TikTok, does it matter? Content and impact of TikTok influencers on youths' motivation to travel

• Main Authors: Ahmad, Siti Yuliandi, Sawari, Siti Salwa
• Format: Article
• Language: English; English
• Published: 2023
• Subjects: G156.5.S87 Sustainable tourism
• Online Access: http://irep.iium.edu.my/106998/1/JTHEM-2023417.pdf; http://irep.iium.edu.my/106998/2/JTHEM%202023.pdf; http://irep.iium.edu.my/106998/

In recent years, social media platforms have spawned many influencers and internet celebrities who actively engage in marketing and promotion strategies. The trend of incorporating social media influencers into marketing strategies is rising. In the current technological era, these influencers, especially those on TikTok, have gained immense popularity and are crucial in influencing people, particularly the younger demographic of social media users. This study aims to investigate the content of TikTok and the impact of TikTok influencers on young people's travel motivation. This study employs descriptive and Pearson correlation analyses as the chosen quantitative research methodologies. A structured instrument using a survey was distributed to Malaysian youth. The purpose of the survey was to examine the relationship between TikTok influencers and the travel motivation of young people. The results of this study indicate a correlation between TikTok influencers and youth travel motivation. The captivating content created by these influencers, which includes visually appealing travel destinations, exciting activities, and one-of-a-kind cultural experiences, has a substantial effect on shaping the travel motivation of young people. By leveraging the power of TikTok influencers, travel-related businesses, organisations, and entrepreneurs can improve their marketing strategies to reach and engage the youth demographic. Understanding the impact of TikTok influencers on the travel motivation of young people can aid in developing marketing campaigns that resonate with this demographic. This research supports the growth of the tourism industry by providing insights for stakeholders to enhance their marketing strategies and cater to the preferences of young travellers. It emphasises the influential role of TikTok influencers in encouraging youth to travel and shaping their destination preferences. Incorporating these influencers into marketing efforts can effectively engage with the youth demographic, leading to improved outcomes and contributing to the expansion of the tourism industry.