Does Social Media Make Tourists More like Special Forces? The Impact of Supportive Communication on Generation Z’s Intention to Engage in Special Forces-Style Tourism

In the post-COVID-19 era, tourism and cultural industries have begun to bounce back, and their “revenge tourism” desire has forced “Special Forces-style tourism”, which was popularized throughout Chinese social media in 2023. This study explores a current knowledge gap in understanding how social media inspires Generation Z’s engagement in Special Forces tourism and implications for practical sustainable tourism. By leaning on the SOR model, Social Identity Theory, and Social Learning Theory, this study investigates how supportive and interactive social media environments shape the sustainable engagement intentions of Generation Z. We experimentally find that perceived supportive communication about sustainability issues significantly inflates sustainable engagement intentions in high-interactivity settings, by encouraging flow experiences and vicarious reinforcement that facilitate socially responsible travel decisions. Key findings include identification of supportive online interactions that can facilitate sustainable tourism among born-digital travelers, who enable informed, socially and environmentally responsible tourism behaviors.