‘I want to record and share my wonderful journey’: Chinese Millennials’ production and sharing of short-form travel videos on TikTok or Douyin

Xin Du, Toni Liechty, Carla A. Santos and Jeongeun Park

Current Issues in Tourism, 2022, vol. 25, issue 21, 3412-3424

Abstract: Seeking to understand how involvement with social media influences travel experiences, the current investigation explores the reasoning and social justifications of tourists’ engagement with travel videos on the short-form video sharing platform – TikTok. Using phenomenology, data consisted of semi-structured interviews with 12 tourists who had experiences consuming, producing, and sharing travel videos on TikTok. Findings suggest that consuming and creating TikTok touristic fantasies, hashtagging a #wonderfuljourney through sharing, and storing my meaningful life in a ‘public’ diary are three primary reasons for tourists’ engagement in TikTok travel videos. Results show that the daily use of TikTok, a visual storytelling platform, has extended to the tourism context, resulting in the eroding boundaries between tourism experiences and everyday life and contributing to an understanding of the ‘Leisure-Tourism’ Continuum in Web 2.0. It advocates DMOs to produce tourism videos based on tourist needs and the distinctness of the platform of TikTok.

Date: 2022
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DOI: 10.1080/13683500.2020.1810212

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