The influence of TikTok on tourism destination decision in the post-pandemic era

• Autor(a) principal: Wang Zihan
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/27015
• topic: Tik Tok; Tourism destination decision; Media sociais -- Social media; Geração Z -- Z Generation; Decisão de destino turistico

This dissertation analyzes the influence of the social media Tik Tok on a tourism destination decision, mainly among particpants that belong to the Generation Z, who are heavy users of social media. The recognition of social media as a relevant communication channel has been increasing by companies and citizens. In this context, the awareness of the Chinese Tik Tok has fast increased in China, as well as expanding internationally. A quantitative study was designed expecting to cover not only Chinese participants. An online questionnaire in two languages, Chinese (Wenjuanxing 问卷星) and English (Google Form) was submitted to a convenience sample. Data could be obtained from 259 participants, with 177 valid participants. The multiple linear regression was applied to estimate the theoretical model. Results show the absence of mediating effects, but the influence of Tik Tok on destination decision, mainly for Generation Z, on five determinants explain it: Trust on TikTok, Travel influencer on TikTok, Types of travel videos on TikTok, and the main information sources to get information. Only the perceived risk from accidents, such as airplane hijacking or terrorist attack, and with common problems, such as health, political stability and security explain destination decision. Tik Tok main users belong to the Generation Z in China, but it is still not popular to Portuguese young adult. Future studies should analyze more determinants and mediating effects, as consider short videos using new technologies (AI, AR and VR).