The Impact of Technostress and Social Media Stressors on Sustainable Tourism Intentions: A Planned Behavior Approach among Indonesian Gen Z Workers

The rapid advancement of digital technology and social media has transformed professional and personal life, especially for younger generations, the most active users. In work, digitalization boosts productivity and flexibility but increases time pressure, blurs work–life boundaries, and fosters technostress [1]. In personal life, intensive social media use is linked to anxiety, depression, and fear of missing out (FoMO) [2], with World Health Organization [3] reporting 11% of adolescents showing problematic use. In Indonesia, social media users exceeded 143.0–191.4 million in early 2025 [4], dominating Gen Z work norms through AI reliance and online collaboration [5]. Technostress (TS) involves techno-overload, techno-invasion, and uncertainty, while social media stressors (SNS stressors) include digital fatigue, FoMO, and social comparisons [6]. Both cause anxiety, depression, emotional fatigue, and sleep disorders while harming work–life balance [7, 8].

The relevance of digital stress to the tourism sector can be seen from the increase in travel intentions as a coping mechanism against psychological pressure due to digital fatigue. Tourism is an effective means of psychological escape to reduce the digital burden [9]. Trips that involve contact with nature or places with minimal digital connections have been shown to restore mental and physical well-being [10]. For young workers, the intensity of digital stress encourages them to seek out activities that support digital detoxification and emotional recovery. The intention to travel appears as a form of seeking tranquility and fulfilling the psychological need for relaxation, meaningful social interaction, and improved health [11]. Therefore, understanding the factors that influence travel intentions, such as digital stress levels, personal motivation, and expectations for the travel experience, is essential to developing a tourism promotion strategy that is relevant to the young working segment.

A review of recent empirical studies shows that mental health factors play an important role in shaping travel intentions. Motivation to escape, personal growth, and involvement in wholesome activities are strong drivers in fitness tourism [12, 13]. Nature-based tourism has also been shown to be effective in reducing symptoms of stress, depression, and anxiety, even though the effects are temporary [14]. Technology-free tourism offers relief from digital stress, facilitating mental recovery [15]. In addition, tourism with animal interaction also provides psychological benefits [16] and hot spring tourism improves psychological well-being and revisit intentions [17]. In the post-COVID-19 era, psychosocial needs and perception of health risks are the main determinants of travel intention [18, 19].

However, prior research highlights the existence of an attitude–behavior gap, particularly among Generation Z (Gen Z) in sustainability contexts. Although Gen Z frequently expresses strong pro-environmental attitudes and ethical concerns, these attitudes do not consistently translate into actual sustainable behaviors [20, 21]. This discrepancy may be driven by situational constraints, social influence, hedonic motivations, perceived behavioral control (PBC), and lifestyle convenience. In tourism, this gap is especially relevant because travel—while perceived as restorative—can simultaneously increase carbon emissions and consumption intensity [22, 23]. Therefore, examining how digital stress interacts with attitudes (AE), norms, and perceived control becomes crucial to understanding whether travel intention reflects genuine sustainable motivation or merely short-term psychological coping.

Although a number of studies have explored the relationship between digital stress and travel behavior, most are still general and have not integrated specific TS and SNS stressors in a single comprehensive theoretical framework. In addition, the Theory of Planned Behavior (TPB) approach, which is effective in explaining behavioral intentions, has not been widely applied to understand travel intentions in response to digital pressures, especially in the context of Gen Z workers in Indonesia. In fact, Gen Z is a digital native generation that is vulnerable to digital fatigue while also having great potential as a tourism actor. Therefore, this study is important to fill this gap by simultaneously examining the influence of TS, SNS stressors, and TPB factors (AE, subjective norms (SN), and perceptions of behavioral control) on tourism intentions. There are research questions proposed by this study, namely: How do TS and SNS stressors influence AE, SN, and PBC, and in turn shape tourism behavioral intentions among Indonesian Gen Z workers, including the mediating role of these psychological factors in the relationship between digital stressors and travel intentions?

This study aims to analyze the influence of TS and SNS stressors on the tourism behavioral intention (TBI) of Gen Z workers in Indonesia through the framework of the TPB, considering the mediating role of AE, SN, and perceptions of behavior control. Theoretically, the study expands the application of the SDGs by integrating two types of digital stress as predictors in the context of tourism, which are still rarely studied simultaneously. This contributes to the development of literature on digital psychology, tourism, and the behavior of the younger generation. Practically, the results of this research can be the basis for policy makers, tourism industry players, and work organizations to design tourism promotion strategies based on the psychological needs of young workers, including the development of digital detox tourism programs and work-life balance campaigns, in order to respond to the negative impact of digitalization on the welfare of the productive young generation.

