De-influencing gen Z tourists: effects of message features, mimicry and overtourism awareness in sustainable travel influencer marketing

Purpose This study aims to investigate how social media influencers (SMIs) can de-influence to promote travel to lesser-known destinations in Japan as a strategy to mitigate overtourism. Specifically, it explores the role of message framing and advertising disclosure in shaping perceived SMI authenticity, campaign attitude, mimicry and travel intention framed within the Stimulus–Organism–Response (SOR) model. Design/methodology/approach A between-subjects experimental design was implemented using a 2 (message framing: gain vs. loss) × 2 (advertising disclosure: present vs absent) factorial design. A total of 267 valid responses were collected from Gen Z respondents in Malaysia and Singapore, representing key inbound markets to Japan. Structural equation modelling (SEM) was used to test the research model, and multigroup analysis assessed the moderating role of overtourism awareness. Findings The results reveal that non-sponsored messages significantly enhance perceptions of SMI’s sincerity, positively influencing mimicry and campaign attitudes. Loss-framed messages elicited more favourable campaign outcomes. Mimicry and campaign attitude both strongly predict travel intention to lesser-known destinations. Notably, awareness of overtourism moderated several key relationships, with high-awareness individuals more likely to respond favourably to influencer campaigns promoting sustainable travel redirection. Originality/value This study is among the first to examine the effects of message framing and advertising disclosure on SMI marketing for sustainability communication in tourism. The study highlights the scepticism Generation Z audiences may have towards sustainability communication by travel SMIs. It extends the SOR framework by integrating the concept of mimicry and overtourism awareness as key psychological and contextual factors, specifically analysing the importance of message features, authenticity and mimicry as key stimuli and persuasion mechanisms influencing Gen Zs’ destination choices.