In the contemporary Chinese tourism market, Generation Z constitutes a key consumer segment whose environmentally responsible behavior (ERB) is crucial to achieving the sustainable development of destinations. Drawing on the self-regulation of attitude theory and the cognitive–affective–conative (CAC) framework, in this research, we examined the influence of emotional factors on ERB among Generation Z tourists. In particular, we investigated the effect of creative tourism experiences (CTEs) on ERB, with tourist engagement (TE) and place attachment (PAT) serving as mediators. Data from 639 valid online questionnaires were analyzed through structural equation modeling (SEM). The results show that CTE and TE significantly impact ERB, while TE and PAT mediate the relationship between CTE and ERB. Moreover, self-efficacy (SE) positively moderates both the direct and indirect effects. Given the limited integration of the self-regulation of attitude theory and the CAC framework in ERB research, these results provide novel insights and valuable recommendations for the sustainable development of creative tourism.

Sustainable tourism planning is essential for understanding an area’s potential for sustainable development. However, the tourism sector struggles with adopting sustainable practices due to limited research on practical implementation, particularly in Thailand. Khung BangKachao, a vital green space near Bangkok, provide recreation for urban residents, but faces threats from urbanization, environmental degradation, and loss of traditional lifestyles. This study applied all four criteria and 41 indicators from the Global Sustainable Tourism Council (GSTC), a rare and rigorous approach in sustainability research that offers a model for other regions. A qualitative method was used, with content analysis based on 33 in-depth interviews and observations. Results show Category A is effective due to seasonal tourism management and legal adherence, though monitoring is weak. Category B demonstrates positive economic and social impacts. Categories C and D reveal gaps in tourism standards and environmental reporting. Tourism planning in Khung BangKachao should prioritize monitoring, community involvement, and structured management to support long-term sustainability.

Tourism short videos have become an important force in the construction of destination images and can be used as strong tools for tourism promotion. However, there is little research concerning their impact on the travel intention of Generation Z. Based on the emotional evaluation theory and Stimulus-Organism-Response (SOR) model, this study focuses on the effect of short video communication on the intention of Generation Z to visit Mount Emei through cognitive and emotional channels. Based on the data collected from 396 valid questionnaires and analyzed by using a structural equation model, the results show that short video communication directly improves travel intention. In addition, destination appeal and emotional arousal are partial mediators of this relationship. Destination appeal is also a significant predictor of emotional arousal and thus lends support to a continuous "evaluation-arousal" mechanism. From a theoretical perspective, this study promotes the study of tourism in the SOR framework by integrating two interrelated psychological processes, cognitive evaluation and emotional activation, and extends destination image theory to an algorithm-driven media environment. Practically, the results offer new insights into the dual-path persuasive mechanism of short video tourism marketing and provide valuable implications for the optimization of content targeted short video tourism marketing for digital native tourists.

Across southeast Asia, intangible craft traditions are disappearing as ageing practitioners retire without successors. Yet the social, spiritual, and identity values they carry often far exceed what markets alone can sustain. This paper develops and tests a multi-stakeholder framework for deciding which endangered crafts most warrant public support, drawing on market failure analysis while remaining grounded in heritage community realities. We applied the Analytic Hierarchy Process with four expert assessors to rank eleven craft categories in Nakhon Si Thammarat Province, Thailand. Buddhist metal offerings—tied to Wat Phra Mahathat Woramahawihan, inscribed on the UNESCO World Heritage List in July 2026 as Thailand’s first southern World Heritage Site—emerged as the highest priority. We then tested a co-production intervention, positioning the research team as facilitator rather than provider. The results were striking: 216 donors from across Thailand and abroad contributed THB 909,999 in private funds against just THB 107,000 in project support, and 61 per cent came from outside the local province. These findings suggest endangered traditions can harbour substantial latent demand that markets fail to capture, and that co-production offers a promising pathway for mobilising community resources while reducing dependence on public subsidy.