Advocating Sustainable Tourism in China: A Transitory, Top-Down Stakeholder Engagement Perspective

Progression in sustainable tourism development in China is oftentimes situated in government-led, top-down approaches. Yet, limited research has examined how residents from emerging economies may react to these approaches. To address this gap, this study examines how Chinese Generation Z evaluates their government's efforts in driving community engagement toward sustainable tourism in China. Generation Z posts a stronger orientation concerning environmental issues that seek changes in the prevalence of sustainability within the community. Using in-depth, semi-structured interviews and thematic analysis, Generation Z proposed transitory, top-down governance that involves the government, industry, community leaders, and the local community to advocate sustainable tourism in China. The Chinese government initiates national policies, industry produces sustainable products, and community leaders and individuals extend the promotion and reminders through informal and social bonding. This study contributes by expanding in the area of tourism governance and offers insights into community engagement in sustainable tourism.