Influencia de la Aplicación TikTok en la Intención de Viaje: una aproximación con la Teoría de la Conducta Planificada
DOI:
https://doi.org/10.11606/issn.1984-4867.v35ip120-142Palabras clave:
Destino turístico, Medios sociales, Videos, Consumidor turísticoResumen
El uso de redes sociales, especialmente TikTok, se ha convertido en una herramienta clave para la elección de destinos turísticos, al permitir compartir experiencias a través de fotos, reseñas y videos. Este artículo tiene como objetivo analizar los factores conductuales relacionados con las visualizaciones de videos en TikTok que influyen en la intención de elegir destinos turísticos. Se utiliza la Teoría del Comportamiento Planificado (TCP) (Ajzen, 1991) para estudiar el efecto de la actitud, las normas subjetivas y el control percibido sobre la intención de elegir un destino turístico. La metodología empleada fue cuantitativa, mediante un análisis de las relaciones entre las variables independientes de la TCP y la variable consumo por estatus, a través de la Modelización de Ecuaciones Estructurales (MEE). Los datos fueron obtenidos de 302 usuarios de TikTok en Brasil, mediante encuestas difundidas en redes sociales. El perfil de los encuestados reveló que, en general, no utilizan TikTok para elegir destinos turísticos, ya que la mayoría lo emplea para entretenimiento o no confía en el contenido. Los resultados de la MEE indicaron que la actitud y el consumo por estatus tienen una relación directa y positiva con la intención de elegir un destino turístico a través de TikTok. Sin embargo, las normas subjetivas y el control percibido no mostraron influencia significativa en esta decisión. En conclusión, los encuestados consideran viable utilizar TikTok para la elección de destinos turísticos y están dispuestos a pagar más por viajes a destinos promovidos en la plataforma, que puedan aumentar su estatus.
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Derechos de autor 2024 Leylane Meneses Martins, Karen Daniele Lira de França, Luiz Mendes Filho, Sérgio Marques Junior
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