THE INFLUENCE OF TOURISM DESTINATION CONTENT ON TIKTOK ON INDONESIA’S TOURISM VISIT INTENTION (SURVEY ON INDONESIA)

Abstract

Purpose - This research aims to examine The influence of tourism destination content on TikTok on Indonesia’s tourism visit intention (survey on Indonesia). Design/Method - Data was collected through a survey of 305 people who are ≥ 16 years old and have ever watched TikTok content about Indonesia’s tourism destinations from credible source (influencer, news, etc.) SmartPLS for structural equation modeling (SEM) is used for rigorous data analysis and model validation, providing insight into the dynamics between. Findings - Hypothesis in this study was all accepted, This research identifies the influence of social media marketing, content quality and source credibility, on visit intention, through destination image. Practical Implication - The lack of impact from Tiktok content further investigation to develop more effective strategies in their use for visit intention of Inedonesia’s tourism destination. The strong correaltion between destination image and visit intention underscored the importance of destination image which drives users visit intention.Social Media Marketing is also crucial in forming a high Destination Image and Visit Intention because it significantly influences. Business actors can use SEO, learn the TikTok algorithm, and use available advertising. Ultimately, all of these research findings can be implemented by tourism business actors in tourist villages, historical heritage, natural beauty, etc.