Imagined Geographies of Sustainability: Rethinking Responsible Tourism Consumption Through the Utopias of Generation Z

Abstract

This study explores how Generation Z imagines sustainable tourism and how these imaginaries reflect values and norms associated with responsible tourism consumption. Data were collected from 59 university students in Türkiye who created written utopian narratives and AI-assisted visuals depicting their visions of sustainable destinations. Using thematic and visual content analysis, the findings reveal three dominant axes: (i) nature-integrated living practices, (ii) environmentally and community-oriented sustainability, and (iii) futuristic utopian visions. The results demonstrate that Generation Z imagines tourism not merely consumption but as a lifestyle embedded in ecological harmony, collective participation, and cultural continuity. Their dual orientation combining nostalgic “return to nature” imaginaries with techno-utopian futures illustrates how young people reconcile local identity with technological innovation. By bridging the frameworks of tourism imaginaries and responsible tourism consumption, the study introduces an “imagination–consumption bridge,” conceptualizing imaginaries as cognitive and normative mediators that translate values into practices. Methodologically, the integration of AI-assisted visualization offers an innovative approach to capturing mental models and prototyping sustainable futures. Practically, the emphasis on equity, accessibility, and participatory governance provides insights for designing more inclusive and ethically grounded tourism policies. The study thus contributes theoretically, methodologically, and practically to advancing sustainable tourism research.