tourists. Sustainability, 11(12), 3356. https://doi.org/10.3390/su11123356
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Băltescu, C. A., & Untaru, E.-N. (2025). Exploring the Characteristics and Extent of Travel Influencers’ Impact on Generation Z Tourist Decisions. Sustainability, 17(1), 66. https://doi.org/10.3390/su17010066
Bui, M., Krishen, A. S., Anlamlier, E., & Berezan, O. (2022). Fear of missing out in the digital age: The role of social media satisfaction and advertising engagement. Psychology & Marketing, 39(4), 683–693. https://doi.org/10.1002/mar.21611
Capocchi, A., Vallone, C., Pierotti, M., & Amaduzzi, A. (2019). Overtourism: A Literature Review to Assess Implications and Future Perspectives. 1 Sustainability, 11(12), 3303. https://doi.org/10.3390/su11123303
Deng, W., Lin, Y., & Chen, L. (2021). Exploring destination choice intention by using the tourism photographic: From the perspectives of visual aesthetic processing. Frontiers in Psychology, 12, 713739. https://doi.org/10.3389/fpsyg.2021.713739
Djafarova, N., & Kim, H. (2025). Understanding FoMO: Implications for hospitality and tourism industries. Current Issues in Tourism, 1–10. https://doi.org/10.1080/13683500.2025.2498596
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Dolnicar, S. (2020). Designing for more environmentally friendly tourism. Annals of Tourism Research, 84, 102933. https://doi.org/10.1016/j.annals.2020.102933
Fakeye, P. C., & Crompton, J. L. (1991). Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 10–16. https://doi.org/10.1177/004728759103000202
Firoz, D., Sharif, S. P., Ismail, N. B., & Tze, H. K. (2022). Online official destination promo videos’ informativeness and comments’ valence’s effect on visiting intention to risky destinations. Journal of Content, Community & Communication, 15(8), 163. https://doi.org/10.31620/JCCC.06.22/12
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Fong, S. F., Ong, Y. X., Ating, R., & Besa, M. S. (2024). Exploring the intermediary effects of TikTok on Generation Z’s visit intention. Journal of Vacation Marketing. https://doi.org/10.1177/13567667241229449
García-Buades, M. E., García-Sastre, M. A., & Alemany-Hormaeche, M. (2022). Effects of overtourism, local government, and tourist behavior on residents’ perceptions in Alcúdia (Majorca, Spain). Journal of Outdoor Recreation and Tourism, 39, 100499. https://doi.org/10.1016/j.jort.2022.100499
Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1–20. https://doi.org/10.1080/09669582.2020.1758708
Guo, X., & Pesonen, J. A. (2022). The role of online travel review in evolving tourists’ perceived destination image. Scandinavian Journal of Hospitality and Tourism, 22(4-5), 372–392. https://doi.org/10.1080/15022250.2022.2112414
Harahap, D. E., Arief, M., Furinto, A., & Anggraeni, A. (2024). Collectivism-Based Travel Culture as the Antecedents of Travel FOMO and Intention to Travel Responsibly. Journal of Ecohumanism, (7)3, 798-810.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Ho, K. K. W., & See-To, E. W. K. (2018). The impact of the uses and gratifications of tourist attraction fan page. Internet Research, 28(3), 587–603. https://doi.org/10.1108/IntR-04-2017 -0175
Hossain, M. S., Sheikh, P., & Islam, P. (2025). The role of social media marketing in the tourism and hospitality industry: A study on Bangladesh. American Journal of Tourism and Hospitality, 3(1), 14–23. https://doi.org/10.54536/ajth.v3i1.4082
Huang, S.-C., Silalahi, A. D. K., & Eunike, I. J. (2024). Exploration of moderated, mediated, and configurational outcomes of tourism-related content (TRC) on TikTok in predicting enjoyment and behavioral intentions. Human Behavior and Emerging Technologies. https://doi.org/10.1155/2024/2764759
Jang, H., & Park, M. (2020). Social media, media and urban transformation in the context of overtourism. International Journal of Tourism Cities, 6(1), 233–260. https://doi.org/10.1108/IJTC-07-2019-0102
Jeong, M., & Shin, H. H. (2020). Tourists’ experiences with smart tourism technology at smart destinations and their behavior intentions. Journal of Travel Research, 59(8), 1481-1496. https://doi.org/10.1177/0047287519883034
Karlovitch, S. (2025, April 11). New numbers say social traveler surge is real as influencers gain sway. Marketing Dive. Retrieved from https://www.marketingdive.com/news/social-traveler-numbers-say-influencers-white-lotus/745031/
Kim, J., Ahn, K., & Chung, N. (2012). Examining the factors affecting perceived enjoyment and usage intention of ubiquitous tour information services: A service quality perspective. Asia Pacific Journal of Tourism Research, 18(6), 598–617. https://doi.org/10.1080/10941665.2012.695282
Koh, E., & Fakfare, P. (2020). Overcoming “over-tourism”: The closure of Maya Bay. International Journal of Tourism Cities, 6(2), 279–296. https://doi.org/10.1108/IJTC-02-2019-0023
Kozinets, R. V., de Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89.