3.1 Research design and measurement

This research aims to examine the impact of TS and SNS stressors on sustainable tourism intentions, adopting the Theory of TPB as a theoretical framework. Toward that aim, this study seeks to understand how stress induced by technology and social media platforms affects the psychological mechanisms—such as AE, SN, and PBC—that influence Indonesian Gen Z workers’ intentions to travel. To achieve this, the research adopts a quantitative approach using a structured survey method. Data will be collected through an online questionnaire distributed to Indonesian Gen Z workers, defined as individuals born between 1997 and 2012 who are currently employed. The unit of analysis in this study is individual Indonesian Gen Z workers.

To measure the constructs in this study, a structured questionnaire was developed using multiple items adapted from validated scales in previous literature. TS was measured through 18 items encompassing work overload, invasion of personal life, complexity, insecurity, and uncertainty related to technology [71-74]. SNS stressors were assessed using 19 items capturing aspects such as technological burden, social overload, relational pressure, and cognitive strain arising from social media platforms [75-78]. AE toward travel was measured through 4 items reflecting respondents’ positive evaluation of travel experiences [23, 68, 79, 80]. SN were assessed using five items that captured perceived social pressure and support from friends and family regarding travel [23, 68, 79, 80]. PBC included three items related to respondents’ perceived ease or difficulty in engaging in tourism activities [23, 68, 79, 80]. Finally, TBI was measured with four items that reflect the intention to engage in future travel behaviors [63, 81-83]. All items were rated using a 5-point Likert scale.

3.2 Sample and data collection

This study focuses on Gen Z workers in Indonesia as the target population, referring to individuals born between 1997 and 2012. A purposive sampling technique was employed to select respondents based on the following inclusion criteria: (1) Indonesian citizenship, (2) aged between 18 and 27 at the time of data collection, (3) active users of social media, (4) formally employed in a company or public institution, and (5) having experience or intention to travel for recreational purposes or mental recovery. These criteria were established to ensure that respondents’ experiences were relevant to the study’s main theme concerning digital stress and tourism intention. To calculate the minimum number of participants, used G*Power software to perform a power analysis for multiple regression with an alpha level of 0.05, statistical power of 0.90, a medium effect size (0.15), and five predictors [84], producing a minimum requirement of 129 samples.

Table 1. Respondent characteristics

Source: Author’s elaboration

Data collection used a hybrid strategy, deploying Google Forms as the survey tool. Enumerators shared the form both physically and through digital channels including WhatsApp, Instagram, and X (formerly known as Twitter), to ensure wide distribution across different regions and subgroups. The study adhered to ethical standards by providing respondents with clear information regarding the voluntary nature of participation, securing informed consent, and guaranteeing anonymity and confidentiality of their responses.

This study has successfully involved a total of 217 respondents who are Gen Z workers in Indonesia. Based on Table 1, the majority of respondents in this study were aged 21–24 years (47.47%), followed by the age group of 17–20 years (34.56%). Respondents were dominated by women (81.57%), and most had a Bachelor's degree (41.94%). Most respondents have a monthly income between IDR 3,000,000 and IDR 4,999,999 (35.94%). In terms of domicile, the most respondents came from Java (47.47%), followed by Sumatra (23.04%). In terms of the type of tourism that is most often carried out, recreational tourism occupies the highest position (28.72%), followed by natural tourism (25.95%) and cultural tourism (20.76%). These findings show that the majority of Gen Z Indonesian workers in the study are young women with a bachelor's education, with a middle income and a primary interest in leisure and nature tourism. This data is an important foundation in understanding the behavior of their travel intentions amid the pressure of technology and social media.

3.3 Data analysis technique

This study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4 to analyze the data. PLS-SEM was selected due to its suitability for predictive research models, complex structural relationships, and when data distribution assumptions are not strictly met [85]. The analysis process followed a two-step approach: first, the measurement model was assessed to evaluate the reliability and validity of the constructs, including indicator loadings, composite reliability (CR), average variance extracted (AVE), and discriminant validity using the Fornell-Larcker criterion and HTMT ratio [86]. Second, the structural model was examined to test the hypothesized relationships among variables by analyzing path coefficients, t-values, and significance levels via bootstrapping with 5,000 resamples. The coefficient of determination (R²), effect sizes (f²), and predictive relevance (Q²) were also assessed to evaluate the model’s explanatory and predictive power [87]. This approach ensures robust and comprehensive evaluation of the research framework.

