How TikTok's Short Videos Influence Young Travelers' Decisions

In the ever-evolving tourism landscape, traditional advertising and promotion methods are being replaced by modern media. One such innovation is the rise of short-form videos, like those found on TikTok. These videos are not only brief but also highly engaging, making them an excellent tool for promoting tourist destinations. A recent study, based on the Stimulus-Organism-Response model and flow experience, explored how TikTok's attributes and technology can create a sense of flow and drive tourist behavior.

The study, conducted in China, focused on two key factors from the Technology Acceptance Model: perceived usefulness (PU) and perceived ease of use (PEOU). Additionally, it considered three content attributes: entertainment, informativeness, and interactivity. Data was collected from 412 respondents and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results showed that PU, PEOU, and entertainment significantly impact the flow experience, which includes telepresence, time distortion, and focused attention. Interactivity was found to influence telepresence and time distortion, while informativeness affected focused attention. Interestingly, both time distortion and focused attention were linked to tourists' behavioral intentions. While the study offered valuable insights, it also highlighted some limitations, paving the way for future research.

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