The Effectiveness of Instagram and TikTok in Increasing Interest Tourism for Gen-Z

Tyas Raharjeng Pamularsih (), Ni Wayan Sintya Dewi and Ni Wayan Wahyu Astuti
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Tyas Raharjeng Pamularsih: Politeknik Negeri Bali, Tourism Department
Ni Wayan Sintya Dewi: Politeknik Negeri Bali, Tourism Department
Ni Wayan Wahyu Astuti: Politeknik Negeri Bali, Tourism Department

A chapter in Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024), 2024, pp 228-238 from Springer

Abstract: Abstract In general, before traveling, travelers tend to plan and look for reviews about their destination through information sources such as YouTube. The social media platforms currently trending among Gen-Z, featuring aesthetic photos and videos related to tourist destinations and reviews, are Instagram and TikTok. Gen-Z’s interest in traveling is often sparked by viewing these aesthetic photos and videos on Instagram and TikTok. This research measures the effectiveness of Instagram and TikTok in increasing tourism interest among Gen-Z, who are frequent users of these platforms. The research assesses how effective these two social media platforms are in generating interest in travel. The study was conducted in five stages: concept exploration, analysis, data collection and analysis, and conclusion. The variables used to measure the effectiveness of Instagram and TikTok in increasing tourism interest include ease of use, content quality, and the interest in visiting. Based on hypothesis testing, it was concluded that both the ease of use and the quality of content on Instagram significantly influence tourist interest in visiting. Similarly, for TikTok, ease of use and content quality also significantly impacts tourist interest. Since effectiveness is measured by ease of use and content quality, and travel interest is measured by the interest in visiting, it can be concluded that Instagram and TikTok are effective in increasing travel interest.

Keywords: Effectiveness; Gen-Z; Healing; Instagram; TikTok (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-622-2_26

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