Visiting Intentions toward Theme Parks: Do Short Video Content and Tourists’ Perceived Playfulness on TikTok Matter?

Xi Wang (), Yun Yu, Zhe Zhu and Jie Zheng
Additional contact information
Xi Wang: Culture, Creativity and Management, School of Culture and Creativity, BNU-HKBU United International College, Zhuhai 519085, China
Yun Yu: Culture, Creativity and Management, School of Culture and Creativity, BNU-HKBU United International College, Zhuhai 519085, China
Zhe Zhu: Culture, Creativity and Management, School of Culture and Creativity, BNU-HKBU United International College, Zhuhai 519085, China
Jie Zheng: Apparel, Events, and Hospitality Management, College of Human Sciences, Iowa State University, Ames, IA 50011, USA

Sustainability, 2022, vol. 14, issue 19, 1-17

Abstract: TikTok, along with other social media platforms, has emerged as one of the most important tools for many people, particularly millennials. Because the relationship between social media and customers’ behavioral intentions has long been a topic of discussion in the hospitality industry, the purpose of this study was to look into the potential determinants of customers’ visiting intentions toward Universal Studios Beijing on short video platforms such as TikTok. In addition, descriptive analysis was also conducted to show the demographic and other basic characteristics of the sample. The findings revealed that social interaction, informativeness, and trust had significant effects on perceived usefulness, as well as significant influences on the related visiting intentions from the perceived usefulness, ease of use, and playfulness. This study filled in the research gaps of the TikTok studies based on the extended technology acceptance model (TAM) and explored the effects of perceived playfulness on the theme park. This study can contribute to the formulation of operational and marketing strategies by theme park marketers, help internet vloggers with content creation and development, and provide suggestions to local governments for tourism destination management.

Keywords: theme park visiting intention; perceived playfulness; short video platform; social media influence; technology acceptance model (TAM); TikTok (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/19/12206/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/19/12206/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:19:p:12206-:d:925834

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().