틱톡의 여행 컨텐츠 특성이 태도와 여행 의향에 미치는 영향

Abstract

Over the past 10 years, social networking services have changed the way people communicate and connect, and have also influenced traditional tourism patterns. In the era of 5G information, social networking services are indispensable. In the age of internet development, most people search for travel-related information through the internet and form their own judgments based on references from netizens through websites or other platforms. However, research on the impact of the characteristics of TikTok's travel-related content on actual travel intentions is inadequate. This study aims to verify the relationship between the characteristics of TikTok's travel-related content (entertainment, intuitiveness, informativeness) and their influence on attitudes and travel intentions, and to investigate whether there is any moderating effect of emotional involvement. This paper mainly takes Chinese as the research object and uses SPSS data analysis software to perform data analysis, firstly obtaining the following conclusions: Firstly, it is confirmed that the characteristics of TikTok (information, entertainment, intuitiveness) have a positive impact on attitudes towards travel-related TikTok, and attitudes towards travel-related TikTok also have a positive impact on travel intentions. Secondly, attitudes towards travel-related TikTok showed a complete mediation effect in the relationship between informativeness and travel intentions. Thirdly, attitudes towards travel-related TikTok showed a complete mediation effect in the relationship between entertainment and travel intentions. Fourthly, attitudes towards travel-related TikTok showed a complete mediation effect in the relationship between intuitiveness and travel intentions. Finally, according to the research results, companies or the travel industry should actively produce travel video content and understand and utilize the platform's search algorithms to effectively use TikTok. Moreover, they should provide a variety of challenges and events that users can participate in.