5.1 Discussion

The results of testing Hypotheses 1, 2, and 3 show that TS significantly influences AE, SN, and perceptions of behavioral control in the context of travel intentions among Indonesian Gen Z workers. The acceptance of this hypothesis is consistent with previous findings that TS encourages recovery behaviors through positive AE, social norms, and behavioral control [36, 40], especially for Gen Z, who are affected by techno-invasion and are looking for balance through tourism activities [35]. These findings reinforce the position of TS as a psychological determinant that influences the way individuals evaluate travel decisions. In relation to AE, TS has the potential to create cognitive and emotional pressure that triggers the need to detach oneself, thereby encouraging the formation of positive AE towards tourism activities as a form of coping mechanism. Meanwhile, the influence on SN reflects how technological pressures can also modulate perceptions of social expectations; in this case, Gen Z tends to respond to TS by referring to collective norms to seek validation of behaviors, including in travel decisions. The association with PBC shows that the higher the level of TS, the stronger the urge to regain control of personal time and energy through planned vacation behaviors. TS acts as a motivational trigger that reinforces the main components in the TPB, leading individuals to formulate the desire to travel as a form of psychological recovery and life balance.

This study confirms Hypotheses 4, 5, and 6 that SNS stressors have a significant influence on AE, SN, and PBC in the context of Gen Z workers' travel intentions in Indonesia. The acceptance of this hypothesis is supported by the literature showing that SNS stressors such as FoMO, social comparison, and cyberfatigue encourage individuals to seek psychological escape through tourism activities [43, 47] and shape behavioral intentions through social norms and self-control [51]. Constant exposure to social pressures in digital media, such as social comparisons, self-image expectations, and FoMO, encourages the formation of positive AE towards tourism activities as a means to calm down and restore personal identity. In the context of SN, SNS stressors play a role in shaping perceptions of social expectations. Gen Z tends to respond to these pressures by internalizing social values that support a balanced lifestyle, including tourism activities as a symbol of status and well-being. Furthermore, the pressure from social media also has an impact on PBC, where individuals feel they have a greater urge to regain control of their lives through intentional travel plans. These results show that SNS stressors not only play a role as a pressure factor but also as a trigger for the formation of behavioral intentions within the framework of the TPB, strengthening the perception of travel as a form of self-actualization and resistance to invasive digital pressure.

The results of testing Hypotheses 7, 8, and 9 reveal interesting dynamics in the formation of TBI among Indonesian Gen Z workers. The non-acceptance of Hypothesis 7 shows that AE toward tourism do not directly encourage the intention to engage in sustainable tourism behaviors. This rejection contradicts previous studies that positioned AE as a primary predictor of Gen Z’s travel intentions [56, 57]. However, the result can be explained by the well-documented attitude–behavior gap within this generation [63]. This suggests that although Gen Z may personally value sustainability in tourism, such attitudes may not readily translate into concrete sustainable actions unless supported by external influences or perceptions of control.

One important finding is the non-significant effect of sustainability attitudes on sustainable tourism intention among Indonesian Gen Z workers. This result reflects the well-established attitude–behavior gap in sustainability research, where expressed pro-environmental concern does not consistently translate into behavioral intention. In this study, SN and PBC emerged as stronger predictors than attitudes. This suggests that, for digital-native populations, intention formation may be driven more by social expectations and perceived feasibility than by internal evaluative beliefs. Under conditions of TS and SNS pressure, sustainable tourism may function less as a value-based choice and more as a socially endorsed and practically manageable coping strategy. The dominance of PBC further indicates that structural constraints (e.g., time, financial flexibility, work demands) may limit the translation of positive attitudes into concrete planning. Thus, the attitude–behavior gap observed here appears to reflect shifting motivational priorities in digitally saturated environments rather than weak environmental values per se.

Conversely, the acceptance of Hypothesis 8 affirms the important role of SN; social expectations from peers, digital communities, or social media influencers exert stronger pressure in shaping sustainable tourism intentions. This finding aligns with Fenitra et al. [29] and Phi and Duong [58], who highlight that peer-driven norms significantly shape Gen Z’s behavioral orientations. Within the sustainability context, this suggests that social encouragement—such as the normalization of eco-friendly trips or low-impact travel narratives—may be more persuasive than personal attitudes alone.

Furthermore, the results for Hypothesis 9 confirm that PBC is the strongest predictor of TBI. When individuals believe they have adequate resources, time, and ability to perform sustainable travel practices, their intention significantly increases. Support for Hypothesis 9 echoes findings by Kharuhayothin et al. [59], emphasizing the importance of control perceptions in domestic tourism behavior. These outcomes show that a combination of social pressure and self-efficacy becomes a dominant driver, indicating the need for practical and socially supported approaches to foster Gen Z’s engagement in sustainable travel.

The results of the mediation testing further provide insights into the indirect pathways between TS and sustainable tourism intentions among Indonesian Gen Z workers. The rejection of Hypotheses 10 and 11 shows that subjective attitudes and norms are not capable of significantly mediating the relationship between TS and sustainable tourism intentions. This suggests that technological pressure fails to form emotional evaluations or social norms strong enough to directly stimulate sustainable behavioral intentions.

