Negative Spillover Effects of Travel Memories and Social Media on Foreign Generation Z’s Sustainable Educational Tourism Intentions in China

Abstract

China is rapidly positioning itself as a sustainable educational tourism destination through cultural preservation, policy support, and international collaboration. However, negative online narratives and prior adverse travel experiences may threaten this sustainable development. This study investigates how negative travel memories and unfavorable social media commentary jointly affect the sustainability of foreign Generation Z’s educational tourism intentions in China. Drawing on Social Information Processing Theory and the Theory of Planned Behavior, this research conceptualizes negative spillover as a barrier to sustainable behavioral intention formation. Using PLS-SEM on survey data from 206 foreign Gen Z travelers, the results reveal that negative travel memories significantly weaken attitudes toward educational tourism and reduce behavioral intentions, thereby challenging long-term destination sustainability. Interestingly, moderate negative comments on social media stimulate more balanced perceptions and enhance subjective norms, reflecting Gen Z’s critical thinking in digital environments. Moreover, individuals high in openness to experience are less susceptible to negative spillover, contributing to resilience in sustainable travel intention. The study enriches sustainability discourse by integrating psychological and digital dimensions into the SIPT–TPB framework, offering practical insights for policymakers and destination marketers to foster responsible digital communication, mitigate negative spillover, and strengthen the sustainable appeal of China’s educational tourism sector.

Keywords: Sustainable educational tourism, Negative spillover, Openness to experience, PLS-SEM, Generation Z.