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.
Ariyaporn Sakulsom (Sun,) studied this question.