University of Twente Student Theses
The impact of TikTok short videos on tourist destination choice
Savelyeva, Valeriya (2024) The impact of TikTok short videos on tourist destination choice.
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| Abstract: | As one of the major growing social media platforms, TikTok has massive influence on our daily lives, and traveling is no exception. This study examines the impact of TikTok short videos, in combination with initial travel knowledge, on the motivation to choose a destination and how this motivation affects the actual destination choice. Using a quantitative approach, data was collected through an online survey distributed to active TikTok users within Generation Z and Alpha. The results indicate a positive significant relationship between initial knowledge and motivation for destination choice, as well as between TikTok short videos and motivation. Additionally, the study confirms that motivation plays a crucial role in the final decision to travel to a particular destination. These findings suggest that TikTok's personalized and engaging content significantly enhances the destination image by influencing user motivation, thereby driving destination choice. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/103607 |
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