Transitioning from green screens to green scenes: Exploring how short videos influence Gen Z’s choice of eco-conscious travel destinations

Zhao Xue, Noor Hazarina Hashim, Nur Balqish Hassan

Article ID: 4701
Vol 8, Issue 4, 2024

VIEWS - 219 (Abstract) 82 (PDF)


The digital era has brought immense attention to the tourism industry through the pervasive influence of social media. Social media content profoundly shapes travel aspirations among the Chinese Generation Z, mainly through short videos. This study aims to unravel the intricate dynamics between short videos and Gen Z’s travel preferences, shedding light on their motivations, environmental consciousness, and adoption of sustainable tourism practices. Three regression models were applied in this study to shed light on this correlation. The initial model examines factors influencing the general travel intentions of Chinese Gen Z. The subsequent model delves into determinants affecting the adoption of responsible tourism practices among Gen Z. Then, the last model identifies factors contributing to tourism-related environmental awareness among this population. Through empirical analysis conducted via a structured questionnaire administered to 506 Chinese Gen Z individuals, this study’s findings confirm that well-crafted short videos significantly impact the travel intentions of Chinese youth, thereby fostering responsible tourism practices and increasing environmental consciousness. This highlights the pivotal role of argumentation quality and source credibility in shaping Gen Z’s travel intentions, underscoring the importance of credibility in promoting responsible tourism practices and environmental awareness. Furthermore, this study analysis reveals that females exhibit greater susceptibility to the influence of short video content on travel decisions than males. In conclusion, this study emphasizes the critical role of integrating short video content into marketing strategies within the tourism sector, particularly in the Gen Z demographic.


short video; travel intentions; Chinese Gen Z; environmental awareness

Full Text:



Ballester, E., Ruiz-Mafé, C., & Rubio, N. (2023). Females’ customer engagement with eco-friendly restaurants in Instagram: the role of past visits. International Journal of Contemporary Hospitality Management, 35(6), 2267–2288.

Bhattacherjee, & Sanford. (2006). Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model. MIS Quarterly, 30(4), 805.

Buckley, R. (2012). Sustainable tourism: Research and reality. Annals of Tourism Research, 39(2), 528–546.

Cao, Q., Yu, B., & Tian Tian, X. X. (2017). The Effect of Social Media on Tourism Consumer Adoption Intention: Evidence from Urumqi. Journal of Accounting & Marketing, 06(01).

Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions. Tourism Management, 31(6), 898–911.

Chen, X., & Cheng, Z. (2023). The impact of environment-friendly short videos on consumers’ low-carbon tourism behavioral intention: A communicative ecology theory perspective. Frontiers in Psychology, 14.

Cheng, W., Tian, R., & Chiu, D. K. W. (2023). Travel vlogs influencing tourist decisions: information preferences and gender differences. Aslib Journal of Information Management, 76(1), 86–103.

Cheung, C. M. K., Xiao, B. S., & Liu, I. L. B. (2014). Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems, 65, 50–58.

Choe, J. Y. J., & Kim, S. S. (2018). Effects of tourists’ local food consumption value on attitude, food destination image, and behavioral intention. International journal of hospitality management, 71, 1-10.

Cochran, W. G. (1977). Sampling techniques, 3rd ed. John Wiley & Sons.

Daft, R. L., & Lengel, R. H. (1986). Organizational Information Requirements, Media Richness and Structural Design. Management Science, 32(5), 554–571.

Dai, L., Toanoglou, M., & Zhang, B. (2021). The Impact of Social Media on Travel Intentions of International Students: The Evidence of an Empirical Study from China. International Journal of Tourism Management and Sciences, 36(3), 103–128.

Dastjerdi, A. M., Kaplan, S., de Abreu e Silva, J., et al. (2019). Use intention of mobility-management travel apps: The role of users goals, technophile attitude and community trust. Transportation Research Part A: Policy and Practice, 126, 114–135.

Dedeoğlu, B. B., Taheri, B., Okumus, F., et al. (2020). Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation. Tourism Management, 76, 103954.

Dolan, R., Seo, Y., & Kemper, J. (2019). Complaining practices on social media in tourism: A value co-creation and co-destruction perspective. Tourism Management, 73, 35–45.

Dredge, D., & Gyimóthy, S. (2015). The collaborative economy and tourism: Critical perspectives, questionable claims and silenced voices. Tourism Recreation Research, 40(3), 286–302.

Du, X., Liechty, T., Santos, C. A., et al. (2020). ‘I want to record and share my wonderful journey’: Chinese Millennials’ production and sharing of short-form travel videos on TikTok or Douyin. Current Issues in Tourism, 25(21), 3412–3424.

Fang, X., Xie, C., Yu, J., et al. (2023). How do short-form travel videos trigger travel inspiration? Identifying and validating the driving factors. Tourism Management Perspectives, 47, 101128.

Fernandez, L. V. S. (2021). Impacts of social media and destination image on travel intention in Thailand. UTCC International Journal of Business, 13(3), 129-146.

Firman, A., Moslehpour, M., Qiu, R., et al. (2023). The impact of eco-innovation, ecotourism policy and social media on sustainable tourism development: evidence from the tourism sector of Indonesia. Economic Research-Ekonomska Istraživanja, 36(2).