In contrast, the acceptance of Hypothesis 12 confirms that PBC serves as an effective mediator. This means that TS tends to encourage individuals to reevaluate their capacity to manage stress through structured, restorative activities, including environmentally responsible travel. When individuals feel capable of regaining control of their lives, TS can serve as a trigger for developing intentions to engage in sustainable travel as a form of self-regulation. These findings highlight that coping mechanisms grounded in personal control are more influential than emotional or social responses when linking digital stressors to sustainable travel decisions within the TPB.

Testing Hypotheses 13, 14, and 15 reveals distinct mediation dynamics for the influence of SNS stressors on sustainable tourism intentions. The rejection of Hypothesis 13 indicates that although SNS stressors significantly affect AE in direct analyses, the attitudinal pathway is not strong enough to mediate sustainable tourism intentions. This implies that emotional reactions to digital pressure—such as fatigue from social comparison—do not automatically motivate individuals to pursue sustainable travel practices.

On the contrary, the acceptance of Hypotheses 14 and 15 emphasizes that SNS stressors significantly influence sustainable tourism intentions through SNs and PBC. Social pressures within digital environments, including expectations surrounding lifestyle authenticity or environmentally conscious consumption, encourage individuals to respond based on normative cues. These pressures ultimately reinforce the intention to engage in sustainable travel as a socially aligned and reputationally positive behavior. Simultaneously, increased perceptions of self-control in managing digital stress foster an internal drive to pursue restorative and meaningful travel behaviors, including environmentally responsible trips. Overall, social norms and perceived control emerge as key mediation channels, confirming that Indonesian Gen Z’s sustainable tourism behavior is shaped largely by socially and cognitively managed external pressures.

5.2 Theoretical implication

This study expands the application of the TPB within the context of sustainable tourism by integrating the digital stress dimension—namely, TS and SNS stressors—as new determinants influencing the formation of TBI among Indonesian Gen Z workers. Theoretically, these findings challenge the dominance of the attitude construct as the primary predictor of behavioral intentions in sustainability-related domains, particularly those aligned with the SDGs, by showing that attitudes toward sustainability do not significantly influence sustainable tourism intentions.

In contrast, SN and PBC emerge as key mediators and predictors, underscoring that social pressures and perceived capability to perform sustainable actions play a more decisive role in translating digital stress into sustainable behavioral outcomes. This highlights the need to revise the conventional TPB perspective to adapt to the psychological and social dynamics of digital-native populations, for whom external digital influences may outweigh internal attitudinal evaluations.

Moreover, the study introduces TS and SNS stressors as upstream variables that enrich the TPB model by integrating contemporary psychosocial contexts related to digital overload, online social comparison, and constant connectivity. In doing so, this research contributes to the development of a more holistic theoretical framework for understanding sustainable tourism behavior as a self-regulatory response to technological pressures, while opening opportunities for deeper exploration of modern psychological determinants within planned behavior models.

5.3 Practical implications

The findings of this study provide strategic implications not only for tourism stakeholders but also for broader sustainable development agendas, particularly in relation to SDG 8 (Decent Work and Economic Growth) and SDG 13 (Climate Action).

First, in alignment with SDG 8, the results underline the importance of integrating psychosocial well-being into workplace sustainability frameworks. The strong role of PBC suggests that organizations should create structural conditions that enable employees to disconnect from excessive digital demands. This may include establishing clear digital boundaries, limiting after-hours communication, implementing “technology sabbatical” policies, and designing restorative leave programs. Encouraging structured recovery activities—such as sustainable and nature-based tourism—can contribute to healthier, more productive, and more resilient young workers, thereby supporting decent work environments in the digital era.

Second, in relation to SDG 13, tourism promotion strategies must ensure that recovery-oriented travel does not exacerbate carbon-intensive consumption patterns. While digital detox tourism may function as a coping mechanism for TS, it should be embedded within low-impact, climate-conscious tourism models. Tourism providers are therefore encouraged to promote eco-certified accommodations, slow travel options, domestic green destinations, and regenerative tourism programs. Positioning sustainable tourism as both psychological recovery and environmental responsibility helps reconcile digital well-being with climate action objectives.

At the policy level, ministries of tourism and labor can design integrated programs that simultaneously address digital fatigue and environmental sustainability. Campaigns such as “Digital-Free Green Vacation” initiatives may encourage young workers to engage in environmentally responsible travel while reducing TS. Incentives for domestic sustainable tourism can also reduce carbon footprints associated with long-haul travel.

From a corporate perspective, employee well-being policies should recognize TS as a psychosocial occupational risk while aligning recovery strategies with sustainability commitments. Partnerships with sustainability-oriented tourism operators can provide structured recovery programs that reflect both employee welfare and environmental accountability. Given the significant influence of SN identified in this study, collaborations with digital influencers who promote low-impact tourism behaviors may further strengthen pro-sustainability social expectations among Gen Z.