The impact of social network Tiktok on Vietnamese generation Z's tourist destination intentions: A case study of Hue city

Abstract

The social network TikTok is increasingly influential among Generation Z. This study is based on the technology acceptance model (TAM), flow theory and source credibility theory to explore factors on Tiktok that influence the travel intentions of Vietnamese Generation Z. The empirical study was conducted by collecting data from 397 Vietnamese Generation Z tourists visiting Hue and analyzing through linear regression. The results confirmed that the research hypotheses of all four factors including Ease of use, Usefulness, Credibilityand Enjoyment have a positive influence on Generation Z tourists’ travel intention. Based on these findings, the study proposes managerial implications to promote the effectiveness of TikTok in promoting destination tourism targeting Generation Z.