Navigating (Eco) Homogenization: Emerging Socio-Cultural Trends and Digital Influences Among Chinese Youth in Ecotourism

This study explores the emerging socio-cultural trends and digital influences among Chinese youth engaging in ecotourism, against the backdrop of increasing discontent with capitalist modernity and hyper-competition. Drawing on fieldwork and social media analysis, the research examines how platforms like Xiaohongshu shape travel behaviors and endorse sustainable practices. The study focuses on the “lying flat” movement, a reaction against relentless societal pressures, and its role in propelling young people towards nature-based tourism. It investigates the dual nature of ecotourism as both an escape from and a reinforcement of capitalist dynamics, highlighting the performative role of digital content in constructing travel aspirations. By employing Karen Barad’s agential realism and Robert Fletcher’s critique of ecotourism, the paper situates these trends within China’s socio-economic landscape and global neoliberal patterns. The findings reveal a complex interplay where ecotourism fosters individual fulfilment and community building while potentially contributing to the homogenization of cultural and natural landscapes. This study underscores the importance of critically examining how digital media and socio-economic factors co-create new forms of environmental engagement, influencing both the preservation and commodification of ecological and cultural diversity. Future research should address the broader implications of these dynamics, aiming to promote more inclusive and sustainable tourism practices that respect local diversities in an increasingly interconnected world.