This study presents a comprehensive bibliometric and thematic analysis of Generation Z’s role in reshaping tourism and hospitality through social media engagement. Utilizing longitudinal publication analysis, keyword frequency mapping, burst detection, and co-citation clustering, the research outlines both the evolution of academic interest and the thematic structure of this emerging research field. Drawing on 407 publications from 2011 to 2025, this research identifies six core themes: travel behavior, digital marketing, ethical tourism, festival experiences, immersive technologies, and satisfaction evaluation. The findings of this study reveal Gen Z’s preference for authenticity, emotional resonance, digital interactivity, and ethical alignment. The study highlights strategic implications for tourism practitioners, including the need for immersive storytelling, tech-human integration, and value-based branding. The results offer an integrative framework for understanding Gen Z’s transformative impact on tourism systems.
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