Journal Of Vacation Marketing· 2026Q1
Generational cohort theory and tourism literacy: Understanding Gen-Z's role in sustainable village tourism development
- 2citations
- Q1SCImago
- 2026year
Short summary
Gen Z's digital skills and sustainability awareness, amplified by tourism literacy, position them as active promoters and stewards in village tourism, moving beyond consumption to co-creation of sustainable development.
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Key points
- Gen-Z actively promotes village tourism using digital platforms like Instagram and TikTok.
- Tourism literacy enhances Gen-Z's participation in cultural preservation and environmental stewardship.
- Gen-Z contributes to local festivals, ambassador programs, and environmental initiatives.
- Generational cohort theory is extended by highlighting literacy-driven capacities for sustainable tourism co-creation.
AI-generated from the title and abstract; the full text is not read.
Abstract
The present study explores Generation Z's (Gen-Z’s) perceptions, motivations, and participation in village tourism, emphasizing the role of tourism literacy. Drawing on generational cohort theory and thematic analysis of interviews with 50 participants in Banyuwangi, Indonesia, the research examines how Gen-Z characteristics shape engagement in rural tourism. The findings reveal that digital nativeness, social connectivity, experiential learning preferences, and sustainability awareness encourage participation beyond tourism consumption toward active promotion, cultural preservation, and environmental stewardship. Participants use digital platforms such as Instagram, TikTok, YouTube, and Smart Kampung to promote destinations, while educational and institutional programs strengthen tourism literacy through interactive learning. Gen-Z also contributes to local festivals, tourism ambassador programs, and environmental initiatives. The study advances existing knowledge by demonstrating that tourism literacy serves as a key mechanism linking generational characteristics to meaningful participation in village tourism. It extends generational cohort theory by highlighting literacy-driven capacities that position Gen-Z as cocreators of sustainable tourism and community development.
The authors' abstract, as published at the source. Journal Of Vacation Marketing, 2026 · DOI ↗
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Sociology and Political ScienceSocial Sciences