Gan, J., Shi, S., Filieri, R., et al. (2023). Short video marketing and travel intentions: The interplay between visual perspective, visual content, and narration appeal. Tourism Management, 99, 104795.

Ge, J. (2024). Influencers Marketing and its Impacts on Sustainable Fashion Consumption Among Generation Z. Journal of Soft Computing and Decision Analytics, 2(1), 118–143.

Ge, J., Sui, Y., Zhou, X., et al. (2021). Effect of short video ads on sales through social media: The role of advertisement content generators. International Journal of Advertising, 40(6), 870–896.

Gibson, H. J., & Yiannakis, A. (2002). Tourist roles: Needs and the lifecourse. Annals of Tourism Research, 29(2), 358-383.

Gössling, S., Scott, D., & Hall, C. M. (2018). Global trends in length of stay: implications for destination management and climate change. Journal of Sustainable Tourism, 26(12), 2087–2101.

Gretzel, U., Koo, C., Sigala, M., & Xiang, Z. (2020). Smart tourism: Foundations and developments. Electronic Markets, 30(3), 427-437.

Higham, J., & Miller, G. (2018). Transforming societies and transforming tourism: sustainable tourism in times of change. Journal of Sustainable Tourism, 26(1), 1–8.

Hovland, C.I., Janis, I.L., & Kelley, H.H. (1953). Communication and persuasion. Yale University Press.

Johnson, C. I., & Mayer, R. E. (2009). A testing effect with multimedia learning. Journal of Educational Psychology, 101(3), 621–629.

Kilipiri, E., Papaioannou, E., & Kotzaivazoglou, I. (2023). Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case. Sustainability, 15(8), 6374.

Kim, J., & Richardson, S. L. (2020). Increasing environmental awareness through social media: Evidence from the campaign to ban plastic microbeads in cosmetics. Environmental Science & Policy, 114, 504-512.

Kim, M.-S., & Stepchenkova, S. (2020). Altruistic values and environmental knowledge as triggers of pro-environmental behavior among tourists. Current Issues in Tourism, 23(13), 1575–1580.

Li, H., & Tu, X. (2023). Who generates your video ads? The matching effect of short-form video sources and destination types on visit intention. Asia Pacific Journal of Marketing and Logistics, 36(3), 660–677.

Li, Y., & Hayes, S. (2023). Comparing the Influences of Tourism Live Streaming and Short-Form Video for Young Chinese: A Qualitative Investigation. Journal of China Tourism Research, 20(1), 167–191.

Liao, S.-S., Lin, C.-Y., Chuang, Y.-J., et al. (2020). The Role of Social Capital for Short-Video Platform Users’ Travel Intentions: SEM and Fsqca Findings. Sustainability, 12(9), 3871.

Lim, Y., Chung, Y., & Weaver, P. A. (2012). The impact of social media on destination branding. Journal of Vacation Marketing, 18(3), 197–206.

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2018). A retrospective view of electronic word-of-mouth in hospitality and tourism management. International Journal of Contemporary Hospitality Management, 30(1), 313–325.

Liu, J., Wang, Y., & Chang, L. (2023). How do short videos influence users’ tourism intention? A study of key factors. Frontiers in Psychology, 13.

Liu, J., Wang, C., Zhang, T. (Christina), & Qiao, H. (2023). Delineating the Effects of Social Media Marketing Activities on Generation Z Travel Behaviors. Journal of Travel Research, 62(5), 1140–1158.

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73.

Matikiti, R., Mpinganjira, M., & Roberts-Lombard, M. (2017). Social media in tourism: Establishing factors influencing attitudes towards the usage of social networking sites for trip organisation. Acta Commercii, 17(1).

Mehmood, S., Liang, C., & Gu, D. (2018). Heritage Image and Attitudes toward a Heritage Site: Do They Really Mediate the Relationship between User-Generated Content and Travel Intentions toward a Heritage Site? Sustainability, 10(12), 4403.

Moise, D. (2015). Understanding the influence of demographic factors on consumer behavior. ASEAN Marketing Journal, VII(1), 39-48.

Monroe, M. C., Andrews, E., & Biedenweg, K. (2019). A framework for environmental education strategies. Applied Environmental Education & Communication, 18(1), 23-35.

Moyle, B., Moyle, C., Ruhanen, L., et al. (2020). Are we really progressing sustainable tourism research? A bibliometric analysis. Journal of Sustainable Tourism, 29(1), 106–122.

Nelson-Field, K., Riebe, E., & Sharp, B. (2013). More Mutter About Clutter. Journal of Advertising Research, 53(2), 186–191.

Qiu, H., Wang, X., Wu, M.-Y., et al. (2023). The effect of destination source credibility on tourist environmentally responsible behavior: an application of stimulus-organism-response theory. Journal of Sustainable Tourism, 31(8), 1797–1817.

Seyfi, S., Hall, C. M., Vo-Thanh, T., et al. (2022). How does digital media engagement influence sustainability-driven political consumerism among Gen Z tourists? Journal of Sustainable Tourism, 31(11), 2441–2459.



  • There are currently no refbacks.

Copyright (c) 2024 Zhao Xue, Noor Hazarina Hashim, Nur Balqish Hassan

License URL:

This site is licensed under a Creative Commons Attribution 4.0 International License.