The influence of destination awareness, destination image, and perceived quality on Indonesian TikTok users’ visiting intention

This research explores the effectiveness of destination awareness, destination image, perceived quality, and brand engagement on visit intention among TikTok users toward destinations in Yogyakarta. The sample in this research is TikTok users who have seen tourism video content in Yogyakarta. Data w...

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Bibliographic Details
Published in:International journal of business ecosystem & strategy 2023-01, Vol.5 (1), p.49-59
Main Authors: Roostika, Ratna, Putri Yumna, Tasya
Format: Article
Language:English
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Summary:This research explores the effectiveness of destination awareness, destination image, perceived quality, and brand engagement on visit intention among TikTok users toward destinations in Yogyakarta. The sample in this research is TikTok users who have seen tourism video content in Yogyakarta. Data was obtained through an online survey constructed with Google Forms which 225 respondents filled out. The data used in this study were analyzed using the PLS-SEM method by SPSS and SmartPLS. According to the research findings, destination awareness and destination image positively impact the perceived quality of TikTok users. Furthermore, perceived quality positively affects the intention to visit and brand engagement for TikTok users. These findings provide implications and empirical studies related to encouraging marketing potential on social media TikTok for visiting the tourism industry in Yogyakarta.
ISSN:2687-2293
2687-2293
DOI:10.36096/ijbes.v5i1.393