Liu, Y., & Zhang, H. (2025). Planning the unplannable—How blind box tourism boosts purchase intention. Tourism Economics. https://doi.org/10.1177/13567667231168643
Martins, W. S., Martins, M., & Morais, E. P. (2025). Exploring the influence of social media on tourist decision-making: Insights from Cape Verde. Tourism and Hospitality, 6(1), 45. https:/doi.org/10.3390/tourhosp6010045
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Moutinho, L. (1987). Consumer Behaviour in Tourism. European Journal of Marketing, 21(10), 5–44. https://doi.org/10.1108/EUM0000000004718
Papadopoulou, N. M., Ribeiro, M. A., & Prayag, G. (2023). Psychological Determinants of Tourist Satisfaction and Destination Loyalty: The Influence of Perceived Overcrowding and Overtourism. Journal of Travel Research, 62(3), 644-662. https://doi.org/10.1177/00472875 221089049
Peeters, P., Gössling, S., Klijs, J., Milano, C., Novelli, M., Dijkmans, C., Eijgelaar, E., Hartman, S., Heslinga, J., Isaac, R., Mitas, O., Moretti, S., Nawijn, J., Papp, B. and Postma, A., 2018, Research for TRAN Committee - Overtourism: impact and possible policy responses, European Parliament, Policy Department for Structural and Cohesion Policies, Brussels
Phau, I., Quintal, V., & Shanka, T. (2014). Examining a consumption values theory approach of young tourists toward destination choice intentions. International Journal of Culture, Tourism and Hospitality Research, 8(2), 125–139. https://doi.org/10.1108/IJCTHR-12-2012-0090
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Puthong, W. M. (2025, April 22). Thailand monthly economic monitor (Brief). World Bank Group. http://documents.worldbank.org/curated/en/099625304222535212
Qiu, L., Li, X., & Choi, S.-H. (2024). Exploring the influence of short video platforms on tourist attitudes and travel intention: A social–technical perspective. Journal of Destination Marketing & Management, 31, 100826. https://doi.org/10.1016/j.jdmm.2023.100826
Schönherr, S., & Pikkemaat, B. (2024). Young peoples’ environmentally sustainable tourism attitude and responsible behavioral intention. Tourism Review, 79(4), 939–952. https://doi.org/10.1108/TR-01-2023-0022
Seyfi, S., Hall, C. M., & Strzelecka, M. (2025). Gen Z – pioneers or paradox in sustainable tourism? Journal of Sustainable Tourism. Advance online publication. https://doi.org/10.1080/09669582.2025.2491702
Tandon, A., Dhir, A., Almugren, I., AlNemer, G. N., & Mäntymäki, M. (2021). Fear of missing out (FoMO) among social media users: a systematic literature review, synthesis and framework for future research. Internet Research, 31(3), 782-821. https://doi.org/10.1108/INTR-11-2019-0455
Thakur, A. S., Kumar, N., Chamoli, V., & Goyal, N. (2024). Social media marketing in the Himalayas: An examination of its influence on tourist decision-making in Himachal Pradesh. International Journal of Business Competition and Growth, 9(1), 43–60. https://doi.org/10.1504/IJBCG.2024.142220
Tham, A., Chen, S.-H. (A.), & Durbidge, L. (2024). A pentadic analysis of TikTok marketing in tourism: The case of Penang, Malaysia. Tourist Studies, 24(1), 75–103. https://doi.org/10.1177/14687976231218483
Tourism Authority of Thailand. (2020). Tourism statistics 2019: International tourist arrivals to Thailand. Tourism Authority of Thailand. https://www.tourismthailand.org/About-Thailand/Tourism-statistics
Tourism Thailand. (2023, February 18). depa - TAT Joins Hand to Kick Off “Digital Tourism” Project Highlighting ThailandCONNEX, a Seamless Driver and Thriver for Thai Economy. Tourism Thailand. https://www.tourismthailand.org/Articles/thailandconnex
Vo, N. Q. T., Dang, H. T. T., Tran, P. L., & Nguyen, N. T. T. (2025). Destination choice intentions in the cinematic era: a serial mediation model. Consumer Behavior in Tourism and Hospitality, ahead-of-print(ahead-of-print). https://doi.org/10.1108/CBTH-08-2024-0278
Wang, J., Li, Y., Wu, B., & Wang, Y. (2020). Tourism destination image based on tourism user-generated content on the internet. Tourism Review, 76(1), 125–137. https://doi.org/10.1108/TR-04-2019-0132
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Published
2026-02-20
How to Cite
Sakulsom, A. (2026). TIKTOK, GEN Z, AND THE OVERTOURISM DILEMMA. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 16(1), 13-39. https://doi.org/10.33776/EUHU/et.v16i1.9099
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RESEARCH PAPERS
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