Influence of the TikTok Social Network on Travel Intention: an approach with the Theory of Planned Behavior

Authors

DOI:

https://doi.org/10.11606/issn.1984-4867.v35ip120-142

Keywords:

Tourist destination, Social media, Videos, Tourism consumer

Abstract

The use of social media has become a tool for selecting tourist destinations allowing the sharing of experiences through photos, reviews, and videos. This article aims to analyze the behavioral factors associated with watching videos on the TikTok social network that impact the intention to choose tourist destinations. The Theory of Planned Behavior (TPB) (Ajzen, 1991) is employed to examine the influence of attitude, subjective norms, and perceived control on the intention to select a destination. The methodology employed in this study was quantitative, involving the analysis of relationships between the independent variables from the TPB and the variable “consumption by status” through Structural Equation Modeling (SEM). Data were collected from 302 TikTok users across Brazil through surveys distributed on social media. The respondents’ profile indicated that they seldom use TikTok to make destination choices, primarily because they use the app for entertainment or find the content unreliable. The SEM results demonstrated a direct and positive relationship between attitude and consumption by status with the intention to choose a destination through TikTok, while subjective norms and perceived control did not have an influence on this choice decision. It was concluded that respondents find it feasible to use TikTok for the purpose investigated in this study, and that it is justifiable to pay a higher price for trips that can enhance their status. Furthermore, the status that can be attained by traveling to a tourist destination featured on TikTok is deemed important.

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Author Biographies

  • Leylane Meneses Martins, Universidade Federal do Rio Grande do Norte

    Doutoranda em Turismo na Universidade Federal do Rio Grande do Norte, Natal, Rio Grande do Norte, Brasil.

  • Karen Daniele Lira de França, Instituto Federal do Mato Grosso

    Doutoranda em Turismo na Universidade Federal do Rio Grande do Norte, Natal. Docente do curso Técnico em Eventos e Bacharelado em Turismo do Instituto Federal do Mato Grosso, Cuiabá, Mato Grosso, Brasil.

  • Luiz Mendes Filho, Universidade Federal do Rio Grande do Norte

    Pós-doutorado em Turismo pela Bournemouth University, Inglaterra. Docente do Departamento de Turismo e do Programa de Pós-Graduação em Turismo da Universidade Federal do Rio Grande do Norte, Natal, Rio Grande do Norte, Brasil.

  • Sérgio Marques Junior, Universidade Federal do Rio Grande do Norte

    Doutor em Agronomia pela Universidade Estadual Paulista Júlio de Mesquita Filho. São Paulo, São Paulo. Docente do Programa de Pós-Graduação em Turismo da Universidade Federal do Rio Grande do Norte, Natal, Rio Grande do Norte, Brasil.

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2024-12-05

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Vol. 35 (2024): fluxo contínuo de publicação

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Copyright (c) 2024 Leylane Meneses Martins, Karen Daniele Lira de França, Luiz Mendes Filho, Sérgio Marques Junior

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How to Cite

MARTINS, Leylane Meneses; FRANÇA, Karen Daniele Lira de; MENDES FILHO, Luiz; MARQUES JUNIOR, Sérgio. Influence of the TikTok Social Network on Travel Intention: an approach with the Theory of Planned Behavior. Revista Turismo em Análise, São Paulo, Brasil, v. 35, p. 120–142, 2024. DOI: 10.11606/issn.1984-4867.v35ip120-142. Disponível em: https://revistas.usp.br/rta/article/view/218907.. Acesso em: 9 jan. 2026.

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