Exploring factors influencing travel information-seeking intention on short video platforms

Xu, Jinyi; Qiao, Guanghui; Hou, Songhe

doi:10.1080/13683500.2022.2154197

Cited by 14 publications

(6 citation statements)

References 80 publications

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“…The primary focus of the study is to elucidate how TikTok can effectively shape consumer decision-making. Additionally, it identifies research gaps, drawing from prior studies [16,[23][24][25][26][27][28], emphasizing the need for a deeper understanding of the information influencing consumer behavioral intention. These findings serve as the foundation for the primary research question and the development of the research model.…”

Section: Methodsmentioning

confidence: 99%

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Exploration of Moderated, Mediated, and Configurational Outcomes of Tourism-Related Content (TRC) on TikTok in Predicting Enjoyment and Behavioral Intentions

Huang,

Silalahi,

Eunike

2024

Human Behavior and Emerging Technologies

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The significance of social media content in consumers’ decision-making journeys has acquired substantial attention among scholars and business practitioners in recent times. However, the exploration of how marketing strategies should design social media content to influence behavioral intentions remains fairly inadequate, particularly within the tourism industry. This study is aimed at developing a model that includes the moderating, mediating, and configuration effects of tourism-related content (TRC) dimensions on TikTok to predict enjoyment and behavioral intention. This study employs a hybrid approach of structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) to test hypotheses and propositions using a sample of 319 participants who have experience watching TRC on TikTok and have the intention to visit the destinations presented in the content. The results from SEM confirm that content reliability and understandability significantly influence perceived enjoyment. Furthermore, visit intention is predicted to increase through the contributions of content understandability and perceived enjoyment. Insights from the mediating effect reveal that perceived enjoyment serves as a fully mediating factor between content understandability and visit intention. Moreover, the moderating effects of gender and frequency of use exhibit significant differences in their impacts on perceived enjoyment and visit intention. The outcomes of fsQCA confirm that various configurations of TRC dimensions and enjoyment provide valuable insights for designing content-marketing strategies. The consideration of different combinations of these constructs can impact behavioral intentions. This research makes significant contributions to both theory and marketing practice, as the comprehensive discussion of the combinations of configurations provides amplified insights into this study’s findings.

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Section: Methodsmentioning

confidence: 99%

“…Kim et al [24] explored how tourism information services impact tourists' perceived enjoyment and their intention to use such services. Recent research has highlighted the potential of UGC on TikTok to engage potential tourists (see [25][26][27]). It has also shown that UGC can influence travel decision-making [16,28].…”

Section: Introductionmentioning

confidence: 99%

Exploration of Moderated, Mediated, and Configurational Outcomes of Tourism-Related Content (TRC) on TikTok in Predicting Enjoyment and Behavioral Intentions

Huang,

Silalahi,

Eunike

2024

Human Behavior and Emerging Technologies

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“…In this vein, media framing offers content creators and users a canvas to paint their own unique stories that can be shared with a global audience. Today's world is also afforded a greater choice of media platforms, including digital and social media, such as TikTok to receive personalised information (Xu et al, 2023). These technological developments have provided destinations with a wider array of tools to tackle the potential for media-induced tourism outcomes.…”

Section: Mediatisation Of Tourismmentioning

confidence: 99%

A pentadic analysis of TikTok marketing in tourism: The case of Penang, Malaysia

Tham,

(Ava) Chen,

Durbidge

2023

Tourist Studies

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Several destinations have jumped on the TikTok bandwagon to explore consumer reactions and motivations towards visit intentions, though these are largely limited to point-in-time surveys. Using the example of Penang, Malaysia, this research contributes to the paucity of knowledge surrounding TikTok in tourism by analysing contents generated from the destination management organisation, travel influencers, and other tourists participating in a TikTok competition for the destination. Drawing from Burke’s Pentadic analysis, the findings reveal the sociological interactions where the performativity of the short videos are staged by different users with the destination as the backdrop. Theoretical and managerial implications are highlighted to inform current and future practices of TikTok (re)presentation in tourism, and how the platform can be used distinctively to socially interact with various target markets and stakeholders.

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“…User engagement in social media has a positive and significant impact on user intentions such as usage, purchase and visit intentions. The more positive their engagement, the more likely they are to generate positive intentions (Xu et al, 2022). Users' interaction and engagement with social media platforms can be transferred to their behavioral intentions.…”

Section: User Engagement and Visit Intentionmentioning

confidence: 99%

Who generates your video ads? The matching effect of short-form video sources and destination types on visit intention

Li,

2023

APJML

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PurposeShort-form videos have gradually become important marketing tools for tourist destinations. However, chaotic sources and homogenized content have led to poor user experiences. Taking Kulangsu and Xi'an City Wall in China as examples, this study explored the influence of matching short-form video sources with destination types on user engagement and visit intention.Design/methodology/approachThis study selected three short-form videos from different sources for each destination on TikTok and conducted an empirical research using a 3 × 2 experimental design to examine the proposed research model.FindingsThe results showed that the matching effect between short-form video sources and destination types will positively affect user engagement and visit intention. (1) the short-form videos with user-generated content (UGC) or professional user-generated content (PUGC) in hedonic destinations can obtain higher user engagement and visit intention; (2) the short-form videos with professionally generated content (PGC) or PUGC in utilitarian destinations can obtain higher user engagement and visit intention and (3) perceived credibility and perceived usefulness played mediating roles in these interactions.Originality/valueThis study considers short-form video sources as antecedent variables influencing user engagement and visit intention and confirms the matching effect between short-form video sources and tourism destination types. The findings will help researchers and marketers better understand the impact of short-form video on destination marketing.

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Exploring factors influencing travel information-seeking intention on short video platforms

Cited by 14 publications

References 80 publications

Exploration of Moderated, Mediated, and Configurational Outcomes of Tourism-Related Content (TRC) on TikTok in Predicting Enjoyment and Behavioral Intentions

Exploration of Moderated, Mediated, and Configurational Outcomes of Tourism-Related Content (TRC) on TikTok in Predicting Enjoyment and Behavioral Intentions

A pentadic analysis of TikTok marketing in tourism: The case of Penang, Malaysia

Who generates your video ads? The matching effect of short-form video sources and destination types on visit intention

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