Generational cohort theory and tourism literacy: Understanding Gen-Z's role in sustainable village tourism development

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.