The Influence of Social Media Influencers on TikTok on Generation Z’s Travel Intention
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Abstract
The research titled “The Influence of Social Media Influencers on TikTok on Generation Z’s Travel Intention” aimed to 1) examine the level of influence of social media influencers on TikTok in terms of credibility, expertise, attractiveness, presentation style, and engagement with followers on Generation Z’s travel intention, and 2) investigate the relationship between these influencers’ characteristics and Generation Z’s travel intention. A quantitative research approach was employed, with data collected through questionnaires from a sample of 400 participants. The data were analyzed using descriptive statistics and multiple regression analysis. The independent variables included credibility, expertise, attractiveness, presentation style, and engagement with followers, while the dependent variable was travel intention.
The results revealed that 1) the overall influence of influencers was at a high level, with presentation style having the highest mean score, and 2) credibility, expertise, and engagement with followers had a statistically significant effect on travel intention, whereas attractiveness and presentation style did not have a statistically significant effect. Additionally, creative content presentation that stimulates follower engagement plays an important role in inspiring travel intention, particularly when content effectively conveys authentic experiences in an engaging and accessible manner. Influencers with high levels of expertise and credibility are able to build trust with followers, which ultimately leads to travel decision-making. This study highlights the importance of influencer characteristics within the context of the TikTok platform, which is characterized by high user engagement, particularly among Generation Z. The findings can be applied as guidelines for planning digital marketing strategies in the tourism industry to enhance communication effectiveness and stimulate consumers’ travel intention appropriately.
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