Exploring the Role of TikTok in Tourism Destination Choice in Bosnia and Herzegovina

Almir Peštek, Amra Banda, Belma Durmišević and Iman Gabela

EconStor Conference Papers from ZBW - Leibniz Information Centre for Economics

Abstract: This study explores how TikTok influences destination choices among users in Bosnia and Herzegovina, (BiH) using an extended UTAUT2 model that integrates perceived trust. Through an online survey conducted in 2024 (N = 327; valid cases = 229) and analysis via PLS-SEM, the research examines cognitive, motivational, and trust-based determinants of intention and actual use. Results show that perceived trust, hedonic motivation, and habit significantly shape behavioral intention, whereas performance expectancy, effort expectancy, social influence, and facilitating conditions do not. Overall, reliance on TikTok in travel decision-making is driven more by credibility, enjoyment, and habitual engagement than by utilitarian factors. The study validates an extended UTAUT2 framework in a Southeastern European context and offers practical guidance for destination marketing organizations, underscoring the value of trustworthy, engaging, and peer-driven short-form video content.

Keywords: TikTok; destination choice; tourism marketing; UTAUT2; perceived trust (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:esconf:343371

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